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Increase your fundraising footprint with this year’s #GivingTuesday tips from GlobalGiving

#GivingTuesday is coming up on December 2, 2014. Do you have your fundraising strategy planned and ready to go?

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“GivingTuesday is a global day dedicated to giving back…charities, families, businesses, community centers, and students around the world will come together for one common purpose: to celebrate generosity and to give.” - GivingTuesday.org

 

GlobalGiving recently hosted 2 webinars for YouthSpark projects participating in Microsoft’s “Everyone Starts Somewhere” campaign. These webinars included #GivingTuesday tips for fundraising on the big day. Our team would love to share these tips and case studies with you. If you missed the webinar, don’t worry, please find the recording here: Microsoft YouthSpark #GivingTuesday webinar

Getting Ready – Last Minute Tips & Tricks

Follow the steps below to get you and your team ready for the big fundraising day!

1. Set Goals

Think about how many people do you want to reach? Ask yourself how much funding does your organization want to raise? This will help you to stay focused, align your actions with the end goal, and in the end evaluate what you did well and what you can do better next year.

  • #GivingTuesday Funding Goal (excluding matching funds and bonus prizes): ­____________
  • How many donors do you need to reach your funding goal?: ________________

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2. Understand the Terms and Conditions & Set Donors’ Expectations

Make sure you have read and reread the terms and conditions of #GivingTuesday. If you have questions about any of the terms or need clarity, please do not hesitate to contact us! Are you involved in a matching campaign that has specific terms and conditions? Make sure you share these terms and conditions with your donors. Remind them how they can help you meet your goals and impact. Setting clear expectations will create a better experience for your donors which will increase the chance in their future participation – they might even invite their friends and family to give.

2014_Microsoft YouthSpark GivingTuesday Campaign Times

2014_Microsoft YouthSpark GivingTuesday_Campaign Times in EST time

3. Plan your Communication Strategy

Create a calendar including steps leading up to and on the day of. Devise a schedule for reaching out to your advocates, volunteers, donors, and social media supporters. Think about which platforms and methods of communication your donors, volunteers, and advocates use most. Through their preferred modes of communication, think about when and how often you will reach out to them. Assign staff to monitor customer service and response to these different platforms. Be prepared to re-post your supporters’ Facebook posts, retweet your advocates’ tweets, and respond to emails immediately. Get creative!

StayClassy shared an experience about an organization that planned their communication strategy months ahead utilizing social media, email and phone calls. By the end of #GivingTuesday, the organization “had blown their $25,000 goal out of the water and raised $97,148.”


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4. Join the Conversation.

Use #GivingTuesday and other popular hashtags in Twitter and Facebook to spread awareness of your campaign by joining existing conversations. By joining larger existing conversations, your organization can tap into an audience not already familiar with your cause and work.

5. Prep Your Content.

Prep campaign messaging not just for your organization, but create easily sharable and customizable email templates, Twitter posts, Instagrams, and Facebook posts that your networks can share with their networks.

  • Write a project report for GlobalGiving. Submit your project report to GlobalGiving before Bonus Day,and request that it be sent out on December 2nd. In your project report include an update about your project, a quote from a beneficiary, and/or story of one of your beneficiaries. Also, don’t forget to include a call to action for donors to give on Bonus Day. Your project report should inspire them to give.
  • Write and send messaging for your fundraisers to use on #GivingTuesday. You want to make sure that assisting your organization is easy for them, and that they are sharing the correct information. Include a template email, sample tweets, and sample Facebook posts, if relevant.
  • Put together your social social media plan and have Facebook posts and tweets ready to send for the big day.

6. Mobilize Your Current Network.

Turn your donors in to  fundraisers. Instead of asking donors to give this year, why don’t you ask them to share your message this year? Ask them to invite their networks.

  • Identify potential donors, such as board members, former volunteers and interns, and friends/family
  • Identify donor captains. Donor captains are responsible for raising a funding goal on the day of #GivingTuesday… for example, a donor captain may be a former intern that is excited about your work and pledges to raise $300 from 20 donors for your project. Donor captains help your organization grow its network of supporters.
  • Contact donor captains. Let them know why you are asking for their help and tell them how they can help. Remember your donor captains are individuals that care about your organization, the work you are doing, and most importantly they care about you (the number one reason why people give is because someone they know and trust asked them too).

7. Don’t Forget to Thank your Donors!

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Engage with your donors positively and proactively. GlobalGiving makes it easy for nonprofits to thank their donors through the donation manager. Click here to learn more about the thank you note feature

Success Story

GivingTuesday.org shared a great success story about an organization who combined the above tips (joining the conversation, engaging community, using social media, and getting creative) to create a successful 24-hour fundraising campaign. For #GivingTuesday, an organization created a photo campaign that included the organization’s specific hashtag and #GivingTuesday. The nonprofit asked local students, volunteers, and community members to give back by participating (not giving), and this resulted in not only more than 1,000 photos with the organization’s messaging being shared on social media, it amplified their organization’s message to the larger #GivingTuesday community, and the organization raised approximately $10,000 in donations.

We hope these tips help you create a solid and effective campaign strategy for this year’s 24-hour day of giving back. Best of luck this #GivingTuesday!

Microsoft YouthSpark #GivingTuesday

Check out these additional great resources that were sourced for this article and provide additional fundraising tips and strategies:

Listen, Act, Learn. Repeat.

We know your time and resources are valuable. We want to help you be as effective as possible with those resources, and we’ve seen that effectiveness is driven by a cycle of progress that involves listening, acting, and learning (and repeating — doing it all again). Think about the questions below in order to test how your strategy worked.

  • LISTEN: You just read tips for a creating a successful #GivingTuesday.
  • ACT: What is one way you are going to fundraise for #GivingTuesday?
  • LEARN: How will you know whether your fundraising strategy worked? What results will you look for in order to measure success?

Day 2 Recap – Summit on Social Media and Online Giving

Jai Bhujwala, VP, Online & Retail Giving, GiveIndia

Jai Bhujwala, VP, Online & Retail Giving, GiveIndia

Did you miss GlobalGiving’s Summit on Social Media and Online Giving in New Delhi? Don’t worry! We’ve provided a brief recap of the second day, which focused on strategies and techniques for raising funds online. Check out the Twitter conversation and the event photos online.

Online Community & Social Fundraising: India 2.0Session Presentation

Jai Bhujwala, VP, Online & Retail Giving, GiveIndia
Fundraising has evolved with the invention of the internet. Is it no longer a one-way effort of gathering contributions by soliciting donations. Instead, Fundraising 2.0 is an effort to empower your supporters to raise funds using their networks and communities. Jai shares GiveIndia’s tips for harnessing the power of this new phenomenon to raise funds for your organization.

Corporate Engagement in India

Shefali Arora, Account Planner, Google IndiaSession Presentation

Namrata Rana, Director, FuturescapeSession Presentation

Moderator: Courtney Eskew, Senior Partner Services Associate, GlobalGiving

Panel Discussion: Corporate Engagement in India

Panel Discussion: Corporate Engagement in India

What can happen when the interests of companies and nonprofits collide? Shefali Arora shared five exciting ways that Google is working with NGOs in India and around the world including the Global Impact Awards, GooglersGive, GoogleServe, The NGO Consultant, and Google Ad Grants. Namrata Rana spoke about an exciting new law in India that requires Indian companies to donate 2% of their net profits to Indian NGOs.

Turning Volunteers into Long-Term AdvocatesSession Presentation

Vishal Talreja, CEO & Co-Founder, Dream a Dream
Dream a Dream has successfully engaged hundreds of volunteers over the past several years, including hundreds of corporate volunteers who have become lasting advocates for the organization. Vishal shared insights about the volunteer lifecycle that he has seen at Dream a Dream and provided tips for developing a volunteer engagement strategy.

Building Lasting Donor Relationships

Nandita Mishra, Director of Programs, South Asian Fund Raising Group (SAFRG) – Session Presentation

Priyanka Singh, Chief Executive, Seva Mandir – Session Presentation

Elsa Varghese, Officer – Grants and Communications, Mumbai Mobile Creches – Session Presentation

Moderator: Neeharika Tummala, India Field Representative, GlobalGiving

Attracting donors is one thing, but getting them to continue give is a whole new challenge. Panelists shared their organizations’ secrets to engaging long-term donors: developing a strong donor stewardship plan, building meaningful relationships, showing recognition and appreciation, and communicating impact regularly.

K. Thiagarajan, Agastya International Foundation on Effective Campaign Fundraising

K. Thiagarajan, Agastya International Foundation on Effective Campaign Fundraising

Effective Campaign Fundraising

K. Thiagarajan, Chief of Operations, Agastya International Foundation – Session Presentation

Vasumathi Sriganesh, Founder/CEO, QMed Knowledge Foundation – Session Presentation

Shalia Brijnath, Chairman, Aasraa Trust – Session Presentation

Moderator: Michael Gale, Senior Program Manager, GlobalGiving

These panelists have raised lakhs of rupees from one-month fundraising campaigns! Shaila Brijnath reminded us that if you don’t ask, people won’t give. She talked about the power of hard work and passion in developing a fundraising campaign. K. Thiagarajan shared how to develop a successful campaign strategy and how to leverage trusted donor relationships. Vasumathi Sriganesh wrapped up the session with a discussion about overcoming challenges in online fundraising.

How to Tell Compelling Stories OnlineSession Presentation

GlobalGiving Team at the end of the Summit

GlobalGiving Team at the end of the Summit

Kyla Johnson, Communications Associate, Educate Girls

A picture may be worth a thousand words, but a powerful story is priceless. Kyla Johnson shared how Educate Girls uses inspiring stories and reports to motivate donors to give. She provided practical tips for telling engaging stories that keep your network engaged.

Question or comments? Keep the conversation going using the hashtag #SMG14 on Twitter.

Day 1 Recap – Summit on Social Media and Online Giving

Did you miss GlobalGiving’s Summit on Social Media and Online Giving in New Delhi? Don’t worry! We’ve provided a brief recap of the first day, which focused on using social media to further your cause online, below. Check out the Twitter conversation and the event photos online.

Mobilizing Youth: Transforming Dialogue to ActionSession presentation

Ritu Sharma on Social Media Strategy

Ritu Sharma on Social Media Strategy

Samyak Chakrabarty, Managing Director, Electronic Youth Media Group & Chief Youth Marketer, DDB Mudra Group
India’s youth aren’t waiting for change to happen – the time is now. How can NGOs leverage the energy of today’s engaged youth to strengthen their organizations and ultimately make a difference both on and offline? Samyak Chakrabarty, one of India’s foremost experts on youth engagement and marketing, shared insights based on his research on youth in India.

Social Media Strategy: How to Think About Social Media as Part of an Integrated Market Strategy – Session Presentation

Ritu Sharma, Director and Co-Founder, Social Media for Nonprofits
Social media presents new and exciting opportunities for NGOs to advance their missions, raise much-needed funds, and mobilize huge bases of support, but how exactly can NGO leaders harness its potential? Ritu proposed a four step plan: identify your audience; recruit supporters; engage your audience; and activate your superfans.

Deepa Saptnaker on LinkedIn for NGOs

Deepa Saptnaker on LinkedIn for NGOs

LinkedIn for NGOs - Session Presentation

Deepa Saptnaker, Head of Communications – India & Hong Kong
More than 26 million Indian professionals and hundreds of millions of individuals around the globe use LinkedIn to facilitate meaningful connections, making it the world’s largest professional networking site. Is your organization using LinkedIn to connect with volunteers, board members, new staff, and supporters on LinkedIn? Deepa Saptnaker shared best practices for strengthening your organization’s brand, building and engaging your network, and leveraging your networks on LinkedIn. Learn more about nonprofits.linkedin.com.

Drive Change with Online Advertising: Google Ad GrantsSession Presentation

Mohita Mathur, Google-Give Team, Google
More than 14,000 organizations are using Google Ad Grants globally to drive change using online advertising. This program provides eligible nonprofits, ranging in scope and focus from healthcare to arts and culture, with free advertising via Google AdWords to attract volunteers and supporters online. Indian nonprofits can learn more about http://www.google.co.in/grants/apply.html.

Measuring What Matters: Do-It-Yourself Analytics with Syed Khalid Jamal

Measuring What Matters: Do-It-Yourself Analytics with Syed Khalid Jamal

Measuring What Matters: Do-It-Yourself AnalyticsSession Presentation

Syed Khalid Jamal, Digital Communications Manager, U.S. Department of State’s Education USA Program
We gather data to determine what is effective and to improve our efficiency. Data helps us fix what’s broken and it helps us find our advocates, ambassadors, and heroes online. Syed shared what to measure—reach, engagement, competitive data, sentiment, and conversions—and how.

Creating a Movement Through Social MediaSession Presentation

Lavanya Madhyanam, National Development Associate, Teach for India
More than 470,000 people have joined Teach for India’s movement via social media. Using campaigns on Facebook and Twitter, Teach for India is sparking an important conversation about education in India and engaging a large network of fellows, donors, and supporters. Lavanya shared tips for building a brand on social media.

Experiments in Mobile: The Next FrontierSession Presentation

Priyanka Batra, Former Presdient – Delhi, Make a Difference, Anshal Jain, Delhi Fundraising Team, Make a Difference

That piece of metal in your back pocket can help you do a lot more than make calls – it can be a transformative instrument for social change. Make A Difference shared their mobile application, Donut, which they designed to engage Indian youth.

Panel Discussion: Turning Failure into Success

Panel Discussion: Turning Failure into Success

Turning Failure into Success

Sonali khan, Vice President & India country Director, Breakthrough
Tejas Patel, coordinator – Digital Partnerships, Amnesty International, India
Anshu Gupta, Founder and Director, GOONJ
Moderator: Shabnam Aggarwal, CEO, Perspectful Advisors
When we talk about failure, it’s often in the context of what we did wrong. But it’s important to see failure as just a stepping stone on the path to success. In this session, leaders in prominent Indian organizations Amnesty International, Breakthrough, and GOONJ shared how their organizations have embraced opportunities to learn and grow from failure and created a “failure-friendly” culture that encourages experimentation.

Question or comments? Keep the conversation going using the hashtag #SMG14 on Twitter.

Top Take Aways from Summit on Social Media and Online Giving

Rita Soni, CEO, NASSCOM Foundation

Rita Soni, CEO, NASSCOM Foundation

The GlobalGiving team was thrilled to host our first ever two-day Summit on Social Media and Online Giving in New Delhi at the beginning of July. The event was presented in collaboration with Social Media for Nonprofits, the premiere global event series on social media for social good.

I think Deepa Ranganathan put it well when she said:

@SinfullyAlive: It’s unbelievable and inspiring to be in the company of such changemakers representing orgs doing incredible work doing what they do #SMG14

More than 150 nonprofit professionals and fundraising and communications practitioners came from all over India and South Asia to learn how to collaborate to find ways to tackle their funding needs and further their causes using online tools and social media.

Weren’t able to join the Summit? Don’t worry! Here are some important take aways from the event’s Twitter conversation. See the complete Twitter conversation at http://bit.ly/1j0j9Pk . Stay tuned for a summary of Day 1 and 2 coming soon on the Tools & Training Blog

Participants engaged in group discussion

Participants engaged in group discussion

@socialgoodR: Want to have great campaign fundraising? Communication is the key. #smg14#ngopic.twitter.com/ZXQarrqag4

‏@sudeshna09: Use #scheduling tools like #HootSuite to keep your #twitter#engagement regular even while you’re traveling – @ritusharma1#sm4np#SMG14

@ritusharma1: People give from heart, not from rational thinking, communicate impact & use compelling positive images. #smg14 pic.twitter.com/pkkedhXMj4

@sudeshna09:  “Do not refrain from evoking #emotional response from #audience”: Kyla Johnson @educategirls on #storytelling #SMG14 pic.twitter.com/AAsPtF1iOf

@marcmaxson:  13% of donors leave bc they aren’t thanked within first 48hrs… Wow. NGOs thank your donors! #realtalk #SMG14 @KBradd @sudeshna09

@priyakamal: #SMG14 Make the #donate button on ur org website most visible

@socialgoodR: New @CSR law in India means potentially billions of rupees will now be available from the nation’s most profitable co’s. #SMG14

@fattechy: If you do not ask, people will not give, says shalia brijnath of @AasraaTrust on effective #campaign#fundraising #SMG14

Question or comments? Keep the conversation going using the hashtag #SMG14 on Twitter.

Building a Donor Community on Facebook

Mandi Frishman, a Product & Marketing Intelligence Manager for Make Me Social joined us on Tuesday for the fifth session of the Online Fundraising Academy. She discussed how to build a community of supporters on Facebook and us Facebook analytics to improve communications and audience engagement.

Mandi has managed social media promotion for companies in the finance, manufacturing, hospitality, education, and retail industries. She uses research, persona analysis and data to create strategies that drive measurable results. In this session,

Session Recording: http://www.anymeeting.com/WebConference-beta/RecordingDefault.aspx?c_psrid=ED59DC84854E

Session Notes:

Facebook is just a new way for us to tell stories. It’s about creating and sharing media and publishing content to acquire new donors. You’re working to drive action, which leads to donations.

Storytelling is important on Facebook because compelling stories are shared. Whenever something is shared, more people see your content. On Facebook, the number of people who see your content (even if they don’t act on it) is referred to as impressions. You want to increase the number of impressions in an effort to increase the amount of likes, comments, and shares that your posts receive.

Set Goals and Integrate Efforts

Example: drive people to sign up for your email newsletter

Make sure to align Facebook efforts with larger, organization goals (such as certain fundraising goals)

Facebook is NOT an Island

People have vibrant lives outside Facebook. Don’t forget that you should apply a holistic approach to your communication and management strategy. Make sure to engage people on and off Facebook using similar messaging.

3 Tips to Prepare for Fundraising Success

1. Examine your audience – Understanding your donors is key

  • Build everything around your audience. Use Facebook Insights to learn where your audience is based and see when people are responding to your posts. Identify ideal times to post content.
  • You can always test, learn, and improve your post times.
  • Test things for about 30 days to determine if something does or doesn’t work. You need to see if a pattern develops.
  • Think about what might appeal to you as a member of your audience. You would probably not be responsive to constant requests for donations.
  • Use Facebook to build a personal connection with your supporters.

2. Look Professional & Trustworthy

  • Cover photo: 851 pixels wide X 315 pixels tall; 20% text limit, update periodically
  • Profile picture: 160 X 160 pixels; upload at least 180 X 180 pixels; fit to square
  • Avoid blurry photos!

3. Plan Your Story – There is power in the process

  • Build out a content calendar to streamline the process of creating content and to ensure that you are posting regular content
  • A content calendar may include:
    • Date and time of post
    • Post content & theme
    • Target audience
    • Platform (if you’re using multiple types of social media)
    • Post style (picture, link, status update, etc.)
    • Media & links
  • It’s important to have a visual story on Facebook because different types of media (particularly photos) are more heavily promoted
  • Your stories are going to come from the community you serve, inside your organization, and your external supporters
  • One way to get your audience involved in storytelling is to ask questions!
    • If you think about the way Facebook works, every comment helps to increase the chances that others will see your content.

Facebook Funnel: Awareness => Engagement => Donation

Awareness

  • It’s not just about asking people for money. It’s about getting people to connect with your mission and engage with your content.
  • To build awareness, you need to make sure that people are seeing your content.

Engagement & Donation

  • A smaller percentage of people who see your content will like, comment, or share it. The more likes, comments, and shares that you receive, the more people who will see your content.
  • Of those who engage, a smaller percentage will act on your calls for donations.

Edge Rank Algorithm 

  • Edge Rank is the algorithm that Facebook uses to determine whether people will see your content in their news feed (the stream of content that they first see on their dashboard when they log on to Facebook).
  • If people can’t see their content, they are unlikely to engage with you. If your content does not show up on their feed, they are unlikely to go to your Facebook page to read your content. You need to get in front of them!
  • Here’s a break down of this formula:
    • Affinity score between the person viewing the content and the person who created the post. This is dictated by how recently and frequently the user engages with content from the page that posted. The stronger your posts, the more consistent engagement you’ll get, and the more likely it is that your followers will see your post.
    • Weight of the edge type: types of engagement are weighted differently in the Edge Rank
      • Comments are weighted more than Likes because they have a larger time commitment.
    • Time decay is based on how long ago the post was created.
  • Learn more about Edge Rank here: http://www.whatisedgerank.com/

Insights

  • Insights gives you an idea of how your content is performing on Facebook.
  • Admins will see an admin bar at the top of the page on Facebook where you can click on Insights.
  • Access to simple analytics about the activity on you Facebook page.
  • You can isolate certain time periods and export the data to play around with it more in excel.
  • You should set goals that you can track with Insights, like the number of Likes, comments, or shares.
  • You can also look at data by post to see how many people have viewed, liked, commented, or shared it.
  • Insights also gives you information about your audience including gender, location, languages.
  • Insights may not be available if you have less than 30 Likes on your page or if you have not had any activity in the past 7 days. It’s important to remain active in order to have access to this information.

Content Guidelines

  • 180 characters (not words!) or less. Remember, characters include spaces, punctuation, etc.
  • Mixed media – Photos are more engaging and more highly ranked in Edge Rank.  Mix things up! Include photos, videos, and links.
  • Give your audience a clear direction.
  • Consistent updates. Don’t let your page get stale. Don’t be afraid to update multiple times a week but make sure not to inundate your supporters (no more than 3 posts a day).
  • Make sure your content is audience-centric. Use posts to create community and engage your audience.

3 Best Practices for Content

1. Less is more

  • Posts between 100 and 200 characters (less than 3 lines of text) receive about 60% more likes, comments, and shares than posts with greater than 250 characters. – Facebook
  • Can’t cut it down? Break it up! Separate out last line or links.

2. Mix up media

  • Posts with media receive 120% more engagement! – Facebook
  • High resolution photos: 403X403 pixels. Don’t post small photos.

3. Fill in the blank posts generate about 90% more engagement than other posts on average. – Facebook

Question & Answer

Q: How do you schedule a post?

A: There is a clock at the bottom of the box where you enter your post. Click on the post to schedule a post for the future or the past (so that the post appears on your timeline but not in your fans’ news feed).

Q: What Facebook pages do well?

A: Foundation Fighting Blindness and charity:water. Also look at organizations that are similar to yours. What are they posting that does well? What lessons can you learn from their social media?

Q: How much money should be budgeted to Facebook?

A: That’s a tough question because it of course depends on the size of your budget and the other things you’re budgeting. As Facebook evolves, it is becoming more important to spend money to make sure posts are seen on Facebook. This is something to consider and to watch closely.

Q: What is the return on investment?

A: It’s very hard to measure because Facebook isn’t isolated. Someone may learn about you on Facebook, but choose to donate offline. There’s a lot of value in creating awareness and building relationships that will benefit you in the long-term.

Q: How do I get people to Like my page?

A: You can upload your email list to Facebook and invite people to join that way. Partner with other organizations and close supporters to ask them to help share out your content and direct individuals to your page. When you’re having conversations with people, make sure to ask them to Like you on Facebook. Make sure that your website links to Facebook and that your donors can connect to you on Facebook through any of your other communications and outreach. Make sure your Facebook strategy is well-integrated into your organization’s overall outreach.

Q: What should I do if I have multiple pages for my organization?

A: Facebook makes it possible to merge your pages, which makes it easier to have your audience all in one place.