Creating a Successful Giving Day Strategy
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This document provides guidance on creating a successful giving day strategy. It recommends starting planning early and setting a fundraising goal of $50,000 by attracting 255 new donors at a 3% participation rate from a donor file of 8,500. Key elements for success include appointing a passionate leader and team, branding the campaign, engaging the community through shareable content on social media, making it fun through challenges and games, and celebrating and thanking donors. Planning tools, matching funds, and reporting capabilities can help maximize results. An example timeline is also included.
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Creating a Successful Giving Day Strategy
- 1. Creating a Successful Giving Day Strategy June 18, 2015
- 3. When should I get started?
- 4. How much will it cost?
- 5. What’s the right goal? Donors New Donors Dollars Recurring Givers Participation
- 6. (Planning + Inspiration) = Success Set up a giving pyramid Raise $50,000 on my giving day: • 8,500 donors in data file • 3% participation (you’ll attract new donors, so this should be a safe bet) • 255 Donors 6
- 7. How do I involve my staff/board? 7 PlanningMatching Funds Personal fundraisers Team #GivingTuesday Challenges Social Media Ambassadors Goal Setting Events Nothing great was ever achieved without enthusiasm. - Ralph Waldo Emerson Skill sharing
- 9. What tools do I need? • At a minimum: – Have a clean, simple giving process – Send an automated thank you and tax receipt – Be mobile-ready for both learning and giving – Be easy for your team to set up, update, and manage – Embedded social sharing • And for larger organizations: – Instant reporting on the progress of your day – Multiple inspiring fundraising pages – Equipped to show your matching funds – Peer to Peer fundraising capability – Donor scroll online
- 10. 10 7 Strategies for Success
- 11. 1. Set a big goal!
- 12. 2. A passionate leader & team
- 13. 3. Brand your campaign 13
- 14. 4. Be Contagious Weekly, SHAREABL E content Donor list Prospect list Board Ambassado r Staff Media Volunteers Hint: COPE - Create Once; Publish Everywhere
- 15. 5. Engage your community.
- 16. 6. Make it fun. Specific Challenges Matching Funds Fundraising Teams
- 17. 7. Celebrate, thank, celebrate.
- 23. Thank You! www.networkforgood.com @caryn74 | @Network4Good Giving Day Guide http://bit.ly/NFGGivingDa y Crowdfunding Craze http://bit.ly/NFGCrowd Additional Resources
Hinweis der Redaktion
- Donor Giving days such as #GivingTuesday can help raise your organization’s profile and attract more donors and funds for your mission. But how do you turn a giving day into a full-fledged fundraising event that amplifies your reach and acts as a donor acquisition machine? Caryn Stein, VP of Communications and Content for Network for Good, will help you develop a game plan for launching your most effective giving day campaign. In this hands-on workshop you’ll learn: The key components of every successful giving day How to activate your community and build a team of enthusiastic fundraisers How to create effective appeals and social media updates, a marketing plan, and timeline for your giving day Join this session for practical tips and get templates that will help you plan a successful giving day for your organization.
- Capitalize on the energy, branding, and goodwill of GT. Inspire your audience. Fundraising continues after the big day1 Great way to acquire new donors - 20% to 60%2 Online donors have higher average incomes: so more potential over time!3 Giving Days are fun! Big sense of accomplishment for your team. 1Justin Ware of Bentz, Whaley and Flessner (Post May 14, 2013). 2Kimbia 3 2012 Convio Study
- Equip your community, champions, staff, fundraisers, donors.
- Small Businesses: Small businesses can support your campaign with creative marketing initiatives. These are a few ways that small businesses participated in BMore Gives More: • A Local French Bakery created a special macaroon and gave 50% of the sales to the matching fund pool • A favorite pizza place created a special Bmore Gives More pizza and donated proceeds to the day. • A gym created a special workout and gave a % of proceeds to a local nonprofit • “Rewards” for donors: Throughout the day, local merchants gave rewards to donors. 12 different merchants gave a coupon to donors during a specified hour of the day. Volunteer activities: Many businesses participated in BMore Gives More by hosting a day of volunteering. Every kind of generosity matters!
- Matching funds: Matching funds can be allocated in straightforward ways, as described previously, but they can also be used to generate excitement and participation. One example would be to give all of the matching for one hour to the nonprofit with the most donors. Challenges: Challenges come in many forms, and social engagement is one. Consider a challenge where anyone can post the name of their favorite nonprofit on your facebook wall or in your twitter stream, and the NPO with the most shoutouts gets extra matching funds (or another reward – like an event hosted by a local restaurant). Fundraising teams: Teams can be an exciting way to get individuals that are passionate about particular organizations to compete against each other. There are lots of variations. One of our favorites…local businesses create fundraising teams on behalf of a favorite charity and the winning business team gets bragging rights, t-shirts and a trophy. The trophy stays for one year until next year’s winner is named.