PowerPoint Presentation

How to Raise More Money on Georgia Gives Day

Presented by: Susan Burnash

Georgia Gives Day is a collaboration of the Georgia Center for Nonprofits (GCN) in partnership with participating nonprofits, state agencies, corporations and businesses, associations, foundations and public relations and advertising firms.What is Georgia Gives Day?www.gagivesday.org

Why Participate In GA Gives Day?You can leverage your nonprofits efforts by capitalizing on the energy, publicity, and branding of a bigger campaignIt costs you nothing but time and a good planIts a great opportunity to tell your story to a larger audience than you can reach aloneYou have a greater chance of inspiring and acquiring new donorsOnline donors tend to have higher average incomes so there is greater potential to raise more fundsThrough their own personal fundraising page your greatest supporters can raise funds for you too!You can win additional prizes donated by GA Gives partnersGiving days are fun - beyond the fundraising dollars, they provide great energy, goodwill and a sense of accomplishment

Georgia Gives Day FactsGA Gives Day is Wednesday, November 13, 2014 but it is an ongoing fundraising platform you can use all year long It costs nothing for nonprofits to participateNonprofits enroll through a simple online registration form and complete a profile page on the GA Gives Day websiteYour nonprofit receives an individual merchant account for donations to be receivedDonations are made directly through your profile page and deposited directly into your accountThank you notes are sent automatically to donors (customizable)Through a donor report you can see donation infowww.gagivesday.org

What will it take to raise more money on Georgia Gives Day?A focused campaign with clear goals and messagingAn integrated communications strategyThe support of all your existing supporters (staff, board, volunteers, local business partners, fans, existing donors)Media outreach and support Leveraging GCNs marketing/community outreach effortsQualifying for prizes from GA Gives Day Partners

STEP 1 Create A Focused Campaign

Determine your campaign goalsYour goal should be a motivatorIt should be visible throughout your campaignIt should be big and meaningful It should get people excited to work hard

Example for Humane Society of NE Georgia Our goal is raise $10,000 to provide shelter care for 30 days for xxxxx of dogs30 days for xxxx of catsso they might have a second chance at love.

What is the issue you are trying to address?What will tug on your audiences hearts?What will move them to act?What do you want them to do?

Example for Humane Society of NE Georgia What is the issue you are trying to address?Giving shelter animals a second chance for a loving home What will tug on your audiences hearts?Pictures of dogs and cats that they can relate toWhat will move them to act?They dont have to give a lot to make a differenceWhat do you want them to do? Give up something that isnt hard to give up to make a donation

Define your campaign concept

Example for Humane Society of NE Georgia On GA Gives Day (11/13) what would you give up for a shelter animal to have a second chance at love?

On GA Gives Day (11/13) would you give up a latte and a muffin to give me a second chance at love?

On GA Gives Day (11/13) would you give up a movie, popcorn and a coke to give me a second chance at love?

On GA Gives Day (11/13) would you give up dinner for two to give me a second chance at love?

Develop your key campaign messaging

Give to the Humane Society of NE Georgia on GA Gives Day (11-13-14) www.gagivesday.org

What would you give up to give a shelter animal a second chance at love?

STEP 2 Create An Integrated Communications Strategy

GA Gives Profile PageWebsiteBlogEmail (newsletter, update, signatures)Direct Mail (post card, letter, other)Social media (Facebook, Twitter, LinkedIn, Pinterest, Instagram, You Tube, etc.)Text messaging/MobileTelephoneWhen your communication channels work in harmony, you increase your audiences exposure to your messages.Determine the communication channels youll use

Create an editorial calendarDates Each communication tool you will be using (Website, Blog, Email, Social media, Text messaging/Mobile, Direct Mail, Telephone, etc.)Summary of content to be included for each communication platform Calls to ActionLinks to be included with contentAssignments forwriting contentpushing out contentSee handout for example!

Write the content for your editorial calendarBe sure you includeCompelling opening messageStrong visualsA clear Call to ActionLinks to your GA Gives Profile PageLocation of more detailed story (website, blog, YouTube, Facebook, etc.)

See handout for example!

STEP 3 Get Support For Your Campaign

Give them a specific task on your editorial calendarProvide everyone with final content they can push out too!Have them change their email signature to include your campaigns messaging or visualsEncourage them to be active on your Social Media platforms (like, share, comment, set up page for your organization)Ask them to set up their own personal fundraising page on GA Gives websiteAsk them to make a donation on your GA Gives page on 11/14/14Have a contest with prizes for Most shares on Facebook and You TubeMost Retweets on TwitterMost status updates on Linked In or FacebookMost donations raised on their personal GA Gives PageFrom Your Staff And Volunteers

Provide them with all content you will be using to push out eventAsk them to set up a personal Fundraising page on GA Gives Day websiteInspire them to make a donation or match donations made on their pageEncourage them to recruit participation from their employees or business associates (make it easy with content provided)Give them a specific task on your editorial calendar to completeAsk them to include your campaign messaging on their business email signatureUrge them to be active on your Social Media platforms (like, share, comment, retweet, etc.)Have a contest with prizes for Most donations raised on their personal GA Gives PageMost new donors From Your Board

Through an email, letter or phone call ask them to support you in your upcoming GA Gives Day campaign Ask them to set up a personal Fundraising page on GA Gives Day site (include the content you would like them to use)Encourage them to recruit participation from their family, friends and business associates Ask them to include your campaign messaging and a link to their fundraising page on their email signatureUrge them to be active on your Social Media platforms (like, share, comment, retweet, etc.)Inspire them to donate on that day or match donations on their pageHave a contest with prizes for Most donations raised on their personal GA Gives PageMost new donors From Existing Donors

Through an email, letter, social media post, or phone call ask them to support you in your upcoming GA Gives Day campaign Ask them to set up a personal Fundraising page on GA Gives Day site (include the content you would like them to use)Encourage them to recruit participation from their family, friends and business associates Urge them to be active on your Social Media platforms (like, share, comment, retweet, etc.)Encourage them to tell their personal stories on your Facebook pageInspire them to donate on your GA Gives page on 11/13/14Have a contest with prizes for Most donations raised on their personal GA Gives PageMost new donors From Current Or Past Clients

Create a flyer they can post in visible locationsAsk them to donate prizes for a campaign participation contestProvide them with content to help you push out eventAsk them to set up a personal fundraising page on GA Gives Day websiteInspire them to make a donation or match donations made on their pageEncourage them to recruit participation from their employees, customers, etc. (write up some content just for them to use)Urge them to be active on your Social Media platforms (like, share, comment, retweet, etc.)Have a contest that includes a media release to local papers with their name in it and prizes for Most donations raised on their personal GA Gives PageMost new donors From Local Business Partners

STEP 4 Media OutreachGet your story in their hands!

Messaging about GA Gives Day and your nonprofits campaign for that day (your theme and goal)Some statistics about the need in your community that your nonprofit addresses dailyHow the money you raise will address the above need and benefit the communityVisuals if you have them (video PSA, campaign images you will be using or just photos of your organization in action)Links to your GA Gives Fundraising PageContact info for your organization (address, phone number, website, Facebook link, LinkedIn Company page, etc.) Boilerplate paragraph at end of release that includes:About your organizationAbout GA Gives Day

Write a Compelling Media Release

Find out who covers nonprofit or feel good stories (check their website or call their news desk)Try calling and connecting with the writer or reporter by phoneIf you cant get them on the phone leave a brief message that includes why you are calling and what your story/media release is aboutIf you cant connect with the writer/reporter directly but you have a direct email address send a personal email with media release in body of email and as a PDF attachmentIf you cant find their direct email address, follow directions on their website for sending a media release or news tipBe persistent, friendly and grateful!

For Print and Online Papers, Radio & TV

For TV - send a 30 second video spot in high definitionFor Radio - send a 30 second audio recording or script Utilize your campaign theme and messagingInclude how to give to your organization on GA Gives Day Page www.GAGivesDay.orgYour nonprofits nameLet them know how their gift will make a difference

Post them on your YouTube account, Facebook page, Website, etc. and ask people to SHARE!Create A Public Service Announcement

Example: PSA for radio or script for a video

Every shelter animal deserves a home and a second chance for love. On GA Gives Day, November 13th, your donation can help the Humane Society of NE Georgia give the animals in their care a chance to find love again. Visit www.gagivesday.org and donate to the Humane Society of NE Georgia today.

What would you give up to give a shelter dog or cat a second chance to find love? A latte and a muffin? a fast food lunch? a dinner for two? a movie, popcorn and a coke? On GA Gives Day, November 13th, when you give up to give a donation to the Humane Society of NE Georgia you are giving a shelter dog or cat a second chance to find love. Visit www.gagivesday.org and donate to the Humane Society of NE Georgia today.

Step 4 Media Outreach

Visit www.GAGivesDay.org for your Nonprofit ToolkitThe Georgia Gives Day Checklist Live Webinars and Training Events Training Webinar Library Flyers Outdoor Advertising The Boilerplate The Celebrity "Call to Action" The Sample Press Outreach Letter 10 Ways to Use Social Media on Georgia Gives Day The Social Media Toolkit The Recommended Tweets Sample Donor Emails Web resolution Logo Hi-Res print quality Logo Step 5 Leverage GCNs Marketing Efforts

Step 6 Qualify for some great prizes!In 2013 prizes included

For Most Donors that give to a nonprofit First Place - $5,000 Second Place - $2,500 Third Place - $500

Most Dollars RaisedFirst Place - $2,500 Second Place - $1,000 Third Place - $500

Golden Tickets (hourly random drawing)Either one $1000 prize or two $500 most donations during that hour

Power Hours (hourly random drawing)Between $500 - $1,000 for nonprofit with the most donors

Coastal Giving Challenge Funds $2,000 total

SunTrust Foundation Financial Wellness ChallengeGifts ranging from $1,000 - $2,500 ($50,000 total) and more!!!

So what are you waiting for?

Start planning today to raise More Money on Georgia Gives Day!!!www.GaGivesDay.org