#GivingTuesday: Plans That Work

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#GivingTuesday:

Plans that Work

Presenters

Asha Curran Director, Center for Innovation

& Social Impact,92Y

Christine SchaeferVP Community & Marketing,

270%Online donation volume on Tuesday after Thanksgiving since 2011

40%Year-over-year increase in the dollar value of the average donation

40+Countries had active #GIVINGTUESDAY efforts in 2013

10,000+Charities, nonprofits, corporations, community groups and government agencies participating in #GIVINGTUESDAY

3BILLION+Total global impressions in traditional and social media

The Opportunity・Scale

・Storytell

・Unite

・Partner

・Inspire

・Create

#GivingTuesday Works!!!

In study of ~500 nonprofit orgs in 2012 & 2013:

1. Statistically significant improvement

2. Did NOT come from a share shift of dollars

3. Nonprofits who promoted #GivingTuesday increased donations more

Get details at www.salsalabs.com/givingtuesday

1. Demonstrate tangible ROI from donation

2. Communicate an aspirational but realistically achievable goal

3. Asks from Individuals big motivator (power of RT and #ff)

4. Match the “headlines”, branding, etc.

Top 4 Fundraising Rules for Twitter

1. Demonstrate tangible ROI

2. Communicate achievable goal

3. The Power of Friends

4. Match the headlines, etc.

It’s more than just branding – it’s a seamless experience(with higher conversion rates)

Can’t emphasize this enough: • DON’T direct people to a generic page

on your site• The hashtag or theme as headline• Call-to-action – level for Twitter

audience• Think about audience and match it all

to them

Match it all: branding, CTA…!!!!!!

All Social Media

Peer-to-Peer

#GivingTuesday > Twitter

First: Identify Your Audience

Donated on #GivingTuesday

last year

Signed XYZ Petition

Recurring Donor Social Influencer

Second: Segment Your Audience

Now for the Plan

www.salsalabs.com/givingtuesday

Top 3 Things to Remeber

1. Friends are the best!

2. Email is not dead!

3. Personalization is more than polite, it’s effective.

Friends Inspire 33% of the Time

Friends Inspire & Spread the Word

Friends Inspire, Spread the Word & Match Headlines

Email is Where It’s At…

Social Email Supporter Love

Don’t Personalize, Individualize

244%e-mail opens

161% click through

330% revenue per

mailing

*Janrain

E-mail segmentation by demographics and interests

Social + Segmentation + Email

It doesn’t end on #GivingTuesday

December makes up about 28% of yearly fundraising for nonprofits using Salsa.

Quite a bit of it coming in the last week.

Follow-up First: before you tweet

Plan Twitter Campaign

Plan Email Follow-Up

Launch Campaign

Capture Info in DB

Automation Kicks In

Analyze Results

It’s Not About You.

It’s about

Clint Eastwood

“ “

#GivingTuesday

@GivingTues

www.givingtuesday.org

@salsalabs

info@salsalabs.comwww.salsalabs.com

Get in Touch with Us.

Get a Complete #GivingTuesday Plan atwww.salsalabs.com/givingtuesday

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