Post on 17-May-2015
description
Building a successful online
campaign for #GivingTuesday
TODAY’S PRESENTER
Simren Deogun Senior Account Manager, Digital and Marketing Services
Stephen Thomas
WEBINAR REMINDERS
• You can hear us, but we can’t
hear you
• Have questions? Type questions
in the Questions Log
• Turn up your computer’s volume
• For the best webinar experience,
close all other applications
• Webinar slides will be shared
WHAT IS CANADAHELPS?
• A public charitable foundation and registered charity
• Through CanadaHelps.org, anyone can donate to any
registered Canadian charity online
• We have facilitated over $345 million in charitable
donations online since our launch in 2000
• 14,000 charities use us to collect donations and fundraise
online
• Over 800,000 Canadians have donated through
CanadaHelps
• For donors, CanadaHelps is a one-stop-shop for giving For
charities, CanadaHelps is an online fundraising solution
that is affordable, easy and secure
WELCOME TO GIVING MADE SIMPLE!
#GivingTuesdayCa
• A national NEW day of giving on the
Tuesday following Black Friday and
Cyber Monday – Dec 3, 2013
• Celebrates and encourages giving
back in ways that support charities
• Partners create and commit to a
project then help spread the word to
their networks – online and offline
• Over 500 partners so far!
www.GivingTuesday.ca
#GivingTuesdayCa
#GivingTuesdayCA
BUILDING A
SUCCESSFUL
ONLINE
CAMPAIGN
FOR
#GIVINGTUESDAYCA
Tuesday, November 12, 2013
#GivingTuesdayCA
ABOUT
#GivingTuesdayCA
STEPHEN THOMAS LTD
Full service marketing
and fundraising
agency serving non-
profits exclusively for
over 33 years.
Creative | Digital | Direct | Branding
& Communications | Integrated |
Data | Social
#GivingTuesdayCA
SIMREN DEOGUN
Senior Account Manager, Digital and Marketing Services
Focused on best-practice digital and
integrated marketing and fundraising that finds audiences and generates results.
#GivingTuesdayCA
WHAT IS GIVING TUESDAY?
#GivingTuesdayCA
WHAT IS GIVING TUESDAY?
Most people know about Black
Friday and Cyber Monday …
GivingTuesday is coming to
Canada on December 3, 2013.
It is a new Canadian movement
for giving and volunteering, taking
place each year after Cyber
Monday. The “Opening day of the
giving season,” it is a day where
charities, companies and
individuals join together to share
commitments, rally for favourite
causes and think about others.
#GivingTuesdayCA
DECEMBER IS FOR GIVING (TUESDAY!)
• Giving Tuesday is
the perfect
opportunity to
begin asking
current and
prospective
donors to make
their year-end gift
Source: 2012 Blackbaud Charitable Giving Report
#GivingTuesdayCA
CAMPAIGNS CAN BE SCARY
#GivingTuesdayCA
CAMPAIGNS PUT THE FUN IN
FUNDRAISING
• Your campaign about Giving Tuesday
should be about communicating and
promoting an ask to give before the
year-end
• The trick to taking out the ‘scary’ is getting
all of your teams involved so that it’s a
collaborative effort where everyone is
working toward the same goal
#GivingTuesdayCA
CAMPAIGN DESIGN
Big Idea Strategy Channel Selection
Media Creative
Development Comms Plan Stewardship
Rinse and Repeat
#GivingTuesdayCA
BRAINSTORM
#GivingTuesdayCA
BRAINSTORMING
• Making the most of Giving Tuesday means
putting your best idea forward
• There are a lot of questions to answer when
putting together a campaign (of any size) but a
brain dump is a perfect place to begin
• Get together a small group of representatives
from your organization and have a 1 hour
brainstorm for your Giving Tuesday campaign
#GivingTuesdayCA
BRAINSTORM NIRVANA
• Create a list of what you already have to
work with:
– Creative Assets
– Relationships / Partnerships
– Lists / Audiences
– Technical Capabilities
NOW, you’re ready to write a strategy
#GivingTuesdayCA
STRATEGY
#GivingTuesdayCA
STRATEGY
1. Put strategy first
2. Select the optimal channel mix
3. Develop creative that falls out of strategy
4. Get out the ask
5. Track results
#GivingTuesdayCA
1. STRATEGY
• Begin with a succinct 1-2 page document
that includes your:
– Objectives
– Target Audience
– Call to Action
– Channel Mix (you need more than one!)
– Timeline (Before, During, After)
#GivingTuesdayCA
2. CHANNEL MIX
• With your strategy in place and selected
marketing channels, it’s key to be
organized
• An easy and effective way to do this is to
create a matrix that maps out each
channel and the collateral and
communications required
#GivingTuesdayCA
3. CREATIVE
• Your creative should include:
– Your brand
– Giving Tuesday assets
– Case for Support on why to give
– Call to Action (+ how to do so)
#GivingTuesdayCA
4. MAKE THE ASK
• Put up landing & donation pages
• Send out emails
• Start tweeting and posting…
Whatever the ideal mix is for your audience, the most important part is that you
communicate your message across all relevant channels on Giving Tuesday to
ensure your message is heard
#GivingTuesdayCA
5. TRACK RESULTS
• Track and measure results using online
analytics:
– Google Analytics
– Tracked URLs for each channel
– Custom landing / donation pages
– Post-analysis for the day(s) of the campaign
#GivingTuesdayCA
STRATEGY
1. Put strategy first
2. Select the optimal channel mix
3. Develop creative that falls out of strategy
4. Get out the ask
5. Track results
#GivingTuesdayCA
WHERE DOES SOCIAL MEDIA
FIT IN?
#GivingTuesdayCA
GO BIG WITH SOCIAL
• Social Media lends itself beautifully to
Giving Tuesday campaigns:
– Timely and Quick
– Buzz-builder
– Simple ask married with a simple mechanic
– Instant sharing
– Instant thanking
#GivingTuesdayCA
MAKING THE MOST OF SOCIAL
• Tips for making the most of social before,
during and after Giving Tuesday:
– Create a communications plan for your social
media strategy: who, when, what + reactions
– Brand your social channels with Giving
Tuesday
– Give your audience a simple but compelling
reason to respond
#GivingTuesdayCA
EXAMPLES
#GivingTuesdayCA
CARE
• Press Release
• Win-a-Trip Contest
• Donor Appreciation
Telethon
• Birthday Party
• Gap’s Give Twice Gift
Card
#GivingTuesdayCA
HEIFER INTERNATIONAL
• You spend a lot on
Black Friday and
Cyber Monday, with all
that you’ve saved in
those purchases, how
can those dollars be
translated to help
#GivingTuesdayCA
PHOENIX HOUSE
• Write letters of
encouragement to
those in treatment
programs
• All collected and
distributed on Giving
Tuesday
#GivingTuesdayCA
THE FOLLOW-UP
#GivingTuesdayCA
IT’S OVER. NOW WHAT?
• Giving Tuesday will likely come and go in
a flash but that doesn’t mean your
communications need to end at midnight
on Tuesday
• Don’t be afraid to follow-up, report back
and use Giving Tuesday as the kick-off to
your year-end fundraising campaign
#GivingTuesdayCA
QUESTIONS
#GivingTuesdayCA
GET IN TOUCH
Simren Deogun
Senior Account Manager, Digital & Marketing Services
Tel: 416.690.8801 x246
Email: simrend@stephenthomas.ca
Twitter: @SimrenDeogun
More Charity
Training
MYCHARITYCONNECTS
Educational and training opportunities
through MyCharityConnects
www.mycharityconnects.org
STAY IN TOUCH
youtube.com/canadahelps
@canadahelps
facebook.com/canadahelps
communications@canadahelps.org
1-877-755-1595