2017 charity toolkit · • Celebrity, influencer, and social media ambassadors • Corporate...
Transcript of 2017 charity toolkit · • Celebrity, influencer, and social media ambassadors • Corporate...
2017 charity toolkit
table of contents
2
GETTING STARTED: EMAILS, SOCIAL AND MORE TIPS 4
GETTING THE WORD OUT 5
SAMPLE RECRUITMENT EMAIL 1 6
SAMPLE RECRUITMENT EMAIL 2 7
SAMPLE RECRUITMENT EMAIL 3 8
SAMPLE RECRUITMENT EMAILS 4 & 5 9
SAMPLE ENCOURAGEMENT EMAIL 10
FACEBOOK 11
TWITTER 12
FINAL THOUGHTS 13
an-extraordinary-givingtuesday.everydayhero.do
http://bit.ly/ExtraordinaryGT
charity toolkitWe've built this toolkit to help you spread the word to your supporters and get them excited about fundraising for you
on #GivingTuesday. Always, always, always include the sign up link in emails and social media posts. If you don't include
the link, supporters wont know how to sign up to support you! Here are the long form and short form links:
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GETTING STARTEDEmail is a really great place to start. We've provided a calendar and all the content you need to spread the word
and recruit fundraisers. Use the samples provided to help you craft your messages. Once you've recruited your
fundraising tribe, be sure to keep in touch to encourage them along the way.
EMAIL WHEN TO SEND SUBJECT
Email 1 WEEK OF 10/23 #GivingTuesday is just one month away. Will you join us?
Email 2 WEEK OF 11/6 Help us inspire others to give to [CharityName] this #GivingTuesday
Email 3 WEEK OF 11/20 We're looking for some help next week, on #GivingTuesday. Can we count on you?
Email 4 MONDAY 11/27 Tomorrow is #GivingTuesday. We need your support!
Email 5 TUESDAY 11/28 Today is #GivingTuesday! Help us make it the best yet for [CharityName]!
Email 6 Week of 11/20 Some tips for fundraising more for [CharityName] on #GivingTuesday
GET SOCIAL!Social media is at the heart of #GivingTuesday! Remember to use hashtag #GivingTuesday and always include the
sign up link. We've provided some sample posts for Twitter and Facebook in this kit. Schedule your posts ahead
of time and consider putting a small budget behind your Facebook posts to ensure it is seen by as many people as
possible. You can also find additional social media toolkits, images and posts on the GivingTuesday.org website or the
Blackbaud.com #GivingTuesday website.
welcome to everydayheroWe’re happy you’re here.
On Tuesday, November 28, 2017, we have 24 hours to turn an ordinary Tuesday into something more. everydayhero and IfOnly's An Extraordinary #GivingTuesday campaign with the perfect last minute or ancillary #GivingTuesday activation for any nonprofit. everydayhero inspires everyday people to do extraordinary things for the causes they love by giving their time, effort, energy and voice to fundraise on your behalf. Together with IfOnly, a marketplace for incredible experiences, this #GivingTuesday campaign will truly #TurnYourTuesday up a notch. From unique everyday offerings with local experts to once-in-a-lifetime connections with laud d luminaries, IfOnly provides access to a curated selection of extraordinary experiences that foster lasting memories and benefit impactful causes like yours. And this year, when individuals raise $150 through their personal everydayhero fundraising page for #GivingTuesday, they’ll be entered to win their choice of an experience of a lifetime! Are you ready to #TurnYourTuesday into An Extraordinary #GivingTuesday? Use this kit to spread the word.
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getting the word out While #GivingTuesday is a great day to make a direct appeal for donations, it also presents a powerful opportunity
to engage your most passionate supporters as fundraisers. We've created this campaign to make it fun and easy for
you to get your supporters excited about fundraising for you. You'll want to give yourself some lead time to recruit
supporters before #GivingTuesday so that your fundraisers are ready to go when November 28th rolls around.
32.1 emails average emails sent by people in peer to peer fundraising
WHO TO RECRUIT
• Board members
• Staff
• Past donors
• Individuals who have indicated their company will
match their gift
• Active and engaged or volunteers
• Lapsed signature event (run, walk or ride) participants
• Celebrity, influencer, and social media ambassadors
• Corporate sponsors & workplace teams
HOW TO RECRUIT
• Dedicated email outreach
• Personal email outreach
• Prominent placement on website
• Social media – Facebook, Twitter, Instagram, LinkedIn,
Snapchat, etc.
• Phone calls
• Printed letters
1 in 4emails sent from an individual
that result in a donation compared to 1 in 250 from an organization.
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recruitment email 1
EMAIL TEMPLATES
We've included some sample
emails you can send out to your
potential fundraisers. You can
simply insert your charity and
personal information where
applicable.
SUBJECT LINE #GivingTuesday is just one month away. Fundraise for us and win a once in a
lifetime experience.
EMAIL BODY COPY
#GivingTuesday is a global giving movement that has been built by individuals,
families, organizations, business and communities in all 50 states and in
countries around the world. Millions of people have come together to support
and champion the causes the believe in and the communities in which they live.
This year, we're asking you to join with [CharityName] to help make a
difference on Tuesday, November 28th. Join us to make it An Extraordinary
#GivingTuesday - raise $150 and get entered to win an Extraordinary
Experience for Good from IfOnly and everydayhero.
Supporting us is easy!
Put your passion into action by joining us and raising funds for [CharityName].
Start your fundraising page now! Visit http://bit.ly/ExtraordinaryGT and start
your personal fundraising page for [CharityName] so you're ready to make a
difference this #GivingTuesday.
Sincerely,
[Charity Representative Name]
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sample recruitment email 2
A NOTE ABOUT SEGMENTING
Make sure you segment your
emails. Specifically, take special
care to remove anyone who
took action after your previous
recruitment email and created a
fundraising page.
SUBJECT LINE Help us inspire others to give to [CharityName] this #GivingTuesday
EMAIL BODY COPY
Dear [First Name],
Anyone, anywhere can get involved in #GivingTuesday. On the Tuesday after
Thanksgiving - after the turkey's been carved, and the Black Friday and Cyber
Monday madness is past, we'll have 24 hours to turn an ordinary Tuesday into
something extraordinary. On Tuesday, November 28, 2017, charities, families,
businesses, and millions of passionate individuals all over the world will join
together for one common purpose: to celebrate and encourage giving.
Will you help us inspire others to give back to [CharityName] this
#GivingTuesday? By creating a personal fundraising page and sharing it with
your friends and family, you'll raise important funds and awareness. And, when
you raise $150 you'll have a chance at winning a once in a lifetime experience
from our friends at IfOnly and everydayhero.
Start your fundraising page > [Link to: http://bit.ly/ExtraordinaryGT]
Grab a few friends, get social, and join the movement. Then tell your story and
share your page on #GivingTuesday. Every act of generosity counts, and each
means even more when we give together.
We can't wait to see what you come up with,
[Charity Representative Name]
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sample recruitment email 3
MAKE IT PERSONAL
Make sure your personalize
your email messages as much
as possible. Definitely use the
individuals name. Even better,
change up the messaging based
on the audience you're sending
to. For example, if you're sending
a message to past donors, you
could mention their previous gift
SUBJECT LINE Make this #GivingTuesday unforgettable by WINNING an Experience of a LIfetime.
EMAIL BODY COPY
Dear [First Name],
#GivingTuesday is a celebration of America's greatest traditions: generosity,
entrepreneurialism, community - raising over $177,000,000 last year.
This year, let’s make it even more unforgettable Win an Extraordinary
Experience for Good from IfOnly and everydayhero when you raise $150 this
#GivingTuesday.
Start your fundraising page > [Link to: http://bit.ly/ExtraordinaryGT]
Get ready to join the #GivingTuesday movement and be a part of something
incredible.
We hope you'll join us,
[Charity Representative Name]
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sample recruitment emails 4 and 5
FREQUENCY IS KEY
How often should you reach
out? If this is going to be a major
initiative for your organization,
plan to reach out to each
segment at least 5-7 times Use
a clear call to action, always
include the link to register.
SUBJECT LINE
Tomorrow is #GivingTuesday. Make it Extraordinary. Fundraise or Give$150.
EMAIL BODY COPY
Dear [First Name],
Whether you revel or balk at Black Friday and Cyber Monday, these two days
have become a prominent part of the holiday season. Tomorrow, we invite
you to a step back from the frenzied holiday shopping to remember the true
"reason for the season". For 24 hours, millions of individuals around the world
will join together for #GivingTuesday to celebrate and encouraging giving.
There's still time to get involved; and there are so many ways you can give back.
Take a few minutes today to create a fundraising page for [CharityName] and
then share it with your friends, family and social network to encourage them to
give on #GivingTuesday.
Start your fundraising page > [Link to: http://bit.ly/ExtraordinaryGT]
Plus, when you raise $150, we'll give you even more reason to celebrate this
season with a chance at winning an experience of a lifetime from IfOnly and
everydayhero.
Happy Holidays!
[Charity Representative Name]
SUBJECT LINE
Today is #GivingTuesday! Help us make it extraordinary!
EMAIL BODY COPY
Dear [First Name],
Today is #GivingTuesday! Everyone has something to give. Please remember to
give today by making a donation or starting (and sharing!) your own personal
fundraising page for [CharityName]!
Start your fundraising page > [Link to: http://bit.ly/ExtraordinaryGT]
Remember, when you raise $150, you'll get a chance at winning an experience
of a lifetime from IfOnly and everydayhero.
We're so grateful for your support,
[Charity Representative Name]
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sample encouragement email for your fundraisers
A LITTLE ATTENTION GOES A LONG WAY
Here is an example of an email
template to fundraisers who
have registered to support
your charity. Once an individual
has created a page and started
fundraising, it’s important to let
them know that you are grateful
for them. Also consider calling
every fundraiser to see what
further support you can offer.
Consider sending this email the
week before, day before or on
#GivingTuesday.
SUBJECT LINE
Some tips for fundraising more for [CharityName] on #GivingTuesday
EMAIL BODY COPY
Dear [FundraiserName],
Thank you for fundraising on behalf of [CharityName] this #GivingTuesday!
The funds you raise are critical to helping continue to do the work we do in the
community. Remember, when you raise $150, you'll get a chance at winning an
experience of a lifetime from IfOnly and everydayhero.
HERE ARE A FEW TIPS TO HELP YOU REACH THAT $150 GOAL
• Adding a profile photo to your page can help you raise 10x more than
fundraisers who don't. Uploading a profile picture helps people know their
giving to the right person.
• Updating a personal story can help you raise up to 74% more. People want
to know why you're passionate about [CharityName] and what motivated
you to start fundraising.
• Fundraising as all about sharing! Email is the best place to start, and of
course, sharing on social media is key. Make sure you include a link to your
personal fundraising page.
YOU ARE MAKING A DIFFERENCE
Every dollar you raise does make a difference! Keep emailing your fundraising
page to your family, friends and colleagues to ask them to support your efforts
on #GivingTuesday. Fundraising really is as simple as sharing your passion
and your page. It might feel strange to send more than one email to the same
person on #GivingTuesday, but remember, we only have 24 hours to make it
the best #GivingTuesday yet. You can also text, post to social media including
Facebook, Twitter, Instagram and Snapchat, and make personal phone calls!
Thank you so much for making a difference and good luck.
With gratitude,
[Charity Representative Name]
With your recruitment up and running, you should begin to see some passionate supporters sign up to fundraise for
you. First, you'll want to acknowledge them for choosing to fundraise for you. You'll see better results if you give
them a little bit of attention and encouragement along the way. You can send this email as a personal note or to the
entire group.
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FACEBOOKRemember to use hashtag #GivingTuesday and always include the sign up link. You can also use Facebook to tag,
share, and highlight individual fundraisers. Consider boosting your post to help make sure lots of people see it!
Save the date: #GivingTuesday is November 28th. Find out how you can help make a difference and win an experience
of a lifetime from @IfOnly and @everydayheroUS. http://bit.ly/ExtraordinaryGT
#GivingTuesday is a day for everyone, everywhere, to GIVE! Find out how you can be part of the #GiveBack movement and win an #extraordinary experience from @IfOnly and
@everydayheroUS. http://bit.ly/ExtraordinaryGT
We're looking for some help next week on #GivingTuesday. Can we count on you? Raise $150 and win an #extraordinary
experience. http://bit.ly/ExtraordinaryGT @IfOnly @everydaheroUS
Happy #GivingTuesday! Turn your money into meaning and your time into treasures today. Remember, giving is the true
reason for the season! http://bit.ly/ExtraordinaryGT @IfOnly @everydaheroUS
SIGN UP LINK Always, always, always include the sign up link in emails and social media posts. Here's the
shortlink in case you missed it: http://bit.ly/ExtraordinaryGT. If you don't include the link,
supporters wont know how to sign up! Once a fundraiser gets to the sign up page, they'll
simply click "FUNDRAISE TO WIN", search for your charity, and create their page.
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TWITTERRemember to use hashtag #GivingTuesday and always include the sign up link. You can also use Twitter to tag, share,
and highlight individual fundraisers.
Join us for
#GivingTuesday by
fundraising and you can
win big. @IfOnly
@everydayheroUS
http://bit.ly/
ExtraordinaryGT
#GivingTuesday is almost
here! Join us on 11/28 to
make a difference. Raise
$150 and win. @IfOnly
@EverydayHeroUS http://
bit.ly/ExtraordinaryGT
Turn your money into
meaning and your
time into treasures on
#GivingTuesday. #donate
#fundraise
http://bit.ly/
ExtraordinaryGT
Make this #GivingTuesday
#extraordinary. Start
your own fundraiser to
inspire your friends and
family to give! http://bit.ly/
ExtraordinaryGT
A PICTURE IS WORTH A THOUSAND WORDS High quality images help tell your story and grab people's attention. Go ahead and use
our fancy #TurnYourTuesday images from Blackbaud Social Media Toolkit. Just download
them and then post with your tweet or FB Post
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about everydayheroAt everydayhero, we empower everyday people to do extraordinary things for the causes they love. Our events and
partnerships enable individuals to turn their passion into a force for good. Our heroes commit themselves to a personal
goal and share their journey with friends and family members to raise funds and awareness for the cause that means
the most to them.
We know that giving isn’t just about money – it’s about time, effort, energy and voice. It all counts. So we count these
things. We also know collective effort is ever more powerful than anything we could achieve alone. So everything we
do is built in true partnership.
everydayhero is a part of Blackbaud, the world’s leading cloud software company powering social good.
At everydayhero we’ve enabled thousands of heroes to raise millions of dollars for charities all over the world.
about ifonlyIfOnly is a marketplace for incredible experiences. From unique everyday offerings with local experts to once-in-a- life-
time connections with lauded luminaries, IfOnly provides access to a curated selection of extraordinary experiences
that benefit great causes.
We help you do something amazing every weekend. Meet athletes, epicureans, artists, musicians, designers and more
who inspire shared interests, foster lasting memories, and support local and global nonprofits.
support We hope this toolkit has provided you with the resources you need to #TurnYourTuesday up a notch, create
excitement, improve participation, increase donations and ultimately make this year's #GivingTuesday extraordinary
and a big win for your organization. We’re here to help. Please feel free to reach out to us anytime.
You can visit http://bit.ly/ExtraordinaryGT to view terms and conditions and access additional FAQ's for charity
partners.
Contact US
SIDEKICK HELP CENTER
US: (213) 293-1133