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Ready, Set, #ILGiveBig!Making the most of the big day.
November 10, 2014
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To Mute Your Lines: *6
To Unmute Your Lines: *7
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Jamie McDonaldChief Giving Officer of N4GFounder of GiveCorpsLeader of BMoreGivesMore, the movement to raise $5.7 million in Baltimore on #GivingTuesday 2013@genero_city
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What is #GivingTuesday
Why Participate
How do you catch the generosity wave?
What can you do today?
Presentation to Big Give Illinois
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What is #GivingTuesday?
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Why Participate?
It’s a win‐win.
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Still time to catch the wave?
If you start now…
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The 3‐week #GivingTuesday survival kit
Strategies and tactics to put into action NOW.
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Step 1: Plan Your CampaignStep 2: Tell Your StoryStep 3: Get Your Online Presence ReadyStep 4: Tell the World How They Can Help
3 Weeks; 4 steps to Success on #GT
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Step 1: Plan your campaignThe Campaign Plan
Examples of strong campaign messages: Toolkit page 4
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DonorsNew DonorsDollarsRecurring GiversSocial Supporters
Step 1: Plan your campaign
“Like the theme for a party, your campaign goal is the part of the plan from which everything else stems.”
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Try a giving pyramid:• $50,000 goal• 8,500 donors in data file• 255 donors at 3% participation
Step 1: Plan your campaign
Build quantitative assumptions
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Step 2: Tell Your StoryBring your campaign to life.
4 Secrets to Stories1. Be authentic.2. Be easy to understand.3. Center around emotion; support with facts.4. Make the reader feel like they matter.
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Step 2: Tell Your Story
Follow the story map.
1. Once upon a time…This starts the story and introduces our protagonist.2. And every day…This sets up how life was before the challenge or incident.3. Until one day…This begins the action of the story with the challenge and the goal.4. And because of this…This introduces the barriers or obstacles the protagonist faces.5. And because of this…There could be several barriers that need introduction.6. Until finally…This ends the story with the resolution.
Link campaign project & goals to the story resolution.
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Step 2: Tell Your Story
Make smart use of visuals.5 Secrets to Visuals.• Focus on a memorable face.• Reinforce your key campaign story.• Find your gecko.• Reinforce with fresh new images each week.• Incorporate video stories—even home video.
Brand your campaign with a memorable visual. More: Toolkit page 13
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Step 3: Get your online presence in shape
Put yourself in your donors’ shoes.
Would you feel great about giving to you? More: Toolkit page 19.
Remember all channels: email, website, social, thank yous, tax receipts.
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6 donation page secrets Strong Headline w/Clear Call to
Action Compelling Image: Gecko #GivingTuesday Elements Call Out Matching Gifts Suggested Giving Amounts and
Impact Labels Awesome Thank You
It’s gotta be easy!
Step 3: Get your online presence in shape
Don’t lose donors in the home stretch.
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Step OneSubscribe to IlGiveBig as a Partner so you can keep up with the campaign and take advantage of free resources.
Step TwoChoose how you’ll run your fundraiser!1. Run a campaign through your existing online and offline channels2. Sign up with Network for Good and participate in their N4G Gives pool of $100,000 in matching funds3. Set up a campaign just for #GivingTuesday on the #ILGiveBig Crowdrisepage
Step ThreeREPORT‐IN to #ILGiveBig your total dollars raised on #GivingTuesday, 12.2.14!
Step 3: Get your online presence in shape
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Step 4: Get the Word Out
Rally the Team!
Nothing great was ever achieved
without enthusiasm.‐ Ralph Waldo
Emerson
Leader of GT Campaign
Key Staff
Manage Social ambassadors
Recruting social media ambassadors
Develop and share social content
Manage Personal fundraisers
Recruit personal fundraisers
Storytelling
Gather stories from staff, clients, funders
Recruit visual artists to bring stories to life
Key Board members
Donations Give generously at year‐end
Matching funds Give and solicit matching funds
Outreach to friends Reach out to 20 friends to give $ or in‐kind
Personal Fundraisers Launch or recruit personal fundraisers
Volunteers/Ambassadors
Social outreach
Share social content
Recruit other sharers
Events Host or invite others to host GT activity
Donations Give and reach out to others to give generously
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Weekly, SHAREABLE
content
Donor list
Prospect list
Board
Ambassador
Staff
Media
Volunteers
Hints: 1. COPE ‐ Create Once, Publish Everywhere2. Avoid the information firehose
Be Contagious!
Step 4: Get the Word Out
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Step 4: Get the Word Out
Bring it all together: Communicate, Share, Generate Excitement.
Weekly activity checklist: Toolkit page 23
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N4G Gives CampaignMatching Funds, Tools, Resources for your success.
$125,000 in matching funds from the NFG Generosity Fund and Constant Contact
1:25 Match plus…
Most New Recurring Donors: $3,000Most Donors: $3,000Most Dollars Raised: $4,000
Go to www1.networkforgood.org/givingtuesday/nonprofitsfor Tools, Resources, and nonprofit listing
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Let’s go Illinois!
Questions?