maximizing #givingtuesday: tips for optimizing your #givingtuesday campaign

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA


MAXIMIZING #GIVINGTUESDAY

Rich Dietz, Abila, Inc.

Vivian Swertinski, Informz

Tips for optimizing your #GivingTuesday campaign


PRESENTERS


RICH DIETZ

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Senior Product Manager, Abila

Richard has over 20 years' experience

working in and with a wide variety of

nonprofit, political, and government

organizations and holds a Masters in Social

Welfare (MSW) from UC Berkeley.

@RichDietz

www.NonprofitRD.com/IN


VIVIAN SWERTINSKI

4

Sr. Digital Marketing Strategist, Informz

Vivian has over 20 years’ experience working

with multi channel retailers and nonprofit

organizations in the area of client service,

database management, direct and digital

marketing.


AGENDA

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• What is #GivingTuesday?

• Stats on #GivingTuesday

• Best Practices for #GivingTuesday

• What’s next? Donor Loyalty

• Q&A


WHAT IS #GIVINGTUESDAY


WHAT IS #GIVINGTUESDAY#GivingTuesday™ -We have a day for giving thanks. We have two

for getting deals. Now, we have #GivingTuesday,

a global day dedicated to giving back. On

Tuesday, December 2, 2014, charities, families,

businesses, community centers, and students

around the world will come together for one

common purpose: to celebrate generosity and to

give.

http://www.givingtuesday.org/

http://www.givingtuesday.org/


#GIVINGTUESDAY STATS

Attention is increasing rapidly• 320,000 tweets in 2013 with #GivingTuesday (338% increase)

• 7000 Instagram photos in 2013 (#Unselfie and #Giving Tuesday)

Donations are increasing as well• 2012 - $10 million / $101 avg. gift size

• 2013 - $19 milliion / $142 avg. gift size


WHY SHOULD YOU CARE?Part of a global movement

• People (and media) will be talking about it and participating

Great opportunity to gain new donors• Especially with the tips we share today

Excellent way to kick off your Year End campaign• This should be a part of your campaign

Great way to engage and connect with your supporters• Hint – Donor Loyalty


BEST PRACTICES FOR #GIVINGTUESDAY


BEST PRACTICES? HOW TO USE?A “best practice” = what works in your org

It’s like a buffet

• Try a few things and see if you like them

• If it works, go back for more

• If not, try something else

Testing is the key

• Much easier to do online


1. PLANNING


PLAN FOR THE DAY

Prepare and plan• But keep it simple

• Start from where you are and improve every year

#GivingTuesday can be crowded and noisy• How are you going to stand out?

• Some tips and ideas are coming


PLAN FOR THE DAYBefore

• Let supporters know it’s coming and what they can do

• Gather your “dream team”

• Launch all pages / forms

• Test everything now

Create your assets now –• Blog posts, social media, videos, etc

• Tell stories

• Use visuals – photos and videos


2. OPTIMIZE YOUR DONATION PROCESS


YOUR PROCESS IS KILLING YOU

47% of donors give up before they have made a

donation because the online journey is not intuitive

and engaging(http://www.nomensa.com/insights/creating-perfect-donation-experience)

You need to spend time thinking through how to make it EASY

for your supporters to donate or register

• It starts with the website…

• But your forms can make or break your conversions


OPTIMIZE WEBSITE

Prominent “donate button” or Homepage Hijack• Focus attention on this one event

• Most Wanted Response (MWR)

Tell stories• It’s what donors want

• Creates emotional connection

• Best way to get above the “noise” of the day

• More likely to be shared


OPTIMIZE DONATION PROCESS

Reduce the # of clicks• Losing up to 7% with each click

Simplify your forms• Shorter is always better

• Eliminate distractions – single call to action

Optimize your donation levels• Provide suggested giving amounts

• Show impact of each level• $50 to help 1 / $100 to help 3


OPTIMIZE DONATION PROCESS

Doctorswithoutborders.org


3. EMAIL MARKETING


STORYTELLING POWER OF EMAIL

Create a Social Media Buzz

Ask Donors to Pledge support

Drive Traffic to Donation Landing Page


TELL YOUR UNIQUE STORY

Create Awareness – “Save the Date”

#GivingTuesday, coming soon

Today is Giving Tuesday, Let the Giving Begin!

It’s never too late to Give

Thank you for your support


SUBJECT LINE TRENDS

Fun: Humor, play on words to connect with

audience

Curiosity: Questions or unfinished thoughts

create mystery

Direct: Clear, to the point, convey urgency

Relationship: subscribers identify with your

purpose and mission

Source: Experian Marketing Services


NEED SOME SUBJECT LINE INSPIRATION?

Personalization - “First Name”, #GivingTuesday is Here!

• Fun Question - Are You All In? #GivingTuesday

• Include a Date - #GivingTuesday is Dec 2nd

• Play with Words - On Your Mark, Get Set, Go Giving Tuesday!

•


EMAIL BEST PRACTICE….

TEST

TEST

TEST AGAIN


LESSONS FROM SUBJECT LINE TESTS


AND THE WINNERS ARE….

Complimentary (Two days left - Complimentary Legal Webinar)

You or Your (We love your work!)

Personalization (“First Name,” Your exclusive offer is extended!)


STEPS FOR SUCCESSFUL TESTING

Mission Critical – Define your objective, what do you want to test?

Structure the test subject line to match your learning objective

Measure the impact of the test element

Learn what key words and phrases resonate with your audience


WHAT TO TEST?

Short and Sweet

Personalization

Play with Words

Include Date

Using “Important”

Urgency


A/B Split Testing is easy


Measuring results is even easier


BENCHMARK DATA - MOBILE IS ON THE RISE….

1. Email

2. Web Browsing

3. Facebook

Most popular activity on a smartphone?

Source: IDC and Facebook – “Always Connected” (2013)


BENCHMARK DATA – TIME OF DAY


OPTIMIZE FOR MOBILE

Single Column Format

Reduce width to 580 pixels

Increase point size and call to action buttons

Spacing – 40 pixel radius around CTA

Source: BlueHornet “Consumer Views of Email Marketing” (2014)


4. GET HELP


SOCIAL MEDIA ARMY

Fight the algorithm and the noise• Facebook’s EdgeRank

• 1,000’s of nonprofits all posting on one day

Recruit a “Share Team”

• Staff, Board, volunteers, family members

• Get THEM to share your post / video

• Get THEM to like and comment on your post

• Instant increase in engagement


SOCIAL MEDIA ARMY

Give them the resources to share easily• Sample posts, emails, messages

• Clear directions and timelines

Get them to use the hashtags• #GivingTuesday

• #Unselfie on Instagram / Facebook

Provide incentives and thanks• Encourage, thank, provide prizes, recognition

• Small favors increase engagement as well


PEER-TO-PEER FUNDRAISING

“The process of empowering individuals and groups to raise funds on

your behalf”

Increases engagement and more effective

Creates community and deepens relationship Top fundraisers come back year after year

Response rates can be 100 times higher Red Cross vs. Grandma

Great way to engage Millennials 71.7% of Millennial donors would

Great way to involve them without having to “donate”


SUPPORT YOUR SUPPORTERS

Pre-built Communications

#1 mistake I see nonprofits make with peer fundraising.

Sample emails, blog posts, tweets to re-tweet, social media buttons

Need to coach / teach them how to be fundraisers

More than just providing the tools

Who to ask, how to ask, what to say, etc.

Teach them to tell THEIR story


WHAT’S NEXT?


NEW DONORS ARE GREAT…

But, what are you going to do with them now?

This is WAY more important than what

happens on #GivingTuesday

Need a plan for further engagement and follow up.


Definition:

“the ongoing process of engaging with your donors so that they

contribute with donations and time to your organization over the long

term”.

•Also called – donor retention, donor engagement, donor cultivation

Key is “Lifetime Value” of your donors

10% improvement in attrition can create a 200% increase in

projected value (Sargeant and Shang – Growing Philanthropy in the United States – 2011)

THINK “DONOR LOYALTY”


“CONFIRMATION” IS NOT ENOUGH

Do more with your confirmation email

• Say “thanks” but don’t waste this opportunity

• Ask them to do other small favors or engage more deeply

• Like on Facebook

• Share on social media

• Complete a survey

• Register for your next event

• “Tell a Friend”

• Watch your latest video


DONOR WELCOME SERIES

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• Series of emails automatically sent• Automated with your email provider

• Allows them to get to know you better over time

• Excellent Engagement• 4x more opens, 5x more clicks – Experian Marketing Services

• Easy way to• Increase number of touch points

• Let folks get to know you and your organizations impact

• Ask them to do small favors -- > engagement


THANK YOU, THANK YOU, THANK YOU

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• The power of “thanks”• 21% of donors say they were never thanked

• Thank them multiple times throughout the year• Most are not doing this, great way to stand out

• Thank them right away

• Thank them repeatedly throughout the year

• Show the impact you have made with their help


ENGAGE DONORS IN MULTIPLE WAYS

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Don’t just do what you have always done

Think of new ways to engage• attend live events, volunteer, sign a petition, peer-to-peer

fundraising, ask them to tell friends and family about your cause,

post about you on social media, etc.

Get them to take small actions and do favors


CONCLUSION

• Don’t get overwhelmed by all of the strategies

• Only YOU can figure out what works for YOUR organization

• Take action – Pick one or two ideas and implement

• Tweak, refine and take other actions.

• Rinse and repeat


http://www.abila.com/fundraising-academy

• Optimize your website to increase donations and registrations

• Plan a successful Year-End fundraising campaign

• Live Campaign Planning Q&A

• Building donor relationships with email marketing

• Turning donors into advocates with peer-to-peer fundraising

• Using video, images and social media to tell your story



Q & A

#GivingTuesday Tip Sheethttp://go.abila.com/YearEnd

Abila Fundraising Academyhttp://www.abila.com/fundraising-academy

Subject Line Data Guidewww.informz.com/subject-line

Contact Rich Dietz

[email protected]

Contact Vivian Swertinski

[email protected]

http://go.abila.com/YearEnd


http://www.informz.com/subject-line

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