get ready for giving tuesday now – here’s how!

#GivingTuesday In July:Get Ready for December Now!

#GivingTuesday

It’s not just a brand name, it’s a hashtag.

Use it now!

Speakers

Henry Timms, Founder, #GivingTuesday

Christine G.D. Schaefer,VP Community & Marketing, Salsa

• A national day of giving on the Tuesday following Thanksgiving, Black Friday and Cyber Monday – Dec 3, 2013

• Celebrates and encourages charitable activities that support nonprofits

• Partners create and commit to a project then help spread the word to their networks – online and offline

About #GivingTuesday

#GivingTuesday Hit Big with Salsa

Makethe Ask!

・ More $

・ And evenMore $ for those that promoted

Plan for December Now!

Create Relationship

Establish Connection

Foster Giving

Addiction

Step 1: Pre-Campaign Action

a. Build

b. Inspirea. Storytelling Timeb. Toot Hornc. What’s Next?

c. Analyze

FundsAvg Donation

Total $ Amount

Year-Over-Year

DonorsNew Donors

Repeat Donors

Donor Diversity

Step 2: Set Your Goals

And, be ready to tell people!

• Organize Data• Current Inventory• Tracking for

Reporting• Determine

Channels• Sign-up with

#GivingTuesday

Step 3: Develop Strategy

• Message Framework

• Post-Donation Engagement• Marcomm Plan• Messages

http://givingtuesday.org/get-involved/

Human

Development

Digital

Partner

GivingTuesday

Major Donors or Foundations

Tech

CRM

Email/MAP

Step 4: Plan Resources

Let #GivingTuesday Help You!

・ Partner Toolkit

http://givingtuesday.org/resources-for-partners/

#GivingTuesday Landing Pages

• Tracking

• Reiterate Results

• Conversion

• Gift Suggestions

Segmentation

•Right Message to Right Person•Increase Open & Click-Through Rates•Decrease Opt-Outs

Tagging•More Effective Follow-Up (See Segmentation)•Tracking & Real-Time Adjustments•ROI Reporting

Scoring•Measure Value over Time•Engagement•Clean Lists = Higher Deliverability•See Again Segmentation

Step 5: Hug Your Data. Hard.

You’ll Need to Query Your DB:Segmentation

Tag, they are it!

#GivingTuesday Offline Donor

Online Donor Volunteer

Score!

•Donation•Volunteering•Petition Signing

Activity

•No Activity•Last Donation•Half-Life

Time

•Organization•Role•Donation Type

OtherScoring is different for every organization,

but the same principles AND benefits apply.

Step 6: Develop your Message

・Identify your theme or narrative arc・What issues resonate?・Connect to emotion

・ Plan your messaging calendar・ Theme/Story・ Launch date・ Signer・ Call to give/act (make it time-bound – “By Dec

31st”)・ Landing page・ Integration with website and social media and

offline activities

Step 7: Be Social

・ #GT is about creating a movement – social media is a perfect fit

・ Start, build and grow your social community – now!

・ Use the #GivingTuesday hashtag

Don’t Forget to Get Engaged!

Marketing Automation

Drip Marketing

Automated Emails

Triggered Emails

Nurture Program

Welcome Series

Step 8: Prepare to Nurture

SmartGroups

Smart Group

Giving Tuesday 2013

Giving Tuesday 2013

Giving Tuesday 2013

Smart Group v Greedy Smart Group

Greedy Smart Group

Giving Tuesday 2012

Giving Tuesday 2013

Giving Tuesday 2014

Autoresponses v. Triggered Emails

Autoresponses v Triggered Emails

Step 1: Pre-Campaign Action

Step 2: Set Goals to Share

Step 3: Gotta Have a Strategy

Step 4: Plan Resources

Step 5: Hug Your Data. Hard.

Step 6: Say It Proud! What Will You Say?

Step 7: Be Social

Step 8: Don’t’ Forget the Nurture.

The 8 Steps to a Bigger Pie

Phone: 866.796.8345

Web: www.salsalabs.com

Email: info@salsalabs.com

Twitter: @salsalabs

Web: www.givingtuesday.org

Facebook: /GivingTuesday

Twitter: @GivingTues

THANK YOU!