how to start and leverage your giving day
TRANSCRIPT
HOW TO START & LEVERAGE YOUR
GIVING DAY
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House Keeping
Introductions
NAME: Michael JohnstonFROM: TorontoFOUNDER OF HEWITT AND JOHNSTON CONSULTANTS (HJC)
Interactive, Integrated & Digital for 27+ Years;
• Author of 4 books on technology and integrated marketing and fundraising
• Comic Book Nerd• Hockey Fan, Coach and Cheerleader• Blackbaud Global Solution Provider of the
Year 2014 and 2015• Raised over $2 billion in 20+ countries
Introductions
NAME: Mike MostranskyFROM: New York CityNational Sales Manager at KIMBIA
Interactive, Integrated & Digital for 12+ Years;
• Technologist & Fundraiser• Photographer• Product Manager & Consultant• Comic Book Nerd• Basketball, Baseball & Soccer Coach… to 4
kids
Giving Days – Why do they work?
• A time-limited online fundraising competitiono in most cases 12-24 hours
• Bringing together your communitieso donors, participants, advocates, alumni,
corporate partners, etc.
• Raising money for your community, nonprofits, programs, institutions
• A single online donation campaign
• Driven by a sense of urgency around matching funds and/or prizes
Why do they work?
• Increase revenue from a new revenue stream (across channels) -- it’s not just online
• Attract new donors and appeal to more hands-on fundraising demographic
• Generate buzz and excitement in the community, with sponsors, and on social media
• The long-tail effect: successful days may inspire major donors to give matches, endow future programs, etc.
• Increase lapsed participant, donor, alumni participation-new exciting way to engage
NOW, HOW DO WE MAKE IT ALL HAPPEN?
Key Pillars of Giving Day Success
Value Proposition
Why Us &Why Right Now
Sense of Urgency
Limited Opportunity
Incentive
Added Value
Sense of Competition
Marching Toward a Goal
Planning: Selecting Dates
When is the idea time to:
• Hold the event?• Begin promotion to internal staff? • Launch the Giving Day site?• Start public promotion via each channel?
Event Dates
You probably already have one:
• Coat Tail on Giving Tuesday• Look for something tied to your
mission• Hundreds of days a year!• October 16: Day of the Girl
Event Dates
Planning: Project Planning
• Assign a Project Manager • Document all tasks• Assign each task to someone• Set completion dates
Most Nonprofits…
Planning: Choose a Model
Chapter/ Affiliate
Project/ Fund
Single Mission
Planning: Define your Target Audience
Active: Strong offer for active donors
Lapsed: Great reactivation tool for lapsed donors
New: 20 – 30% of responses come from new donors
Middle: Many donors upgrade to mid-level giving
Major: Great opportunity to engage major donors for matching funds
Corporate: Engagement on multiple levels: event sponsorship, employee giving, matching funds
Planning Phase: Choose a Compelling Value Proposition
• How you solve a problem• Why you show impact• Utilize the voice and images of your
supporters and beneficiaries
Planning Phase: Strategic Promotion
Your plan should include:• Target audience• Best channels to reach audience• Messages that resonate• Target number of impressions• Monitor and measure• Two-way communications
Promotion via Social Media
Social Media is KEY before, during and after Giving
Days!
UC Berkeley Big Give
https://www.youtube.com/watch?v=3OZcA-E5QGs
Give Local America
https://www.youtube.com/watch?v=FkxTo1JIByI
Leveraging celebrities if you can..
Leveraging celebrities if you can..
Leveraging celebrities if you can..
• Get them to make a gift – matching or truly generous involvement. And you can mention it or leverage it!
• Get them to keep involved over time e.g. Mike Holmes for SOS Children’s Villages
• Allow you to leverage their social networks
• Allow you to leverage their HNTW networks
• What is your overall fundraising goal?• Are those goals realistic and
attainable?• Are they relevant to your event?• Can you set goals for specific times of
the day?
Planning: Set SMART Goals
• Who: your biggest fans, your vocal supporters• Consider board members, staff, volunteers, partners
• Emphasize the importance of their impact
• Large Social media component• Schedule workshop-style training
Planning: Recruit Online Ambassadors
• Matching funds secured from sponsors and major donors• Influences why donors would choose this day to give
– their gift is multiplied!• Helps amplify message and create awareness
Planning: Secure Matching Funds & Corporate Sponsors
Planning: Create Incentive Structure
Incentives and Prizes can be applied in following ways: • Based upon donor and
organization/program behavior
• Allocate funds % based on fundraising totals
Planning: Create Incentive Structure
Incentives and prizes can be offered before,
during, and after the event
Prize examples include: • Pre-event video or social media challenge• First project/ program to reach their goal • Most unique donors in a particular timeframe • Most referrals from a sponsor• Hourly prizes to donors, to keep excitement
going, particularly during overnight hours • Chapter with most social media buzz
Technology: Website
Criteria for choosing a platform Protects your brand Provides you with your donor data Features real-time donation totals
and leaderboards Makes donation forms easy to share Provides Peer-to-Peer fundraising functionality Is mobile-responsive Assures scalability Includes multi-currency, multi-language and
multi-country settlement
Kimbia Giving Day Experience
givingday.columbia.edu
Supports high transaction volumeMulti-org or
multi-department giftsMatching Gifts
& Prizes
Customizable Leaderboards
givemn.org
Multi-Org/ Affiliates > Multi-Give!
Each organization gets own page
Donor can give to multiple orgs at one time
Advanced Giving Feature
givingday.redcross.org
Advanced Giving
Allows donors to give in advance
of event &
gifts process day of event
Integrate with media partners & sponsors
Embed giving forms directly into media sponsor web pages. All donations are treated as if they were donated directly on your page.
&
Objects can be shared & syndicatedo corporate sponsorso P2P participants
Syndicated Donations Example
Secure, no matter where form lives
PCI v3 Level 1 and SSAE16
Event Day
• Event Day HQo Sufficient Staff to field questionso Community Outreacho Real-time Communications
• Leverage Social Media • Provide Real-Time Updates• Host In-Person Events
Post-Event
• Say Thanks!• Enable post-event giving• Celebrate.. & include donors!
o Importance of closing the loopo Plan to transition donors
Stewardship is Key
• To understand how you will take care of each donor, you want to ‘map’ the donor journey for important constituent groups: single, monthly, corporate, middle and major donors
• GIVING DAY MAPPING
Oracle . CX Journey Mapping Workshop . designingcx.com
Giving Day Journey Mapping ProcessCreate Initial Map Evaluate Explore Design New
ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP IN A DIRTY
CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL
RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED
TIME
EMOTIOINALDON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired TransformationI TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELLS FRIENDS ABOUT
ZOOMGO
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build Giving Day CX Hypothesis
INSTANT REFUND ON BREAKDOW
N
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
DesirableViable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Giving Day Mapping
• Cross functional participation• Internal and External
Stakeholders• Choose the journeys that
are the most important
Plan next year’s event!
• Give your self time! Typically 6 months!• Pick a day that is important to your
cause• Are you a global organization? Choose
the right platform that supports multi-currency/ multi-language
• Know your audience• Get sponsors• Be social• Leverage Celebrities• Steward your new Donors!
THANK YOU!!
Mike JohnstonFounder of hjc
Got more questions? Email [email protected]
Mike MostranskyNational Sales Manager of Kimbia
Got more questions? Email [email protected]