Learning objectives:
The best ways to use video and social media in your #GivingTuesday campaign;
How to use storytelling to get people to pay attention to your campaign;
Several free and low-cost ways to raise more money during your campaign;
Real-world examples from small nonprofits and libraries who are getting it right.
2. ABOUT ME
Mom of 2
Returned Peace Corps Volunteer (Senegal 2000-
2002)
Author, Storytelling in the Digital Age: A Guide for
Nonprofits
Former Development and Marketing Director at
small shops
Tweet: @JuliaCSocial
TWEET: @JULIACSOCIAL@DONORSEARCH
4. LEARNING OBJECTIVES
TWEET: @JULIACSOCIAL@DONORSEARCH
The best ways to use video
and social media in your
#GivingTuesday
campaign
How to use storytelling to
get people to pay
attention to your
campaign
Several free and low-cost
ways to raise more money
during your campaign
Real-world examples from
small nonprofits and
libraries who are getting it
right
5. POLL – ANSWER IN QUESTION BOX
Have you ever run a #GivingTuesday campaign?
Yes, and we reached our goal!
Yes, but we didn’t reach our goal.
No, but we are going to run one this year.
No, and we are unsure if we are going to participate this
year.
Not sure
TWEET: @JULIACSOCIAL@DONORSEARCH
6. WHAT IS #GIVINGTUESDAY?
#GivingTuesday was founded in 2012
by New York’s 92nd Street Y in
partnership with the United Nations
Foundation.
1
This year #GivingTuesday will be on
December 3, 2019.
2
TWEET: @JULIACSOCIAL@DONORSEARCH
8. GIVING TUESDAY 2018
TWEET: @JULIACSOCIAL@DONORSEARCH
Giving Tuesday raised $380 million dollars online, up 38% or
$106 million from 2017.
14.2 billion social media impressions.
150+ countries participated in Giving Tuesday.
9. THE OLD WAYS NO LONGER
WORK
TWEET: @JULIACSOCIAL@DONORSEARCH
11. SUCCESSFUL GIVING TUESDAY CAMPAIGNS:
Plan early!
Nail down SMART goals.
Secure matching gifts to create urgency.
Come up with an original, compelling Campaign Theme.
Co-brand using Giving Tuesday’s own assets: https://www.givingtuesday.org/logos
Create a Campaign Calendar so nothing falls between the cracks.
TWEET: @JULIACSOCIAL@DONORSEARCH
12. GET BUY-IN FIRST
Create your plan.
Get everyone involved – give
everyone a small part.
Show the data on Giving Tuesday:
www.givingtuesday.org
Organize an exploratory committee
and brainstorm ideas.
Come up with a creative and
exciting campaign theme!
TWEET: @JULIACSOCIAL@DONORSEARCH
13. 3 ESSENTIAL STEPS TO SUCCESS
Select
your SMART
goal.
Create
a compelling
reason to
participate.
Make
it absurdly easy
to participate
from anywhere.
TWEET: @JULIACSOCIAL@DONORSEARCH
14. SELECT YOUR SMART GOAL
Specific Measurable Achievable
(Ambitious!) Relevant
Time-based
TWEET: @JULIACSOCIAL@DONORSEARCH
15. SAMPLE
#GIVINGTUESDAY
GOALS
TWEET: @JULIACSOCIAL@DONORSEARCH
To raise a total amount of $5,000
To increase social media engagement by 30%
To gain 100 new donors
To increase average online donation by 10%
To get 500 social media mentions
To increase participation in an advocacy
campaign by 25%
16. WHO IS THIS CAMPAIGN FOR?
What do they care
about?
What will get
them excited?
What action can
they easily take
– OTHER than
donating money?
TWEET: @JULIACSOCIAL@DONORSEARCH
17. CREATE A COMPELLING
REASON TO PARTICIPATE
Based on your SMART goal
Based on your specific target
audience
What will capture their attention?
What will pique their interest?
What will inspire them to take the
time to participate in this
campaign?
Where is the sense of urgency?
TWEET: @JULIACSOCIAL@DONORSEARCH
21. MAKE
#GIVINGTUESDAY
YOURS
#GivingShoesDay by Dress for
Success
Specific call-to-action for maximum
participation
A pair of shoes – allows for
supporters to visualize how the
donation is making a difference
Symbolic: New opportunity,
confidence, “step closer to a new
life”
TWEET: @JULIACSOCIAL@DONORSEARCH
22. “A woman donates her shoes and has such a
great experience that she wants to become a
donor or a volunteer, or even ask her company to
get involved.
#GivingShoesDay is a first touch point with
new supporters.”
– Katie Murphy, Director of Media
Relations, Dress for Success Worldwide
TWEET: @JULIACSOCIAL@DONORSEARCH
26. PROMOTION IS
KEY
Success on Giving Tuesday is just as
much about promoting the campaign
as it is about creating a compelling
reason to give.
TWEET: @JULIACSOCIAL@DONORSEARCH
31. MAKE IT ABSURDLY EASY
TWEET: @JULIACSOCIAL@DONORSEARCH
#GivingTuesday is an online,
social media driven event.
Is the campaign mobile
accessible?
Is it easily shareable?
Is the branding consistent?
Is the message clear?
33. #GIVINGTUESDAY 2018 ON FACEBOOK
Facebook online fundraisers raked in $125 million for charities on
Giving Tuesday 2018.
That’s nearly three times more than the $45 million that the social
network helped people raise on the same day last year.
473,000 donors gave to nonprofits via Facebook fundraising tools
Three-quarters of these donors had not previously donated via
Facebook
20% of those same donors gave AGAIN via Facebook within 6 months
TWEET: @JULIACSOCIAL@DONORSEARCH
38. #GIVINGTUESDAY TOOLKIT
The benefits of creating a Facebook fundraiser are numerous. You can
encourage donations to AAUW in your honor while increasing visibility for
AAUW’s work and mission by inviting friends to support your fundraiser, learn
more about your cause, and donate.
Facebook also makes raising funds easy, exciting, and secure: Fundraiser
creators can set donation goals and track their progress toward those goals,
and donors can enter their payment information securely and easily through
Facebook. With Facebook fundraisers, supporting women and girls only takes a
few clicks!
Source: https://www.aauw.org/resource/how-to-create-a-facebook-fundraiser/
TWEET: @JULIACSOCIAL@DONORSEARCH
39. INSTAGRAM
SPONSORED
POSTS
Instagram sent more individual donors to
donation forms than Twitter
Had a higher donation conversion rate, and the
resulting gifts were of a higher average value.
Instagram represented 4.3% of socially-
referred gifts at a $78.5 average gift size.
Instagram allows you to pay for sponsored
postings and add a strong call-to-action like
“Shop” or “Donate”.
TWEET: @JULIACSOCIAL@DONORSEARCH
47. GET PARTICIPATION &
ENGAGEMENT
Create a printable PDF that your followers
can use in their #UNselfie photos that
includes your logo and call-to-action.
Encourage supporters to change their profile
photos and cover art on Facebook, Twitter,
and Instagram.
TWEET: @JULIACSOCIAL@DONORSEARCH
50. SOCIAL MEDIA TOOLKITS – EXAMPLES
Right from the Start in the Digital Age: https://rightfromthestart.co/social-media-tool-kit
Leukemia & Lymphoma Society Light the Night Walk:
http://www.lightthenight.org/ways/light-the-night-walk/social-media-toolkit
#GivingTuesday: https://www.givingtuesday.org/sites/default/files/2016-
07/Social%20Media%20Toolkit.pdf
MercyCorps: https://www.mercycorps.org/fundraising/ideas-tips-tools#digitalmaterials
Stand Up To Bullying: http://www.standuptobullying.co.uk/wp-
content/uploads/2016/06/SUTB-Social-Media-Toolkit.pdf
National Eating Disorders Association: https://www.nedawalk.org/social-media-toolkit
TWEET: @JULIACSOCIAL@DONORSEARCH
52. CAMPAIGN CALENDAR: ONE MONTH OUT
Research
Research successful
Giving Tuesday
campaigns.
Choose
Choose a unique
campaign theme.
Acquire
Acquire a
matching gift that
can be “unlocked”
and that will
create a sense of
urgency throughout
the campaign.
Form
Form a Campaign
Committee to come
up with ideas and
to do the work.
TWEET: @JULIACSOCIAL@DONORSEARCH
53. CAMPAIGN CALENDAR: ONE
MONTH OUT
Short list of the assets you may need to create:
Landing page for the campaign
Facebook Page cover photo
Facebook & Twitter graphics
Pinterest graphics (vertical works best)
Instagram graphics (square works best)
Video about the campaign
Stories
Quotes from volunteers
Sample email copy
TWEET: @JULIACSOCIAL@DONORSEARCH
54. #GIVINGTUESDAY
AMBASSADORS
Create a private Facebook Group
Give them images to share on their social
networks
Sample posts for them to cut and paste
Sample emails to send out
Give them constant communication and
cheerleading
TWEET: @JULIACSOCIAL@DONORSEARCH
55. CAMPAIGN CALENDAR: ONE WEEK OUT
Tease the campaign on social media and
email, announcing that something exciting
is coming on #GivingTuesday.
Prepare for a Facebook Live video to
launch the campaign.
TWEET: @JULIACSOCIAL@DONORSEARCH
56. CAMPAIGN CALENDAR:
LAUNCH DAY
Send at least 2 emails that day
– once launching the campaign,
one with a reminder and
progress update.
Post frequent updates on social
media channels.
The key is to make the updates
interesting and entertaining!
HAVE FUN!
TWEET: @JULIACSOCIAL@DONORSEARCH
60. MESSAGES TO SHARE
Success, milestones reached,
accomplishments
Stories, testimonials, case studies
Helpful resources and education
around the cause and the issue
Data that supports your mission,
demonstrates need, and showcases
impact
TWEET: @JULIACSOCIAL@DONORSEARCH
61. MESSAGES TO
SHARE
In-the-moment short videos:
Popping champagne to
celebrate a milestone
Talking to staff members
Making a thank you call to a
donor
Sharing a mission moment
TWEET: @JULIACSOCIAL@DONORSEARCH
68. STORY SERIES
Badass Brooklyn Animal Shelter posted social media
updates on #GivingTuesday about a group of dogs
they were rescuing during the first week of December.
They featured stories of these pups throughout the day
and reiterated that donations saved these dogs’ lives.
The images were branded with the #GivingTuesday
logo, a call to action to donate, and a short URL that
lead directly to Badass’ donation page.
TWEET: @JULIACSOCIAL@DONORSEARCH
76. BACK TO YOU!
TWEET: @JULIACSOCIAL@DONORSEARCH
What is ONE action step that
you are going to take today
to promote your FABULOUS
#GivingTuesday campaign?