Created by Julia Campbell & GoFundMe Charity

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#GIVINGTUESDAYNOW Campaign toolkit

Created by Julia Campbell & GoFundMe Charity Sign up and start fundraising right now

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Building your campaignJoin the GoFundMe Charity Match Program

Set up your campaignCustomize your campaignTips on campaign settingsCustomize campaign emails

Getting startedSign upClaim your charity

Receiving funds

Engaging your supportersThank your donorsMotivate your fundraisersUpdate your supporters

Spreading the wordShare on social mediaEmail best practices

After #GivingTuesdayNow

About #GivingTuesdayNowWhat is #GivingTuesdayNow?

Why participate in #GivingTuesdayNow?Why use GoFundMe Charity for your campaign?The GoFundMe Charity Match ProgramHow to qualify for a grant from GoFundMe Charity

#GivingTuesdayNow Toolkit contents

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Not only are organizations of all sizes experiencing skyrocketing

demand from people in need, but CDC recommendations around social distancing and shelter-in-place have forced many to close their doors and to layoff or furlough employees.

We are too important, too vital to stay silent in the face of this crisis.

#GivingTuesdayNow came about to jumpstart philanthropy and generosity right now, when we need it most.

GoFundMe Charity and I created this Toolkit to help you communicate with your supporters and raise much needed funds for your mission.

If you have questions, please don’t hesitate to email me at Julia@jcsocialmarketing.com or visit the GoFundMe Charity help center.

We’ve got you. You’ve got this. Let’s do this together.

Best,Julia

The coronavirus crisis has devastated the nonprofit sector.

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In response to the unprecedented need caused by COVID-19,

GivingTuesday is hosting #GivingTuesdayNow, a global day of giving and unity, set to take place on May 5, 2020.

The day is designed to drive an influx of generosity, citizen engagement, business and philanthropy activation, and support for communities and nonprofits around the world.

What is #GIVINGTUESDAYNOW?

4Learn more

The annual GivingTuesday event is a proven way to unleash

tremendous giving to causes and uplift community connection, and #GivingTuesdayNow is a chance to use that impact in a time when it’s desperately and urgently needed.

Analyses of GivingTuesday data have demonstrated:

1. GivingTuesday drives a net increase in giving.2. GivingTuesday brings together partners from all sectors to

encourage participation.

Generosity is a countervailing force to combat fear, helplessness, and isolation that is so prevalent with the pandemic crisis and the necessary efforts to flatten the curve.

Donors see charities as part of the solution and understand there is an increased need to give.

People want to feel a sense of control.

Donors who are financially secure and can’t leave their homes want to help – they would like to volunteer and to give.

Why participate in #GIVINGTUESDAYNOW?

5Learn more

Why useGoFundMe Charity for #GivingTuesdayNow?

GoFundMe Charity is free: no subscription

fees or platform fees. Only a small transaction fee applies to each donation.

Raise more money by tapping into the world’s largest social fundraising platform and our network of hundreds of millions of donors.

Engage more donors using our robust

tools to help you reach more donors and build lasting relationships more efficiently.

Unrestricted access to your data, with powerful reporting and integrations to unlock valuable insights.

Control your brand. Customize the experience from start to finish by easily tailoring pages, emails and more to fit your charity’s brand.Register and start for free!

GoFundMe Charity is giving $400,000 in grant dollars and donations to qualifying causes for #GivingTuesdayNow.

Learn more.

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In addition to already issuing $350,000 in matching grants, GoFundMe Charity is giving an additional $50,000 in grants to ten organizations who raise the most on the day of #GivingTuesdayNow. Prizes start at $20,000

for first place.

Everything launches on Tuesday, May 5, 2020 at 12:00am ET and runs through Tuesday May 5 at 11:59:59pm ET.

To prepare your organization to qualify for GoFundMe Charity’s day-of challenge:

1. Start a #GivingTuesdayNow campaign on GoFundMe Charity.

2. Explain in your campaign story how the COVID-19 pandemic has impacted your nonprofit or how your nonprofit is aiding COVID-19 related causes.

3. Start fundraising!

Organizations already fundraising in GoFundMe Charity’s #GivingTuesdayNow program automatically qualify to participate in the $50,000 contest.

Click here to find out if your nonprofit qualifies and for general questions.

GoFundMe Charity is giving $400,000 to nonprofits for #GivingTuesdayNow

7Learn more

Created by Julia Campbell & GoFundMe Charity

Sign up and start fundraising right now

PHASE 1: Getting started

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Sign up

Signing up for GoFundMe Charity is fast, easy, and free. Follow the steps below to get started.

1. Click here (or type https://charity.gofundme.com/charities/register) into your browser.

2. Fill out the form and click “Sign Up.”

It’s best if you use your charity staff email on this form to speed up the verification process.

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Claim your charity

1. Search for your nonprofit on the “Find your nonprofit” page.

Use your charity’s name or tax ID number for the most accurate results.

2. Select your organization from the results and click the “Claim this nonprofit” button. Be sure to cross reference with your tax ID to make sure you claim the correct charity.

If you see a button that says “Request access to this nonprofit” instead of “Claim this nonprofit,” it means that someone else from your organization has already claimed the account. Click the button to request access and someone from the GoFundMe Charity team will assist you.

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Start fundraising

That’s it! Your charity is claimed, and you’re ready to start raising funds.

You are now in the home hub of your charity profile. From here, you can easily join the Giving Tuesday Now: GoFundMe Charity Match Program by clicking the “Start fundraising now” link in the purple banner at the top of your page.

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As soon as you sign up, your charity is automatically ready to receive

funds through PayPal Giving Fund (PPGF) - a donor-advised fund that processes and delivers the dollars you raise.

Need faster access to your funds? Update your Bank Settings and switch to WePay, which allows you to access your funds as frequently as daily.

To update your Bank Settings, your charity must first be verified. This is to protect your organization and data from fraud. Getting verified is easy:

1. Click “Account” from the menu in the top right2. Go to Bank Settings in the meny on the left3. Click the “Get verified” link

Once we verify your account, someone from our team will reach out to provide you a PIN to unlock Bank Settings. This usually takes between 24-48 hours. You can still accept funds in the meantime through PPGF.

Remember: verifying your charity is not required to raise funds. Your organization is set up to receive funds through PPGF the second you claim your account.

A note about payouts

12Learn more

Created by Julia Campbell & GoFundMe Charity

Sign up and start fundraising right now

PHASE 2: Building your campaign

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Join the GoFundMe Charity Match program

Create a custom campaign for your charity in minutes by following these easy steps.

1. Click the “Start a fundraiser” button on the #GivingTuesdayNow program page, or from the purple banner in your home hub (or from the GoFundMe Charity homepage)

2. Provide campaign details

3. Choose a photo

4. Tell your story

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Add campaign details

Add a compelling title for your campaign. It helps to use your charity name in your title so

supporters can easily identify your campaign.

Once you’re done, click the “Next” button.

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Choose a photo

Select a photo to be the primary image for your campaign. You can replace the default photo by clicking the “Upload a new photo”

link.

Be sure to use a powerful, high-resolution photo that clearly shows the impact of your mission.

Once you’re done, click the “Next” button.

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Tell your story

Your campaign story tells supporters and visitors to your page why you need their assistance. A clear, well-written story is one

of the most important features of a successful campaign.

We’ve added sample copy to inspire and help you get started, but be sure to personalize the story to your specific cause, needs and mission. Explain how your organization and community have been impacted by COVID-19, and how you plan to use the funds you raise for #GivingTuesdayNow.

Need more inspiration? Check out this great example from Goodwill Detroit’s #GivingTuesdayNow campaign.

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Your campaign is ready

That’s it! Your campaign is live and ready to receive donations.

The next step is to share your campaign with your supporters. Learn more about sharing tools and best practices here.

If you’re not quite ready to share, or you’d like to further customize your page, click the link in the blue banner to continue editing your campaign.

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Design your campaign

In the Design tab in your Team Page card, you can further customize your campaign to match your organization’s branding.

Choose a Theme Color and/or Header Color. Select from our palettes, or look up the exact hex colors for your organization to represent your campaign theme.

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Add a custom Header Logo, which can be your logo or a logo of a business partner/match donor.

Campaign images

Minimum (600 x 400 pixels) Recommended (900 x 600 pixels)

Campaign video

Video must be from Vimeo or YouTube

Campaign Header Logo

Minimum (80 x 80 pixels)Recommended (700 x 80)

Custom share image to Facebook

Minimum (375 x 375 pixels)Recommended (1200 x 630 pixels)

Campaign assetscheat sheet

20Learn more

Need to prepare assets for your campaign? Use this quick reference sheet to ensure your photos and video are the optimal size

and format.

The Arts Council of Indianapolis They are organizing a fundraiser to help local arts and cultural workers who are experiencing a sudden and severe loss of wages during the COVID-19 public health crisis.

The South Asian Arts Resiliency Fund

This is a direct response to the damage caused by projects, exhibitions,

and events being cancelled or postponed.

Covenant Community Care

This is a faith based charitable non-profit Community Health Center,

serving the people of Metro Detroit, that seeks  out, heals, and strengthens over 20,000 people every year through  services like medical, dental, OB-care, behavioral health, and vision.

Check out these great examples for inspiration

21Learn more

Keep team fundraising on. More fundraisers sharing with their

personal networks means more visibility and money for your cause. Tips for your campaign settings

22Learn more

Do not hide donation dollar amounts. Seeing what others are giving can help encourage donors to give more than they originally intended. Individual donors can hide their dollar amount after they give if they choose.

Disable offline donations. Since offline donations don’t count toward the GoFundMe Charity #GivingTuesdayNow $1,000 match, turning off offline donations will help you accurately track your fundraising progress.

Keep Social Amp on. The most successful campaigns allow supporters to share the campaign on social media and with their networks.

GoFundMe Charity campaigns are highly configurable. We have a few recommendations to help you choose the

right settings and set your #GivingTuesdayNow campaign up for success.

Customize campaign communications

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The Email Manager lets you customize the emails and notifications that are sent from GofundMe Charity when your supporters take specific actions

on your campaign.

For a well-branded experience, we recommend you customize the following:

● Donation receiptAutomatically sent to the donor for each donation made to your campaign.

● Donor thank you messageAutomatically sent to the donor for each donation made to your campaign.

● Team join (if you have fundraising enabled)Automatically sent to new fundraisers when they join your team.

Personalize the donation receipt

24Learn more

Update the Default Sender Name so your supporters recognize the note in their inbox.

Change the Default Reply Email so responses go directly to your organization.

Add a compelling Email Subject that inspires

supporters to open your note.

Write a custom message, using Tags to add dynamic fields (like the donor’s name, amount of their gift, etc.) for a personal touch.

Customize your donor thank you message

25Learn more

Update the Default Sender Name so your supporters recognize the note in their inbox.

Change the Default Reply Email so responses go directly to your organization.

Add a compelling Email Subject that inspires

supporters to open your note.

Your custom donor message will appear here when you say thanks through your campaign manager.

Personalize your team join email

26Learn more

Update the Default Sender Name so your supporters recognize the note in their inbox.

Change the Default Reply Email so responses go directly to your organization.

Add a compelling Email Subject that inspires supporters to open your note.

Write a custom message to welcome your fundraisers, provide next steps and offer helpful tips to run a successful fundraiser.

Created by Julia Campbell & GoFundMe Charity

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PHASE 3: Spreading the word

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Go multi-channel! Reach your donors where they are.

Put a banner on your website announcing the campaign (and be sure it links to your fundraising page).

Send out a series of emails about the campaign.

Use your social media channels to ramp up participation. Download sample social media graphics for #GivingTuesdaynow.

Use the Social Amp features provided within the GoFundMe platform.

Aim to turn your donors into fundraisers.

Best practices for distributing your campaign

28Learn more

Encourage your supporters to share on your behalf. This

enables your message and campaign to go even further across social networks.

Vary your social media content across the platforms that you use. What works on Instagram may not necessarily work on LinkedIn, etc.

Photo and video are the leading forms of content on social media in terms of engagement.

In your social media content, always include the direct URL to your campaign with a clear and concise call to donate, or to start a fundraiser.

Don’t just ask for money. Give updates on your progress, share stories, provide data on the problem.

Best practices for sharing on social media

29Learn more

How to share from your campaign manager

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Post on Twitter or Facebook by clicking the preferred icon. Tip: you can customize the image and subcopy for all Facebook posts

across your campaign in the Team Page card in the Content tab.

Learn more

Share your campaign directly with supporters via email by clicking the mail icon. Simply copy and paste your email list, write your message, and click send.

Post your campaign everywhere by copying your campaign URL here.

Created by Julia Campbell & GoFundMe Charity

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PHASE 4: Engaging your supporters

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Thanking your donors is integral to developing a meaningful, long-term

relationship. There are so many ways to touch base with your donors using the features in your campaign manager:

Thank your donors in real-time using the using the Thank Donors feature in your Activity Feed. Send personal messages, or send batch thank yous.

Leverage sharing tools to thank your donors via email and social channels.

Use Campaign Updates to let your supporters know that they are a part of it all. For example, “We're halfway to our goal of raising $2,000 because of your generosity and support.”

Be sure to follow up with your donors once #GivingTuesdayNow is over. Check out our best practices for post-event engagement.

Thank your donors

32Learn more

Communicate with your team through the GoFundMe platform

using email, messaging, and campaign updates.

Provide strategic tips to help them raise more money and get more engagement with their campaign.

Get them excited and motivated by sharing campaign progress.

Give them access to tools and content like graphics, photos, and videos to share with their network.

Be accessible for those who need help with their campaign. Who can they call and email?

Thank them for their generosity.

Keep your fundraisers motivated

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Update your supporters

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Those who regularly use the Campaign Update tool see more returning donors and visitors to their campaigns than those who

don’t.

How to post a Campaign Update using GoFundMe Charity:

1. Go to the “Campaign Update” module in your “Campaign Manage” tab.

2. Craft your message using the rich-text editor. Be sure to include photos and video, if possible.

3. Click “Preview” to confirm that everything looks correct.

4. Click “Publish” when you are ready to post and share with your donors.

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Using the Campaign Update tool at strategic times during your

campaign (such as halfway or close-to goal) can help generate excitement and urgency with your donors. Here are a few tips for creating compelling campaign updates:

1. Use photos to convey impact. 2. Post a video with your update, if possible. You can easily record

a video update through the Campaign Update tool.3. Announce stretch goals. 4. Thank people for donating, and ask them to consider starting

their own fundraiser.

Here are some great examples of nonprofits that have effectively used the Campaign Update tool to provide progress updates and critical information to their supporters:

NYC Makes PPE: Making and Donating PPE to Healthcare Workers

Feed Hero Nurses Fighting Covid-19

Be a Masked Hero: Send Masks to Medical Staff Now!

Tips for using the campaign update tool

35Learn more

Created by Julia Campbell & GoFundMe Charity

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PHASE 5: After #GivingTuesdayNow

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Thank your donors. Again.In times of economic uncertainty, support from donors means more than ever. Take the extra step to personally thank your donors for their contribution. Using the donor data available in the GoFundMe Charity Report Center, you can capture contact information to reach out to each donor who contributed via email or standard mail.

Celebrate your fundraisers.Make sure your fundraisers know how much you appreciate them and all of their efforts. A personal phone call, email, or tag on social media can go a long way to make them feel special.

Share your impact.Follow up with your donors and fundraisers to let them know how you were able to put the funds they helped raise to good use. What were you able to purchase? What services were you able to deliver? The more specific you can be, the more connected your supporters will feel to your mission. You can continue to use the Campaign Updates tool to keep supporters posted on your progress and the work you’re doing to combat the impact of COVID-19 in your community.

Continue to engage your supporters impact

37Learn more

GoFundMe Charity GivingTuesdayNow Match Program FAQs

#GivingTuesdayNow: Social Media Tips, Tricks, and Strategies for Success

10 Ways to Participate in #GivingTuesdayNow Without Asking for Money

Nine Nonprofit Giving Tuesday Ideas You Need to Know

Optimize Your Giving Tuesday Email Campaign With This Guide

#GIVINGTUESDAYNOWresources

38Learn more

Created by Julia Campbell & GoFundMe Charity

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#GIVINGTUESDAYNOW We’re in this together

Created by Julia Campbell & GoFundMe Charity Sign up and start fundraising right now

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