planning for your best #givingtuesday yet
Post on 22-Jan-2017
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About the presenter
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Former executive director, community organizer, & business consultant
Digital Engagement Strategist since 2009
debra@communityorganizer20.com@askdebra
Today’s workshop 8:30 – 10:30 am
Social Trends Online Giving & Mobile Giving #GivingTuesday [Including Our Community Foundation] Campaign Planning Elements Breakouts and Shares: Planning your best #GivingTuesday yet!
Organizational culture shifts
http://www.flickr.com/photos/47817241@N00/4094538566/
Moving from ME to “WE”
Non-profit
DonorDonor
Donor
DonorDonor
Donor
Donor
Donor
Non-profit
Donor
To young donors…
Donor
Donor
Donor
Non-profit
Donor
Donor
The nonprofits themselves are not important
Donor
Technology has put donors in the driver’s seat
Access to information means:
The rise of influence networks
Donation solutions where donors live…online
The ability to rate and communicate with each other
http://ssir.org/articles/entry/the_permanent_disruption_of_social_media
Many entry points Movement between entry points during life cycle of engagement No fixed end pointDonor needs are at the center Social influence
Social influence & campaigns: Social media champions are your secret weapon
https://www.flickr.com/photos/51035555243@N01/6954844640/
https://www.blackbaudhq.com/corpmar/cgr/how-nonprofit-fundraising-performed-in-2015.pdf
>> Overall giving rose 1.6% in 2015
Mobile giving
84% of nonprofits do not have donation forms optimized for mobile
Remember: 14% of online donations are made through a mobile device
34% = percentage increase in conversion rate for responsive websites and donation forms.
TABLE SHARE:What did you do for
#GivingTuesday?
https://www.flickr.com/photos/wocintechchat/21910900553/in/photostream/
Your big idea: Is it..?SMART (specific, measurable, realistic)Part of a longer-term org goalMovement-buildingTesting an ideaBuilding the organization
Share Pair: Campaign Big Idea
How will your #GivingTuesday..?Build your organizationBuild the movement(or test an idea)
https://www.flickr.com/photos/32420980@N06/23142252665/
Campaign elements
StoryConnected to larger cause
Great design elements
PeopleEasy to participate
Champions and active supporters
DesignWhere campaign will live
Different levels of engagementIntegrated asks and activities
What assets do you have/need
DonationsChoose a fundraising platform
Mobile donationsFun and easy to use
Rewards?
Goals
Design: Where will the campaign live?
Your website Crowdfunding site
Peer to Peer event site Facebook
People Assets
Internal External
Champions/Advisoryhttps://www.flickr.com/photos/55592808@N00/22146499509/
Your assets (“stuff”)
Email address acquisition assets– Sign-up forms and people/interest data collection
Database– Does it connect with your forms?– Can it segment new contacts?
Graphic design and images– SM channel customization– Promotional images for the campaign– Promotions during the campaign– Photographic images
Microsite/website/web page– Customization ability, real-time customization possibility
Fundraising integrationReal-time campaign metrics trackingSoftware/hardware specific to the campaign
Individualized Activity: What you need / already have
What I need Clean mailing list Good database Mobile optimized donation Ability to track & find online
conversations Graphic design capacity Google Analytics and social media
analytics At least 10 social media champions
in place Online communities
Are they engaged with you?
What I have now Clean mailing list Good database Mobile optimized donation Ability to track & find online
conversations Graphic design capacity Google Analytics and social media
analytics At least 10 social media champions
in place Online communities
Are they engaged with you?
• Research• Asset & content development• Create goals• Broad campaign design• Recruit champions
3 months out: Research &
Design• Specific campaign details• Content creation• Campaign seeding • Solidify support, tactics, elements
2 to 1 month out: Solidify Plans
• Activate and engage supporters• Execute• Monitor, measure, capture • Iterate (if necessary)
#GivingTuesday: Activate & Engage
• Thank donors• Evaluate campaign• Nurture new leads/emails• Deepen new supporter loyalty
1 day post: Evaluate &
Engage
Sample timeline
Post-Campaign: Marketing Activities
Evaluate– Send survey or other evaluation tools to participants– Internal post-event evaluation• Mad, sad, glad feedback
– Ask champions for feedback– Did it meet the campaign goals?– Review metrics
Lead nurturing and loyalty development– Post-campaign email • What was accomplished, add nurturing content
– Ask them to do something else
Campaign Design Checklist Research the concept and evaluate support Set campaign goals Select social media channels and assets to be leveraged Assess internal assets and staff capacity Create a campaign timeline
Content and asset development Supporter/fan development Technological elements
Create a campaign champions group Evaluation Post-campaign engagement strategy
A note on why campaigns fail…The goal was unrealisticDid not set major campaign development pointsDid not take into account why people giveYour donation form or landing page isn’t optimizedNot having the right measurement system in place or
being able to measure successUndeveloped social media communitiesDid not reach out to most engaged social media fans
ahead of time
debra@communityorganizer20.comWebsite: communityorganizer20.comTwitter: @askdebraSlides: slideshare.net/debaskTelephone: (617) 682-2977
I’m always happy to answer follow-up questions!
Bonus resources follow
Online giving trends by sector and org sizeOnline story design resources
Suggested campaign timeline by month
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