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TRANSCRIPT
Giving Tuesday 2019: How to Launch a Campaign That Brings in More Donors and Dollars
July 23, 2019
MEET YOUR HOSTS
Audrey Phillips, Customer Success Manager at Classy
Tori Callahan, Senior Marketing Manager at Classy
CONNECT WITH [email protected]
Ask questions in the Zoom chat window.
Connect with us on social media.
Twitter: @classy
TODAY’S AGENDA
01 Why Giving Tuesday
02 How to get started
03 Crowdfunding on Giving Tuesday
04 How to launch a Giving Tuesday campaign on Classy
05 Alternative campaigns: Donation pages & peer-to-peer
06 How to plus up your campaign (marketing, integrations, and partners)
07 Q&A
The Malala Fund
01
Why Giving Tuesday
Why participate in Giving Tuesday?
December 3, 2019
Giving Tuesday is a global day of giving.
The largest social movement by reach.
Celebrated on the Tuesday following Thanksgiving and the widely recognized shopping events Black Friday and Cyber Monday, Giving Tuesday kicks off the charitable season, when many focus on their holiday and end-of-year giving.
Why participate in Giving Tuesday?
Giving Tuesday 2018
● 3,600,000 donations● 400,000,000 raised online in the U.S.
Giving Tuesday 2018 on Classy
● 140,887 donations (41% YoY)● $15.4M raised online in 24 hours (50% YoY)● 126,956 donors (37% YoY)● 8,249 recurring donors (17% YoY)● 5,830 active campaigns (23% YoY)
Why participate in Giving Tuesday on Classy?
Giving Tuesday is too close to year-end and takes away from my year-end campaign.
We’ve never gotten traction on Giving Tuesday, why participate now?
We only run our Giving Tuesday campaign on Facebook.
Cleveland Clinic Foundation
02
Getting started with Giving Tuesday
Run a specific campaign for Giving Tuesday
Set a goal
Consider a matching gift partner
Getting started with Giving Tuesday
Room to Read
03
Crowdfunding on Giving Tuesday
Essentially a glorified donation page with the ability to tell your story through images and text
Perfect for Giving Tuesday because it gives you space to add your branding, but keeps your ask simple
Crowdfunding on Giving Tuesday
CAMPAIGN EXAMPLE
Vanderbilt Health Crowdfunding
● Giving Tuesday branding
● “Double Your Impact” - advertising a match
● Campaign metrics ● Hero image and video
CAMPAIGN EXAMPLE
Lewa Wildlife Conservancy USA
● Impact Blocks ● Specific focus on a
program
Heifer International
04
How to launch a Giving Tuesday campaign on Classy
Your logo
Hi res photos
Campaign copy
Bonus: Compelling video
Collecting assets
Shining Hope for Communities
Video 1
Shining Hope for Communities
Video 2
Shining Hope for Communities
Video 3
Shining Hope for Communities
Video 4
Shining Hope for Communities
Video 5
Shining Hope for Communities
Video 6
Shining Hope for Communities
Video 6
Shining Hope for Communities
Video 6
Shining Hope for Communities
Video 7
Shining Hope for Communities
Video 8
Cleveland Clinic Foundation
05
Donation pages & peer-to-peer
Very simple whilst remaining visually appealing
Still allows for some content
Big time saver
Donation page
Campaign Example
Concern Worldwide US
● Giving Tuesday branding
● Space for some content ● Simple transactional
page ● Great background
image
Fundraising readiness is key for success
Calendar planned out
Attract new donors
Increase engagement before end of year
Peer to peer
Campaign Example
AMAR US
● Landing page for storytelling
● Impact blocks - for fundraisers
Room to Read
06
How to Plus Up Your Campaign
Salesforce
Kindful
MailChimp
Constant Contact
Open API
Integrations
AirBnB Social Impact Experiences
Giving Assistant
Google Ad Grants
Sponsor matching — Amply or Double the Donation
Partners
Add the Amply matching widget to your website
Consider highlighting your the top ten corporate giving companies leading up to Giving Tuesday as a way to get people ready (via email)
Leverage a Corporate Sponsor or Board Match, to get a commitment to triple impact on Giving Tuesday—Board Match + Company Match + Donor Gift
Sponsor Matching with Amply
Consistency
Giving Tuesday logos and graphics
Transition to year-end
Don’t forget: Classy’s stock images
Branding Your Campaign
MARKETING
Diversify marketing channels—leverage email, social media, phone
Campaign launch—at least 2 weeks prior to Giving Tuesday
Launch includes 3 emails
Segment your audience
MARKETING
Build a Communications Plan
Quick asks that lead with photos and videos
Branded posts with the Giving Tuesday logo
Fun asks and competitions “Comment your worst black friday story,” “First 20 people to donate,” “The biggest gift,” or “Person who give closest to this time,” “X dollars in the next hour, our CEO will shaves his beard and we’ll film it.” etc
Facebook posts can be hourly
Take advantages of Instagram Stories to tell the same story about someone or something in multiple posts
Leverage Social Media
MARKETING
Strong, tangible asks that correlate to your goal
Don’t: “Positive change that betters the world”
Do: “Will you give so [organization] can provide safe water and relief in 25 communities?”
Create Strong Messaging
MARKETING
MARKETING
Website Example
MARKETING
Social Media Examples
MARKETING
Social Media Example
MARKETING
Email Example
Questions?
Questions?
www.classy.org/giving-tuesday