#GIVINGTUESDAY

PLANNINGWORKBOOK

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About the Author

It's a #Giving Tuesday party!

Do you have time for #GivingTuesday?

Make #GivingTuesday work for yourorganization

How to use this Workbook

Organize your campaign team

Set a meeting schedule

Establish your campaign brand for maximumimpact

Set your goal!

Get your technology ready!

Spur participation with challenges + matchingfunds

Identify campaign ambassadors

Plan a robust communications strategy

Put your best foot forward

Breakthrough in 30 second

Table of Contents

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Thank and celebrate!

Wait! One more thing.

We're here to help!

Jamie McDonaldJamie McDonald is the Founder ofGenerosity Inc.

After 16 years as an investmentbanker, Jamie shifted her personalmission from startups and venturecapital to innovation and growth of thegenerosity economy. Jamie works withcauses on large-scale campaigns andsocial movement building.

Jamie is a passionate believer in#GivingTuesday, having been involvedwith the movement since 2012. Inaddition to leading several multi-milliondollar #GivingTuesday campaigns,Jamie has guided more than 60communities around the country oncampaigns for #GivingTuesday, in herrole as Head of Civic and SchoolCampaigns for 92Y, the founders of themovement.

About theAuthor

When done well, #GivingTuesday is like a great party that builds giving andengagement for your organization. Not to overstate the analogy, but theseare a few parallels to consider:

Timing is keyA unifying theme creates excitement and engagementThere are some key people you want in attendanceGames and activities can make a big differenceSharing memories - stories, pictures - after the party keeps the goodfeeling going, and builds excitement for next year.

Since 2012, thousands of organizations have taken part in #GivingTuesday.In this e-book, we're highlighting what we've learned from these successes.

It's a #Giving Tuesdayparty!

Year-end is a critical time, and your team has a full plate. Is

#GivingTuesday worth it?

Yes!

#GivingTuesday startedwith a simple idea – to bea counterpoint to theconsumerism of BlackFriday and Cyber Monday.The idea caught fire, andin just four years, #GT grew from an idea to a movement.

In 2015 #GT was the second biggest day of the year in nonprofit donations(behind only 12/31) and the third biggest in terms of dollars raised.#GivingTuesday is a day when donors are looking for a way to make adifference, and you want to be the one they support.

So, the question should not be if, but HOW, you participate in#GivingTuesday.

Do you have time for#GivingTuesday?

#GivingTuesday can become your signature day for engaging youngdonors, new donors, staff and other hard-to-reach givers.It can be a day tofund specific projects and initiatives or other special programs.

While raising funds is typically a primary objectiveof a #GivingTuesday campaign, your#GivingTuesday goals can be about more thandollars.

Consider focusing on:

monthly giversnew donorsyoung donorssocial media followers

#GivingTuesday is a chance to tell fresh stories, to attract new supporters,to accelerate your social media presence or to diversify your fundraisingchannels. The lessons you take away from #GivingTuesday can impact year-end giving throughout December—and your fundraising into 2017.

So, let's get started.

Make #GivingTuesdaywork for your organizationExperiment. Learn. Pursue new goals. There is not just onestrategy for success on #GivingTuesday.

Share and/or print this workbookUse this workbook with your team to help get everyone on the same pageabout your #GivingTuesday campaign. This will become a great resource tojump start planning.

Before we get started...A little housekeeping▢ Take a minute (now) to think of one thing you want to learn during the kick

off meeting. List it in the Workbook and if you don't hear the answer, bringit up. This is a great way to start the collaboration!

▢ The thing I want to learn:______________________________________________________________

▢ Focus and plan for action. Complete the workbook as we go, and decide ona few actions you can take in the NEXT THREE DAYS. Taking action rightaway will build momentum and help you immediately see the impact ofyour efforts.

▢ Be open to new ideas and creativity. #GivingTuesday is a great day to invitestaff, volunteers, supporters, your Board and others into the planningprocess of a fun - and successful - day.

How to use this WorkbookGet value from this tool during our kickoff meeting, and then use itwith your leadership team.

Ideally, #GivingTuesdaydraws on the talents andskills of lot of teammembers. Make a list of thepeople you hope to includein your campaign.

CEO orExecutiveDirector▢ _________________________

Members ofLeadership team▢ _________________________▢ _________________________▢ _________________________▢ _________________________

DevelopmentStaff▢ _________________________▢ _________________________▢ _________________________▢ _________________________

Marketing/Communications▢ _________________________▢ _________________________▢ _________________________▢ _________________________

Other Key Staff▢ _________________________▢ _________________________▢ _________________________▢ _________________________▢ _________________________

Key BoardMembers▢ _________________________▢ _________________________▢ _________________________▢ _________________________▢ _________________________▢ _________________________

Key Supporters▢ _________________________▢ _________________________▢ _________________________▢ _________________________▢ _________________________▢ _________________________▢ _________________________

SocialAmbassadors▢ _________________________▢ _________________________▢ _________________________▢ _________________________▢ _________________________▢ _________________________

Organize your campaign teamList the names of potential partners to support the Campaign.

Host a kickoff and agree to a regularmeeting schedule. During the springand summer, a monthly generalmeeting is recommended, withcommittee meetings in between.Beginning in September, meetingtwice monthly will help you ramp upactivity leading up to #GivingTuesday.

Set a meeting schedule

List your ideas for a Tagline:

List your ideas for a Campaign logo:

No ideas? Tie into city, state or nationalcampaign brandGet in touch with #GivingTuesday to learn if there is a local campaign.

givingtuesday.com

Establish your campaignbrand for maximum impactMake #GivingTuesday your own! Design a brand – name, logo,tagline – that will unify your campaign and elevate your marketing.

Your campaign goal serves as the framework for your campaign, like aparty theme serves as the framework for a great event. Your goal shouldreflect your team's priorities and it's a great time to experiment with newstrategies.

Set a #GivingTuesday goal that your whole team can rally around. It mightfocus on dollars raised, number of donors, new donors, monthly donors,volunteers, events, etc.

Set your goal!What does success look like on #GivingTuesday?

Technology for both marketing and donation processing should bereviewed and optimized for #GivingTuesday. Your donation processingshould be simple, intuitive, and welcoming. Focus on reducing as muchfriction in the giving process as you can. Optimize giving on various devices:computer, phone, tablet.

Carry campaign branding, including tagline, image and impact statement,all the way through to your giving page.

Get your technology ready!Make sure that your site converts when a donor gets there.

Identify generous donors who can provide funds to spur generosity andprogress toward campaign goals. Also consider major givers who typicallymake their gift at year-end. You might want to ask them to consider givingthe gift early to support challenges and spur participation.

Spur participation withchallenges + matchingfunds

Ambassadors are individuals who are passionate about your organization'smission and have big, credible voices. Think about staff, board andvolunteers, and also about local sports figures, entrepreneurs, celebs, civicleaders and others with big online and offline followings who can helpspread your message.

Identify campaignambassadors

At a minimum, we recommend the following approach:

Plan a robustcommunications strategyDevelop a plan to build excitement for your campaign. Considermail, email, social media, and events. Create exciting, originalcontent and communicate consistently with your Ambassadors.

Put your best foot forwardLearn the secrets of a great campaign

#GivingTuesday is a big day on the giving calendar, during a very busy timeof year, so you need your message to tantalize potential supporter like the

perfect little bite! Here are a few ideas for a direct serviceorganization:

1. Frame your campaign around cost per client. Serving500 clients a year with $1 million budget = $2,000/client

2. Break it down into smaller chunks: 3 months for $500; 1month for $166; 1 week for $34.

3. Build a story around an inspiring client that exemplifies your work.

Breakthrough in 30 second

Before #GivingTuesday you can give a little love to ambassadors who signon to be part of the campaign, to supporters who provide matching funds,and to staff members who are working overtime to make the campaign asuccess.

On #GivingTuesday, thank donors and celebrate milestones.

After #GivingTuesday, thank contributors, ambassadors, staff members,and others that made a special effort on the big day.

Thank and celebrate!Before, during and after #GivingTuesday recognize and thankthe individuals who step up to make your campaign a success.

#GivingTuesday is the perfect day to rally your staff, volunteers, Board andsupporters to celebrate your organization in a BIG way. If you could geteveryone to do ONE THING what might it be? (A big idea might attract lotsof social media and traditional media coverage).

Wait! One more thing.Before we go, let's come up with some ideas for a BIG MOMENT

We're here tohelp!

You don't have to go it alone on#GivingTuesday. Our team can

provide tools, resources and bestpractices...all at NO cost to your

organization.

givingtuesday.com