#GivingTuesdayNow TOOL KIT

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Table of ContentsWhat Is #GivingTuesdayNow?

Email and Social Promotion Schedule

Email and Social Templates

Text Message Templates

Campaign Examples

#GivingTuesdayNow Donor Journey

Retaining #GivingTuesdayNow Donors

#GivingTuesdayNow Fundraising Methods

Conclusion

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#GivingTuesdayNow#GivingTuesdayNow is a global day of giving and unity that will take place on May 5, 2020 as an emergency response to the unprecedented need caused by COVID-19.

In this guide, you’ll find templates for social posts, emails, and outbound text messages you can use to let your supporters know about your organization’s specific needs and what they can do to help. There are tips for setting up donation forms to get higher conversion rates, along with great examples of unique campaigns from nonprofits around the country.

We hope you find these tools useful. Thank you for supporting and healing our global community.

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A Basic #GivingTuesdayNow Promotional ScheduleEmails and social posts to send your donors to let them know what #GivingTuesdayNow is and how they can

help. Here are some guidelines that will help you make the most of your communications:

When Sending Emails• Target your emails to make them more effective!

Segment your email sends to address a few differentgroups of people: brand-new donors, loyal donorswho have stayed engaged with you, highly-engagedvolunteers and board members, and donors that havesupported you on #GivingTuesdayNow

• Sending daily emails is not the best way to get peoples’attention! Instead, start two weeks out from the eventand work from there.

• You can send more frequent emails on the big day.Send email updates—make sure each one has a pointand something to offer your audience.

• Take time to craft your emails. Spending time toperfect your subject lines, include great pictures, andtell powerful stories are all great ways to make yourappeals stand out.

When Creating Social Posts• Be clear and intentional when posting on social media.

Let people know what #GivingTuesdayNow is, andbe sure to link to the #GivingTuesdayNow site forcredibility. People are uneasy about scams right now,so reassure them.

• On the day of the event, focus on publicly thankingyour donors (as long as they’re okay with recognition,of course). Instead of posting endless appeals,spotlight the people who gave and invite others to dothe same. It makes your donors feel good, it inspiresothers to get involved, and it makes planning postsway easier on your social media manager.

• Back up your appeals with stories, videos, and greatimages. Your donors will likely be inundated with#GivingTuesdayNow appeals on their own channels.Add elements to your posts to make them stand out.

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This basic scheduling template shows a simple promotion plan based on starting promotions on April 20th.Adjust as needed for your organization!

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

Social Post:Awareness Post

Share what your #GivingTuesdayNow campaign donations will fund! The more compelling your story, the more likely donors will be to give.

Social Post:Awareness Post

Why should yourdonors support youon May 5th? Remindthem that it’scoming up soon andshow them howtheir gift will makean impact.

(Optional)Social Post:Awareness Post

Do you have anycool opportunitieshappening on#GTNow? Arematching giftsavailable? Sharethem here!

Social Post:Awareness Post

Remind people that#GTNow is nextweek, briefly restateits purpose and whatdonations willaccomplish whenthey give. Usepersonal stories ifavailable.

Reminder Email

Sending a shortreminder one weekout keeps #GTNowat the forefront ofdonors’ minds.

(Continued on next page)

WEEK 1

WEEK 2

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Social Post:Awareness Post

Introduce the concept of #GivingTuesdayNow to your donors.

Awareness Email

Send a short emailabout#GivingTuesdayNow,what it is, and lettingdonors know aboutyour campaign.

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

#GivingTuesdayNow

Email: Periodic Updates

Send emails before, during, and right before the conclusion of the event.

Social Media: Regular Updates

Thank donors, share progress, remind donors about matching opportunities, ask them to share your posts—today’s the day to get social!

24 Hours Before

Reminder Email

Get people ready for the big day! Reiterate how their involvement will make a difference.

Social Posts:

One More Reminder

Your goal here is the same as your email’s goal! Get people excited about the big day and remind them how their gift will make a difference.

The Day After

Email: Update and Thank-You

Share goal progress, reiterate how amazing your donors are, and share their impact. Include opportunities for future engagement (but don’t make a second ask)!

Social Media: Final Update

Let donors know how much they gave, what that money will accomplish, and a sincere thank-you message.

WEEK 3

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Email and Social TemplatesWe’ve put together some helpful email and social post templates for youto use on#GivingTuesdayNow!

Download Email Templates Download Social Templates

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#GivingTuesdayNow Text Message TemplatesTools that enable donors to give from a distance and that give you the ability to get the word out aboutyour #GivingTuesdayNow campaign are particularly important right now. Here are some templates to usefor your text message communications!

Download Text Templates

Week beforeOn May 5th, [Org Name] is participating in #GivingTuesdayNow, a global day of giving in response to the coronavirus pandemic. Learn more here: [link to GTNOW site.] We hope we can count on your support on May 5th!

Friday beforeDon’t forget, #GivingTuesdayNow is on May 5th! Please consider making a donation in support of [your mission]. With your help, we’ll get through this together! Want to donate now? Visit [donation form link].

Day before#GivingTuesdayNow is tomorrow! Will you help us support [your mission] by making a donation at [link to your form]?

Day ofThe big day is here! Join us on #GivingTuesdayNow by making a gift to change the world. Your donation will [what it will achieve]. Ready to make your gift? [link to donation form]

Thank-you message templateThank you so much for supporting [org name]’s #GivingTuesdayNow campaign. Your donation will help heal our community by [detail what donation will do].

Follow-upWant to see what your #GivingTuesdayNow donations accomplished? Check out our updates at [link to blog, website, etc. with impact information and updates]

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Stellar Campaign ExamplesYour donation forms and campaigns are an opportunity to show donors how you’rehelping the world heal during the COVID-19 pandemic. Having a plain donation formwon’t speak to why supporters should give to you. An unbranded form also doesn’ttell donors anything about you. Just as with any other content, it’s important to letdonors know what their gift will support. You’ve also got to add your unique brandingto your donation forms so your donors know exactly who they’re giving to.

Looking for a little inspiration? Check out these examples of COVID-19relief campaigns and #GivingTuesdayNow forms from Qgiv clients.

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Second Harvest Food Bank of Northwest North Carolina

& The Sharing Center

Food banks have put a unique spin onfood drives by going virtual! These twoorganizations used Qgiv’s peer-to-peerstore feature to set up virtual pantries.Supporters can easily see what each item costs, and can even select to purchase a full cart of groceries for families of various sizes.

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PLUS1

PLUS1 started a text fundraisingcampaign for their COVID-19 Relief Fund.It was backed by quite a few big names,including Selena Gomez. They did agreat job of advertising their campaignon social channels, in the news, and ontheir website.

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Humane Society Pikes Peak Region

The Humane Society of the PikesPeak Region set up a dedicated#GivingTuesdayNow form thatclearly shows donors what theirgifts will accomplish. It evenincludes matching information!

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The #GivingTuesdayNow Donor Journey:Understanding How to Find (and Keep) New DonorsMuch like with Giving Tuesday, it’s worth putting in some time to keep your new donors coming back. Themedia blitz around #GivingTuesdayNow may result in an influx of new supporters. But an influx of newdonors isn’t valuable in the long run if you don’t keep them.

The best way to recruit new donors and keep them coming back is to understand their journey from“random person on the Internet” to “first-time donor” to (hopefully) “loyal donor.” If you take time to optimize and enhance that journey, your #GivingTuesdayNow campaign could help reach and keep new, loyal donors.

Here’s how to create a donor journey that will keep your #GivingTuesdayNow donors engaged long afterthe media frenzy dies down:

Connect potential donors to your mission

Emphasize your mission, not the dayConnecting donors to your mission sets thefoundation for a future relationship.

Show Everyone You Love Your DonorsShow donors you value the people who make the gift, not just the gift itself.

Tell a Consistent StoryCreate consistency and strengthen your appeal by sticking to one story.

Make a Great Ask

Be specificChoose a concrete amount to ask for (but do give donors the option of giving different amounts.

Explain the impactDon’t just tell donors they’ll make a difference. Show them how!

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Optimize the Donation Process

Make it easy to donateDonors won’t give if they don’t know how to get to your form.

Reduce decision-makingThe more decisions donors have to make during the giving process, the less likely they are to give.

Make Donors Feel Great about Giving

Thank them publiclyOnly do this if the donor approves! This helps show future donors you care about your supporters.

Build a great confirmation pageAdd details like images, impact statements, and thank-you messaging to make donors feel amazing.

Send a fantastic receiptMake the most of your automated receipts by using them to give donors the warm-fuzzies.

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Retaining Your #GivingTuesdayNow DonorsHere are some steps you can take to keep your #GivingTuesday donors engaged.

Writing your thank-you messaging while you’re planning your appeals saves time and creates continuity between the ask and the thanks.

Create your thank-yous ahead of time

Thank Your Donors Like You Mean It

Thanking donors immediately boosts the feel-good emotions that come with making a gift.

Thank donors right away

Include why you’re thankful for their gift, what it will accomplish, and who it will help.

Be specific with your thanks

If your “thank you” note sounds like a business memo, rewrite it to be warm, uplifting, and engaging.

Talk like a person

Report back

Did your supporters give a landmark amount? Did they fully fund a program? Let them know!

Update donors on your #GivingTuesdayNow campaign

What will their gifts achieve? Who have they helped? What change have they made in the world?

Tell donors to watch for future updates and news (and then follow through on sending them).

Set up future communications

Share the impact

Plan future campaigns, gauge success, and (most importantly) give donors a voice with a donor survey.

Ask for feedback

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Keep Donors Involved

Don’t ask for more money right away, but include #GivingTuesdayNowdonors in future fundraising campaigns.

Include them in future appeals

Invite donors to virtual events or exclusive groups on social media. Extend an invitation to in-person events or tours once stay-at-home regulations are lifted.

Keep sending updates about projects donors funded on #GivingTuesdayNow.Share relevant information

Offer additional ways to connect

Give repeat donors the chance to make recurring gifts to a program they love.Include recurring opportunities

Phone calls, handwritten notes, personal emails, and other tactics show donors you love and appreciate them.

Reach out

Retaining Your #GivingTuesdayNow Donors (continued)This cycle applies to campaigns beyond #GivingTuesdayNow. Use the simple formula of asking for support, thanking donors for support, reporting on donors’ impact, then asking again to retain your donors and expand your base of supporters.

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Choosing #GivingTuesdayNowFundraising MethodsWhat fundraising methods should you use for #GivingTuesdayNow? Notwo organizations raise money exactly the same way, but we have someideas. Here are some of our favorite #GivingTuesdayNow fundraisingstrategies, plus ideas about how to use them.

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Build an online donation form

You probably already have an online donation form. But do you have an online donation form especially for #GivingTuesdayNow? Consider creating a #GivingTuesdayNow form that includes images, impact statements, and details from the story you plan to use in your appeals. Having that theme on your donation form will reinforce donors’ decision to give, and it can also make it easier for you to attribute #GivingTuesdayNow donations to the right campaign. Link to this donation form in your #GivingTuesdayNow emails, social posts, and other appeals.

Qgiv tip: you can create a #GivingTuesdayNow donation form in seconds! Click on “My Qgiv” from your dashboard, then clone of your existing forms. From there, use your Form Builder to customize your form’s look and feel.

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Include recurring donation options

If donors really connect with the story you sharein your #GivingTuesdayNow campaign, they may want to offer ongoing support instead of aone-time gift. Recurring donors are a treasure;dollar for dollar, they usually donate more overtime than their one-time counterparts, and they’re also much easier to retain. Be sure you offer the option to make a donation a recurring gift!

Qgiv tip: did you know you get automaticaccess to recurring options? In your donation form settings, toggle on the “Enable Recurring Donations” and choose the frequencies youwant to offer your donors. That’s all it takes!

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Set up a text-to-donate keyword anduse outbound messaging

Did you know text messages have a 98% openrate? Use outbound messaging to let yoursupporters know about #GivingTuesdayNowand the urgent need you’re facing.

Set up a text-to-donate keyword that connectsto your #GivingTuesdayNow campaign. Then,include that keyword on emails, social posts,or any other #GivingTuesdayNow materials.We suggest using a keyword that’s unique toyour #GivingTuesdayNow campaign; that willmake attributing donations to the rightcampaign much easier.

Qgiv tip: if you’re using Qgiv’s Mobile Suite, youdon’t have to pay extra for a #GivingTuesdayNow specific keyword. Just navigate to the SMS/Text Messaging section of your dashboard and set up your keyword there.

You can Click “Send Text Messages” under theSMS/Text area of your dashboard, then createyour message or template. After that, simplychoose the lists who should receive themessage. You can schedule a send time orsend it right away!

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Use social media fundraising methods

The fewer the clicks a donor must make to give, the better. Try including a donation form on your Facebook profile! Donors won’t have to click away from Facebook unless they want to! This isn’t a replacement for including links to your donation form in your appeals, but it’s a nice option to offer.

Qgiv tip: Facebook donation forms are a standard feature for all users, so it’s easy to add a form to your Facebook Page. Facebook requires that at least 2,000 people like your page, which makes this a great option for nonprofits that have already established a Facebook audience.

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Explore peer-to-peer fundraising

In a peer-to-peer fundraiser, you recruit people to raisemoney on your behalf. This takes planning but, if you’ve got a base of highly-engaged supporters already, can be a powerful fundraising method for #GivingTuesdayNow. Set up a #GivingTuesdayNow- specific campaign, ask your supporters to create fundraising pages explaining why people should donate to your cause, and have them spread the word using their own stories, images, and insights.

Qgiv tip: If you’re short on time, try cloning a peer-topeer event you’ve used in the past and update images, text, and color schemes. Ask your staff, board members,and volunteers if they’d be willing to set up a fundraisingpage and share it with their networks.

Another Qgiv tip: use Qgiv’s Facebook integrationto make your fundraisers’ social posts even morepowerful. The integration lets your fundraisers’ progressthermometers and Facebook’s fundraising tools worktogether, which will make your bookkeeping andreporting more effective after the fact.

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Try crowdfunding a project

Using #GivingTuesdayNow as a way to find like-minded donors is a good strategy. Using #GivingTuesdayNow as an opportunity to find like-minded donors by funding a specific project, program, or goal is an even better one. Humans are hard-wired to reach goals, and setting a fundraising goal with a tangible impact will make your campaign more appealing. Asking donors to give money on #GivingTuesdayNow is okay. Asking donors to help raise $5,000 is better. Asking donors to help raise $5,000 toward providing medical supplies is even better.

Qgiv tip: if you want to try a crowdfunding-style fundraiser for #GivingTuesdayNow, go explore the “Goals” section of your control panel. You can easily set a goal and add a thermometer widget to your donation form. Donors love tracking your progress and seeing their donation reflected in the overall total. Your fundraising progress is also a great piece of information to include in follow-up communications!

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You’re Ready to Run Your #GivingTuesdayNow CampaignYour donors are there for you during this difficult time. They just need to know how to support you! Being intentional about building a great donor experience and creating a good donor retention plan is a powerful way to engage donors. Promoting your campaign through email and social media, putting together an outstanding donation form, sincerely thanking your donors, and showing your supporters the impact they’ll make with their gift sets the stage for future communications. We hope these examples, templates, and ideas will help you build a fantastic campaign that helps you raise vital funds on #GivingTuesdayNow. Thanks for being part of this global movement!

Happy fundraising!

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#GivingTuesdayNow TOOL KIT

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