8 WEEK WORKPLAN & BIG

DOG BASICS

THANK YOU!

oOverview & Timeline

oBest Practices

oShare & Discuss Activity

oReport Out/ Open Discussion – Q&A

AGENDA

Overview & Timeline

oYou need a plan

oStay organized

oTiming is important

Why 8 Weeks?

Timing

First 4 weeks = Planning

Second 4 weeks = Implementation

Timing

3 4 5 6 7 8 9

10 11 12 13 14 15 16

17 18 19 20 21 22 23

24 25 26 27 28 29 30

1 2 3

oSoft Marketing Communications

are casual

Save the dates

Inserted info in

already scheduled

correspondence

Invites to events

Light social media

Timing

oHeavy Marketing Communications

are direct

Heavy social

media

Printed items drop

Scheduled emails

Checklists

BEST PRACTICES

BEST PRACTICES

BEST PRACTICES

BEST PRACTICES

oWhat is your financial goal for BIG DoG?

oWhat is your donor goal?

oDo you have a goal for securing donor

matches?

oHow do you plan on measuring these goals?

oWhat tools/resources do you need for this

practice?

Goal Setting

oPropel you forward

oTransform insurmountable mountains into

walkable hills

oHold you accountable

oKeep you focused

oAllow you to measure your success

Goal Setting

oDefine your goals

oWhat do you want to accomplish by

participating in BIG Day of Giving.

oMoney?

oDonors?

oStronger board?

oVisibility?

oBuild capacity, gain skills?

oWin prize challenges?

oCollaboration?

Goal Setting

Goal Setting

oOther goals, results to

achieve

oSuccessful events

oDonor experiences

oStaff development-

team building

oNetworking

oRelationships

Goal Setting

2014 2015

AVG RAISED PER NPO $6,310 $9,700

AVG # OF DONATIONS 48 69

AVG DONATION

AMOUNT $142 $141

% OF NEW DONORS 31% 30%

Goal Setting

Small Medium Large

Average Raised $6,532 $9,236 $14,822

Average # Donations 54 69 92

Average Gift $132 $127 $157

Goal Setting

Avg Raised Avg Donations Avg Gift

With Twitter $12,249 83 $147

Without Twitter $5,887 47 $125

Returning $12,065 81 $152

New $5,991 50 $117

Goal Setting

o30 nonprofits used Twitter in 2015 and not in 2014

oResults

Average raised in 2014 = $5,277

Average raised in 2015 = $9,176

Average increase was 80%

Total amount of increase was $132,000!

Goal Setting

oNew or Returning

oStaffing

oSocial media

oStats from previous years

oNon monetary goals

oBoard engagement

oAim high!

BEST PRACTICES

oWhat will be your goal for board giving?

(100% participation, increase from last year)

oWhat prize challenges will you and your

board work on together?

oWhat donor engagement strategies will your

board employ?

oWhat social media activities will you ask of

your board?

oWhat other tasks or strategies will you ask your

board to participate in?

Board Engagement

Board Engagement

Board Engagement

ResultsoMore $$ and more

donors!

oEngaged, energized

board

oSense of purpose and

pride

oBoard/Staff alignment

We did

it!

Best.Board. Ever

oIncrease # of meetings

oIDP Worksheet

oPlay to their strengths

oUse their networks

oInvite them to bootcamps!

oPrize challenges

o100% participation/giving

Board Engagement

BEST PRACTICES

oHow will you engage your current donor base?

oHow will you thank your donors during May 3?

oWhat is your plan to thank your donors after

May 3?

oHow will you engage new donors?

Donor Engagement

oPre-Dog Engagement

Timing, methods

oDay-Of Activities

Communications plan

Events?

oPost-Event Follow Up Plan

Thanking should be #1 priority

Follow up to show impact of

donation

oAnalyze your donor data

Donor Engagement

Donor Engagement

BEST PRACTICES

oWho are your current audiences?

oWho do you want to target for May 3rd?

(prioritize them)

oHow will you find them?

oCraft your message: How is the world different

because you exist? What stories of impact can

you share?

Know Your Audience

Having BIG DoG right after another large event was

daunting but it forced us to be very thoughtful much

earlier in the year and to work on our campaign

sooner. This was helpful as we were able to put a lot of

thought into messaging, etc. We originally were

planning a campaign that may have been perceived

as "darker" and the time we put in along with the

trainings helped us realize this would not resonate. It

was also a great opportunity for new team members

to be part of the energy and excitement.

Know Your Audience

BEST PRACTICES

Social Media

Social Media

oWhat social media platforms will you use?

oWhat are the key messages you will convey on

these platforms? Word limits, audience, use images, talk about the

solutions, not the problem!

oWhich social media prize challenges will you

attempt to win?

oDo you have a staffing plan? Who will run your

social media campaign?

Social Media

oFacebook #1 referral source

oThose with Twitter accounts had

better results

oWhere new donors can find you

oEngage in real time

oBuild your audience now!

oUse images and video

oSponsor posts

oDon’t do it all

oGet someone to help you

Social Media

Social Media

BEST PRACTICES

oWhat communication tools are you already

using in your organization?

oWhat tools are you not currently using that you

would like to incorporate into your campaign?

oWhat current marketing collateral can you add a

BIG DoG Message to?

Maximize Communication Tools

Maximize Communication Tools

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

DIRECT MAIL

PRINT AD

RADIO

TELEVISION

FRIEND

BOARD MEMBER

FACEBOOK

EMAIL (NON-NPO)

EMAIL FROM NPO

13%

13%

18%

19%

21%

25%

28%

30%

50%

HOW DID DONORS HEAR ABOUT BIG DOG?

- BIG Day of Giving anonymous

donor

It was amazing. The energy was incredible.

The one annoyance I experience had

nothing to do with the organizers but rather

one nonprofit I give to which sent out very

annoying messages over and over and over

and over throughout the day. I did not

donate to them!

Maximize Communication Tools

oTiming & Frequency

• Soft & Heavy marketing

timeframes

Soft: Only include in already

scheduled email blasts. No

asks, just info

Heavy: two giving day specific

emails, plus one on May 3rd.

Maximize Communication Tools

oContent

Craft emails based on audience

Be unique! Tell a story of impact

Include a special invite

o Add a save the date block or BIG

DoG facts, teasers into already

scheduled email publications

Maximize Communication Tools

oFormat

Over 40% of donations in

2015 were made on

mobile devices.

Make sure your email

templates are mobile

friendly!

Maximize Communication Tools

oThe Power of the Phone Call

Connect with current donors

Board members call friends, colleagues

Thank last year’s donors, save the date.

o Direct Mail

o Save the date postcards

o Add a message to another mailer

o Consider a letter ask

o Toolkit for graphics

www.bigdayofgiving.org

Maximize Communication Tools

oUse data - RTC

oSolid email strategy and avoid

email saturation

oCustomize your messaging

oUse your board and volunteers

oTell a story of impact – or – what

their donation will do.

Maximizing Communication Tools

oRaise funds for a specific

project/need

oMascot or themes

oHost a breakfast or happy hour.

Get out into the community

oCollaborate with other NPOs

oPartner with a business

oSecure your own matching funds

oGiveaways

Other Campaign Ideas

Other Campaign Ideas

SHARE & DISCUSS!

Take turns discussing ONE best

practice or item from the

workplan that you find

challenging for your

organization and why.

Then take turns giving input or

suggestions to each other.

DISCUSSION