This presentation discusses strategies for a successful #GivingTuesday crowdfunding campaign. It emphasizes building community engagement through cultivating relationships, regular communication, and humanizing the organization. The presentation recommends developing a clear campaign idea and marketing plan months in advance, with goals, incentives, and tactics to recruit supporters. An engaging website is also important to compel donors and keep them on the site to donate or engage further.

1. How To Pave The
Way For a Successful
#GivingTuesday
8/11/16
1pm Eastern
The presentation will begin shortly.

2. 3
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Before we get started »

3. 3
https://bloomerang.co/demo/video

4. 3
Our guest presenter »
Dana Ostomel
• Vice President of Nonprofit Industry
Development at Firespring
• Founder of Deposit a Gift, a popular
crowdfunding platform
• Over a decade developing integrated
marketing solutions for numerous
nationally-known brands such as Snapple,
MasterCard and DIRECTV
• Bachelor’s degree in Communications from
UCLA
• Sought-after speaker on the topics of
crowdfunding and nonprofit marketing

5. Sponsored by:
Dana Ostomel Pave the Way for a
Successful
#GivingTuesday:
Mastering Nonprofit
Crowdfunding
August 11, 2016

6. A copy of today’s
presentation will be made
available after the session.
TODAY’S SESSION
Welcome!
If you’re tweeting about
today’s session, use
#depositagift
#GivingTuesday
@dostomel

7. THE BIG NEWS:
Deposit a Gift and Firespring
have joined forces.

9. Firespring
Power of 3

10. Why are we
here today?

11. Picture the
long-term impact.

12. Devin Thorpe
FUNDRAISING AND
SOCIAL GOOD EXPERT

13. Right now …
TIME IS ON
YOUR
SIDE.

14. It’s all about
BUILDING
SOLID
for lasting success.

15. Your focus for the
next four months?
Invest in your network.
You need people to:

16. The goal of your efforts is to …
LURKER SUPPORTER ADVOCATE
So you have
more people to
spread the word
about the
campaign!

17. Ways to Create an
Empathetic, Engaged
and Responsive
Community10
THE PEOPLE PART:

18. Get to know your donors.1#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10

19. Get to know your donors.1#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:
•
•
•
•

20. Cultivate your network.2#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10

21. Cultivate your network.2#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:
•
•
•
•

22. Be social and communicative …
on the regular!
3#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10

23. Be social and communicative …
on the regular!
3#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10
Jay Love
BLOOMERANG CEO

24. 3#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:
•
•
•
•
Be social and communicative …
on the regular!

25. Create a more
engaged community.
4#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10

26. 4#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:
•
•
•
•
Create a more
engaged community.

27. Humanize the organization.5#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10

28. 5#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10
Strategy:
Focus:
People help those they like.
Tactical Ideas:
•
•
•
•
Humanize the organization.

29. Incite action through
commitment.
6#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10

30. 6#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:
•
•
• 
•
Incite action through
commitment.

31. Generate loyalty through
appreciation.
7#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10

32. 7#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:
•
•
•
•
•
•
Generate loyalty through
appreciation.

33. Create a sense
of indebtedness.
8#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10

34. 8#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:
•
•
•
•
•
Create a sense
of indebtedness.

35. Raise your social profile.9#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10

36. 9#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:
•
•
•
•
Raise your social profile.

37. Create empathy.10#
WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10

38. WAYS TO
CREATE AN
ENGAGED
COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:
•
•
•
•
Create empathy.10#

39. To sum it up …
It’s all about:
This is where you
want to spend the
majority of your
time, but you also
need to work on
actionable
elements for the
campaign itself.

40. Campaign Setup
and Marketing
THE BUSINESS PART:

41. DEVELOP
THE CAMPAIGN IDEA
AND DETAILS

42. Make sure you have:




43. Establish goals.









44. Give yourself license to be creative!
CROWDFUNDING MARKETING PROCESSING
CROWDFUNDING is a platform for

45. Devise an incentive!
You need a motivator and something
with an excuse to report back:







46. Set up the site.
Have engaging
visuals.
Have brief, well-
organized text.
Make a clear,
compelling case.
Include a
suggestion
donation
amount.
Set a realistic
fundraising goal.
Communicate
urgency.

47. ESTABLISH
THE MARKETING
STRATEGY

48. You can’t just put it up and pray!

49. Plant seeds in early fall.
Establish a team of advocates:
•
•
•
Let people peak behind the curtain:
•
•
Manage expectations:
•
•
•

50. Recruit. Recruit. Recruit.

51. Create a Marketing Plan
Key Influencers vs. Mass Audience
Email, social media, offline communication, events, PR, phone, text, etc.
Create excuses to share and unique messaging opportunities.
Plot communication strategy, frequency and milestones.

52. NOW
WHAT?

53. IMMEDIATE NEXT STEP


Have a “Kumbaya” with yourself to evaluate
bandwidth and solidify action items:

54. Make this doable.


HOMEWORK

55. 82% of donors visit
a nonprofit’s website
before giving.
One final detail
to consider
as you prepare for
#GIVINGTUESDAY …

56. Images & headlines
that tell your story
Navigation
options
Deep, diverse
content
1. Structure
2. Design
3. Content
4. Functionality
5. Vitality
Your website is the center of your universe
and must compel supporters to engage.
Functional tools that
engage visitors
Weekly updated
news/events
5 ELEMENTS OF
AN ENGAGING
WEBSITE

57. DONATE
BLOG
FACEBOOK
OPT IN
VOLUNTEER TWITTER
EVENT
REGISTRATION LINKEDIN
Most nonprofits send visitors away to engage
instead of keeping them on their website.
YOUR WEBSITE

58. YOUR WEBSITE
BOARD
MEMBER
WEBSITE
SEARCH
ENGINE
PRINTED
NEWSLETTER
EMAIL
MARKETING
NEWS
ARTICLE
SOCIAL
MEDIA
POST
APPEAL
LETTER
COMMUNITY
EVENT
Invite them in and
keep them there.

59. Q&A
Let’s connect on LinkedIn.
@dostomel

60. THANK YOU
Dana Ostomel
VICE PRESIDENT, NONPROFIT
INDUSTRY DEVELOPMENT
dana.ostomel@firespring.org
877.447.8941 toll free
We’d love to support your next crowdfunding campaign!
depositagift.com & firespring.org

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62. Our next free webinar »
Building Your Nonprofit Internship Program: First Steps
Thursday, August 25th – 1:00pm Eastern
Sophie Penney, Ph.D
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