HOW TO START & LEVERAGE YOUR

GIVING DAY

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House Keeping

Introductions

NAME: Michael JohnstonFROM: TorontoFOUNDER OF HEWITT AND JOHNSTON CONSULTANTS (HJC)

Interactive, Integrated & Digital for 27+ Years;

• Author of 4 books on technology and integrated marketing and fundraising

• Comic Book Nerd• Hockey Fan, Coach and Cheerleader• Blackbaud Global Solution Provider of the

Year 2014 and 2015• Raised over $2 billion in 20+ countries

Introductions

NAME: Mike MostranskyFROM: New York CityNational Sales Manager at KIMBIA

Interactive, Integrated & Digital for 12+ Years;

• Technologist & Fundraiser• Photographer• Product Manager & Consultant• Comic Book Nerd• Basketball, Baseball & Soccer Coach… to 4

kids

Giving Days – Why do they work?

• A time-limited online fundraising competitiono in most cases 12-24 hours

• Bringing together your communitieso donors, participants, advocates, alumni,

corporate partners, etc.

• Raising money for your community, nonprofits, programs, institutions

• A single online donation campaign

• Driven by a sense of urgency around matching funds and/or prizes

Why do they work?

• Increase revenue from a new revenue stream (across channels) -- it’s not just online

• Attract new donors and appeal to more hands-on fundraising demographic

• Generate buzz and excitement in the community, with sponsors, and on social media

• The long-tail effect: successful days may inspire major donors to give matches, endow future programs, etc.

• Increase lapsed participant, donor, alumni participation-new exciting way to engage

NOW, HOW DO WE MAKE IT ALL HAPPEN?

Key Pillars of Giving Day Success

Value Proposition

Why Us &Why Right Now

Sense of Urgency

Limited Opportunity

Incentive

Added Value

Sense of Competition

Marching Toward a Goal

Planning: Selecting Dates

When is the idea time to:

• Hold the event?• Begin promotion to internal staff? • Launch the Giving Day site?• Start public promotion via each channel?

Event Dates

You probably already have one:

• Coat Tail on Giving Tuesday• Look for something tied to your

mission• Hundreds of days a year!• October 16: Day of the Girl

Event Dates

Planning: Project Planning

• Assign a Project Manager • Document all tasks• Assign each task to someone• Set completion dates

Most Nonprofits…

Planning: Choose a Model

Chapter/ Affiliate

Project/ Fund

Single Mission

Planning: Define your Target Audience

Active: Strong offer for active donors

Lapsed: Great reactivation tool for lapsed donors

New: 20 – 30% of responses come from new donors

Middle: Many donors upgrade to mid-level giving

Major: Great opportunity to engage major donors for matching funds

Corporate: Engagement on multiple levels: event sponsorship, employee giving, matching funds

Planning Phase: Choose a Compelling Value Proposition

• How you solve a problem• Why you show impact• Utilize the voice and images of your

supporters and beneficiaries

Planning Phase: Strategic Promotion

Your plan should include:• Target audience• Best channels to reach audience• Messages that resonate• Target number of impressions• Monitor and measure• Two-way communications

Promotion via Social Media

Social Media is KEY before, during and after Giving

Days!

UC Berkeley Big Give

https://www.youtube.com/watch?v=3OZcA-E5QGs

Big Give SA

https://www.youtube.com/watch?v=4wLSVTJwxN0

Give Local America

https://www.youtube.com/watch?v=FkxTo1JIByI

Leveraging celebrities if you can..

Leveraging celebrities if you can..

Leveraging celebrities if you can..

• Get them to make a gift – matching or truly generous involvement. And you can mention it or leverage it!

• Get them to keep involved over time e.g. Mike Holmes for SOS Children’s Villages

• Allow you to leverage their social networks

• Allow you to leverage their HNTW networks

• What is your overall fundraising goal?• Are those goals realistic and

attainable?• Are they relevant to your event?• Can you set goals for specific times of

the day?

Planning: Set SMART Goals

• Who: your biggest fans, your vocal supporters• Consider board members, staff, volunteers, partners

• Emphasize the importance of their impact

• Large Social media component• Schedule workshop-style training

Planning: Recruit Online Ambassadors

• Matching funds secured from sponsors and major donors• Influences why donors would choose this day to give

– their gift is multiplied!• Helps amplify message and create awareness

Planning: Secure Matching Funds & Corporate Sponsors

Planning: Create Incentive Structure

Incentives and Prizes can be applied in following ways: • Based upon donor and

organization/program behavior

• Allocate funds % based on fundraising totals

Planning: Create Incentive Structure

Incentives and prizes can be offered before,

during, and after the event

Prize examples include: • Pre-event video or social media challenge• First project/ program to reach their goal • Most unique donors in a particular timeframe • Most referrals from a sponsor• Hourly prizes to donors, to keep excitement

going, particularly during overnight hours • Chapter with most social media buzz

Technology: Website

Criteria for choosing a platform Protects your brand Provides you with your donor data Features real-time donation totals

and leaderboards Makes donation forms easy to share Provides Peer-to-Peer fundraising functionality Is mobile-responsive Assures scalability Includes multi-currency, multi-language and

multi-country settlement

Kimbia Giving Day Experience

givingday.columbia.edu

Supports high transaction volumeMulti-org or

multi-department giftsMatching Gifts

& Prizes

Customizable Leaderboards

givemn.org

Multi-Org/ Affiliates > Multi-Give!

Each organization gets own page

Donor can give to multiple orgs at one time

Advanced Giving Feature

givingday.redcross.org

Advanced Giving

Allows donors to give in advance

of event &

gifts process day of event

Integrate with media partners & sponsors

Embed giving forms directly into media sponsor web pages. All donations are treated as if they were donated directly on your page.

&

Objects can be shared & syndicatedo corporate sponsorso P2P participants

Syndicated Donations Example

Secure, no matter where form lives

PCI v3 Level 1 and SSAE16

Event Day

• Event Day HQo Sufficient Staff to field questionso Community Outreacho Real-time Communications

• Leverage Social Media • Provide Real-Time Updates• Host In-Person Events

Post-Event

• Say Thanks!• Enable post-event giving• Celebrate.. & include donors!

o Importance of closing the loopo Plan to transition donors

Stewardship is Key

• To understand how you will take care of each donor, you want to ‘map’ the donor journey for important constituent groups: single, monthly, corporate, middle and major donors

• GIVING DAY MAPPING

Oracle . CX Journey Mapping Workshop . designingcx.com

Giving Day Journey Mapping ProcessCreate Initial Map Evaluate Explore Design New

ExperienceBrainstorm

Persona, Brand Attributes, Key Trends

GREEN & SOCIALLY

RESPONSIBLE

ALWAYS-ON, SOCIAL & MOBILE

Behavior Line CALLS ZOOMGO SUPPORT

On Stage Experience

ZOOMGO WEBSITE

AGENT #1

&@#! I CAN’T

SHOW-UP IN A DIRTY

CAR!

Back Stage Support

WEBSITE DESIGNER

RESERVATION SYSTEM

Prioritize Focus

“Moment that Matters”

Determine Impact

REDUCE REFUND RATE

INCREASE REFERAL

RATE

Evaluate Attitudes

I WILL LOOK SO COOL IN THAT COOL!

&@#! I CAN’T SHOW-UP IN A DIRTY CAR!

Readout

“We focused here, because…”

Clarify Needs & Drivers

Examine Capabilities(Roles & Processes)

MOMENT

GET REFUND FOR LATE CHARGE

EMOTIOINALBE TREATED FAIRLY

EMOTIOINAL

RECOMPENSE WASTED

TIME

EMOTIOINALDON’T SPOIL MEMORIES

APPROVE & PROCESS REFUND

APPROVE & PROCESS REFUND

AGENT #1

RECORD INCIDENT DETAILS

VALIDATE SERVICE DELIVERY

FINALIZE AND SEND INVOICE

BILLING SYSTEM

CONFIRMS TERMS OF RENTAL

Desired TransformationI TRUST ZOOMGO TO ADMIT & FIX MISTAKES

TELLS FRIENDS ABOUT

ZOOMGO

INCREASE REFERAL

RATE

Build CX Design Canvas

Brainstorm Innovation

MOBILE COUPONS

INSTANT REFUND ON BREAKDOWN

EMPOWERED FRONT-LINE STAFF

WEDDING PACKAGES

Redesign Experience

Reality Check

Build Giving Day CX Hypothesis

INSTANT REFUND ON BREAKDOW

N

IMMEDIATE TEXT TO

CUSTOMER

CONNECT FIELD SERVICE TO BILLING

EMPOWERED FRONT-

LINE STAFFAttitudes &Emotions

DesirableViable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional

Giving Day Mapping

• Cross functional participation• Internal and External

Stakeholders• Choose the journeys that

are the most important

Plan next year’s event!

• Give your self time! Typically 6 months!• Pick a day that is important to your

cause• Are you a global organization? Choose

the right platform that supports multi-currency/ multi-language

• Know your audience• Get sponsors• Be social• Leverage Celebrities• Steward your new Donors!

THANK YOU!!

Mike JohnstonFounder of hjc

Got more questions? Email me!mjohnston@hjcnewmedia.com

Mike MostranskyNational Sales Manager of Kimbia

Got more questions? Email me!mike@kimbia.com