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#GivingTuesdayCa ideas
for your charity
TODAY’S PRESENTER

Kirstin Beardsley
Director of Marketing and Community Engagement
CanadaHelps
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
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!
MISSION
CanadaHelps engages Canadians in the charitable sector, providing accessible
and affordable online technology to both donors and charities to promote – and
ultimately increase – charitable giving in Canada.

VISION
CanadaHelps strives to build a caring and involved Canadian society that is
committed to giving and participating effectively in the charitable sector, using
technology to create an efficient connection between charities, donors, and the
corporate community.
#GivingTuesdayCa

Overview
#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
• 443 partners so far!

www.GivingTuesday.ca
#GivingTuesdayCa
WHAT WAS ACHIEVED IN 2012?
• Over 2,500 US partners came together in all 50 states
• Online giving increased 50% year-on-year, based on data from various
donation portals
• Over 800 press stories (59 million impressions) including NPR, CBS Evening
News, ABC News, USA Today, the Huffington Post, Forbes, Mashable, the
Washington Post and the Los Angeles Times.
• 2.5 million social media impressions
• Endorsements by The White House, Bill Gates, The Clinton Foundation,
Mayors of Chicago, Philadelphia and New York
WHAT DOES #GivingTuesdayCa OFFER?
• The chance to tell giving stories and bring attention to
philanthropic commitments.
• The strength of an international “umbrella” and unified
message that upholds and supports many individual
brands. #GivingTuesdayCa harnesses the power of a
collective voice to make a difference.
• The benefits of the giving community coming together
under a common theme and set of messages. Just as the
retail world has benefitted from coordinating global
shopping days across many brands and platforms,
#GivingTuesdayCa does the same thing.
WHY IS #GivingTuesdayCa POWERFUL?
• A new narrative around giving and volunteerism.
• The synergies in leveraging collective relationships, media partners
and communication assets.
• A powerful “hook” to rally major social media, outdoor media,
traditional media partners to help us “tell the story” about the power of
giving.
• A comprehensive messaging platform and coordinated communication
strategy that will support all participants.
• For individuals, it is an opportunity to be part of a global celebration of
generosity. #GivingTuesdayCa is something that everyone can share
with friends, family and colleagues.
#GivingTuesdayCa CANADA FOUNDING PARTNERS

Media Partners
#GivingTuesdayCa

Participation Ideas
ASK FOR DONATIONS
• Use the #GivingTuesdayCa
movement as a way to kick-off
your year-end fundraising appeals
• Promote #GivingTuesdayCa in
your communication and provide
an easy way for donors to get
involved in this exciting first year
in Canada – by making a
donation to your organization!

• Build an online campaign and
start talking about
#GivingTuesdayCa early
CREATE A SPECIFIC #GivingTuesdayCa
CUSTOM DONATE NOW PAGE

• CanadaHelps Custom Donate Now pages can be created
for specific funds or campaigns.
• Create a specific #GivingTuesdayCa page and solicit
donations on December 3rd.
FIND A MATCHING PARTNER
• Find a local company that would like
to get involved in #GivingTuesdayCa
• Ask them to match donations made to
your organization on December 3rd
• Promote the match to your donors
and let them know that their
donations can have a greater impact
if they give on #GivingTuesdayCa
• A matching appeal is a great way to
leverage existing/planned donations
INTERAC IS A #GivingTuesdayCa
DONATION MATCH PARTNER
SAY THANKS
• Use #GivingTuesdayCa as an
opportunity to give back to your
supporters and thank them!
• Show how much your organization
appreciates its volunteers, donors,
and sponsors by making a short
video
Example:
http://www.givingtuesday.ca/gt/path
ways-education-thank-video
• Take some photos of your team with
signs saying “Thank you” and post
them to Facebook or Pinterest
SHOW IMPACT & RESULTS

• Donors want to see results. They
want to know that their support is
making a difference
• Show what you’ve been up to on
current projects via social media or
an email blast
• Create a video, post progress photos,
share case studies
• This could also be a good opportunity
to ask for people to continue their
giving!
SHARE GIVING STORIES
• Ask your supporters to send in a
photo or short video about why
they give
• Give them a simple statement to
complete such as “I give
because…” or “I give back by…”
to make it easy for them to get
involved
• On December 3, post the
contributions to your social media
channels
START SOMETHING NEW

• Use #GivingTuesdayCa to get your community excited about
“what’s next” at your charity
• Share a sneak peek of a new project or campaign that is
upcoming and gather support for it
- UrbanPromise Vancouver
• Great opportunity to gain newsletter subscribers and social
media followers
“You provide a great service.
Small organizations like ours
benefit tremendously, keeping our
overhead low & spending more
on good works!”
-Better Day Alliance

- ABC Life Literacy Canada
FONDATION CENTRE ACTION
• Promoting annual spring Wheelchair
Basketball Tournament by enrolling
teams for 2014 and establishing
new employee donation matching
programs
- UrbanPromise Vancouver

• Reaching out to sponsors, donors
and current teams/players
“You provide a great service.

• Thanking supporters and celebrating
Small organizations like ours
benefit relationships
existingtremendously, keeping our
overhead low & spending more
on good works!”

• Year-end donation ask
-Better Day Alliance

- ABC Life Literacy Canada
PROMOTE CHARITABLE GIFTS FOR THE
HOLIDAYS
• Create a dialogue with your
community about how they give
gifts and give back at this time of
the year
• Create a gift catalogue for your
charity and promote the giving of
meaningful gifts
• Encourage donations in honour
of others

• Encourage people to “give the gift
of giving” with CanadaHelps
Charity Gift Cards
PROMOTE OTHER WAYS OF GIVING
• Use #GivingTuesdayCa as an
opportunity to shift the
conversation away from giving
funds and promote different ways
to support your organization:
• Skilled volunteering
• Raising awareness for your
organization
• Fundraising
• Forwarding your newsletter
• Sharing your Facebook page
• Retweeting
USE YOUR YEAR-END CAMPAIGN

• No need to reinvent the wheel
• Have a year-end plan already in the works? Incorporate #GivingTuesdayCa
into existing appeals
• Existing campaigns/events/announcements can benefit from promoting on
#GivingTuesdayCa
MOBILE GIVING CAMPAIGN
•

•

•

The Mobile Giving Foundation Canada (MGFC) is offering the use of a single
keyword/short code for free, to pre-certified MGFC charities that partner with
GivingTuesday
Interested charities can register for free GivingTuesday partnership and must be
certified with MGFC ($350 one-time fee applies) to activate their free text-to-donate
campaign before November 8, 2013 at GivingTuesday.ca.
The MGFCUrbanPromisefor GivingTuesday” text-to-donate campaigns will be active,
- “Give back Vancouver
without any transaction or program maintenance fees for charities, between
November 5 and December 31, 2013, so participating charities will have almost two
months to engage with new donors and raise incremental funds through text
message.
“You provide a great service.
support@mobilegiving.ca
Small organizations like ours
- ABC Life Literacy Canada
benefit tremendously, keeping our
overhead low & spending more
on good works!”
-Better Day Alliance
USE TWITTER & OTHER SOCIAL MEDIA
• Create pre-campaign buzz
• The power of the hashtag: use the
#GivingTuesdayCa hashtag
• Join the larger global
#GivingTuesdayCa conversation
too!
• Best practice: Use less than 140
characters
• Encourage donors and volunteers
to share that they plan to give back
to your organization on their social
network. Retweet their posts!
#GivingTuesday USA

Examples
HEIFER INTERNATIONAL
• Created an infographic that
highlighted the power of shopping
dollars when used for altruistic
purposes
•

“Does it surprise you that 79% of
Americans polled would rather have
a donation made in their name rather
than a gift they know they'll never
use? That's nearly 80 percent of your
shopping list!”

• Created an online savings calculator
that helped people figure out how
much they saved on Black Friday &
Cyber Monday…then encouraged
people to put those savings towards
Heifer International
• Engagement methods: PR, email,
social media
GIVE KIDS THE WORLD VILLAGE

•
•
•
•
•
•

Rolled out a social media and email campaign two weeks prior asking their Facebook
and Twitter followers to make a donation
Changed their cover photos on Facebook and Twitter with creative from their
#GivingTuesday campaign
Fortunate enough to have an anonymous donor match donations up to $10,000
The matching donation really encouraged people to donate and created a sense of
urgency
Garnered 121 new donors, and the average donation was $124
Lessons learned: start earlier, and engage fans more
PHOENIX HOUSE
• Rather than asking supporters for
monetary donations, Phoenix House
asked people to write letters of
encouragement to the men, women,
and teens in their treatment programs
• Provided a template letter on their
website for people to easily
personalize and send back to
Phoenix House
• Distributed the letters on
#GivingTuesday to clients in their
treatments centres
• The clients, many of whom have lost
ties with loved ones as a result of
their addictions, were grateful for the
encouraging words
MAKE YOUR #GivingTuesdayCa PLEDGE

Once you decide how your charity is going to participate on
#GivingTuesdayCa, update your profile on
www.GivingTuesday.ca to share your pledge!
LET #GivingTuesdayCa HELP YOU!
• Resources on
www.givingtuesday.ca
• Partner Toolkit
• Case Studies
• Intro to Social Media Guide
• Facebook Best Practices
• Corporate Engagement
Guide
• Blog posts
• Download logos and graphic
assets
More Charity
Training
MYCHARITYCONNECTS

Educational and training opportunities
through MyCharityConnects

www.mycharityconnects.org
UPCOMING WEBINARS

Tuesday, November 5 @ 2pm

Team Up for Tuesday: 5 Steps to Awesome
Corporate-Cause Partnerships
Kate Olsen, VP of Strategic Partnerships, Network for Good

Tuesday, November 12 @ 2pm

Building a successful online campaign for
#GivingTuesdayCa
Simren Deogun, Senior Account Manager, Stephen Thomas

www.mycharityconnects.org/webinars
STAY IN TOUCH

communications@canadahelps.org

1-877-755-1595

@canadahelps

youtube.com/canadahelps

facebook.com/canadahelps
#GivingTuesday ideas for your charity

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#GivingTuesday ideas for your charity

  • 2. TODAY’S PRESENTER Kirstin Beardsley Director of Marketing and Community Engagement CanadaHelps
  • 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. MISSION CanadaHelps engages Canadians in the charitable sector, providing accessible and affordable online technology to both donors and charities to promote – and ultimately increase – charitable giving in Canada. VISION CanadaHelps strives to build a caring and involved Canadian society that is committed to giving and participating effectively in the charitable sector, using technology to create an efficient connection between charities, donors, and the corporate community.
  • 7. #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 • 443 partners so far! www.GivingTuesday.ca #GivingTuesdayCa
  • 8. WHAT WAS ACHIEVED IN 2012? • Over 2,500 US partners came together in all 50 states • Online giving increased 50% year-on-year, based on data from various donation portals • Over 800 press stories (59 million impressions) including NPR, CBS Evening News, ABC News, USA Today, the Huffington Post, Forbes, Mashable, the Washington Post and the Los Angeles Times. • 2.5 million social media impressions • Endorsements by The White House, Bill Gates, The Clinton Foundation, Mayors of Chicago, Philadelphia and New York
  • 9. WHAT DOES #GivingTuesdayCa OFFER? • The chance to tell giving stories and bring attention to philanthropic commitments. • The strength of an international “umbrella” and unified message that upholds and supports many individual brands. #GivingTuesdayCa harnesses the power of a collective voice to make a difference. • The benefits of the giving community coming together under a common theme and set of messages. Just as the retail world has benefitted from coordinating global shopping days across many brands and platforms, #GivingTuesdayCa does the same thing.
  • 10. WHY IS #GivingTuesdayCa POWERFUL? • A new narrative around giving and volunteerism. • The synergies in leveraging collective relationships, media partners and communication assets. • A powerful “hook” to rally major social media, outdoor media, traditional media partners to help us “tell the story” about the power of giving. • A comprehensive messaging platform and coordinated communication strategy that will support all participants. • For individuals, it is an opportunity to be part of a global celebration of generosity. #GivingTuesdayCa is something that everyone can share with friends, family and colleagues.
  • 11. #GivingTuesdayCa CANADA FOUNDING PARTNERS Media Partners
  • 13. ASK FOR DONATIONS • Use the #GivingTuesdayCa movement as a way to kick-off your year-end fundraising appeals • Promote #GivingTuesdayCa in your communication and provide an easy way for donors to get involved in this exciting first year in Canada – by making a donation to your organization! • Build an online campaign and start talking about #GivingTuesdayCa early
  • 14. CREATE A SPECIFIC #GivingTuesdayCa CUSTOM DONATE NOW PAGE • CanadaHelps Custom Donate Now pages can be created for specific funds or campaigns. • Create a specific #GivingTuesdayCa page and solicit donations on December 3rd.
  • 15. FIND A MATCHING PARTNER • Find a local company that would like to get involved in #GivingTuesdayCa • Ask them to match donations made to your organization on December 3rd • Promote the match to your donors and let them know that their donations can have a greater impact if they give on #GivingTuesdayCa • A matching appeal is a great way to leverage existing/planned donations
  • 16. INTERAC IS A #GivingTuesdayCa DONATION MATCH PARTNER
  • 17. SAY THANKS • Use #GivingTuesdayCa as an opportunity to give back to your supporters and thank them! • Show how much your organization appreciates its volunteers, donors, and sponsors by making a short video Example: http://www.givingtuesday.ca/gt/path ways-education-thank-video • Take some photos of your team with signs saying “Thank you” and post them to Facebook or Pinterest
  • 18. SHOW IMPACT & RESULTS • Donors want to see results. They want to know that their support is making a difference • Show what you’ve been up to on current projects via social media or an email blast • Create a video, post progress photos, share case studies • This could also be a good opportunity to ask for people to continue their giving!
  • 19. SHARE GIVING STORIES • Ask your supporters to send in a photo or short video about why they give • Give them a simple statement to complete such as “I give because…” or “I give back by…” to make it easy for them to get involved • On December 3, post the contributions to your social media channels
  • 20. START SOMETHING NEW • Use #GivingTuesdayCa to get your community excited about “what’s next” at your charity • Share a sneak peek of a new project or campaign that is upcoming and gather support for it - UrbanPromise Vancouver • Great opportunity to gain newsletter subscribers and social media followers “You provide a great service. Small organizations like ours benefit tremendously, keeping our overhead low & spending more on good works!” -Better Day Alliance - ABC Life Literacy Canada
  • 21. FONDATION CENTRE ACTION • Promoting annual spring Wheelchair Basketball Tournament by enrolling teams for 2014 and establishing new employee donation matching programs - UrbanPromise Vancouver • Reaching out to sponsors, donors and current teams/players “You provide a great service. • Thanking supporters and celebrating Small organizations like ours benefit relationships existingtremendously, keeping our overhead low & spending more on good works!” • Year-end donation ask -Better Day Alliance - ABC Life Literacy Canada
  • 22. PROMOTE CHARITABLE GIFTS FOR THE HOLIDAYS • Create a dialogue with your community about how they give gifts and give back at this time of the year • Create a gift catalogue for your charity and promote the giving of meaningful gifts • Encourage donations in honour of others • Encourage people to “give the gift of giving” with CanadaHelps Charity Gift Cards
  • 23. PROMOTE OTHER WAYS OF GIVING • Use #GivingTuesdayCa as an opportunity to shift the conversation away from giving funds and promote different ways to support your organization: • Skilled volunteering • Raising awareness for your organization • Fundraising • Forwarding your newsletter • Sharing your Facebook page • Retweeting
  • 24. USE YOUR YEAR-END CAMPAIGN • No need to reinvent the wheel • Have a year-end plan already in the works? Incorporate #GivingTuesdayCa into existing appeals • Existing campaigns/events/announcements can benefit from promoting on #GivingTuesdayCa
  • 25. MOBILE GIVING CAMPAIGN • • • The Mobile Giving Foundation Canada (MGFC) is offering the use of a single keyword/short code for free, to pre-certified MGFC charities that partner with GivingTuesday Interested charities can register for free GivingTuesday partnership and must be certified with MGFC ($350 one-time fee applies) to activate their free text-to-donate campaign before November 8, 2013 at GivingTuesday.ca. The MGFCUrbanPromisefor GivingTuesday” text-to-donate campaigns will be active, - “Give back Vancouver without any transaction or program maintenance fees for charities, between November 5 and December 31, 2013, so participating charities will have almost two months to engage with new donors and raise incremental funds through text message. “You provide a great service. support@mobilegiving.ca Small organizations like ours - ABC Life Literacy Canada benefit tremendously, keeping our overhead low & spending more on good works!” -Better Day Alliance
  • 26. USE TWITTER & OTHER SOCIAL MEDIA • Create pre-campaign buzz • The power of the hashtag: use the #GivingTuesdayCa hashtag • Join the larger global #GivingTuesdayCa conversation too! • Best practice: Use less than 140 characters • Encourage donors and volunteers to share that they plan to give back to your organization on their social network. Retweet their posts!
  • 28. HEIFER INTERNATIONAL • Created an infographic that highlighted the power of shopping dollars when used for altruistic purposes • “Does it surprise you that 79% of Americans polled would rather have a donation made in their name rather than a gift they know they'll never use? That's nearly 80 percent of your shopping list!” • Created an online savings calculator that helped people figure out how much they saved on Black Friday & Cyber Monday…then encouraged people to put those savings towards Heifer International • Engagement methods: PR, email, social media
  • 29. GIVE KIDS THE WORLD VILLAGE • • • • • • Rolled out a social media and email campaign two weeks prior asking their Facebook and Twitter followers to make a donation Changed their cover photos on Facebook and Twitter with creative from their #GivingTuesday campaign Fortunate enough to have an anonymous donor match donations up to $10,000 The matching donation really encouraged people to donate and created a sense of urgency Garnered 121 new donors, and the average donation was $124 Lessons learned: start earlier, and engage fans more
  • 30. PHOENIX HOUSE • Rather than asking supporters for monetary donations, Phoenix House asked people to write letters of encouragement to the men, women, and teens in their treatment programs • Provided a template letter on their website for people to easily personalize and send back to Phoenix House • Distributed the letters on #GivingTuesday to clients in their treatments centres • The clients, many of whom have lost ties with loved ones as a result of their addictions, were grateful for the encouraging words
  • 31. MAKE YOUR #GivingTuesdayCa PLEDGE Once you decide how your charity is going to participate on #GivingTuesdayCa, update your profile on www.GivingTuesday.ca to share your pledge!
  • 32. LET #GivingTuesdayCa HELP YOU! • Resources on www.givingtuesday.ca • Partner Toolkit • Case Studies • Intro to Social Media Guide • Facebook Best Practices • Corporate Engagement Guide • Blog posts • Download logos and graphic assets
  • 34. MYCHARITYCONNECTS Educational and training opportunities through MyCharityConnects www.mycharityconnects.org
  • 35. UPCOMING WEBINARS Tuesday, November 5 @ 2pm Team Up for Tuesday: 5 Steps to Awesome Corporate-Cause Partnerships Kate Olsen, VP of Strategic Partnerships, Network for Good Tuesday, November 12 @ 2pm Building a successful online campaign for #GivingTuesdayCa Simren Deogun, Senior Account Manager, Stephen Thomas www.mycharityconnects.org/webinars