Giving Day Strategies 2019

Transcript

1. Giving Day Strategies
3. The Team Board Staff Committee
4. Why participate?
6. 1. Test your website http://mattkersley.com/responsive/ 2. E-Newsletter Metrics 3. Donation Page Checklist • Donate Button on Homepage • 1 click from homepage • Monthly giving option • Branded Page • Easy directions
8. Live trends https://www.philanthropy.com/i nteractives/online-giving- dashboard
9. Millenialsare more generous than you think
10. Giving by Seniors
11. Benchmarks • For every 1000 visits to web, $612 raised • 7.2% of web visitors become donors • Average one time online gift $104 • Average monthly gift, $23 • Average email open rate 15% • Fundraising page completion rate 13% • Average tweets per day 5 • Average facebook posts per day 1.1 • 15-20% of annual donations come during December
12. https://www.blackbaudhq.com/corpmar/cg r/how-nonprofit-fundraising-performed-in- 2014.pdf
14. Where people give
15. Optimize your website for online giving • Mobile Optimization • Revamp your About Us page, pictures, bios • Tell stories, don’t write books • Your premium spot is your website, above the fold • Link to 990s • Don’t add other links • Keep choices simple
16. Online Giving by Email
17. Communication
18. “Storytelling is as old as the campfire, and as young as a tweet. What moves people is someone who is credible. People can see straight through storytelling that is false, staged or cynical. It has to come from the heart, not just the head.” Richard Branson
19. Blog Pinterest LinkedIn Youtube/Vimeo Instagram Facebook Twitter
20. Shift from numbers to People
22. Charity: Water
23. What’s New?
24. Rule Changes and Trends • Content, Content, Content, Content • Less Free Message Delivery • Paid Ads • Video • Animations • Facebook Groups and Messenger • Quality over Quantity • Stories
25. Rise of influencer and subject matter expert content
26. Video
27. four times as many people would rather watch a video about a product or service than read about it. https://animoto.com/blog/business/video-marketing-cheat-sheet-infographic/?utm_medium=affiliate&utm_source=389818&utm_content=915189&c3 ch=SAS&c3nid=389818?utm_medium=affiliate&utm_source=389818&utm_content=915189&c3ch=SAS&c3nid=389818
28. Make videos • Use what you have • Prepare ahead of time • Keep it short • Choose your words carefully • Include a call to action • Choose good music • Animoto, stupeflix, moovly • Splice, jamendo https://www.youtube.com/watch?v=szpN6nn2sMo
29. Case study: character story • https://www.youtube.com/watch?time_continue=25&v=tU5 Rnd-HM6A
30. Essential tools • Lavalier Lapel Microphone http://ow.ly/Fr Dj30jcu0g • CamKix Camera Shutter Remote http://ow.ly/i5zi30j cu3O • Arkon Mini Tripod w/ Phone Mount http://ow.ly/YBXZ30 jcu6Y • The total package costs - $53)
31. Animations The Spark Mill Blog Post
32. The statistics • 74% of web traffic in 2017 came from video • 85% of videos watched on Facebook are watched without sound
33. Storyboarding
34. Do Now!
35. Online Fundraising Development Storytelling Technology
37. Set up an e-newsletter
38. E-Newsletters • Dependable rhythm and content • Clean, simple, measured • Short • Segmented groups • All based on storytelling • Circular links
39. • Created with SEO in mind • Alive, with new content • Mobile, mobile, mobile • Embedded photographs with key words
40. Before give day • Plan • Create content • Stage and train ambassadors • Develop your success metrics • Review your giving prowess
42. How much time are you planning to spend? • 5-10 hours • 10-15 hours • 15-20 hour • 20-30 hours • More than 30 hours
43. How much time are you planning to spend? 20-30 hours
44. Staff planning Task Category Staff Member Name Key Responsibilities Time Intensiveness Manage Internal GIving Day team Management Make final decisions about the Giving Day, assign tasks, hold team accountable and on schedule, add tasks as needed Medium Coordinate staff and volunteer training Management Organize and run trainings for internal staff so they understand how to field questions from donors and constituents in advance of and on Giving Day. Medium Oversee technical coordination Technical Learn the Razoo platform and ensure nonprofit profile is appropriately reflected, troubleshoot any technical problems, serve as main point-of- contact for any technical issues that arise during planning and day of Light Develop outreach to donors Donor Support Develop outreach materials (online and off) to reach current and new donors. Materials should explain the Giving Day, encourage them to participate, make it easy for them to take action - using all forms of outreach: website, email, blog, newsletter, fliers, etc. Heavy Respond to inquiries from donors Donor Support Respond quickly and clearly to questions from donors before and on the giving day Medium Develop overall communications strategy Communications Create giving day communications plan and develop key messaging for use in all media channels Medium Conduct outreach to the media Communications Contact local media about participation in giving day, prepare materials for media use, and generate media attention through op-eds, videos, events, PSAs, etc. Heavy Respond to inquiries from the media Communications Respond quickly and clearly to questions from the media about nonprofits involvement in Giving Day Medium Manage social media Communications Regularly promote the Giving Dayand nonprofits participation on Twitter, Facebook, LinkedIn, and other social media channels Light Manage print and online communications Communications Write and coordinate communications through email, website, blog, newsletter, brochures, and other channels Light Staffing Plan Template -For Nonprofits
47. Bad design
48. Making graphics: canva
51. Why create and find champions 1. The power of a testimonial will outperform anything you create. 2. Champions can open doors faster than you can. 3. It isn’t marketing, its genuine.
52. So why do people share things? http://nytmarketing.whsites.net/mediakit/pos/
54. The magical unicorn of the share • EMOTIVE CONTENT • Amusing • Inspiring • Cute • Shocking • Anger • Controversy
55. Where are they? • Your email newsletter – who is clicking and opening? • Twitter – who is engaging? • Facebook – who is engaging? • Staff, board, volunteers, donors • Online donors
57. See our post? What can you do to help? 1. Click like. 2. Better yet, comment. 3. Even better, click the share button! 4. The best, share this link (www.blahblah.com) on your page and challenge your friends to participate.
58. Give them tools
60. Do During
61. During • Execute plan • Make sharable content • Pamper your ambassadors • Say thank you • Rally around prizes
63. Everyone has a role • Receptionist/Phone • FAQ • Donor Support • Technical questions • Tell them when you win a prize • Volunteers • Board Members
64. Giving Tuesday Case Studies 2018 Case Studies https://www.givingtuesday.org/sites/default/files/2018- 05/%23GivingTuesday%202018%20Case%20Studies.pdf
65. Facebook newsfeed • Newsfeed is no longer filled with status updates
66. To ad or not to ad
67. Keep up the momentum
68. Facebook Live
69. Tips • Notify people you are going online ahead of time • Have a battery back-up and a strong connection • Strong text • Respond live! • 35 great ideas • https://www.johnhaydon.com/facebook-live-ideas-show-impact- nonprofit/
70. Case study: breaking news http://thesparkmill.com/blog/2017/3/21/what-might-happen-to- philanthropic-giving-over-the-next-year-thoughts-on-the-impact- of-federal-budget-cuts
71. Types of content • Hot Topics/Current Events/Breaking News • Interviews • Demo • Behind the Scenes • Performances
72. Do After
73. Thank you notes and tips • Follow up via social media that day • Optimize your office to respond with mail within 48 hours • Schedule a thank-a-thon within 1 month • Send them a non-solicitation within 1 month • Link your thank you to your story
74. Awesome resource http://www.knightfounda tion.org/media/uploads/p ublication_pdfs/GivingD ayPlaybook.pdf
75. Recap, Questions
76. GIVING DAYS http://www.pinterest.com/thesparkmill/giving-day-strategies/
77. More Info?