get ready for giving tuesday now – here’s how!
TRANSCRIPT
#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: [email protected]
Twitter: @salsalabs
Web: www.givingtuesday.org
Facebook: /GivingTuesday
Twitter: @GivingTues
THANK YOU!