#GivingTuesday this year will be on December 1, 2015. The movement was started by philanthropists in 2012 as a way to help nonprofits raise money by piggybacking on the energy of the holiday shopping season. #GivingTuesday is always on the first Tuesday after Thanksgiving. Charities, donors, businesses, and community groups are encouraged to use the hashtag to promote philanthropic giving among friends, family, and co-workers. In this presentation delivered by Erica Klinger (The Seattle Foundation), Michelle Johnson (Legal Voice) and Sarah MacDonald (Legal Voice), you will learn how to plan the best #GivingTuesday crowdfunding campaign for your organization. This presentation is hosted by 501 Commons and SeaTech4Good.

1. Getting Ready for
#GivingTuesday
SAVE THE DATE | TUESDAY, DECEMBER 1, 2015

2. ABOUT THE PRESENTERS
Erica Klinger
Director of Marketing
The Seattle Foundation
E.Klinger@SeattleFoundation.
org

3. ABOUT THE PRESENTERS
Michelle Johnson
Director of Development
Legal Voice
MJohnson@LegalVoice.
org

4. ABOUT THE PRESENTERS
Sarah MacDonald
Marketing & Communications
Legal Voice
SMacDonald@LegalVoice.org

5. WHAT IS #GIVINGTUESDAY?
• Created in 2012 by 92nd
Street Y in New York
City in partnership with the United Nations
Foundation
• #GivingTuesday harnesses the power of
social media and the generosity of people
around the world to kick off the season of
charitable giving
• #GivingTuesday’s impact grows
exponentially each year!

6. WHY SHOULD YOU PARTICIPATE?
#GivingTuesday can be:
• an additional tool in your toolbox
• a launching point for your yearend fundraising efforts
#GivingTuesday definitely is:
• a fun way to energize & engage your community—and bring in new leads!
• super easy if you put in a little planning

7. TOOLS TO KNOW
• Growth-hacking tools - low cost & innovated solutions to traditional marketing
• Blog/Wordpress/PR
• Quick Landing pages
• Email Automation
• Social Media
• Google Analytics
• Online Advertising
• Website Interrupters
• 3rd
Party Profiles
• Current and Partner Mailings

8. BLOG

9. QUICK LANDING PAGES

10. LEAD “MAGNETS”

11. EMAIL LIST BUILDING

12. EMAIL AUTOMATION

13. SOCIAL MEDIA PROMOTION

14. FACEBOOK CTAs

15. AMPLIFY IN ALL NETWORKS & PR

16. YOUTUBE CHANNEL

17. YOUTUBE FREE ADVERTISING

18. VIDEO BEST PRACTICES

19. GOOGLE ANALYTICS

20. GOOGLE GRANTS

21. GIVING PLATFORMS
•Crowdrise
• Free app to see the amount of giving on #GivingTuesday
•Indiegogo
• Waived fees for GivingTuesday fundraising campaigns
•Network for Good
• Offers matching funds
•Paypal
• PayPal Giving Fund – match 101%

22. INTERRUPTIVE ADS

23. CREATING MOMENTUM
• Create branded digital collateral
• Facebook & Twitter banners
• Teaser graphics
• GivingTuesday branded donation page
• Give your community a heads up
• Start at least 4 weeks out
• Secure a matching gift or challenge
• Early bird or lunchtime challenge
• Match a % of each dollar up to the match amount
• Match first gifts every hour up to an hourly amount

24. CREATING MOMENTUM
• Create a media & brand advocate and influencer list
• West Seattle Blog
• PhilanthropyNW
• Seattle Foundation
• HomelessinSeattle
• Invisiblepeople.TV
• Tag influencers, partners, and the media in your social posts
• Establish the connection early
• Bring people together!
• Be experimental and entrepreneurial

25. TELLING YOUR STORY
• Tell a story that represents your mission
• Choose ONE story
• Illustrate the impact of a donor’s gift
• Use photos and images to help tell your story
• Be sure to brand all images with your logo!
• Tell the story in a donor-centric and
compelling way
• Make it dynamic, simple, concise, and joyful
• Don’t guilt them – tell a compelling story that
makes them want to give
• Make the donor the hero of the story; recognize the donor’s role in the change you make
• Use words like you and together
Courtesy of Ask Thank Report Repeat

26. TELLING YOUR STORY
• Develop short, key phrases for telling the story
• How can you tell the story in one sentence?
• How can you tell the story with just an image?
• Adjust the story for various mediums
• Tell the story in all the places! But make it fit the audience’s
needs and wants on each platform.
• Find a creative way to set your organization apart
• GivingTuesday has a lot of tools—use them to create
something that is 100% YOU
• Play with the theme and the logo
• Find new ways to tell the story: from the POV of the
client or animal; from a local influencer, etc.

27. SETTING & COMMUNICATING YOUR
GOALS
• Set a $$$ goal
• Set your sights high…but know your donors and their
giving capacity
• Encourage and influence donors to reach it
• Include the goal in messages
• Include an average donation amount on your donation form
• Include link to donation page in each message
• Set a non-monetary goal
• Set goals for social media followers, impressions,
email list opt-ins, event sign-ups, etc.
• Pro Tip: Have a special plan for converting your new
subscribers into new donors!
Courtesy of Blackbaud | #GivingTuesday
Trends

28. SETTING & COMMUNICATING YOUR
GOALS
• Communicate your progress
• Visualize your progress in a way that reflects the goal
• Be creative! “Fill up this bag of groceries!” or “Help clean
up the ocean!”
• Include photos or videos of staff, board, and
volunteers at checkpoints with personal touches
• Use language that challenges others to give
• “You can do it!”
• Again, include link to donation page in all posts
• If it looks like you aren’t going to reach your goal,
break it up into smaller, more attainable goals
• Help us reach the halfway point of $xxx by dinnertime!

29. ENGAGING YOUR COMMUNITY
• Have others help tell your story
• Invite your board members, volunteers, community
influencers, and others to elevate your message
• Create an activity that gets your message out to
future-followers
• What does saving the whales mean to you?
• Share a photo of an outfit you’re donating to Goodwill!
• Share a photo of you and your adopted pet!
• Create a unique hashtag
• Post-donation social sharing
• Be responsive!
• Are people tweeting you? Reply and retweet.
• Are folks asking questions on Facebook? Reply as appropriate

30. THANKING YOUR DONORS
• Personal touches are key
• Standard thank you—email receipt & mass email—but don’t
stop there!
• Thank donors by name (first names only) on social
• If possible, make phone calls THAT day
• 85% of individual donors and 100% of corporate donors said that a thank
you phone call would influence them to give again
• “Great touch having board members call GiveBIG donors! I got a call less
than an hour after I contributed. What a great organization!”
–Legal Voice supporter
• As always, be creative!
• Planned Parenthood created a 6-second Vine for every single donor
• Whatever you decide to do to thank you donors, stick with it! Ensure
uniformity in donor recognition.

31. 10 WAYS TO #WIN #GIVINGTUESDAY
1. Participate in #GivingTuesday!
2. Know Your Audience & Your Influencers
3. Create a Story & Establish Trust
4. Set a Goal & Leverage Technology
5. Engage Your Community (and Respond!)
6. Use a Local Message & #GivingTuesday
7. Give Updates on Your Progress
8. Be Real, Personal, Creative, and Courageous!
9. Thank Your Donors
10. Document What You Learned

32. ABOUT THE PRESENTERS
Erica Klinger
E.Klinger@SeattleFoundation.org
Michelle Johnson
MJohnson@LegalVoice.org
Sarah MacDonald
SMacDonald@LegalVoice.org