Presents the Game Plan for Higher Ed

Higher Ed KickoffMeeting

Workbook

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About the Author

Are you ready for#GivingTuesday?

Make #GivingTuesday workfor your Institution

How to use this Workbook

Activate the generosity ofyour school community on#Giving Tuesday

Organize your campaignteam

Set a meeting schedule

Establish your campaignbrand for maximum impact

Set your goals

Define tech strategy

Table of Contents

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Spur participation withchallenges + matching funds

Identify campaignambassadors

Plan a robustcommunications strategy

Empower faculty, alumniand students to raise funds

Thank and celebrate!

Wait! One more thing.

We're here to help!

Jamie McDonaldJamie McDonald is the Founder ofGenerosity Inc.

After 16 years as an investmentbanker, Jamie shifted her personalmission from startups and venturecapital to innovation and growth of thegenerosity economy. Jamie works withcauses on large-scale campaigns andsocial movement building.

Jamie is a passionate believer in#GivingTuesday, having been involvedwith the movement since 2012. Inaddition to leading several multi-milliondollar #GivingTuesday campaigns,Jamie has guided more than 60communities around the country oncampaigns for #GivingTuesday, in herrole as Head of Civic and SchoolCampaigns for 92Y, the founders of themovement.

About theAuthor

Higher Ed leaders everywhere have heard about #GivingTuesday. Butyear-end is a critical time, and your team has a full plate. So is#GivingTuesday worth it?

The answer from where we sit: Yes!

#GivingTuesday started with a simple idea – to be a counterpoint to theconsumerism of Black Friday and Cyber Monday. This year will mark thefifth anniversary of #GivingTuesday, and in its first five years, #GT grewfrom an idea to a movement.

It has become one of only threedays of the year where DONORSare looking for nonprofits tosupport, rather than the otherway around. Skipping#GivingTuesday is like skippingthe last two days of the year in fundraising, something no savvyfundraiser would do.

Are you ready for#GivingTuesday?

Make #GivingTuesday workfor your Institution

For most schools, the question should not be 'if',but 'how' to incorporate #GivingTuesday into theDecember giving season. There's more than oneapproach.

What are some possibilities?

#GivingTuesday can become your signature day for engagingstudents, young alumni, staff and other hard-to-reach givers.

It can be a day to fund academic projects, student service initiativesor other special programs.

Experiment. Learn. Pursue new goals. There is not just one strategyfor success on #GivingTuesday.

While raising funds is typically a primaryobjective of a school's #GivingTuesdaycampaign, your #GivingTuesday goals can beabout more than dollars. Consider focusing onparticipation, monthly givers, new donors,parents, staff or even social media followers.

#GivingTuesday is a chance to tell fresh stories,to attract new supporters, to accelerate yoursocial media presence or to diversify yourfundraising channels. The lessons you take awayfrom #GivingTuesday can impact year-end giving throughoutDecember—and your fundraising into 2017.

So, let's get started.

Share and/or print this workbook and use itduring your kickoff meeting.Attendees will get engaged in the campaign immediately, can take notes andlist actions that can be implemented quickly. This will become a great resourceto jump start planning.

Before we get started...A little housekeeping▢ Take a minute (now) to think of one thing you want to learn during the kick

off meeting. List it in the Workbook and if you don't hear the answer, bringit up. This is a great way to start the collaboration!

▢ Focus and plan for action. To maximize the value of this meeting, completethe workbook as we go, and decide on a few actions you can take in theNEXT THREE DAYS. Taking action right away will build momentum and helpyou immediately see the impact of your efforts.

▢ Be open to new ideas and creativity. #GivingTuesday is a great day tofaculty, staff, students and alumni into the planning process of a fun - andsuccessful - day.

How to use this WorkbookGet value from this tool during your kickoff meeting

If you're a fundraiser, you know about#GivingTuesday. And the buzz is forgood reason - when done well,#GivingTuesday is like a great partythat builds giving and engagement foryour school. And like a great party, thesecrets to success on #GivingTuesdaycombine planning and fun. Not tooverstate the analogy, but these are afew parallels to consider:

Timing is keyA unifying theme creates excitementand engagementThere are some key people you wantin attendanceGames and activities can make a bigdifferenceSharing memories - stories, pictures- after the party keeps the goodfeeling going, and builds excitementfor next year.

Since 2012, colleges and universitieshave taken part in #GivingTuesday. Inthis e-book, we're highlighting whatwe've learned from these successes.

Activate thegenerosityof yourschoolcommunityon #GivingTuesday

#GivingTuesday is a daywhen you can bring newpartners into the fundraisingprogram, activate studentsand alumni, and test newoutreach and engagementstrategies.

President'sOffice

Advancement

Alumni Affairs StudentActivities

Administration

Athletics Technology Communications

Organize your campaign teamList the names of potential partners to support the Campaign.

Host a kickoff and agree to a regularmeeting schedule. During the springand summer, a monthly generalmeeting is recommended, withcommittee meetings in between.Beginning in September, meetingtwice monthly will help you ramp upactivity leading up to #GivingTuesday.

Set a meeting schedule

List your ideas for a Tagline:

List your ideas for a Campaign logo:

Can you help with designing the logo or writing the tagline? Considervolunteering to lead the Brand work.

Establish your campaignbrand for maximum impact

Make #GivingTuesday your own! Design a brand – name, logo,tagline – that will unify your campaign and elevate your marketing.

Tip! Check other #GivingTuesday campaigns online to get inspired.

Your campaign goal serves as the framework for your campaign, like a party themeserves as the framework for a great event. Your goal should reflect your team'spriorities and it's a great time to experiment with new strategies.

Set both goals and metrics. They might include dollars raised, number of donors, newdonors, donors by category (alumni, students, parents, staff) monthly donors,volunteers, events, etc.

Set your goalsWhat does success look like on #GivingTuesday?

Technology for both marketing and donation processing should bereviewed and optimized for #GivingTuesday. Your donation processingshould be simple, intuitive, and welcoming. Focus on reducing as muchfriction in the giving process as you can. Optimize the ease of giving onvarious devices: computer, phone, tablet.

Define tech strategy

Identify generous donors who can provide funds to spur generosity andprogress toward campaign goals. Also consider major givers who typicallymake their gift at year-end. You might want to ask them to consider givingthe gift early to support challenges and spur participation.

Spur participation withchallenges + matchingfunds

Ambassadors are individuals who are passionate about the school andhave big, credible voices. In addition to students, alumni, professors, andadministration leaders, think about local politicians, sports figures,entrepreneurs, celebs, civic leaders and others with big online and offlinefollowings who can help spread your message.

Identify campaignambassadors

At a minimum, we recommend the following approach:

Plan a robustcommunications strategyDevelop a plan to build excitement for your campaign. Considermail, email, social media, and events. Create exciting, originalcontent and communicate consistently with your Ambassadors.

If you are using a project-based giving campaign, begin to identify campusprojects that need funding. The projects can be showcased using yourwebsite or a crowdfunding platform. Each project is individually developedand can be run by the students and faculty involved in the respectiveprojects.

The project teams will need to be active in their marketing and fundraising,bringing in their own personal networks to ensure that their projects, and#GivingTuesday overall, are a success.

Empower faculty, alumniand students to raise funds

Before #GivingTuesday you can give a little love to ambassadors who signon to be part of the campaign, to supporters who provide matching funds,and to staff members who are working overtime to make the campaign asuccess.

On #GivingTuesday, thank donors and celebrate milestones.

After #GivingTuesday, thank contributors, ambassadors, staff members,and others that made a special effort on the big day.

Thank and celebrate!Before, during and after #GivingTuesday recognize and thankthe individuals who step up to make your campaign a success.

#GivingTuesday is the perfect day to rally all students and alumni tocelebrate your school in a BIG way. If we could get everyone to do ONETHING what might it be? (To get media coverage - this might be the way).

Wait! One more thing.Before we go, let's come up with some ideas for a BIG MOMENT

We're here tohelp!

You don't have to go it alone on#GivingTuesday. Our team can

provide coaching, tools, resourcesand best practices...all at NO cost

to your school.

Get intouch!