15 essential steps to optimize your #givingtuesday results
Post on 22-Nov-2014
280 Views
Preview:
DESCRIPTION
TRANSCRIPT
1
15 Essential Steps to Optimize Your
Results
Confidential document: Kimbia Inc. 20142
Miriam KaganSenior Fundraising
PrincipalKimbia
Hi!
Matthew MielcarekVice President,
Consulting & StrategyCharity Dynamics
Rachel LewisDirector of
Digital StrategySocial Factor
Confidential document: Kimbia Inc. 2014
Marketing Strategy
1. Leverage Existing Communications Resources
2. Incite Your Online File
3. Promote on Your Website
4. Go Further with a Lightbox
5. Integrate to Year-End Giving
Confidential document: Kimbia Inc. 2014
1. Leverage Existing Communications Resources
• How can existing organizational Public Relations be used?
- Empower media and corporate partners
- Empower celebrities, board members and major donors to speak on your behalf
• Provide distinct talking points both leading up to event and for event day
Confidential document: Kimbia Inc. 2014
2. Incite Your Online File
Develop and send an email series to your existing online constituents
• Announce the concept and recruit participation to share Giving Day activities socially
• Provide “Breaking News” email updates of corporate or major gift donor match challenges
• Send a pre fundraising ask on Black Friday
• Send a Giving Tuesday event appeal
• Kick off Year End Giving Email Asks
Confidential document: Kimbia Inc. 2014
3. Promote on Your Website
• On December 2, 2014 your website belongs to Giving Tuesday
• Feature across all digital properties in a consistent manner
• Provide a single, simple one-click opportunity to respond for site visitors
Confidential document: Kimbia Inc. 2014
4. Go Further with a Lightbox
• Interrupt site visitors with a pop up lightbox
• On this day alone – as well as December 31 – your website serves as a cash register
• Simplify “check out” for visitors with an embedded donation form
• Convert other visitors who were on the fence
Confidential document: Kimbia Inc. 2014
5. Integrate to Year End Giving
Giving Tuesday can serve as a tactic for overall Year End giving; integrate to overall Year End plans
• Use national visibility to activate all communities and kick off season of philanthropy (earlier than traditional Year End)
• Determine how Giving Tuesday donors should be treated in December
• Differentiate Year End from Giving Tuesday activities to prevent campaign fatigue
Confidential document: Kimbia Inc. 2014
Social Media Drives Results
6. Establish goals
7. Know what works
8. Create a content calendar
9. Leverage existing partnerships
10. Capitalize on momentum
Confidential document: Kimbia Inc. 2014
Why Social Matters
• It’s called #GivingTuesday . . . .so . . .yeah
• Social Media delivers reach and scale
• Different platforms reach different targets and donors
- Visibility on Facebook and Twitter is a MUST
- Instagram, Pinterest and LinkedIn are also options, depending on content opportunities
Confidential document: Kimbia Inc. 2014
6. Establish Goals to Develop Strategy
• Clearly define and prioritize goals
- New donors, donation size, repeat donations, etc.
• Outline a content strategy designed to deliver on those goals
• Quantify current benchmarks to monitor progress
Confidential document: Kimbia Inc. 2014
7. Know What Works
• Review lessons from last year
- Analyze existing data and content
• Test is now!
- Content, messaging, frequency and timing
• Get to know your targets
• Research and develop organization-specific hashtags
- Incorporate broad-reach hashtag for scale
Confidential document: Kimbia Inc. 2014
8. Create a Content Calendar
• Alleviate game time stress
• Establish visual representation of content flow and messaging
• Design with flexibility in mind
• Optimize based on performance hashtags
Confidential document: Kimbia Inc. 2014
9. Leverage Existing Partnerships
Expand your organization’s reach through existing relationships
Facebook: 7 MM Twitter: 857K
Facebook: 197K Twitter: 32K
Confidential document: Kimbia Inc. 2014
10. Capitalize on Momentum
• Celebrate the win!
• Thank your supporters
• Engage new donors and followers
• Talk to them all year long!
• Analyze your data to determine optimization opportunities for the upcoming year
- Gain insight into donor demographics and content performance
Confidential document: Kimbia Inc. 2014
11. Pick the Right #GivingTuesday Model
12. Choose the Right Incentive Structure
13. Evaluate Platform Readiness
14. Evaluate Organizational Processes and Resource Readiness
15. Communicate Results
Giving Day & Platform Enablement
Confidential document: Kimbia Inc. 2014
11. Pick The Right Model
Confidential document: Kimbia Inc. 2014
Pick The Right Model
Key Questions to Ask:
•Do we need a competitive element?
•If so, on what will it be based?
•Can we get matching funds?
•How will we distribute funds?
Confidential document: Kimbia Inc. 2014
12. Choose the Right Incentives
• Create prize & match opportunities
• Incentivize healthy competition
• Prizes may include:
- First project/program to reach goal
- Most donors in given period
- Most referrals from given partner
- Fund with most international donors
Confidential document: Kimbia Inc. 2014
Incentive Examples
Confidential document: Kimbia Inc. 2014
13. Evaluate Platform Readiness
VS
VS
VS
Confidential document: Kimbia Inc. 201422
Your Tech Prep List
Confidential document: Kimbia Inc. 2014
Evaluate Organizational Process and Staff Readiness:
14. Is Your Organization Ready?
Confidential document: Kimbia Inc. 2014
• Event Day HQ: phone staff/volunteers for FAQ and Offline donations
• Have a clear contingency plan: know all your vendor’s contact info and line of command
• Manage the media: Social and traditional
• Manage the day: updates, special prizes, etc.
Are You Ready?
Confidential document: Kimbia Inc. 2014
• Feature real-time results on home page
• Leverage social media, youtube, email to amplify results
15. Communicate Results
Confidential document: Kimbia Inc. 2014
Communicate Results
Confidential document: Kimbia Inc. 2014
#GivingTuesday Calendar
Confidential document: Kimbia Inc. 201428
Q & A
Confidential document: Kimbia Inc. 2014
www.kimbia.com@kimbiainc
Miriam@kimbia.com
@miriamkagan
29
www.socialfactor.com
@socialfactor
rachel.lewis@socialfactor.com
@rachellynell
www.charitydynamics.com
@charitydynamics
lrose@charitydynamics.com
Confidential document: Kimbia Inc. 201430
Thank you!
Confidential document: Kimbia Inc. 2014
top related