plan to win on #givingtuesday
TRANSCRIPT
Plan to Win on #GivingTuesday
@Razoo Razoo Giving
Together, we can lift the world.Razoo is crowdfunding for causes.
Use the hashtag #RazooGT15
Jordan Brown Philanthropic Partnerships Manager Razoo [email protected]
Kara Fujita Director of Nonprofit Services Care2 [email protected]
Samia Akhras Director of Operations Karam Foundation [email protected]
@Razoo Razoo Giving
Use the hashtag #RazooGT15
WHAT IS #GIVINGTUESDAY?
After Black Friday and Cyber Monday,the nation shifts its focus to giving back.
#GivingTuesday is a 24-hour national Giving Day hosted on Razoo in
partnership with this global movement. Every year the buzz grows, and
our #GivingTuesday event is your opportunity to be a part of this
conversation. All sponsorship funds will go toward a prize pool to be
distributed among participating nonprofits.
#GivingTuesday is December 1.
#GIVINGTUESDAYThe 2014 National Campaign
$45+ millionin total donations
Nearly 300,000donations made
15,000+ nonprofitparticipants
20,000+ partnerorganizations
(businesses & corporations)
#GIVINGTUESDAYThe 2014 Razoo Campaign
$1.7+ millionin total donations
Over 16,000donors
More than 1,800nonprofit participants
Over 74,000+ unique visitors with nearly 300,000 page views
The #RazooGT14 hashtag received approximately 2.7 million impressions on Twitter and Facebook
#RazooGT15
CARE2DONOR RECRUITMENT & FUNDRAISING PLAN
#RazooGT15
BUILDING YOUR BASE OF SUPPORTERS
• Why email?
• Strategies for growing your list
• Care2 list growth campaign
#RazooGT15
WHY EMAIL?
• List size growth in 2014 was up by 11% year-over-year.
• Email accounts for 22% of nonprofits’ online fundraising revenue.
• Small organizations raised $124 per 1,000 fundraising emails delivered.
• Use email to drive supporters to engage on social media.
Reference: 2015 M+R/NTEN Benchmark Study, mrbenchmarks.com
#RazooGT15
STRATEGIES FOR GROWING YOUR LIST
• Blogging: attracts visitors, great for SEO, offer value to sign-ups.
• Sub-Branded Content: innovate new digital streams for specific audiences. Extensive issue and message testing.
Content
#RazooGT15
STRATEGIES FOR GROWING YOUR LIST
• Ask your current email subscribers to share your emails.
• “Tell-a-friend” after someone takes action (social media, email).
• Peer-to-peer fundraising campaigns.
• #GivingTuesday!
Referrals
#RazooGT15
• Social Media: promote signup link across channels, regularly. Make offer clear (what they’ll receive).
• List Chaperones and Cross Promotions: organizations send one another’s petitions to their own audiences, or promotes content. Challenging but can produce good supporters.
• Petitions: advocacy value and sign-ups to your list! Opportunity for shares.
Other OpportunitiesSTRATEGIES FOR GROWING YOUR LIST
#RazooGT15
CARE2 LIST GROWTH CAMPAIGN
• Care2 is the largest online community for good – with over 30 million engaged members who care about social causes, and start and sign petitions.
• Care2 list growth campaigns help nonprofits reach the Care2 audience and grow their lists.
Who is Care2?
#RazooGT15
CARE2 LIST GROWTH CAMPAIGN
1. Set up action with our expert campaigns team (petition or pledge)
How It Works
#RazooGT15
CARE2 LIST GROWTH CAMPAIGNHow It Works
2. Care2 promotes action to targeted segments of our audience.
#RazooGT15
CARE2 LIST GROWTH CAMPAIGNHow it Works
3. Care2 member takes action and signs up for your list.
#RazooGT15
CARE2 LIST GROWTH CAMPAIGNHow It Works
4. Care2 sends confirmation email and delivers new supporters to you!
#RazooGT15
TIPS FOR YOUR #GIVINGTUESDAY CAMPAIGN ON RAZOO
#RazooGT15
PROMOTION
• Razoo Foundation puts up tens of thousands of dollars in prize funds each year
• Only registered nonprofits have the opportunity to win
• Hourly Prizes
• Social Media Prizes
• Leaderboards
• More details soon in the coming months!
Prize Opportunities
#RazooGT15
PROMOTION
• There are 800+ people joining us on the webinar today.
• Let's all take a moment, take out our phones, and see how many retweets we can get on Razoo's most recent tweet.
Official Hashtag
#RazooGT15The magic hashtag for all of #GivingTuesday
on Razoo.
#RazooGT15
DONOR ENGAGEMENT
• Board members
• Volunteers
• Network of supporters whowill commit to fundraise onyour behalf
Identify Your Fundraisers
#RazooGT15
CASE STUDY
• Women’s Foundation of California launched their first-ever crowdfunding campaign on #GivingTuesday 2013
• 3x growth in just two years.
• Focused storytelling on four women’s scholarships to the Women’s Policy Institute
• The power of a $16,000 matching grant from a local philanthropist
Women’s Foundation of California
2013
in donations$10,000
YEAR OVER YEAR
total donors87
2014
in donations$15,620 raised on #GivingTuesday$16,000 matching grant
$31,620
total donors111
#RazooGT15
#GIVINGTUESDAY CASE STUDY
#RazooGT15
Karam provides humanitarian aid, sustainable development and education programs for Syrians in need.
CASE STUDY THE KARAM FOUNDATION
#RazooGT15
The Challenge
•Small nonprofit with limited staff and development resources
•Looking to stand out in end-of-year rush to raise funds
•Want to engage a sizable group of millennial supporters to give back and spread the word
KARAM FOUNDATION
#RazooGT15
KARAM FOUNDATION
#GivingTuesday Campaign Strategy
• Focused on “winter aid relief” program in Syria
• Fun and creative approach: Staches4Syria
• Organizing committee of staff and volunteers to drive the strategy and manage activity
• Student Activism – Students For Syria (SOS)
#RazooGT15
KARAM FOUNDATION
#GivingTuesday Campaign Strategy
• Activated teams of ambassadors to spread the word and help raise funds
• 12 teams in 2013
• 15 teams in 2014
• Teams compete against each other to raise the most funds
• Created Facebook Event page to create community among teams and donors
#RazooGT15
KARAM FOUNDATION
#GivingTuesday Campaign Strategy
• Created Facebook Event page to create community among teams and donors
• Used this page as the central communication hub
https://www.facebook.com/events/243615432496007/
#RazooGT15
KARAM FOUNDATION
#GivingTuesday Campaign Results
• Donations from 41 countries and46 US states
• 1,600 new donors to the campaign in 2014
2013
in donations$59,000+
TWO-YEAR GROWTH
donors525
2014
in donations$92,000+
donors1700
#RazooGT15
KARAM FOUNDATION
#GivingTuesday Prize Strategy
• Organizing committee strategy meeting
• Grassroots Prize
• Identified ambassadors who created fundraisers
• Developed YouTube tutorial
• Hourly Prizes
• Timed Facebook
• Text and email outreach to their teams
• Ambassadors and donors
• Social announcements when they won to encourage more giving
#RazooGT15
KARAM FOUNDATION
#GivingTuesday Prize Results
• Karam was Razoo’s Grand Prize Winner in both 2013 and 2014, winning a total of $39,000 in prize funds over the 2 years
• Won 25% of total prize pool in 2013, increased this to 35% of the total prize pool in 2014
• Karam was named the “Top Nonprofit Organization” for #GivingTuesday on Razoo in 2014. Nabbed the most “Golden Ticket” prizes (6) of any organization, and dominated in all eligible prize categories.
#RazooGT15
KARAM FOUNDATION
Followup + Communicating Impact
• Fundraising teams held celebration parties, video chat with main office
• Winning team announcement + speech posted to Facebook event page
• $150,000 in “winter relief aid” distributions to families in need
• Produced short video and photos of Syrian children receiving packages
#RazooGT15
KARAM FOUNDATION
YouTube: Karam Smart Aid For Syria – https://youtu.be/8Kp-0jdTvkk
#RazooGT15
HOW TO GET STARTED?
Visit » http://givingtuesday.razoo.com
• Register your nonprofit
• Sign up for our webinar series
• Check out the Resources section
#RazooGT15
#GIVINGTUESDAY RESOURCES
• Registration Form
• Planning Timeline and Checklists
• Sign up for Training Opportunities
• Tips for Building your Page
• Communications templates & Social Media Guides
• Messaging and Strategy Tips
on Razoo
#RazooGT15
STEP TWO: PLAN + LEARN
• Webinars
• October 13 - Introduction to #GivingTuesday
• October 27 - How to Amplify your #GivingTuesday with Social Media
• November 5 - Strategies for Individual Fundraisers
• November 12 - #GivingTuesday Prizes and Strategy for Nonprofits
• Resources
• Nonprofit Toolkit
• Social Media Tipsheet
• #GivingTuesday Checklist
Training Opportunities
#RazooGT15
QUESTIONS & ANSWERS
Jordan Brown Philanthropic Partnerships Manager Razoo [email protected]
Kara Fujita Director of Nonprofit Services Care2 [email protected]
Samia Akhras Director of Operations Karam Foundation [email protected]
Thank You!
@Razoo Razoo Giving
