#GivingTuesday: Plans that Work

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Blake Groves, VP, Strategy & Business Development, SalsaLabsThe 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. In this presentation, you’ll learn the best tactics from nonprofits who raised money successfully on #GivingTuesday in 2013. Come prepared to learn how to attract new donors, retain existing donors, integrate #GivingTuesday in your year end fundraising program and more in this hands-on presentation.

Technologie

Live Tweet Right NOW!
#GivingTuesday:
Plans that Work

Live Tweet Right NOW!
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

Live Tweet Right NOW!
The Opportunity
・Scale
・Storytell
・Unite
・Partner
・Inspire
・Create

Live Tweet Right NOW!
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

Live Tweet Right NOW!
1. Demonstrate tangible ROI

Live Tweet Right NOW!
2. Communicate achievable goal

Live Tweet Right NOW!
3. The Power of Friends

Live Tweet Right NOW!
4. Match the headlines, etc.
It’s more than just branding
– it’s a seamless experience
(with higher conversion
rates)

Live Tweet Right NOW!
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…!!!!!!

Live Tweet Right NOW!
All
Social
Media
Email
Peer-to-
Peer
#GivingTuesday > Twitter

Live Tweet Right NOW!
First: Identify Your Audience
Donated on
#GivingTuesday
last year
Signed XYZ
Petition
Recurring Donor Social Influencer

Live Tweet Right NOW!
Second: Segment Your Audience

Live Tweet Right NOW!
Top 3 Things to Remeber
1. Friends are the best!
2. Email is not dead!
3. Personalization is
more than polite, it’s
effective.

Live Tweet Right NOW!
Friends Inspire 33% of the Time

Live Tweet Right NOW!
Friends Inspire & Spread the Word

Live Tweet Right NOW!
Email is Where It’s At…
Social Email
Supporter
Love

Live Tweet Right NOW!
Don’t Personalize, Individualize
244%
e-mail opens
161%
click through
330%
revenue per
mailing
E-mail segmentation by demographics and interests
Social + Segmentation + Email

Live Tweet Right NOW!
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.

Live Tweet Right NOW!
Follow-up First: before you tweet
Plan Twitter
Campaign
Plan Email
Follow-Up
Launch
Campaign
Capture
Info in DB
Automation
Kicks In
Analyze
Results

Live Tweet Right NOW!
It’s Not About You.
It’s about
them.

Live Tweet Right NOW!
#GivingTuesday Salsa
@salsalabs
info@salsalabs.com
www.salsalabs.com
Get in Touch with Us.
Get a Complete #GivingTuesday Plan at
www.salsalabs.com/givingtuesday

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#GivingTuesday: Plans that Work

1. Live Tweet Right NOW! #GivingTuesday: Plans that Work

2. Live Tweet Right NOW!

3. Live Tweet Right NOW!

4. Live Tweet Right NOW!

5. Live Tweet Right NOW!

6. Live Tweet Right NOW!

7. Live Tweet Right NOW! 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

10.

11. Live Tweet Right NOW!

12. Live Tweet Right NOW!

13. Live Tweet Right NOW!

14. Live Tweet Right NOW!

15. Live Tweet Right NOW!

16. Live Tweet Right NOW!

17. Live Tweet Right NOW!

18. Live Tweet Right NOW!

19. Live Tweet Right NOW!

20. Live Tweet Right NOW! The Opportunity ・Scale ・Storytell ・Unite ・Partner ・Inspire ・Create

21. Live Tweet Right NOW! 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

22. Live Tweet Right NOW! 1. Demonstrate tangible ROI

23. Live Tweet Right NOW! 2. Communicate achievable goal

24. Live Tweet Right NOW! 3. The Power of Friends

25. Live Tweet Right NOW! 4. Match the headlines, etc. It’s more than just branding – it’s a seamless experience (with higher conversion rates)

26. Live Tweet Right NOW! 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…!!!!!!

27. Live Tweet Right NOW!

28. Live Tweet Right NOW! All Social Media Email Peer-to- Peer #GivingTuesday > Twitter

29. Live Tweet Right NOW! First: Identify Your Audience Donated on #GivingTuesday last year Signed XYZ Petition Recurring Donor Social Influencer

30. Live Tweet Right NOW! Second: Segment Your Audience

31. Live Tweet Right NOW! Now for the Plan

32. Live Tweet Right NOW! Top 3 Things to Remeber 1. Friends are the best! 2. Email is not dead! 3. Personalization is more than polite, it’s effective.

33. Live Tweet Right NOW! Friends Inspire 33% of the Time

34. Live Tweet Right NOW! Friends Inspire & Spread the Word

35. Live Tweet Right NOW! Email is Where It’s At… Social Email Supporter Love

36. Live Tweet Right NOW! Don’t Personalize, Individualize 244% e-mail opens 161% click through 330% revenue per mailing E-mail segmentation by demographics and interests Social + Segmentation + Email

37. Live Tweet Right NOW! 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.

38. Live Tweet Right NOW! Follow-up First: before you tweet Plan Twitter Campaign Plan Email Follow-Up Launch Campaign Capture Info in DB Automation Kicks In Analyze Results

39. Live Tweet Right NOW! It’s Not About You. It’s about them.

40. Live Tweet Right NOW! #GivingTuesday Salsa @salsalabs info@salsalabs.com www.salsalabs.com Get in Touch with Us. Get a Complete #GivingTuesday Plan at www.salsalabs.com/givingtuesday

#GivingTuesday: Plans that Work

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