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
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