2. THE ONLINE GIVING DAY
A multi-generational celebration of
philanthropy for your organization or
institution
3. GIVING DAYS BOOST THE
ANNUAL FUND
The AF’s biggest day of the
year
Huge new donor acquisition
(with ambassadors)
Your fundraising message
amplified
4. GIVING DAYS GRAB MILLENIALS
• 55% of Millennials prefer Social to Learn about Nonprofits1
• A dynamic web presence has been cited as a top reason why young
adults support a nonprofit 2
1 & 2 – Millennial Impact Report
5. GIVING DAYS GRAB MAJOR
DONORS
Major Donor Contributions out of
the $3.72M raised during UC
Santa Barbara’s 2016 Giving Day
$3.5M
$100,00
0
Single, unexpected
online gift made during
Florida State Giving
Day
12
12 new donor Gifts
>$1K from a major
donor’s page on World
Vision’s crowdfunding
page
10. ONLINE AMBASSADORS
ARE THE INFLUENCERS
Peer to peer is most trusted1
Ambassadors + Giving Days =
New donors2
Game changer for those under 403
1 2013 Nielsen
2 BentzWhaleyFlessnerGiving DayStudy
3 MillennialImpactReport
10
11. ONLINE AMBASSADORS
ARE THE FUNDRAISERS
200 ambassadors = $25,000 (on average)1
1 ScaleFundergivingday data
18. FACEBOOK CHANGES
THE GAME
1.6 billion users worldwide
and more than half of America
active on a near daily basis…
…no community – real or
virtual – carries the reach of
Facebook.
18
30. t
#GIVINGTUESDAY TO DO…
Build your ambassador program
Use smart technology
Create great content
Ensure the right audience sees it
31. t
GROUNDWORK CAN HELP…
Email us about…
#GivingTuesday packages
Digital fundraising manager
Digital major gift officer
… at info@groundworkdigital.com
For nearly every client we’ve worked with, it was the biggest day for dollars and donors of the year … ambassadors find new donors … Incredible reach of your message, expanding your message to new audiences and segments
Recommendation from a friend is, by far, the most trusted form of promotion1
On average, 40% of donors are new during ambassador-led giving days2
More than 75% of Millennials say peer recommendation influences their philanthropic decisions3
On average, an ambassador is worth $125 during an online giving day … different orgs, different sizes, doesn’t matter … ambassadors drive online giving
Manually by reviewing online donor lists, social media accounts (finding your low-hanging fruit) … Technology can help and is a must for big orgs … no right or wrong number, but the more the merrier.
Email for mass groups, one-on-one for major donors. The more one-on-one the better, even if it’s just a phone call (Joe Klen story from Wabash)
We deliver a webinar for orientation – two goals: show the ambassador their potential impact and let them know what is expected
Online ambassadors are a communications channel. If you’re sending out via email and social media, you should also be sending out via your ambassadors
For GT and giving days, it’s about getting the solicitations out through ambassadors – throughout the year, it’s about messaging through ambassadors. Make sure you ambassadors are involved in stewarding the new donors they introduced to your org
Part of this is about incentivizing ambassadors … rewards, experiences, and showing them the impact…
Stewardship is much the same thing. Absolutely recognize how important they are. Always be showing the impact and thanking them for the impact … have stewardship plans for top ambassadors and for anyone who shares
Donors have to have an easy path to making a gift
Establish your presence! When people look for your org, you want to be found. Plus, you can now do things like add “Donate” buttons to content shared on Facebook
Set your ambassadors up with Facebook Fundraiser pages!
If you have the budget, go with a giving day platform……but DO NOT send donors to a bland, evergreen online giving form
Improving conversion rates by 10 percent could easily be the difference in hundreds of gifts … especially if you’re an org that is large enough to afford good technology. If you can’t afford the up-front fees, that’s why we recommend Facebook
ASTRONOMICAL expectations, utter failure on delivering on those expectations
Short compelling appeal by your ED
Impact stories featuring those affected
Facebook algorithm … YouTube/Google study … the reasons are many, the key is producing it.
Memes are amazing content … fast and free to produce … shareable across most social networks … people love them!
California Academy of Sciences: 6x the website clicks more than any other digital advertising … Environmental Defense Fund has a 55 percent higher conversion rate and a 63 percent increase in revenue year over year when launching a Facebook Ads strategy
Again – you need some budget to make this worthwhile. But really, not much when it comes to Facebook