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Ge#ng  Ready  for  #GivingTuesday  2014  

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Unleashing  Generosity    N4G’s  campaign  for  #GivingTuesday  2014  

Jamie  McDonald  (Follow  @genero_city)  

Chief  Giving  Officer  of  Network  for  Good,  the  largest  charitable  giving  plaMorm.  Founder  of  GiveCorps,  sold  to  N4G  in  May  2014  Leader  of  BMoreGivesMore,  the  movement  to  be  the  most  generous  city  in  America  on  #GivingTuesday  2013  

 

Today’s  presenters  

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The campaign to make Baltimore the most

generous city in America.

BalBmore’s  #GivingTuesday    Campaign  

•  Campaign  to  be  the  most  generous  city  in  America  by  raising  $5M  for  Bal.more  causes  

•  Executed  by  dedicated  group  of  partners  

•  Supported  by  agile  marke.ng  team  •  Convened  by  GiveCorps  •  Made  it  about  all  inclusivity  and  all  

forms  of  generosity  

#BmoreGivesMore  Results  

•  $5.7M  Raised!  •  Led  by  top  Bal.more  nonprofits  •  Hundreds  of  local  nonprofits  

par.cipa.ng  •  Supported  by  community-­‐oriented  

small  businesses  •  Media  push  by  partners  and  

Mayor’s  office  resulted  in  dozens  of  news  ar.cles  

Easy  for  public  officials  to  rally  around  big,  feel-­‐good  goal.  

Our  mayor,  Stephanie  Rawlings-­‐Blake,  was  a  key  social  ambassador.  

Dedicated Campaign Site  

Engaged  the  Establishment  

It’s a young movement, but the establishment is a key partner! Promote them at key moments.  

 

   

When  should  I  get  started?  

How  much  will  it  cost?  

What’s  the  right  goal?  

Donors  New  Donors  Dollars  Recurring  Givers  Par.cipa.on  

Set  up  a  giving  pyramid    Raise  $50,000  on  #GivingTuesday  •  8,500  donors  in  data  file  •  3%  par.cipa.on  (and  you’ll  

definitely  aeract  new  donors,  so  this  should  be  a  safe  bet)  

•  255  Donors    

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(Planning  +  InspiraBon)  =  Success  

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How  do  I  involve  my  staff  and  board?  

Planning  Matching  Funds  

Personal  fundraisers  

Team  #GivingTuesday  

Challenges   Social  Media  Ambassadors  

Goal  Sefng  

Events  

Nothing great was ever achieved without enthusiasm.

- Ralph Waldo Emerson

Skill  sharing  

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Team  Structure  

Leader  of  GT  Campaign  

Key  Staff  

Social  ambassadors  

Personal  fundraisers  

Storytelling  

Key  Board  members  

Dona.ons  

Matching  funds  

Outreach  to  friends  

Personal  Fundraisers  

Key  Volunteers/Ambassadors  

Social  outreach  

Events  

Dona.ons  

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Maximize  with  Matching:  Four  T’s  

Ten:One  Impact  

Target  

Time  

Thank  

•  At  a  minimum:  –  Have  a  clean,  simple  giving  process  –  Send  an  automated  thank  you  and  tax  receipt  –  Be  mobile-­‐ready  for  both  learning  and  giving  –  Be  easy  for  your  team  to  set  up,  update,  and  manage  –  Embedded  social  sharing  

•  And  for  larger  organiza.ons:  –  Instant  repor.ng  on  the  progress  of  your  day  –  Mul.ple  inspiring  fundraising  pages  –  Equipped  to  show  your  matching  funds  –  Peer  to  Peer  fundraising  capability  –  Donor  scroll  online  

What  online  giving  capabiliBes  do  I  need?  

Top  11  Strategies  for  Success  

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1.  Set  a  big  goal!  

2.  A  passionate  leader  &  team  

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3.  Brand  your  campaign  

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4.  Amplify  through  “hubs”  

Stories,  images,  video,  events  5.  Be  creaBve…and  social  

6.  Be  Contagious  

Weekly,  SHAREABLE  

content  

Donor  list  

Prospect  list  

Board  

Ambassador  

Staff  

Media  

Volunteers  

Hint:  COPE  -­‐  Create  Once;  Publish  Everywhere    

7.  Engage  other  community  partners  

8.  Gamify  

Challenges   Matching  Funds  Fundraising  Teams  

9.  Build  a  parking  lot  

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11.  Celebrate,  thank,  celebrate.  

•  New  donors?  •  Cannibalize  year-­‐end  fundraising?  •  Do  all  funds  have  to  be  raised  on  #GivingTuesday?  •  Can  I  over-­‐communicate  and  turn  people  off?  •  What  if  I  don’t  reach  my  goal?  

Frequently  asked  quesBons  

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Thank  you!