GivingTuesday 2016: How To Plan A Successful Fundraising Campaign
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Transcript of GivingTuesday 2016: How To Plan A Successful Fundraising Campaign
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How To Plan A Successful
#GivingTuesday Campaign
presented by…
Noah Barnett, Marketing@noah_barnett
Rob Wu, CEO@robjwu
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@causevox#GivingTuesday
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A simple, yet powerful online& mobile fundraising platform
Easily create a powerful online fundraising campaign for your nonprofit or social good project in minutes.
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Launch a crowdfunding or peer-to-peer fundraising campaign for #GivingTuesdayCreate a crowdfunding campaign for your nonprofit, social good project, or personal cause.
Easy to use personal fundraising pages for events, challenges, and ongoing fundraising.
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Hassle-free fundraising at your finger tipsFlexible fundingKeep whatever you raise for #GivingTuesday.
Easy customizationYour brand comes first. No coding.
Powerful toolsPro level tools for any sized nonprofit.
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Powerful features for peer-to-peer fundraisingPersonal fundraising pagesSupporters can easily create their own fundraising page during #GivingTuesday.
Team fundraising pagesBusinesses, schools, and other groups can fundraise through a team-based page.
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AGENDAWhat is #GivingTuesday?Steps to successful campaignsFree resourcesQuestions & answersLive product demo
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What is #GivingTuesday?
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In 2015,
700,000 donors gave online to charitable causes participating in #Giving Tuesday
Source: givingtuesday.org
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In 2015,
$16 million was raised by online by causes participating in #Giving Tuesday
Source: givingtuesday.org
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In 2015, more than
50%of all donors were ages 31-55 and 33% were over 56
Source: givingtuesday.org
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5 Steps To Plan A Successful Campaign
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Step 1: Set A Goal
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HOW DO CAMPAIGNS SET GOALS?
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3 WAYS TO SET A #GIVINGTUESDAY GOAL
Prior Campaign
s
OutsideExamples
Cost of Impact
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Goal: Cost of Impact
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FORMULATIC APPROACH
AverageDonation # of
Donors#GivingTues
dayGoal
x =
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PROGRESSIVE GOALS
1. Set a highly achievable goal
2. After achieving the goal, increase the goal3. Repeat until campaign is over
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Step 2: Write A Fundraising Appeal That Resonates
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COMPONENTS OF AFUNDRAISING APPEAL
One-liner Problem &Solution
Call-to-action
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EXAMPLE ONE-LINERS
1. The Struggle Is Now: A Campaign in Support of a Fair and Just New Orleans
2. Join #TeamHFNY to support the poor and marginalized of New York City
3. Walk the Wall 2016 is here! You can be part of ICC changing the lives of China’s abandoned and disabled. Together we’ve made so much progress! Yet there are still significant obstacles for so many. And you can help!
4. Do you believe that all animals should be treated with respect and compassion?
“
”
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Make Dreams Come True on #GivingTuesday
Double your donation! Donations up to $1,500 will be matched.
“ ”
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EXAMPLE PROBLEM-SOLUTION
Studies show 3-6 p.m. is a formative time for kids. After school provides a place for kids to continue learning in their community while also providing opportunities to explore and develop their gifts and talents.
Our after school program currently serves 30 kids. We’re on a mission to expand our offerings to reach the hundreds of elementary age kids in our neighborhood and also a middle school program…
“
”
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Zochil wants to be a doctor, Gilma a cashier at a bank, Gabriel a computer engineer. Katia wants to be a
teacher so she can “teach other kids what she knows.” And 5-year-old Zoilita can’t wait to grow up and
become a fireman!
Imagine a place where you are taught not just to dream but where you can find the support, resources, and mentors to actually make those dreams come true.
That’s Casita Copán.
“
”
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TYPICAL CALLS TO ACTION
Donate Share Fundraise
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CTA EXAMPLE
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Here’s how you can help:
1. Share. Post this #GivingTuesday Campaign by clicking on the Facebook or Twitter share icons.
2. Fundraise. Join our campaign to end homelessness by clicking on the “Create a Fundraising Page button”. You can set a goal and be part of the movement.
3. Donate. Make a one-time or monthly recurring donation. Average donation is $75. Thank you for your generosity!
“
”
EXAMPLE CALL-TO-ACTION
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Please join us today and make dreams come true. Here's an example of how your donation will help…
Create your own fundraiser for #GivingTuesday. Share your page with friends, family, and coworkers to spread
the word.
“”
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Step 3: Create Compelling Content
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FOCUS ON
VIDEOS, SOCIAL
MEDIA, & BLOG POSTS
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VIDEO BEST
PRACTICES
TIMELY
FOCUS IMPACT
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TYPES OF BLOG POSTS
Impact Stories
News/ Updates
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BLOG POST:
IMPACT STORY
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BLOG POST:
IMPACT STORY
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BLOG POST:
UPDATE
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BLOG POST:
UPDATE
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80% SHOULD BE EDUCATIONAL / ENTERTAINING
/ INSPIRATIONAL
SOCIAL MEDIA
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20% SHOULD BE SALESY
80% SHOULD BE EDUCATIONAL / ENTERTAINING
/ INSPIRATIONAL
SOCIAL MEDIA
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Step 4: Rally Your Tribe
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Wait … what is a tribe?
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RESPONSIBILITIES OF A TRIBE
Seed Campaign
Amplify Reach
Get Others
Involved
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Secret tool: personal fundraising pages
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2x donations when campaigns enable peer-to-peer fundraising
Source: CauseVox’s platform data
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BUILDING A TRIBE
1. IDENTIFY & ASK
2. EMPOWER LEADERS
3. CULTIVATE
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Step 5: Press & Partnerships
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Focus on press only if you have the capacity
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HOW TO GET PRESS/PUBLICITY
Target Prepare Pitch
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PARTNERSHIP BEST PRACTICES
Clear Expectatio
nsToolkit Feedback
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IDEAS IN PARTNERING• Obtain a matching grant • Find businesses to leverage their networks for
your #GivingTuesday campaign• Consider running a joint event or a competitive
campaign• Reach out to marketing agencies to donate a
certain amount of media for your campaign• Research influencers or celebrities that care
about your cause and ask them to be your advocate
• Develop a relationship with media outlets in varying mediums (print, digital, video, etc)
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SUMMARY Set a campaign goal Craft a fundraising appeal Create compelling content Rally your tribe Leverage press
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Free #GivingTuesday Resources
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#GivingTuesday Campaign Planning Guide
Download a free copy of the planning guide by clicking here.
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Launch a #GivingTuesday campaign for freeCreate a campaign for your nonprofit or social good project using our simple, yet powerful fundraising platform.
Learn more and get started at causevox.com
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Other Resources• http://resources.causevox.com/ebook/video-storytelling • http://www.causevox.com/resources/learning-center • http://www.causevox.com/community-building-for-crowdfunding/