How to Leverage GivingTuesday

To Work Today’s Key Giving Trends

Shannon Craig

November 4, 2014

Key Trends

Donor Loyalty

As charities, we all have leaky buckets. Looking

at the average charity in 2012:

• Every $100 gained was offset by $96 in losses

through gift attrition.

• Every 100 donors gained was offset by 105 lost

in donor attrition.

Source: The Association of Fundraising Professionals, The Effectiveness Project 2013

Online Donations

7-10% of overall fundraising revenues are now raised

online.

Online growing faster than overall giving.

• 2013/2012: Online +13.5%, Overall + 4.9%.

Online donations for small charities is growing fastest

• +18.4%, comparable to what we see at CanadaHelps

It just makes sense: the average Canadian spends a

lot of time connected:

• 4 hours 53 minutes a day on a desktop/laptop

Source: 12013 Digital Giving Index. 22013 US Charitable Giving Report, BlackBaud.

Mobile

Ready or not, mobile is affecting your organization.

• 75% of Canadians have a mobile phone.

• 62% own smartphones.

• 22% of all donations via CanadaHelps are now via a mobile.

At CanadaHelps we see YOY growth in visits of:

• 17% on desktop/laptop

• 60% on tablet

• 90% on smartphone

Is your Website mobile-optimized?

• The majority of us have a ways to go!

• November 12th, join the CanadaHelps’ free Webinar. Socially

Good will share results of their State of the Web Nation

Research Results with Benchmarks for Canadian Charities.

Social Media

A great way to engage Canadians.

• 85% of Canadians have a Facebook account

• 14M Canadians check their Facebook newsfeed each day!

• 9.4M check their Facebooks from a mobile phone or tablet.

Its increasingly driving donations.

• 15-18% of visits to donations pages in Canada are now from

Facebook referrals.

Peer to Peer Social Fundraising

Market Estimated at1:

• $350M for donor-driven P2P fundraising

• $1.0B for charity-driven P2P events & thons

Looking to the US2:

• P2P giving represents 18% of total US giving.

• P2P is the fastest growing way to give.

Harnesses the Online Social World2:

• 18-20% of P2P donations come through Facebook.

• The average charity grows donations by 15% when

they start P2P Fundraisings.

Source: 1Government of Canada, Fundraising Study. 22013 Digital Giving Index.

Website

41% of all donors go to your Website before making a

donation.

Your storytelling content, organization of content and

donations pages matter.

• November 12th CanadaHelps free Webinar. Socially Good

will share some amazing insights based on State of the

Web Nation: Benchmarks for Canadian Charities results.

Here’s an example. From CanadaHelps data, we know

maintaining a Donate Now call to action across your site

with a streamlined donation path matters.

• We’ve seen our charity clients increase donations by 38%

moving to our Donate Now button and Custom Donate

Now page.

Source: 1AFP, What Canadian Donors Want.

Generational Differences

GEN Y

(18-32)

Gen X

(33-48)

Boomers

(49-67)

Civics

(68 & over)

Size of Segment 3.4M 4.8M 5M 2.4M

% That Give 62% 79% 78% 87%

Amount Give $639 (15%) $831 (27%) $942 (32%) $1,507 (25%)

# of Charities 4.0 4.5 4.9 7.0

Want to see impact 55% 44% 28% 34%

Fundraise for charity 51% 49% 36% 25%

Would give w/ mobile 57% 38% 16% 12%

Like/Follow charities 58% 38% 16% 8%

Share about charities 52% 30% 11% 8%

Source: 2013 US Charitable Giving Report, BlackBaud.

GivingTuesday

GivingTuesday: December 2, 2014

A National Day when Canadians, charities and

business come together to celebrate giving.

The Tuesday right after two massive days of

commerce: Black Friday & Cyber Monday.

2013 Results:

Over 1,300 partners

#GivingTuesdayCA trended #2 all day

Over 42M media impressions

169% increase in donations through CanadaHelps

225% increase for participating charities!

US: Twitter to donation pages +700% vs. average day.

US: Facebook referred 29.6% of visits to donation pages

How should you participate in GivingTuesday?

Choose what will best serve your charity.

How to amplify your success?

Get social with Shareable Content & Stories.

Get Social: Stay social.

Follow #GivingTuesdayCA. Like the Facebook page.

Always use #GivingTuesdayCA.

Use other relevant trending hashtags.

Announce that you’ve joined!

Tease out your plans.

Post lots of shareable content.

Ask supporters to share your content.

Ask supporters to provide content.

Let followers know how to support you.

Countdown and share momentum results.

Share your results on Dec. 3rd.

Create highly shareable

content.

• Themed infographic

• Thought provoking visual

or industry data point

• Impact statements

• Inspiring quotes

PicMonkey.com: A free, easy

to use photo editing tool!

Get Your Supporters Engaging Socially

#UNSelfie

Over 1 million shared!

It’s back already! Personal

images posted on social

feeds that showcase

generosity.

Get your Charity in

the #UNSelfie stream!

Ask your supporters to

share why they support you

including @yourhandle or

#yourhashtag & #unselfie

Create your own

version!

American Red Cross

#GiveWithMeaning.

We All Have A Story

Deeper Stories: Board. Staff. Volunteers. Major Donors.

GivingTuesday is a door opener for your committed supporters to show

support for the day sharing why your organization personally matters to

them. Curate these stories and draw upon them year round.

Use the day to meet your fundraising goals.

Its one day. So focus that day online.

Focusing on new donors?

• A lower, clear impact ask

like Free The Children’s

$20 per brick campaign

may work well.

Reaching out to current

base?

• Consider promoting

Tribute Gifts that help

spread the word.

Either way, look for a Gift

Match to help garner press

and motivate donors:

• Major Donor match gift

• Board match gift

• Corporation match gift

Ask Your Supporters To Strengthen Their

Commitment to Your Cause.

Art à la carte launched a Letters of Hope campaign.

Getting Community members to write letters of support & encouragement to long-term patients.

Patients were deeply touched. Global TV shared the story on local and national TV.

Invite Volunteers

Ask Your Supporters!

On December 2, commit to

volunteer 40 hours with us in 2015.

Hold a Volunteer Day

A project at your office or an outreach

program. Hold it on GivingTuesday!

Young Detroit Builders winterized 20

North-Detroit homes on

GivingTuesday!

Ask your Supporters to

Fundraiser for you.

Support your fundraising

goals.

Acquire new donors with

the power of social

fndraising.

Ask supporters to share

using #GivingTuesdayCA

& @yourcharity.

Concerned your calendar is too full?

Think Loyalty. Give Thanks & Appreciation.

Say Thank You to

Donors, Volunteers

and Supporters!

Use video or a simple

picture with heartfelt

words.

Examples at www.givingtuesday.ca.

Try video: Animoto is

a free, easy tool for

creating great videos.

Announce or Kick-off an

already planned event.

Foundation Centre

Action started enrolling

basketball teams for

their 2014 Spring

Wheelchair event.

Come Together: Civic Movements

There are many

ways to do this:

- City Level or

within a 10

Minute Walk

Inspired by Baltimore’s

B More Gives More.

Guelph has 20 person

steering committee of

key influencers.

Full charity, donor and

corporate engagement

plan.

Challenge Your

Community:

Get to Know 3 New

Charities

Each Charity Runs an

Open House.

Local Business

Sponsors to cover

costs (food).

Find A Corporate Sponsor

Finding a Corporate Partner

Easier than you think?

Approach local businesses.

Seek synergies (sell toys, you help children).

Pitch 3 tangible, feasible ideas.

Know the benefits to you & the business.

Corporate “Take

Action” and “We’ll

Donate” Campaign.

Donations support

your cause.

Businesses Promoting to Customers

Phil Communications in Montreal volunteered and

organized Miriam Home – serving people with intellectual

deficiencies – Hannukah party on Tuesday December 3rd.

In Store Donations

Montreal restaurant Chez Lévêque donated and collected

donations for several causes from customers.

Can be Monetary

or Non Monetary.

Find a Matching

Partner

Deloitte matched

$5,000 allowing

Alzheimer Society

Nova Scotia to raise

over $10,000.

Interact matched

$10,000. Hundreds of

charities benefitted!

+

+

Ask Corporates to FUNdraise!

Challenge each department

to fundraise for your cause.

A little friendly competition

before a GivingTuesday

celebration.

It’s easy with CanadaHelps

Fundraising Pages.

Back to the Online Trends

Online: It’s a day. Do it online.

Loyalty: Give thanks and show appreciation.

Social: Amplify. Use #GivingTuesdayCA

Content: Ask for those great stories.

Mobile: Get your GivingTuesday branded donation page!

P2P Fundraising: A turnkey way to engage your donors.

Demographics: Reach younger audiences. Get social. Campaign

online. Be mobile ready. Make it tangible and share your impact.

Ready to Get Start?

www.GivingTuesday.ca

Need more informaiton? Ask #GivingTuesdayCA