Get your city ready for #GivingTuesday 2014 - lessons from Baltimore
Ideas for GivingTuesday
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#GivingTuesdayCa
Ideas for Your Charity
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Today’s Presenter
Kirstin Beardsley Charity Engagement @ CanadaHelps
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About CanadaHelps
CanadaHelps is a registered charity that provides secure, low-cost, and easy-to-use online fundraising solutions to Canadian charities. CanadaHelps is a founding partner in bringing GivingTuesday to Canada!
WELCOME TO GIVING MADE SIMPLE!
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#GivingTuesdayCa
Overview
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What is GivingTuesday?
“We have two days that are good for the economy. Now we have a day that is good for the community too.”
www.GivingTuesday.ca #GivingTuesdayCa
December 2, 2014
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• 1,300+ Canadian GivingTuesday partners, and over 10,000 partners worldwide
• More than a million Canadians were engaged with the GivingTuesday message through partners, traditional media, social media
• Significant increases in giving: Blackbaud, CanadaHelps, and Mobile Giving Foundation reported significant increases in charitable donations
Highlights from 2013
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Highlights from 2013 • Corporate Canada supports
GivingTuesday: CIBC, Interac, Deloitte, Newfoundland Power, Tim Hortons, Canadian Tire, PayPal Canada and more!
• Celebrities endorsed GivingTuesday (let’s see more Canadian celebs this year!): Ellen Degeneres, Heidi Klum, Barbra Streisand, Kourtney Kardashian, Jennifer Lopez, Bill Gates… and many more.
• Cities of Norfolk County (ON), Guelph, and Calgary endorsed GivingTuesday
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Media Support of GivingTuesday • GivingTuesday received media
pickup with the following outlets: • CTV News • The Globe and Mail • Canada AM • Global News • CBC Radio • Ottawa Citizen • Metro News • National Post • Yahoo News • Huffington Post Canada • MSN.com
• 2013 GivingTuesday Media Partners: Twitter, The Walrus, Savvy Mom
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Get Involved in GivingTuesday!
1. Become a GivingTuesday partner at www.givingtuesday.ca
2. Launch a GivingTuesday campaign
3. Share your involvement and join the conversation #GivingTuesdayCA
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What Does GivingTuesday Offer?
• The chance to tell giving stories and bring attention to philanthropic commitments.
• The strength of an international “umbrella” and unified message that upholds and supports many individual campaigns and messages. #GivingTuesdayCa harnesses the power of a collective voice to make a difference.
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Why is GivingTuesday Powerful?
• A new narrative around giving and volunteerism.
• The synergies in leveraging collective relationships, media partners and communication assets.
• A powerful “hook” to rally major social media, outdoor media, traditional media partners to help us “tell the story” about the power of giving.
• A comprehensive messaging platform and coordinated communication strategy that will support all participants.
• For individuals, it is an opportunity to be part of a global celebration of generosity. #GivingTuesdayCa is something that everyone can share with friends, family and colleagues.
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GivingTuesday Canada Founding Partners
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#GivingTuesdayCa
Participation Ideas
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Fundraising
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Ask for Donations
Use the #GivingTuesdayCa movement as a way to kick-off your year-end fundraising appeals
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CREATE A SPECIFIC #GivingTuesdayCa CUSTOM DONATE NOW PAGE
• CanadaHelps Custom Donate Now pages can be created for specific funds or campaigns.
• Create a specific #GivingTuesdayCa page and solicit donations on December 2nd.
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• Create a dialogue with your community about how they give gifts and give back at this time of the year
• Create a gift catalogue for your charity and promote the giving of meaningful gifts
• Encourage donations in honour of others
• Encourage people to “give the gift of giving” with CanadaHelps Charity Gift Cards
Promote Charitable Gifts for the Holidays
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HEIFER INTERNATIONAL
• Created an infographic that highlighted the power of shopping dollars when used for altruistic purposes • “Does it surprise you that 79% of
Americans polled would rather have a donation made in their name rather than a gift they know they'll never use? That's nearly 80 percent of your shopping list!”
• Created an online savings calculator that helped people figure out how much they saved on Black Friday & Cyber Monday…then encouraged people to put those savings towards Heifer International
• Engagement methods: PR, email, social media
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Corporate Partnerships
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FIND A MATCHING PARTNER
• Find a local company that would like to get involved in #GivingTuesdayCa
• Ask them to match donations made to your organization on December 2nd
• Promote the match to your donors and let them know that their donations can have a greater impact if they give on #GivingTuesdayCa
• A matching appeal is a great way to leverage existing/planned donations
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Alzheimer Society of Nova Scotia & Deloitte
Deloitte matched up to $5,000 in donations from individuals, allowing the Alzheimer Society of Nova Scotia to raise over $10k!
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Awareness Raising through Social Media
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USE TWITTER & OTHER SOCIAL MEDIA
Use the #GivingTuesdayCa hashtag to join the larger GivingTuesday conversation
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SHARE GIVING STORIES
• Ask your supporters to send in a photo or short video about why they give
• Give them a simple statement to
complete such as “I give because…” or “I give back by…” to make it easy for them to get involved
• On December 2, post the contributions to your social media channels
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#Unselfie
Unselfies are personal images posted on social feeds that showcase generosity
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American Red Cross #GiveWithMeaning
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GIVE KIDS THE WORLD VILLAGE
• Rolled out a social media and email campaign two weeks prior asking their Facebook and Twitter followers to make a donation
• Changed their cover photos on Facebook and Twitter with creative from their #GivingTuesday campaign
• Fortunate enough to have an anonymous donor match donations up to $10,000 • The matching donation really encouraged people to donate and created a sense of
urgency • Garnered 121 new donors, and the average donation was $124 • Lessons learned: start earlier, and engage fans more
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Donor or Volunteer Recognition
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SAY THANKS
• Use #GivingTuesdayCa as an opportunity to give back to your supporters and thank them!
• Show how much your organization appreciates its volunteers, donors, and sponsors by making a short video
Example: http://www.givingtuesday.ca/gt/pathways-education-thank-video
• Take some photos of your team with signs saying “Thank you” and post them to Facebook or Pinterest
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Support Your Mission & Take Direct Action
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Art à la carte
Art à la carte launched a Letters of Hope campaign, asking community members to write letters of encouragement and support to long-term patients.
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“You provide a great service. Small organizations like ours benefit tremendously, keeping our overhead low & spending more on good works!”
-Better Day Alliance
- UrbanPromise Vancouver
- ABC Life Literacy Canada
FONDATION CENTRE ACTION
Promoted their annual spring Wheelchair Basketball Tournament by enrolling teams for 2014 and establishing new employee donation matching programs
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Young Detroit Builders
Young Detroit Builders partnered with local business to create teams to winterize 20 homes in Detroit’s North End
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Promote a Culture of Generosity
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The City of Calgary made a proclamation to officially declare December 3rd, 2013 “GivingTuesday” Get your city involved for 2014!
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The University of Guelph hosted a Giving Fair to introduce students to opportunities to give back in the community.
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• Use #GivingTuesdayCa as an opportunity to shift the conversation away from giving funds and promote different ways to support your organization: • Skilled volunteering • Raising awareness for your
organization • Fundraising • Forwarding your newsletter • Sharing your Facebook page • Retweeting • Donating goods
Promote Other Ways of Giving
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LET #GivingTuesdayCa HELP YOU!
• Resources on www.givingtuesday.ca • Partner Toolkit • Case Studies • Intro to Social Media Guide • Facebook Best Practices • Corporate Engagement Guide • Blog posts
• Download logos and graphic
assets
Join the GivingTuesday Canada mailing list!
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Upcoming Webinars
Partnering with businesses for GivingTuesday • July 29th @ 2pm Eastern
Sign up for the GivingTuesday mailing list to learn more about upcoming webinars that will help your charity make the most of GivingTuesday!
www.GivingTuesday.ca
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