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The average online gift on #GivingTuesday 2013 was $142.05. That’s up significantly - 40% to be exact - from 2012’s average gift of $101.60. What will it be this year? Will you be ready? It’s never too early to start planning. Learn the best tactics from nonprofits who raised money successfully on #GivingTuesday last year. Get step-by-step instructions on: - How to integrate your #GivingTuesday campaign into your year-end campaign - How to attract new donors - What to do with existing donors - Coordinating multi-channel promotions (Twitter, email and other social media outlets)
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#GivingTuesday:
Plans that Work
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Presenters
Asha Curran Director, Center for Innovation
& Social Impact,92Y
Christine SchaeferVP Community & Marketing,
Salsa
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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
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The Opportunity・Scale
・Storytell
・Unite
・Partner
・Inspire
・Create
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#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
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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
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1. Demonstrate tangible ROI
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2. Communicate achievable goal
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3. The Power of Friends
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4. Match the headlines, etc.
It’s more than just branding – it’s a seamless experience(with higher conversion rates)
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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…!!!!!!
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All Social Media
Peer-to-Peer
#GivingTuesday > Twitter
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First: Identify Your Audience
Donated on #GivingTuesday
last year
Signed XYZ Petition
Recurring Donor Social Influencer
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Second: Segment Your Audience
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Now for the Plan
www.salsalabs.com/givingtuesday
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Top 3 Things to Remeber
1. Friends are the best!
2. Email is not dead!
3. Personalization is more than polite, it’s effective.
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Friends Inspire 33% of the Time
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Friends Inspire & Spread the Word
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Friends Inspire, Spread the Word & Match Headlines
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Email is Where It’s At…
Social Email Supporter Love
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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
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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.
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Follow-up First: before you tweet
Plan Twitter Campaign
Plan Email Follow-Up
Launch Campaign
Capture Info in DB
Automation Kicks In
Analyze Results
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It’s Not About You.
It’s about
them.
Clint Eastwood
“ “
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#GivingTuesday
@GivingTues
www.givingtuesday.org
Salsa
@salsalabs
Get in Touch with Us.
Get a Complete #GivingTuesday Plan atwww.salsalabs.com/givingtuesday