GreatNonprofits 2014 #GivingTuesday Social Media and Marketing Guide
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SOCIAL MEDIA & MARKETING KIT
In partnership with GivingTuesday.org, GreatNonprofits is publishing its comprehensive #GivingTuesday Guide. Use this resource to get on the list or spread the word of your nonprofit’s stories of impact.
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About Giving Tuesday: GivingTuesday is the brainchild of the 92nd Street Y, a nonprofit cultural and community center in New York. The idea is to inspire giving and help charities nationwide by creating a daylong effort to help charities online -‐-‐ aptly timed right after Cyber Monday and Black Friday. The movement begins December 2, 2014. See impressive stats below: • 10,000+ Partners across all 50 U.S. States + 11 countries • 90% INCREASE in online giving compared to 2012 • 3,500 Social Media Ambassadors joined the movement to amplify and spread the word • 270% increase in giving on the Tuesday after Thanksgiving • 40% INCREASE in average gift size year-‐over-‐year • 1.2 BILLION Facebook likes • 2 BILLION people reached on Twitter alone (at our peak we had approx. 700 Tweets per
minute) • 7,000+ #unselfies were posted on Instagram, Twitter, Facebook, and Google+
What is GreatNonprofits.org doing to help? Because GreatNonprofits.org’s mission is to enable great nonprofits to share their stories of impact, what better way to accomplish this than to publish our definitive list of Top Rated Nonprofits throughout the years. That’s why we are launching our #GivingTuesday Guide listing all of the Top-‐Rated Nonprofits by year and issue. How can you get involved? If you’re already Top Rated, spread the word with our Social Media
Toolkit If you’re new to GreatNonprofits.org, claim your profile and get
started If you’d like to be Top-‐Rated, use our kit to start collecting reviews
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ALREADY, TOP RATED. THEN SPREAD THE WORD.
STEPS TO GET STARTED: 1. Check the GreatNonprofits 2014 Top-‐Rated page or your
profile page to see if you’re listed. (2013 Top-‐Rated Winners will be added to the #GivingTuesday Leaderboard after 10/31). Find your status here:
a. http://greatnonprofits.org/awards/browseYour profile page b. http://greatnonprofits.org/campaigns/giving-‐tuesday-‐guide
Note: After 10/31 you can check. 2. Make sure your GreatNonprofits profile page is up to date
with current images, your logo, videos, and links to donations. 3. Spread the word using our social media templates.
THREE PLACES TO CHECK YOUR STATUS:
#GivingTuesday Page 2014 Top Rated Page Your Profile Page
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On Facebook, Twitter & Other Social Media 1. Upload the #GivingTuesday Giving Guide image 2. Add any pertinent details like whether you have a matching
donation on that day 3. Tag the movement and GreatNonprofits by typing #GivingTuesday
and @GreatNonprofits and include our link at greatnonprofits.org/campaigns/giving-‐tuesday-‐guide (you can also use this bitly: http://bit.ly/19V4EGJ) -‐ Page coming soon
Post if you’re on the list:
We’re proud to be listed on the #GivingTuesday @GreatNonprofits Giving Guide. Consider helping us by writing a review or giving a donation. http://bit.ly/19V4EGJ Post to get on the list by 10/31:
Help us get on the #GivingTuesday @GreatNonprofits Giving Guide. Write-‐a-‐review by 10/31/14 for the 2013 List. Post to gain visibility for future years:
#GivingTuesday is a national day of giving. Help us spread the word. Write a review today. WRITE-‐A-‐REVIEW-‐URL: http://greatnonprofits.org/reviews/write/YOUR-‐GREATNONPROFITS-‐SLUG E.G, A GNP SLUG FOR BIG CAT RESCUE CORP WOULD BE big-‐cat-‐rescue-‐corp; to write a review, the URL would be: http://greatnonprofits.org/reviews/write/big-‐cat-‐rescue-‐corp. You can get to that page by clicking your GreatNonprofIts profile and then clicking write a review.
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NEW TO GREATNONPROFITS THEN CLAIM YOUR PROFILE. STEPS TO GET STARTED:
1. Go to Greatnonprofits.org and search for your profile: 2. Claim your profile by clicking the “Staff: Claim Org Button” 3. Complete your free profile and invite your followers to write a
review; reviews will appear on GreatNonprofits.org and will be syndicated to GuideStar among others, so you’ll boost your visibility
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TIPS FOR COLLECTING REVIEWS
USE THESE IDEAS • From your profile on greatnonprofits.org invite reviews (see
screenshot below), or… • Use our online samples below to invite reviews
When inviting reviews from your profile page:
1. Click the email icon to invite reviews by email: a window will pop up with a pre-‐populated email you can send
2. Click the Facebook icon and a post will pop up with your logo and a brief description
3. Invite reviews via Twitter and we’ll automatically post a message to invite reviews
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REVIEWS, CONTINUED Conversely, you can use the message below to drive reviews if you want to post directly from your social media pages or via email.
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CUSTOMIZED BADGES
EASILY ADD BADGES TO YOUR SITE • Download a personalized badge from your organizations page
on greatnonprofits.org • Copy code (select from four colors) and embed on your site.
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PUBLIC RELATIONS If you are a 2013 Top-‐Rated Award Winner, you can use this PR template. For Immediate Release:
[Your Group's Name] HONORED AS 2014 TOP-‐RATED NONPROFIT New GreatNonprofits.org Award is Based on Positive Online Reviews
[Your City], [Your State] (The Current Date) –[Your Group's Name] announced today that it has been honored with a prestigious 2013 Top-‐Rated Award by GreatNonprofits, the leading provider of user reviews about nonprofit organizations.
“We are excited to be named a Top-‐Rated 2014 Nonprofit,” says [Your name, your title, your group’s name]. We are proud of our accomplishments this year, including [insert examples]. The Top-‐Rated Nonprofit award was based on the large number of positive reviews that [Your Group's Name] received – reviews written by volunteers, donors and clients. People posted their personal experience with the nonprofit. For example, one person wrote, “[insert review excerpt].” While the Top-‐Rated Awards run through the end of October, [Your Group’s Name] was part of the inaugural group to qualify for the year. In addition, we’ve been added to GreatNonprofits #GivingTuesday Guide—an interactive guide to top nonprofits throughout the years. See here [link to leaderboard]. “Savvy donors want to see the impact of their donations more than ever,” said Perla Ni, CEO of GreatNonprofits, “People with direct experience with [Your Group's Name] have voted that the organization is making a real difference.” Being on the Top-‐Rated list gives donors and volunteers more confidence that this is a credible organization. The reviews by volunteers, clients and other donors show the on-‐the-‐ground results of this nonprofit. This award is a form of recognition by the community. About [Your Group’s Name] [Insert Your Mission Statement] About GreatNonprofits GreatNonprofits is the leading site for donors and volunteers to find reviews and ratings of nonprofits. Reviews on the site influences millions of donation decisions a year. Visit www.greatnonprofits.org for more information. Media Contact [your title] [your email] [your phone number]
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PUBLIC RELATIONS, CONT. Use this release if you are listed on the GreatNonprofits #GivingTuesday page (meaning you’ve been recognized as top rated in 2009-‐2013, use this release). For Immediate Release:
[Your Group's Name] LISTED ON GREATNONPROIFTS 2014 #GIVINGTUESDAY GUIDE GreatNonprofits.org Listing is Based on Positive Online Reviews
[Your City], [Your State] (The Current Date) –[Your Group's Name] announced today that it has been listed on the GreatNonprofits #GivingTuesday guide. In support of #GivingTuesday, GreatNonprofits.org—the largest nonprofit peer-‐to-‐peer review site of it’s kind—has compiled a list of Top-‐Rated nonprofits dating back to 2009. We were listed in the [insert campaign timeframe].
#GivingTuesday, harnesses the collective power of a unique blend of partners—charities, families, businesses and individuals—to transform how people think about, talk about and participate in the giving season. Taking place December 3, 2013 – the Tuesday after Thanksgiving – #GivingTuesday will harness the power of social media to create a national movement around the holidays dedicated to giving, similar to how Black Friday and Cyber Monday have become days that are, today, synonymous with holiday shopping.
“We are excited, not only to be listed on the GreatNonprofits #GivingDay Interactive Guide for our ratings within the [insert campaign year or award or issue category],” says [Your name, your title, your group’s name]. But we’re even prouder to be part of the #GivingDay Movement, because our organization, in particular is [insert examples of what your organization is about]. In addition, this year we are supporting the moving by doing [INSERT HOW YOUR ORGANIZATION IS PARTICIPATING IN GIVING TUESDAY]. “Savvy donors want to see the impact of their donations more than ever,” said Perla Ni, CEO of GreatNonprofits, “People with direct experience with [Your Group's Name] voted that the organization is making a real difference. And you can read those reviews and write a review of your own.” Crowd-‐sourced information and peer-‐to-‐peer feedback is yet another way to triangulate on the impact an organization is making. What better way to understand how an organization is contributing than read real stories from real people who have been served by the nonprofit. And, on December 3, if you’ve had a positive experience with our organization or another, show your support by telling your story at greatnonprofits.org. About [Your Group’s Name] [Insert Your Mission Statement] About GreatNonprofits GreatNonprofits is the leading site for donors and volunteers to find reviews and ratings of nonprofits. Reviews on the site influence 30 million donation decisions a year. Visit www.greatnonprofits.org for more information. Media Contact [your title] [your email] [your phone number]
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OTHER RESOURCES
TO TAKE ADVANTAGE OF. GUIDEBOOKS:
1. #GivingTuesday Resources: http://www.givingtuesday.org/toolkits/
2. Indiegogo playbook: http://go.indiegogo.com/playbook/givingtuesday
3. Ideas and Examples: http://www.givingtuesday.org/ideas/ 4. The #GivingDay Playbook, sponsored by the Knight
Foundation. Go here: http://givingdayplaybook.org LOGO USAGE:
1. You’ll also find the official logo to leverage (see below); just
read terms here: http://www.givingtuesday.org/logos/