Creative Ideas for Your #BrooklynGives Campaign
August 1, 2018
What YOU want to get out of today
● Benefits of and strategies for participating in #GivingTuesday
and #BrooklynGives
● Creative ways to reach and engage new donors
● Social media strategies and tips
● Getting Boards and staff on board
● Online fundraising tips and how to use the platform
Agenda
● What’s so Great About #GivingTuesday?
● Proven Strategies for an Effective Campaign
● 7 Secrets to Giving Day Success
● Creative Engagement Ideas for #BrooklynGives
● Leveraging Your Supporter Base
● #BrooklynGives Promotional Resources
● Key Takeaways
● Q&A
What’s so Great About #GivingTuesday?
#GivingTuesday overtook December 31 as the biggest
donation day of the year in 2016!
● Nearly $300 million raised online on #GivingTuesday 2017
● “Happy natural disaster”: Huge spike in giving, followed by no drop off
● Busts the donor fatigue myth by tapping into different motivations -
giving not fundraising
● Donors more likely to discover and support a new nonprofit and give
to multiple nonprofits
● Tell your own unique story through your branded campaign
● Powered by social media and collaborative action
● Activates the power of peer-to-peer fundraising
Why #BrooklynGives on #GivingTuesday?
● Branded campaigns allow you to tell your own unique story, while
harnessing the power of collective action
● Multi-give and gift baskets allow donors to easily search for, discover
and give to new nonprofits, and multiple organizations
● Leverages the power of social media to multiply your outreach
● Activates the power of peer-to-peer fundraising an an extension of
your campaign
● Jumpstarts the stewardship process with immediate donor gratitude
● Prizes and matches make the day engaging and fun for donors
● Option for donors to cover fees and secure ACH deposits mean you
get more donations, faster!
Proven Strategies for an Effective Campaign
● Have a (reasonable) goal
○ Organizations with a goal raised 200% more!
● Leverage your supporters as peer-to-peer fundraisers
○ Organizations with peer-to-peer fundraisers raised 300%+ more!
● Secure matches and challenges and use them strategically
throughout the day
○ Organizations with matches raised 400%+ more!
● Create a compelling story and share it widely (and creatively)
7 Secrets to Giving Day Success
1. Reflect - Review what you learned from past efforts.
2. Target - Identify the right people and the right goals.
3. Inspire - Inspire them with an authentic story.
4. Impact - Make it clear why their support matters.
5. Motivate - Create a context and urgency to give.
6. Share - Encourage supporters to share their experience.
7. Delight - Make your donors and prospects feel good.
Reflect: Past Fundraising Campaigns
Conduct a retrospective:
● What worked well in the past?
● What do we want to change, not change?
● What do we want to do differently this year?
Honesty is KEY to this process!
This is how you grow and improve from year to year.
Your turn:
Reflecting on your past fundraising campaigns, what went well, or not so well?
How will you leverage your #BrooklynGives campaign differently than other past campaigns?
Target: Prepare Your Outreach Strategy
Determine your target segment
● Don’t necessarily target all of your donors
● Identify those who are ready to be asked again for support
● Consider how to reach those who have never heard of you
● Make your ask creative
○ Doesn’t have to be just to give!
● Apply to your story and marketing outreach strategies
● Number of Gifts
● New Members
● Supporter/Board
Engagement
● Social Media Reach
● Dollars
● Donors
● New Donors
● Repeat Donors
● Recurring Donors
Target: Prepare Your Outreach Strategy
Identify your goals
Your turn:
Who do you want to reach through your #BrooklynGives campaign, and how does your target differ from your other
campaigns?
What is your goal for #BrooklynGives?
Inspire: The Importance of Storytelling
A captivating story…
● Goes beyond what your mission aims to achieve
● Is authentic, emotional and easy to understand
● Centers on people, supported by data
● Connects to the communities you serve
● Makes donating like buying a virtual feeling
Your turn:
What’s compelling about what you do for those you serve, and how will you communicate that through your
#BrooklynGives campaign?
Impact: How Can Donors Make a Difference?
Key questions:
● How does funding make your mission possible?
○ Highlight one feature campaign or program
● How can one donor make a difference?
○ Break down your impact into digestible “bites” (cost per
client/student/visitor/etc.)
● How have donors helped your constituents achieve their goals? What
have your constituents achieved?
○ Who are the faces behind the stories?
Impact: Align Your Goals & Your Story
Example:
● What’s your goal? - $10,000
● How many people do you serve yearly? - 500
● How many programs do you run yearly? - 50
$20 = 1 person served | $200 = supports one program
Now bring your impact to life with a story of a person who has been
positively impacted by your organization and how donors can be a part of
creating more stories.
Impact: Leverage Donation Levels
● Custom Amounts
● Unique Descriptions
● Optional Photos
● Recommend 3 - 4
Levels
Your turn:
How will you align your story and your goals to inspire people to support your #BrooklynGives campaign?
How can one donor make a difference for your organization?
Motivate
● Convey urgency and impact in all #BrooklynGives messaging
● Use matches and challenges to encourage donors to give now,
rather than later
● Emphasize the collective impact of #BrooklynGives within the
community and their part in making it happen
● Incite friendly competition among volunteers, staff, and board
members:
○ “Whoever shares our #BrooklynGives post the most
throughout the day wins a prize!”
○ Board members ○ Business contacts
Share: Proven Strategies for an Effective Campaign
Campaigns get 126% more donations when admins update
supporters.
● COPE: Create Once, Post Everywhere
● Most announced their campaign 2-4 weeks ahead of Giving
Tuesday
● Posted an average of 10 Facebook Posts
● Sent an average of 6 Tweets
● Sent 3-4 emails out on Giving Tuesday
● Effectively leveraged Giving Day Ambassadors
○ Board Members, Peer-to-Peer Fundraisers, etc.
Share: Make Your Story Easy to Tell
● Communicate clear calls to action
● Empower #BrooklynGives Ambassadors to amplify your
message by personalizing the story
● Utilize multi-channel outreach
○ Social Media
○ Direct Mail
○ Phone
Share: Asset Checklist
Campaigns with personal videos raise 150% than those that
don’t have videos.
● Images○ 5-10 Photos of your mission in action (can be stock photos)
○ #BrooklynGives logo added to shareable content
● Videos○ Host on YouTube or Vimeo for easy sharing
○ Post a Thank You video to start the stewardship process
● Testimonials
● Infographics ○ Highlight donor impact & data
Share: Telling A Story That People Want to Share
● Create a 24 Hour “Story Arc” that your supporters can follow throughout the day on Social Media
● Give supporters a reason to check back in and follow your progress during #BrooklynGives (FB Live, Challenges)
● Create a unique hashtag to promote your campaign on #BrooklynGives so supporters can follow you and share your story
Share: Go Mobile!
In the past year, mobile giving donations have increased
205%.
● 51% of donors who visit a nonprofit’s website do so on a mobile
device
● 54% of nonprofit emails are opened on mobile devices
● 90% of text messages are read in 3 minutes
● 25% of donors complete their donations on mobile devices
● 1 in 4 donors use mobile devices to discover nonprofits they
were previously unaware of
Share: Email Marketing
Email messaging drove 28% of all online revenue in 2017.
● Email is still a great way to share information with your
supporters directly and immediately
● The majority of emails are opened on mobile devices
● Develop an email timeline leading up to #BrooklynGives and
schedule in advance
● Chance to include multiple calls to action:○ Link to your #BrooklynGives campaign
○ Include ways to get involved
○ Use shareable graphics
Share: Social Media
55% of people who engage with nonprofits on social media
end up taking some sort of action.
● Always include a clear CTA
● Create consistent shareable content (C.O.P.E.)
● Include photos for increased engagement
● Add the #BrooklynGives logo to all of your promotional materials
leading up to the day
● Swap out your social media banners with #BrooklynGives graphics
from the toolkit
● Use Hashtags to be a part of the conversation
○ Include the hashtag #BrooklynGives to be featured on the
#BrooklynGives tagboard
Share: Social Media
Be part of the conversation on Tagboard!
Share: Facebook
More than 29% of mobile donation traffic on Giving Tuesday
came from Facebook.
● Routinely creates the highest level of social engagement (and
donations) for giving days
○ Facebook refers 29.4% of traffic to donation pages on #GivingTuesday.
● Great platform for sharing photos and longer stories or updates about
your organization
● Supporters who liking and sharing your posts expose you to their
entire network, expanding your reach
● Create a Facebook Event for #BrooklynGives
● Live Stream an event during #BrooklynGives
● Consider “boosting” your content to potential donors with paid
promotions
Share: Twitter
55% of people who engage with nonprofits on Twitter take an
action.
● You only get 140 characters to make an impression
● Great platform for updates and quick thank yous
● Engage with supporters by re-tweeting and liking their tweets
about #BrooklynGives
● Follow different people or organizations you admire○ Donors & volunteers
○ Prominent community members
○ Local businesses
● Use hashtags to trend in different conversations○ #fundraising, #nonprofits, #giving
Share: Instagram
37% of nonprofits use Instagram to raise money and
awareness.
● Great platform for sharing photos and stories
● Include a link to your #BrooklynGives profile in the description of
your Instagram profile for CTA
● Create a post on Instagram and immediately share it on
Facebook and Twitter (C.O.P.E.)
● Telling your stories through photos○ Supporter Spotlights (“Why I Give…”)
○ Event Highlights
○ Impact Projects
● Create unique hashtags for different topics
Share: New to Social Media?
● Set a Goal: Start gaining followers
● Create an account & complete your bio
● Start following other organizations, communities, or influential
leaders
● Start posting!○ Add pictures, videos, gifs, etc.
○ Leverage hashtags to be part of the conversation
○ Go live!
● Create an event if you’re having one (Facebook)
● Be aware of new security rules (Facebook)
● Put your effort into 1 or 2 platforms!
Delight: Stewardship
● Assess your stewardship plan before #BrooklynGives
● Make it personal
● Try something new
○ Thank you phoning
○ Hand written notes
○ Acknowledge new and P2P donors
● Continue following up after the day to show the dollars
raised on #BrooklynGives in action
Your turn:
What are some creative ways you’ve stewarded donors in the past, and what are you going to try this year?
Creative Engagement
Creative Engagement Ideas
Challenges and matches
● Engage large donors and businesses to donate to match pools
that allow donors to “double” their impact
● “Unlock” challenges throughout the day to motivate donors
● Link challenges to your goals
○ Number of donors
○ Number of dollars
○ Time period (i.e. Power Hours)
○ New donors
○ Social engagement
Creative Engagement Ideas
Creative Challenges
● Motivate donors to give by using each donation as an “entry”
for a special incentive
○ Example: Utilize the comment feature to collect responses from
your donors during the day
● Plan a Social Media Challenge leading up to the day to help you engage supporters early and capture more authentic stories connected to your cause
○ Example: Use hashtags to collect stories and ideas easily!
● Integrate “offline” fundraising challenges into your campaign
○ Example: Collect change in the school pick up line
Creative Engagement Ideas
Corporate Engagement
Local businesses can help you leverage their customer base
● Promotions● Publicity● In-kind donations/events● Social media● Sponsor matching● Employee matching
Utilize donation receipts for special incentives
● Provides incentive for giving throughout your community while driving traffic to local businesses that support your cause!○ E.g. Discounts at local bars or restaurants
● Access to the kickoff or closing event
Other Ideas
● Host an event!
○ Kickoff party○ Success celebration○ Mobile giving lounge○ Nonprofit events
● Billboards
● Lawn signs
● Yearly collectables
● Mascots
Creative Engagement Ideas
Creative Engagement Ideas
Yeah, Mascots!!
Your turn:
What is the most creative thing you’ve done to promote your organization or campaign?
Peer-to-Peer Fundraisers
Crowdfunding vs P2P Fundraising
Leverage Your Supporters
Leverage Your Supporters: Benefits of P2P Fundraising
● Expands your reach to a new network of donors
○ Average of 4 new donors per P2P fundraiser
○ Donors are giving because they know the fundraiser, not
necessarily to further the cause (yet!)
● Increases the average number of donations to your campaign
● Provides a new opportunity to engage with existing supporters
● Builds trust with your potential supporters by highlighting your
strong connections with passionate evangelizers
● Organizations with P2P fundraisers raise 3x more than those
that don’t on a giving day
Leverage Your Supporters: Impact of P2P Fundraising (Spring 2018)
● On average, NPOs during Spring 2018 Giving Days using P2P
raised 330% more than NPOs not using P2P!!!
○ Average % of NPOs using P2P during a Giving Day = 19%
○ Average # of P2P fundraisers during a Giving Day = 138
○ Average total raised by P2P fundraisers during a Giving Day
= $63,465
○ Average raised per NPO with P2P fundraisers = $6,306
○ Average raised per NPO without P2P = $1,908
Leverage Your Supporters:Who are your P2P Fundraisers?
Anyone passionate about your cause ready to use their voice
to make a difference
● Board Members
● Volunteers
● Lower Capacity or Major Donors (who have already given)
● Staff Members
● Friends & Family
Leverage Your Supporters:Guiding your P2P Fundraisers
● Gauge interest in advance. Find out what motivates them to act
- Be authentic!
● Provide clear expectations: your organization’s goal for the
campaign, how they can be an effective voice
● Make it FUN! Create prizes to incentivize P2P fundraising
● Emphasize the importance of sharing their own story and
personal connection to your mission
● Treat them like major donors. Celebrate them on social media
and be sure to thank and continue to steward your P2P
Fundraisers after the day
● Host a P2P fundraisers party to get the ready and motivated
Leverage Your Supporters:Guiding your P2P Fundraisers
Provide resources for communications, but give them autonomy!
○ P2P Fundraiser’s Toolkit
Leverage Your Supporters:Guiding your P2P Fundraisers
Leverage Your Supporters:Guiding your P2P Fundraisers
#BrooklynGives Promotional Resources
● The Nonprofit Toolkit has everything you need to plan, prepare, and promote #BrooklynGives and reach your goals!
○ Customizable Templates
○ Communication Timelines
○ #BrooklynGives Graphics
○ Helpful resources for your board
members, volunteers, and fundraisers
Key Takeaways
● Start planning now
● Work within your capacity and your specific goals
● Determine your #BrooklynGives campaign focus and tell your
story around it
● Always include calls to action!
● Try something new!
○ Peer to Peer Fundraisers
○ Secure a Matching Fund
○ Create a challenge
● Leverage your supporters
● Use the resources available to you
Support Team
● Visit Our Help Center
https://support.givegab.com/
● Send us an email at
● Chat with GiveGab’s Customer
Success Team
● We will assist you with anything from
technical questions to strategy
○ Look for the little blue chat bubble!
Questions?
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