the unwebinar
DESCRIPTION
The second webinar in our Communications training series. Organizations who participated in 2012 share what worked best for them.TRANSCRIPT
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The PCG Un-webinar
Collecting ideas and best practices from the fieldNovember 2, 2012
Suzanne Lagoni, Heather Beatty and Ken Miller (Bean’s Café)
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Covenant House• Set a financial goal; Covenant House’s goal was about double
the first year’s revenue• Integrate PCG in all fundraising activities and messages
throughout the year• Make PCG a call to action in their kick-off event• Make PCG info available in all E-communications• Run campaign information throughout the year• Use social media to communicate PCG• Ask donors to “pledge” to PCG during a special event
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Bean’s Cafe• Developed a strategy – what we’re going to do long-term to
increase donors and amount raised.• Worked for intense exposure just before January 1.• Time is a critical resource.• Sent postcards, they’re more economical.• Did PSAs – free, 30-seconds.• Email e-blast up to 4,000 recipients.• Email signatures.• Place message on incoming call system.• Splash page on your website.
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Food Pantry Wasilla• Small staff• Collaborated with other nonprofits in the Mat-Su
Valley to purchase local advertising• Developed a Facebook promotion• Used radio and newspaper messaging• Coordinated promotion activities with other local
organizations to spread the work
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CCS Early Learning Center• Want to make sure clients/families have the
information about PCG so they can decide whether to give
• Set a goal of $25 for every child enrolled (320 children currently enrolled)
• Using electronic reader board to promote PCG and Mat-Su PCG collaboration
• Email blasts include PCG info (1 in December, 3 or 4 more during filing period)
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Alzheimer's Resource Agency
• Used Twitter and Facebook• Included PCG in every newsletter• Included a thank you in the newsletter• Created a tent card for distribution• Worked with a local business that is willing to
offer matching funds for employee donations
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Collaboration• Collaboration by geography, by cause type, by service
type, etc., can help propel activity and awareness• Shared resources such as a collaborative social media
campaign via Facebook to build awareness
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Collaboration• The local collaboration may energize local media to cover
PCG • Orgs can talk about community-betterment when groups
collaborate• Other benefits of collaboration is to raise awareness among
local groups of each other
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When to promote PCG• Performance data shows that the first half of
January is the most active filing period.• Plan promotional activities to take advantage of
this window.
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Matching dollars
• See if you can find a local business to offer a match for every dollar raised (or a portion).
• Some businesses like ConocoPhillips, Wells Fargo and BP already match employee gifts through PCG – remind your donors in case their employer will match their gift.
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Communicating effectively• Make financial goals easy to understand:
– “We are trying to raise $25 per child/client.”
• Focus – always – on community impact:– “We use our Pick Click Give dollars, to support our summer camp. This
year we’re receiving $3,900. 66 individuals chose to give to us though Pick Click Give for a total of $3,900, and what that means, next year 26 area kids get to go to summer camp, and just enjoy the outdoors in a week long summer day camp. These children would not normally be able to go to camp, so what we used our Pick Click Give dollars is for a scholarship fund so kids can go to camp.” Comment by Josselyn O’Connor with the Kenai Watershed Forum, on KSRM radio
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Upcoming webinars• Find previous webinar slides at PickClickGive.org, Information
for Organizations, Bright Ideas• Tuesday, November 13 – 3:00 to 3:30
– Social Media I – For organizations that have just started using tools like Facebook and Twitter.
• Monday, November 19 – 3:30 to 4:00– Statewide Marketing Campaign – a “sneak peak.”
• Tuesday, December 4 – 11:30 to 12:00– Social Media II – For organizations that regularly use tools
like Facebook, Twitter, YouTube, etc.
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Upcoming webinars
• Wednesday, December 19 – 3:30 to 4:00– Telling Your Story – Learn powerful ways to share your story
with people who care about your cause.• Tuesday, January 8– 12:00 to 12:30
– Public Relations – Learn how to use media and other outreach tools to enhance your participation.
• Wednesday, March 6 – 2:00 to 2:30– Preparing for a Final Push – Hear a campaign update.
• Thursday, March 28 – 11:30 to 12:00– Wrapping It Up – The statistics as we know them.
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Thank You!!