Day for the Brave Campaign Strategy Guide
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***Watch this presentation on YouTube at https://youtu.be/x0KUzoaJ0jA Take a deeper dive into the strategies that your organization can adopt for success on #DayForTheBrave 2015. This presentation covers optimizing your Razoo page, empowering your ambassadors to support your campaign, prizes you can win, dates to remember, and much more!
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Day for the Brave Campaign Strategy Guide
- 1. DAY FOR THE BRAVE: CAMPAIGN STRATEGY OCTOBER 7, 2015 BRAVE DAY FOR THE PRESENTED BY
- 2. BRAVE DAY FOR THE Bethany Natoli Senior Account Manager, Razoo bethany@razoo.com Tori Bundy Associate Director, Digital Media, CDR vbundy@cdrfg.com
- 3. • BRAVE DAY FOR THE PLEASE TAKE A MINUTE TO… Like us at facebook.com/DayForTheBrave Join our Facebook event: http://bit.ly/dayforthebrave Follow us @DayfortheBrave Tweet your participation #DayForTheBrave
- 4. • BRAVE DAY FOR THE OPTIMIZING YOUR RAZOO PAGES Add Awesome Photos • Single most important way to attract donors to your fundraiser. • Don’t use logos or images overlaid with text. • Select landscape/horizontal photos • 4:3 aspect ratio; crop photos to be 600x450 pixels or larger for best results • Make sure to choose your logo as your thumbnail (but exclude it from your gallery).
- 5. • BRAVE DAY FOR THE OPTIMIZING YOUR RAZOO PAGES Finish Your Summary • Your summary should • Connect with your title • Be persuasive! • Summaries should be limited to 140 characters (think: like a tweet!) - don’t leave it blank, or too short.
- 6. • BRAVE DAY FOR THE CAMPAIGN STRATEGY
- 7. • BRAVE DAY FOR THE MEDIA OUTREACH Razoo Media Outreach: • Partnering with ScoutComms for comprehensive approach • Initial Press Release last week • Traditional Local and National Media Outreach • Government Media Outlets: DoD, VA • Blogging Networks: Military Spouses • Corporate Sponsor Outreach We want to tell your story! We’ll be sending around a short survey. Please share your voice with us so we can include you!
- 8. • BRAVE DAY FOR THE MEDIA OUTREACH Your efforts will bring the most success at the local level! We encourage you to: • Use our sample press release and customize it for your organization. • Pitch your story to five (5) of your local news outlets (TV, radio, newspaper) over the next three weeks. • Tell your story as a participating nonprofit and the impact you are having locally. • Don’t just leave it to your Development staff! Enlist your Communications team, ED, and Board connections.
- 9. • BRAVE DAY FOR THE EMPOWER YOUR AMBASSADORS Why engage your ambassadors? • Acquire new donors • Cultivate relationship with ambassadors • Amplify traditional outreach you are doing • Share the personal story of your work • Any dollars, donors that come from your Ambassadors count toward your totals for the day, increasing your chance to win prizes
- 10. • BRAVE DAY FOR THE EMPOWER YOUR AMBASSADORS TIP #1: IDENTIFY Make a list of prospects to ask. Consider Groups instead of just individuals (Board).
- 11. • BRAVE DAY FOR THE EMPOWER YOUR AMBASSADORS TIP #2: PREPARE Create a Sample Fundraising Page (or create the page for any ambassadors). Prepare Email Templates and Social Posts your ambassadors can easily copy & paste.
- 12. • BRAVE DAY FOR THE EMPOWER YOUR AMBASSADORS TIP #3: ENGAGE Create a Facebook Event to organize and communicate with your ambassadors. Create an internal competition among ambassadors to get participants actively engaged.
- 13. • BRAVE DAY FOR THE EMPOWER YOUR AMBASSADORS TIP #4: COMMUNICATE On #DayForTheBrave, your ambassadors will be your best asset. Keep contact communication going with them about prize incentives, your goals, and progress – and ask them to help you spread the word!
- 14. • BRAVE DAY FOR THE ONLINE STEWARDSHIP In-Campaign Stewardship: Social Media • Tag and retweet • Highlight your supporters Email • Feature an ambassador in your newsletter!
- 15. • BRAVE DAY FOR THE Post-Campaign Stewardship Email • Have a targeted welcome series that includes a thank you message ready to send supporters immediately after the campaign has ended. Include Veterans Day language in this messaging. • Continue to targeting this specific list of new donors with the messaging that they are most likely to respond to (socially-focused; peer-to- peer; etc.) ONLINE STEWARDSHIP
- 16. • BRAVE DAY FOR THE Post-Campaign Stewardship • Keep them engaged – use petitions, quizzes and other devices throughout the year. Encourage them to continue supporting your organization (increasing lifetime donor value). • Highlight the supporters who participated amongst the rest of your email file. Give them a campaign breakdown of your campaign success and what impact this will make for your organization’s mission. ONLINE STEWARDSHIP
- 17. • BRAVE DAY FOR THE ONLINE STEWARDSHIP Post-Campaign Stewardship • Consider using Facebook Custom Audiences • Another way to target a specific email, and thank them or seek to upgrade their donation to a larger one-time gift or a monthly gift
- 18. • BRAVE DAY FOR THE COMMUNICATIONS & OUTREACH Social Media: • Build excitement leading up to the giving day. Try a countdown! • Creative and engaging posts: use images, quotes, and stories. • Use #DayfortheBrave in all posts to be featured on the site homepage. • Schedule posts ahead of time: (time of day matters!) • Day of Strategy: shout-outs, thank you’s and progress updates. • Ask your social media followers and staff to SHARE! @DayfortheBrave Day for the Brave
- 19. • BRAVE DAY FOR THE • $25,000 in prizes available from the Razoo Foundation • Only organizations that register with Day for the Brave are eligible for prize funds • Keep an eye on dayforthebrave.org on the Giving Day to track placement on the leaderboards and hourly prize winners • Update your supporters on any prizes or progress, get them to share and come back to your site to give again PRIZES
- 20. • BRAVE DAY FOR THE Registration Prize for all Organizations who registered by September 30th. • A $500 prize given to 2 randomly selected organizations • Prize will be made as a donation to your organization page to kick off your campaign. • Announcement will be made via social media on October 14th…so stay tuned! PRIZES
- 21. • BRAVE DAY FOR THE Early Social Media Prizes: • $500 prize for Best Photo • $500 prize for Photo with the most Re-tweets • Prompt for Photo: “What is ‘Brave’ to you?” • Must use #DayForTheBrave • Can post to Facebook, Twitter or Instagram • Timeframe is October 14th - October 31st • Winners will be announced the week of Nov 2 PRIZES
- 22. • BRAVE DAY FOR THE Trivia and Spot Prizes: • We will randomly post trivia questions over the next few weeks on our Facebook and Twitter accounts • Be the first to answer the question correctly to win more funds for your organization • Can answer on Facebook & Twitter from your organization’s account • Must include #DayfortheBrave in your answer PRIZES
- 23. • BRAVE DAY FOR THE 2 confirmed Leaderboards: • Large Nonprofits (determined by budget) • Small Nonprofits (determined by budget) • Stay tuned for announcements on more leaderboard prizes coming soon! PRIZES
- 24. • BRAVE DAY FOR THE • Golden Tickets and Hourly Prizes • Prizes for the organization with the most unique donors or the most dollars in a specific hour • Prizes on random donations in specific hours • Details TBA: • hours we will be hosting these special opportunities • how much you can win PRIZES
- 25. • BRAVE DAY FOR THE IMPORTANT DATES October 14: Start Accepting Donations • Your Page should be complete • Messaging should begin November 11: #DayForTheBrave
- 26. • BRAVE DAY FOR THE DAY FOR THE BRAVE Thank you for being a part of this national movement to raise funds and awareness for Veterans Service Organizations around the country.
- 27. CONTACT US AT BRAVE@RAZOO.COM BRAVE DAY FOR THE PRESENTED BY