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Get Ready for Giving Tuesday Now – Here’s How!

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Page 1: Get Ready for Giving Tuesday Now – Here’s How!
Page 2: Get Ready for Giving Tuesday Now – Here’s How!

#GivingTuesday In July:Get Ready for December Now!

Page 3: Get Ready for Giving Tuesday Now – Here’s How!

#GivingTuesday

It’s not just a brand name, it’s a hashtag.

Use it now!

Page 4: Get Ready for Giving Tuesday Now – Here’s How!

Speakers

Henry Timms, Founder, #GivingTuesday

Christine G.D. Schaefer,VP Community & Marketing, Salsa

Page 5: Get Ready for Giving Tuesday Now – Here’s How!

• A national day of giving on the Tuesday following Thanksgiving, Black Friday and Cyber Monday – Dec 3, 2013

• Celebrates and encourages charitable activities that support nonprofits

• Partners create and commit to a project then help spread the word to their networks – online and offline

About #GivingTuesday

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#GivingTuesday Hit Big with Salsa

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Makethe Ask!

・ More $

・ And evenMore $ for those that promoted

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Plan for December Now!

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Create Relationship

Establish Connection

Foster Giving

Addiction

Step 1: Pre-Campaign Action

a. Build

b. Inspirea. Storytelling Timeb. Toot Hornc. What’s Next?

c. Analyze

Page 25: Get Ready for Giving Tuesday Now – Here’s How!

FundsAvg Donation

Total $ Amount

Year-Over-Year

DonorsNew Donors

Repeat Donors

Donor Diversity

Step 2: Set Your Goals

And, be ready to tell people!

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• Organize Data• Current Inventory• Tracking for

Reporting• Determine

Channels• Sign-up with

#GivingTuesday

Step 3: Develop Strategy

• Message Framework

• Post-Donation Engagement• Marcomm Plan• Messages

http://givingtuesday.org/get-involved/

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Human

Development

Digital

Partner

GivingTuesday

Major Donors or Foundations

Tech

CRM

Email/MAP

Step 4: Plan Resources

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#GivingTuesday Landing Pages

• Tracking

• Reiterate Results

• Conversion

• Gift Suggestions

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Segmentation

•Right Message to Right Person•Increase Open & Click-Through Rates•Decrease Opt-Outs

Tagging•More Effective Follow-Up (See Segmentation)•Tracking & Real-Time Adjustments•ROI Reporting

Scoring•Measure Value over Time•Engagement•Clean Lists = Higher Deliverability•See Again Segmentation

Step 5: Hug Your Data. Hard.

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You’ll Need to Query Your DB:Segmentation

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Tag, they are it!

#GivingTuesday Offline Donor

Online Donor Volunteer

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Score!

•Donation•Volunteering•Petition Signing

Activity

•No Activity•Last Donation•Half-Life

Time

•Organization•Role•Donation Type

OtherScoring is different for every organization,

but the same principles AND benefits apply.

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Step 6: Develop your Message

・Identify your theme or narrative arc・What issues resonate?・Connect to emotion

・ Plan your messaging calendar・ Theme/Story・ Launch date・ Signer・ Call to give/act (make it time-bound – “By Dec

31st”)・ Landing page・ Integration with website and social media and

offline activities

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Step 7: Be Social

・ #GT is about creating a movement – social media is a perfect fit

・ Start, build and grow your social community – now!

・ Use the #GivingTuesday hashtag

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Don’t Forget to Get Engaged!

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Marketing Automation

Drip Marketing

Automated Emails

Triggered Emails

Nurture Program

Welcome Series

Step 8: Prepare to Nurture

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SmartGroups

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Smart Group

Giving Tuesday 2013

Giving Tuesday 2013

Giving Tuesday 2013

Smart Group v Greedy Smart Group

Greedy Smart Group

Giving Tuesday 2012

Giving Tuesday 2013

Giving Tuesday 2014

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Autoresponses v. Triggered Emails

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Autoresponses v Triggered Emails

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Step 1: Pre-Campaign Action

Step 2: Set Goals to Share

Step 3: Gotta Have a Strategy

Step 4: Plan Resources

Step 5: Hug Your Data. Hard.

Step 6: Say It Proud! What Will You Say?

Step 7: Be Social

Step 8: Don’t’ Forget the Nurture.

The 8 Steps to a Bigger Pie

Page 45: Get Ready for Giving Tuesday Now – Here’s How!

Phone: 866.796.8345

Web: www.salsalabs.com

Email: [email protected]

Twitter: @salsalabs

Web: www.givingtuesday.org

Facebook: /GivingTuesday

Twitter: @GivingTues

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THANK YOU!