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How to launch a Giving Tuesday campaign that keeps on giving
Our presenters
Debbie SnyderMarketingKelly Luciano
Division President, Enterprise CSR
This presentation corresponds with a webinar!
Watch it here: https://vimeo.com/189201959
Agenda
1. History/background of Giving Tuesday2. Planning a successful Giving Tuesday campaign
a. Engaging employeesb.How can companies support Giving Tuesdayc. Choosing the right charitiesd.Communicate internally and externallye. Make it fun
3. Measure success4. Q&A
We had two major events focused on buying
Black Friday
Marketing term for the Monday after the Thanksgiving holiday in the United States. • Persuade people to buy online• Sales grew to a record $2.68 billion
Cyber Monday
The day following Thanksgiving and is regarded as the beginning of the Christmas shopping season with extended hours and promotional sales.
A day devoted to giving back
• Celebrated on the Tuesday following Thanksgiving
• Day of Giving fueled by the power of social media and collaboration
• Designed to kick off the charitable giving season
Help others through the gift of your time, donations, goods, or your voice.
2012 2013 2014 2015 $-
$20.0
$40.0
$60.0
$80.0
$100.0
$120.0
$140.0
$12.0
$27.0
$47.5
$116.7
History of donations to Giving Tuesday
Scope and impact of Giving Tuesday
Nonprofit Organizations
70700,00030,000
Donors Countries
Giving Tuesday is now officially a “thing”
Registration questionDoes your company participate in a Giving
Tuesday campaign?
Yes No We would like to
45% 30% 25%
Audience inputDo you have any tips or suggestions about
running a Giving Tuesday campaign?
What can corporations do to
support Giving Tuesday?
- How you can support- Engaging employees- Communications- Choosing charities- Make it fun
Ways to get involved
1. Donatea. Encourage employees to make a giftb. Make a corporate giftc. Match employee donations
2. Volunteer3. Get social 4. Collaborate with your nonprofit
partners5. Hold events6. Make it easy
Ready, set, plan!
1.Make it part of your overall employee engagement strategy and plans
2.Organize yourselvesa. Build a teamb. Get leadership buy-inc. Engage employees
3.Set a goala. Remember it’s about giving, volunteering, and sharing
4.Develop communication messaging5.Select partner charities6.Plan volunteer events or other activities for Giving Tuesday7.Matching gifts
Engage employees through events
1. Encourage employees to push out messages 2. Hold a contest for the most creative tweet or
other message3. Host a live YouTube ‘telethon’
- Tweet or push new donors/volunteers through social media
4. Be #Unselfie(ish)- Catch employees doing good and share it- Encourage employees to share their #unselfie(s) with
your social media
5. Hold a mini-volunteer event at the workplace6. Conduct a holiday food or toy drive7. Encourage competition between departments or
locations
Communication strategies
1. It’s primarily sociala. Use your social media channelsb. Get employees to share their networksc. Share photosd. Brand your personal and organizational
social media accountse. Get your charity partners to use their
networksf. Have fun
2. Build a drum beata. Schedule regular (2-3 times a week)
social media messages to talk about your campaign
Communication Messages
1. It’s a special call to action to come together to give back
2. Celebrates generosity by providing people everywhere with an opportunity to give more, give smarter, and give great
3. It’s about ordinary people coming together to do extraordinary things
4. There is a sense of urgency – it’s one day
It’s all social
Do something… share it
Encourage others to do the same
• Are you part of #GivingTuesday? It’s a global day of giving for everyone!
• #GivingTuesday is a day for everyone, everywhere, to GIVE!
• Show that the world gives as good as it gets on 11/29 and celebrate #GivingTuesday
• Give time, money, your voice – give what you can to make a difference this 11/29 #GivingTuesday
Choosing the right charities
1. Ask yourself two questions:a. Who do I already partner with?b. What do my employees support?
2. Take an inventory of what your key nonprofit partners are already doing for Giving Tuesday and piggyback on what they have planned
3. Determine what nonprofit partners offer for giving, volunteering, and being social about it
4. Let the nonprofit partners support your plan, events, and activities
Evaluate and Measure
1. Ask these questions:a. Did my company create a supportive
culture?b. Did we create opportunities for
employees to engage?c. Were employees pushing out messages
using their social media networks?d. Were my key nonprofit partners
engaged?e. Did we increase giving and volunteering
on this day?f. Was it fun?g. What could we do differently?
Questions?
Visit www.givingtuesday.org for more ideas and tools!
