Nothing planned for #GivingTuesday? Don’t worry we got your back! In 60 minutes or less, we’ll give you all the tips, tools and guides you need to rock this year’s #GivingTuesday. Our special guests Rachel Muir, CFRE and Taylor Shanklin will reveal: - How #GivingTuesday and giving days are the new “Purple Cow” of online fundraising (analogy made in honor of a Seth Godin’s brilliant work) - Answers to the most common #GivingTuesday questions - Simple donation form tips that dramatically increase conversion - Everything you need to know for retaining and upgrading #GivingTuesday donors

1. Fundraise Faster.
Est. in Austin, TX 2007

3. Your #GivingTuesday In 60 Minutes

4. • Sr.
Product
Marketing
Manager
• Strengths:
Peer-­‐to-­‐Peer
Campaigns,
Karaoke,
Coffee
• Weaknesses:
Coffee,
Chocolate
• Nonprofit
tech
nerd:
Implementing,
Participating
Writing,
Marketing
for
9+
years
@tshankcycles
Email:
taylor@kimbia.com
Taylor
Shanklin,
“T-­‐Shank”

5. Sign up for Kimbia
webinars and learn more
about your
#GivingTuesday options!
at Kimbia.com

6. • Founder:
Girlstart
• Strengths:
Fundraising,
parenting
twins
• Weakness:
Queso
• Featured
on:
Oprah,
CNN,
the
Today
Show
• AFP
Outstanding
Fundraiser
of
the
Year
@rachelmuir
rachel.muir@pursuant.com
www.rachelmuir.com
Rachel
Muir,
CFRE

7. Get invited to Rachel’s
webinars!
Rachelmuir.com

8. Agenda:#GT
planned
in
1
hour
2!
Your
#Giving
Tuesday
questions
ANSWERED Donation
forms to
boost
conversion
#Giving
Tuesday
goodies
Q & A
@rachelmuir
@Tshank
How to retain
& upgrade
#Giving
Tuesday
donors

9. Will your #GivingTuesday be this good?

10. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
Poll: Is this your 1st #GivingTuesday?
1. I’m a newbie!
2. This is my 2nd time
3. This is my 3rd time
4. I’m an old timer! Been doing it
since 2012.

11. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
Things We’ve Mastered In 1 Hour
– Dressing
up
like
Flo
for
Halloween
– Lots
of
great
fundraising
podcasts
– Last
minute
disco
costumes
for
charity
– Getting
babies
to
nap
anywhere!

12. 12
MOST COMMON #GIVINGTUESDAY
QUESTIONS

13. 13
When is it?
What is it?
How do I do it?
Is this going to make us rich?

14. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
Avg Online Gift Size By Timing
Source: Network for Good Digital Giving Index 2015

15. 15
About that….
Email

16. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
Year-End(ish) Email FAQs
How many emails should we send?
What are the best dates & times to
send emails?
What is the best subject line to get
someone to open and give?
What is the benefit of a match?
Should I ask for monthly giving?
How do I coordinate it with my end-
of-year ask?

17. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
Stand Out From The Noise
npEngage 450 Email Subject Lines From End of Year Fundraising January 2016

18. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
Key Dates for Communication
1. Thanksgiving à Engagement
2. Black Friday / Cyber Monday
3. #GivingTuesday
4. Mid-December
5. Christmas (Give Thanks)
6. December 28th, 29th, 30th, 31st
(Urgency Is Key)

19. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
Should I Even Do This?
Pros Cons
§ Only accounted for
3% of giving in
December*
§ In its lowest form
can be a noisy
unwelcome cash
grab
§ Online giving continues
to outpace the growth of
giving overall
§ Avg size of online gifts
skew higher ($65) than
direct mail gifts ($32) and
telemarketing ($42)*
§ Kicks off end-of-year
fundraising
*Sources: Target Analytics donorCentrics Q4 and M&R End-of-Year Online
Fundraising Round up Jan 2016)

20. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
Other Things To Consider
Prime Your Network BEFORE
Year-End
Have you reported back on your
donor’s most recent gift?
What do your donors want to hear
from you MOST?

21. 21
YOUR #GIVINGTUESDAY PLAN
NOW

22. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
Your #GivingTuesday
– Evaluate
interests
(survey),
segment
&
build
a
story
for
each
group
– Plan
content
&
donation
amounts
– Plan
social
media
campaign
– Identify
ambassadors
– Identify
match
or
sponsor
– Pick
Platform
– Get
Mobile
Friendly
– Countdown
– Social
– Incorporate
into
your
year-­‐end

23. 23

24. 24
#GIVINGTUESDAY IS OVER
NOW WHAT?

25. Say
thanks
WITH
PASSION!

26. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
This is the 1st Step to the 2nd Gift

27. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
Truth Bomb: This Doesn’t Count

28. My biggest pet peeve is when I don’t know
how my gift will make an impact.
“
The
Millenial
Impact
Report

29. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
5 Thank You Letter “Do’s”
• Goal: 24-48 hrs (“thank before you bank”)
• Don’t exceed 5 days (but late is better than
never)
• Make it personal, i.e. stories, visuals
• Allocate MORE time and staff during the
holidays
• Daily stewardship “power hour”

30. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
7 Thank You Letter “Don’ts”
• Don’t start with a “Thank you”
• Don’t be predictable
• Don’t ask for another gift in the thank you
• Don’t continue to “sell”
• Don’t recycle the same copy indefinitely
• Don’t use pre-printed mass addresses cards
• Don’t give them homework
Source:
Donor
Centered
Fundraising,
Penelope
Burke

31. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
Steal This!
“You
made
your
gift
just
one
(week,
month)
ago
and
already
you’ve…
(insert
amazing
accomplishment
here)

32. Donors don’t give because you’re excellent.
They give because they are excellent and
you help them realize their awesome selves.
“
Jeff
Brooks,
How
to
Turn
Your
Words
into
Money

33. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
MAKEOVER: Before
When you give to ____________ , you’re
making a major difference in the lives of
children in your community. Each year, nearly
25,000 patients come to us.
Your gifts not only support our core medical,
surgical and rehabilitative services, but also
allow us to offer support to struggling families.

34. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
MAKEOVER: After
“You gave a worried mom of
a child with cancer a home
away from home tonight.”

35. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
Take Them To Action With Feeling

36. The donor is the customer. They’re buying
the experience of feeling good.
Make them feel that, you get rewarded.
“
Tom
Ahern

37. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
Thoughtful, inexpensive follow-ups that wow
Check out Feltapp.com

38. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
Thoughtful, inexpensive follow-ups that wow

39. Free stewardship template
Pursuant.com/StewardshipPlan

40. Questions?

41. #kimbiawebinars @kimbiainc@rachelmuir @tshankcycles
Thank You!
Get the FREE Guide:
rachelmuir.com/guides
Free webinars:
Kimbia.com
rachelmuir.com
taylor@kimbia.com
rachel@rachelmuir.com
Facebook.com/KimbiaInc
Facebook.com/RachelMuirFundraising

42. Want to Do a #GivingTuesday Event With
Kimbia? Or More Webinars?
Insert next webinar date or
ebook or something
Register for Kimbia webinars at
kimbia.com/resources/webinars/
Join Rachel and T-Shank again
on December 8th!
Run a
#GivingTuesday
campaign. It’s not
too late!
Email
taylor@kimbia.com

43. On The Way – It’s Coming To Your Inbox!
All the questions
you should ask
before committing
to a giving day
partner

44. Join Rachel for a webinar series

45. $50 off for today’s webinar guests! h"ps://
'nyurl.com/WebinarDiscount
Where your best prospects are hiding
The BEST discovery questions ever asked
How surveying donors boosts revenue
Join
Rachel
Nov
2!
The
Ask:
Who,
When,
How
and
How
Much?