iheartoc Giving Day Workplan!€¦ · Web viewiheartoc Giving Day Workplan! iheartoc Giving Day Workplan! Page 17. Page 18

iheartoc Giving Day Workplan!

[Pick the date]

8 Week Workplan for a Successful Giving Day

An interactive workbook to help you create, plan and implement your 8-week ioc Giving Day campaign.


BEST PRACTICE #1 SOCIAL MEDIAFor an online event, social media plays a huge role. Even if you are new to this way of communicating, ioc Giving Day is the time to dive in and get your feet wet! Utilizing Facebook and other platforms will help you communicate to your current and future donors pre-event, during and long after the event. Questions

1. What social media platforms will you use for ioc Giving Day?________________________________________________________________________________________________________________________________________________________________________________________________________________________

2. What are the key messages you will convey on these platforms?________________________________________________________________________________________________________________________________________________________________________________________________________________________

3. Which social media prize challenges will you attempt to win?________________________________________________________________________________________________________________________________________________________________________________________________________________________

4. Do you have a staffing plan? Who will run your social media campaign?

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5. What other tools/resources do you need to implement? ________________________________________________________________________________________________________________________________________________________________________________________________________________________Notes:________________________________________________________________________________________________________________________________________________

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BEST PRACTICES #2 BOARD ENGAGEMENTBoard participation is a crucial element for success April 27-28. How will you engage your board and activate them as Ambassadors, Advocates and/or Askers to assist with your ioc Giving Day campaign?Questions

1. What will be your goal for board giving? (100%?, increase from last year, etc.)

________________________________________________________________________________________________________________________________________________________________________________________________________________________

2. What prize challenges will you and your board work on together?________________________________________________________________________________________________________________________________________________________________________________________________________________________

3. What donor engagement strategies will your board employ?________________________________________________________________________________________________________________________________________________________________________________________________________________________

4. What social media activity will you ask of your board?________________________________________________________________________________________________________________________________________________________________________________________________________________________

5. What other communication/marketing activities will your board engage in?

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________________________________________________________________________________________________________________________________________________________________________________________________________________________

6. What other tasks or strategies will you ask your board to participate in?

________________________________________________________________________________________________________________________________________________________________________________________________________________________Notes:________________________________________________________________________________________________________________________________________________________________________________________________________________________

BEST PRACTICE #3 DONOR ENGAGEMENTEngaging your donors before, during and after ioc Giving Day drives home the importance of donor stewardship, cultivation and keeping them aligned with your organization for continued engagement, support and gifts. Questions

1. How will you outreach to and engage your current donor base?________________________________________________________________________________________________________________________________________________________________________________________________________________________

2. How will you outreach to and engage new donors?________________________________________________________________________________________________________________________________________________________________________________________________________________________

3. How will you thank your donors during ioc Giving Day 2016?________________________________________________________________________________________________________________________________________________________________________________________________________________________

4. What is your plan to thank your donors after April 28?

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________________________________________________________________________________________________________________________________________________________________________________________________________________________

5. What tools/resources do you need to implement? ________________________________________________________________________________________________________________________________________________________________________________________________________________________Notes:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

BEST PRACTICE #4 DONOR ENGAGEMENT – KNOW YOUR AUDIENCETo craft the right and most effective message, you need to know your audience. Who are they? How can you find them and how can they be your best ambassadors?Questions

1. Who are your current audiences?________________________________________________________________________________________________________________________________________________________________________________________________________________________

2. Who do you want to target? (prioritize them)________________________________________________________________________________________________________________________________________________________________________________________________________________________

3. How will you find them? ________________________________________________________________________________________________________________________________________________________________________________________________________________________

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4. Your Message: How is the world different because you exist? What stories of impact can you share?

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5. What tools/resources do you need to prepare and develop to implement?

________________________________________________________________________________________________________________________________________________________________________________________________________________________Notes:_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

BEST PRACTICE #5 GOAL SETTINGGoals for iOC Giving Day are more than financial. Manage your expectations for setting your overall philanthropic goals: new donors, visibility, marketing, social media. Questions

1. What is your financial goal for ioc Giving Day?________________________________________________________________________________________________________________________________________________________________________________________________________________________

2. What is your donor goal?________________________________________________________________________________________________________________________________________________________________________________________________________________________

3. What are your other goals?

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________________________________________________________________________________________________________________________________________________________________________________________________________________________

4. How do you plan on measuring these goals?________________________________________________________________________________________________________________________________________________________________________________________________________________________

5. What tools/resources/staff do you need to implement? ________________________________________________________________________________________________________________________________________________________________________________________________________________________Notes:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

BEST PRACTICE #6 MAXIMIZE COMMUNICATION TOOLSOnce you’ve defined your audience, crafted your message, and set your goals, maximize the right communication tools available to you. A panel will provide a broad brush overview, from email marketing to traditional marketing to using your board as effective ambassadors. Use what works best for you! Questions

1. What communication tools are you already using in your organization?

________________________________________________________________________________________________________________________________________________________________________________________________________________________

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2. What tools are you not currently using that you would like to incorporate into your campaign?

________________________________________________________________________________________________________________________________________________________________________________________________________________________

3. Where can you add ioc Giving Day messaging in your current marketing collateral?

________________________________________________________________________________________________________________________________________________________________________________________________________________________

4. What tools/resources do you need to implement? ________________________________________________________________________________________________________________________________________________________________________________________________________________________Notes:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

DEVELOP AND EXECUTE YOUR PLANUsing your notes from the best practices, you are now ready to put it all together. Use the template below to create your 8-week workplan. Keep in mind that the first 4 weeks of your plan should be dedicated to planning and preparation. The 2nd half of your plan should be implementing, starting with soft marketing, then transitioning into heavy marketing at the 2 week mark.

ioc Giving Day Goals:

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iheartoc Giving Day Workplan!Dollar goal: ____________________Donor Goal: ______________New Donor Goal: __________________We will compete for the following prize challenges (prizes listed on iheartoc.org): __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Other goals: _____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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iheartoc Giving Day Workplan!Week Eight (February 29 – March 4) Meet, Plan, Discuss

Checklist___ Set weekly meetings with your staff or volunteers who will be assisting with your campaign___ Meet and complete this workplan___ If you are creating special printed materials, begin design & production___ Decide on what and how many prize challenges you will attempt to win___ Finalize donor email/contact lists and make sure all information is ready to use___ Create outreach strategy for current donors___ Start changing your social media badges (this is the perfect week to work out

any issues)___ Change banners on your Facebook page ___ Decide on communication tools___ Determine who will run your social media campaign (staff, hired consultant,

volunteer, etc.)

Task Staff Status Notes

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Week Seven (March 7 - 11) Teasers and Preparations

Checklist___ Download all items from the Nonprofit Marketing Toolkit___ Begin outreach to local businesses to form partnerships and support___ Add an ioc Giving Day logo to your email signature, change profile icons and

announce your involvement___ Add a teaser or save the date block to your website and outgoing e-newsletters___ Give ioc Giving Day updates at your monthly or quarterly board meeting___ Send a newsletter to your database announcing that you will be participating in Giving Day___ Film a short video and share it across all social channels challenging them to get involved___ Make sure you have completed all checklist items from the previous week!


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Week Six (March 14 - 18) Preparing for Your Soft Marketing Launch!

Checklist___ Decide if your organization will attend or host an event on April 27-28.___ Team captains register for iheartoc.org website training___ Reach out to other NPOs in your sector and see if there are some ways you can partner___ Create staffing plan for April 27 – 28___ Post promotional images, photos and stories___ Share OCCF and participating organizations’ posts___ Continue to implement your social media plan


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Week Five (March 21 – 25) Soft Marketing Launch

Checklist___ If you are using printed materials, drop them in the mail no later than next week

(NPO bulk mail takes about 10 days)___ Work on your “thank you” plan for donors for day-of and post-April 28.___ Boast about your Nonprofit Central profile! Use it to help promote your participation! ___ Do a check and make sure you have completed all previous checklist steps___ Implement current donor outreach plan___ Send a newsletter to your database giving them details about your organization’s campaign___ Continue to implement your social media plan


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Week Four (March 28 – April 1) Continue Soft Marketing

Checklist___ Create board task list and assign to members ___ Send invites to day-of events (if having one) ___ Schedule key meetings with donors (pre-commitments)___ Begin talking about your involvement in ioc Giving Day at meetings and

events. Bring postcards with you and leave in office lobbies, coffee shops, etc. ___ Continue to implement your communications plan (emails, social media posts,

etc.)


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Week Three (April 4 – 8) Prepare for 2-week Marketing Blitz

Checklist___ Customize email templates from toolkit and schedule e-blasts to go out for the

day-of event___ Finalize social media schedule and content for the day of___ Schedule key meetings with donors (pre-commitments)___ Finalize partnerships with businesses and other nonprofits___ Record and share a video on your social platforms


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Week Two (April 11 - 15) 2-week Heavy Marketing Begins

Checklist___ Amp up social media posts – add ioc Giving Day graphics to Facebook and

Twitter___ Make targeted phone calls to donors ___ Have a kickoff event and talk to donors about ioc Giving Day (suggested)___ Post flyers at businesses in your area___ Continue to implement social media plan, increasing your use of toolkit graphics

and increasing number of posts___ “Nonprofit Central Challenge” begins. Market your Nonprofit Central profile for a

chance to win


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Week One (April 18 – April 26) Heavy Marketing Continues

Checklist___ Make sure you have your donor data link and know how to access (know who)___ Continue heavy social media presence___ Remind board of roles (outreach, sending emails, etc.) ___ Utilize ioc Giving Day PSAs and Instructional videos – share on social media ___ Finalize day-of event plans___ Finalize day-of roles and staffing plan ___ Schedule and send reminder newsletters to your database letting them know

that it is time to give!

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iheartoc Giving Day Workplan!___ Schedule social media posts before going to bed

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April 27 - 28 – ioc Giving Day

Checklist___ Kick off at 6 am with a bang! Ensure at least 10 donors give at 6 am or during

the first hour of giving.___ Pound the pavement! Get out into the community. Attend events.___ Check in with all board members and make sure they are ready to implement your plan. ___ Be active all day on social media.

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iheartoc Giving Day Workplan!___ Check your donor link every hour and make sure you are thanking donors in real

time either on social media or email.


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Post ioc Giving Day – Day After and Beyond!

Checklist___ Get some rest! ___ Continue your social media plan for thanking all donors ___ Implement donor thank you plans. (i.e. who will receive calls, send personal

letters, thank you cards, emails, etc. (check your staff role list)

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iheartoc Giving Day Workplan!___ Send thank yous to businesses and other NPOs you partnered with ___ Send an update to your board, staff, volunteers, networks and donors list on

your results! ___ Decide if you will have a post-event thank you reception/event


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PRIZE CHALLENGESThis is a sneak peak of the prize challenges that will be available for you to win during ioc Giving Day. Prize challenges are a great way to target your communications and

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iheartoc Giving Day Workplan!give you additional opportunities to raise unrestricted dollars! Prize challenges are subject to change based on final bonus and prize pool funds. As in last year, organizations will have the opportunity to compete in designated challenges based on the size of their organization. The “small and large” designations are based on your most recent revenue figures submitted on your Nonprofit Central profile. The breakdown is as follows:

Small Organizations: Up to $750,000 Large Organizations: Greater than $750,000

Time & Activity ChallengesChallenge Description Prize

Club 1,000 The first nonprofit in each size category that receive a single donation of $1,000 or more

$1,000

50/50 Challenge The first nonprofit in each size category that received 50 unique donations of $50 or more

$1,000

Power Up Prizes Nonprofit in each size category who raises the most $ donations between the following time periods:

The Morning Drive: 6 am-9 am, April 27

Coffee Break: 9 am-noon, April 27 Out to Lunch: Noon-3 pm, April 27 Happy Hour: 3 pm-6 pm, April 27 Prime Time: 6 pm-9 pm, April 27 Late Night: 9 pm-midnight, April 27 Early Riser: 6 am-9 am, April 28 Bring it Home!: 9 am-noon, April 28

$1,000

Golden Ticket Awards Every hour during the Power Up Prize hours of giving day a random donation will be chosen by the system and $1,000 will be added to it. (24 awards)

$1,000

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Grand Prizes & Additional ChallengesChallenge Description Prize

Top Dog Prize Nonprofit in each size category that raises the most $ donations.

$5,000

Mega Multiplier Donor Challenge

Nonprofit who receives the most unique donors* overall. Three awards (1st, 2nd, 3rd place) for each size category.

$5,000$2,500$1,000

Nonprofit Central Challenge

Nonprofit that receives the most unique visits to their Nonprofit Central profile between April 11– April 28.

$1,000

* A donor is defined as one gift from one donor. Donors that give more than one donation to your organization will only be counted once.

Donor ChallengeChallenge Description Prize

Donor Surge Challenge Any NPO receiving at least 50 unique donors* will be entered into a prize drawing. (two awards, one for each size category)

$1,000

* A donor is defined as one gift from one donor. Donors that give more than one donation to your organization will only be counted once.

Board ChallengeChallenge Description Prize

100% Board Giving Challenge

Get every member of your board to make a donation and you’ll receive an entry into

$1,000

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a drawing to win. Must turn in board listing and confirmation of donations from iheartoc.org within one week of giving day to be eligible. Winner will be drawn and announced on the ioc Giving Day Website after the event. (two awards, one for each size category)

Social Media Challenges Challenge Description Prize

“i♥oc Giving Day” Video Challenge

A 15 second (max) video from a donor or board member that starts with the phrase: "I heart <XYZ nonprofit> because…" and shared on your favorite social media platform with the hashtag #iheartoc. Two prizes will be awarded to videos with the most likes and most shares.

$500

Social Butterfly Awards

Memes or photos must be posted to Facebook, Instagram or Twitter with the hashtags #iheartoc on April 27-28. A committee* will determine winners the following Giving Day. (three awards)

$500

Donor Thank You Video Challenge

A 15 second (max) video to thank your donors. Must be shared on your favorite social media platform on April 27-28 with the hashtags #iheartoc and #iheartocDonor. A committee* will determine winners the following day. (One award)

$500

*committee will consist of members of Reveille, Inc. and OCCF staff. Videos and memes will be judged on your ability to convey your message in an effective way (creativity and reach through likes, shares, views, etc.)

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Staff Assignment WorksheetName of

Staff/VolunteerAssignment/Role Tasks

(Example)

John Smith

(example)

Social Media

(example)Create editorial calendar, schedule posts, day-of posting

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Documents

iheartoc Giving Day Workplan!€¦ · Web viewiheartoc Giving Day Workplan! iheartoc Giving Day Workplan! Page 17. Page 18