This document provides an overview of how to build a successful online campaign for #GivingTuesday. It discusses what #GivingTuesday is, strategies for campaign design such as brainstorming, developing a strategy with objectives and target audiences, selecting optimal channels, creating relevant creative content, making an ask, and tracking results. Social media is an important channel that allows for timely, shareable content. Examples of past #GivingTuesday campaigns are also provided. The document emphasizes putting strategy first and developing a communications plan to make the most of #GivingTuesday.

1. Building a successful online
campaign for #GivingTuesday

2. TODAY’S PRESENTER
Simren Deogun
Senior Account Manager, Digital and Marketing Services
Stephen Thomas

3. WEBINAR REMINDERS
• You can hear us, but we can’t
hear you
• Have questions? Type questions
in the Questions Log
• Turn up your computer’s volume
• For the best webinar experience,
close all other applications
• Webinar slides will be shared

4. WHAT IS CANADAHELPS?
• A public charitable foundation and registered charity
• Through CanadaHelps.org, anyone can donate to any
registered Canadian charity online
• We have facilitated over $345 million in charitable
donations online since our launch in 2000
• 14,000 charities use us to collect donations and fundraise
online
• Over 800,000 Canadians have donated through
CanadaHelps
• For donors, CanadaHelps is a one-stop-shop for giving For
charities, CanadaHelps is an online fundraising solution
that is affordable, easy and secure
WELCOME TO GIVING MADE SIMPLE!

5. #GivingTuesdayCa
• A national NEW day of giving on the
Tuesday following Black Friday and
Cyber Monday – Dec 3, 2013
• Celebrates and encourages giving
back in ways that support charities
• Partners create and commit to a
project then help spread the word to
their networks – online and offline
• Over 500 partners so far!
www.GivingTuesday.ca
#GivingTuesdayCa

6. BUILDING A
SUCCESSFUL
ONLINE
CAMPAIGN
FOR
#GIVINGTUESDAYCA
Tuesday, November 12, 2013
#GivingTuesdayCA

7. ABOUT
#GivingTuesdayCA

8. STEPHEN THOMAS LTD
Full service marketing
and fundraising
agency serving nonprofits exclusively for
over 33 years.
Creative | Digital | Direct | Branding
& Communications | Integrated |
Data | Social
#GivingTuesdayCA

9. SIMREN DEOGUN
Senior Account
Manager, Digital and
Marketing Services
Focused on bestpractice digital and
integrated marketing
and fundraising that
finds audiences and
generates results.
#GivingTuesdayCA

10. WHAT IS GIVING TUESDAY?
#GivingTuesdayCA

11. WHAT IS GIVING TUESDAY?
Most people know about Black
Friday and Cyber Monday …
GivingTuesday is coming to
Canada on December 3, 2013.
It is a new Canadian movement
for giving and volunteering, taking
place each year after Cyber
Monday. The “Opening day of the
giving season,” it is a day where
charities, companies and
individuals join together to share
commitments, rally for favourite
causes and think about others.
#GivingTuesdayCA

12. DECEMBER IS FOR GIVING (TUESDAY!)
• Giving Tuesday is
the perfect
opportunity to
begin asking
current and
prospective
donors to make
their year-end gift
Source: 2012 Blackbaud Charitable Giving Report
#GivingTuesdayCA

13. CAMPAIGNS CAN BE SCARY
#GivingTuesdayCA

14. CAMPAIGNS PUT THE FUN IN
FUNDRAISING
• Your campaign about Giving Tuesday
should be about communicating and
promoting an ask to give before the
year-end
• The trick to taking out the ‘scary’ is getting
all of your teams involved so that it’s a
collaborative effort where everyone is
working toward the same goal
#GivingTuesdayCA

15. CAMPAIGN DESIGN
Big Idea
Strategy
#GivingTuesdayCA
Channel
Selection
Media
Creative
Development
Comms Plan
Stewardship
Rinse and
Repeat

16. BRAINSTORM
#GivingTuesdayCA

17. BRAINSTORMING
• Making the most of Giving Tuesday means
putting your best idea forward
• There are a lot of questions to answer when
putting together a campaign (of any size) but a
brain dump is a perfect place to begin
• Get together a small group of representatives
from your organization and have a 1 hour
brainstorm for your Giving Tuesday campaign
#GivingTuesdayCA

18. BRAINSTORM NIRVANA
• Create a list of what you already have to
work with:
– Creative Assets
– Relationships / Partnerships
– Lists / Audiences
– Technical Capabilities
NOW, you’re ready to write a strategy
#GivingTuesdayCA

19. STRATEGY
#GivingTuesdayCA

20. STRATEGY
1.
2.
3.
4.
5.
Put strategy first
Select the optimal channel mix
Develop creative that falls out of strategy
Get out the ask
Track results
#GivingTuesdayCA

21. 1. STRATEGY
• Begin with a succinct 1-2 page document
that includes your:
– Objectives
– Target Audience
– Call to Action
– Channel Mix (you need more than one!)
– Timeline (Before, During, After)
#GivingTuesdayCA

22. 2. CHANNEL MIX
• With your strategy in place and selected
marketing channels, it’s key to be
organized
• An easy and effective way to do this is to
create a matrix that maps out each
channel and the collateral and
communications required
#GivingTuesdayCA

23. 3. CREATIVE
• Your creative should include:
– Your brand
– Giving Tuesday assets
– Case for Support on why to give
– Call to Action (+ how to do so)
#GivingTuesdayCA

24. 4. MAKE THE ASK
• Put up landing & donation pages
• Send out emails
• Start tweeting and posting…
Whatever the ideal mix is for your audience,
the most important part is that you
communicate your message across all
relevant channels on Giving Tuesday to
ensure your message is heard
#GivingTuesdayCA

25. 5. TRACK RESULTS
• Track and measure results using online
analytics:
– Google Analytics
– Tracked URLs for each channel
– Custom landing / donation pages
– Post-analysis for the day(s) of the campaign
#GivingTuesdayCA

26. STRATEGY
1.
2.
3.
4.
5.
Put strategy first
Select the optimal channel mix
Develop creative that falls out of strategy
Get out the ask
Track results
#GivingTuesdayCA

27. WHERE DOES SOCIAL MEDIA
FIT IN?
#GivingTuesdayCA

28. GO BIG WITH SOCIAL
• Social Media lends itself beautifully to
Giving Tuesday campaigns:
– Timely and Quick
– Buzz-builder
– Simple ask married with a simple mechanic
– Instant sharing
– Instant thanking
#GivingTuesdayCA

29. MAKING THE MOST OF SOCIAL
• Tips for making the most of social before,
during and after Giving Tuesday:
– Create a communications plan for your social
media strategy: who, when, what + reactions
– Brand your social channels with Giving
Tuesday
– Give your audience a simple but compelling
reason to respond
#GivingTuesdayCA

30. EXAMPLES
#GivingTuesdayCA

31. CARE
• Press Release
• Win-a-Trip Contest
• Donor Appreciation
Telethon
• Birthday Party
• Gap’s Give Twice Gift
Card
#GivingTuesdayCA

32. HEIFER INTERNATIONAL
• You spend a lot on
Black Friday and
Cyber Monday, with all
that you’ve saved in
those purchases, how
can those dollars be
translated to help
#GivingTuesdayCA

33. PHOENIX HOUSE
• Write letters of
encouragement to
those in treatment
programs
• All collected and
distributed on Giving
Tuesday
#GivingTuesdayCA

34. THE FOLLOW-UP
#GivingTuesdayCA

35. IT’S OVER. NOW WHAT?
• Giving Tuesday will likely come and go in
a flash but that doesn’t mean your
communications need to end at midnight
on Tuesday
• Don’t be afraid to follow-up, report back
and use Giving Tuesday as the kick-off to
your year-end fundraising campaign
#GivingTuesdayCA

36. QUESTIONS
#GivingTuesdayCA

37. Simren Deogun
Senior Account Manager, Digital & Marketing Services
Tel: 416.690.8801 x246
Email: simrend@stephenthomas.ca
Twitter: @SimrenDeogun
GET IN TOUCH
#GivingTuesdayCA

38. More Charity
Training

39. MYCHARITYCONNECTS
Educational and training opportunities
through MyCharityConnects
www.mycharityconnects.org

40. STAY IN TOUCH
communications@canadahelps.org
1-877-755-1595
@canadahelps
youtube.com/canadahelps
facebook.com/canadahelps