2013 Campaign Training

www.AvenuesforHope.org

Deanna Ward | 208.331.4756 | deannaw@ihfa.org

WELCOMEWELCOME

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Agenda

10:30 Welcome & Introductions-Deanna Ward, Home Partnership Foundation

10:35 Purpose, 2011/12 Outcomes & 2013 Overview -Deanna

10:55 Online Giving Trends & Successful Use of the Technology  -Richard Havins, KIMBIA-Hanna Crain, KIMBIA

11:15 Q&A & Discussion

Webinar: https://join.me/richardhavins Dial: 1.415.464.6999 Conference ID: 817-262-318#

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Overview

The Home Partnership Foundation created the annual online fundraising challenge in 2011 to enhance charitable giving for nonprofits who provide housing and supportive services to clients throughout Idaho.

December 10 – 31, 2013December 10 – 31, 2013

www.AvenuesforHope.org

PurposePurpose

• Provide an innovative tool to enhance fundraising for Idaho nonprofits with a housing mission.

• Increase support from individual donors.

• Provide a year-end charitable giving opportunity.

• Encourage viral “friend-raising” through social media.

• Raise awareness of housing and shelter needs throughout Idaho.

• Expand housing opportunities and supportive services.

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Sources of Charitable Giving

Campaign History

2011 2012 2013 Goal

Total Raised: $46,853 $100,014 $200,000+

Individual Donations: $19,853 $53,014 $100,000+

Challenge Grants: $27,000 $47,000Up to

$112,000

Individual Donors: 391 957 1,500+

Average Donation: $51.86 $55.40 $60.00+

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Key Dates

October 23rd – Registration Deadline

November 14th – Campaign Training

November ~20th – AfH Site Update Complete

December 10th at 8 a.m. – Campaign Begins

December 31st at Midnight – Campaign Ends

Early January – Campaign Results Announced

Campaign Regions & Participants

Southwest Region:•Advocates Against Family Violence•Canyon County Habitat for Humanity•CATCH, Inc.•Catholic Charities of Idaho •Corpus Christi House – STEP UP Education Center•Interfaith Sanctuary Housing Services, Inc.•Neighborhood Housing Services, Inc.•OATHS (Organization Assisting the Homeless Student)•Supportive Housing and Innovative Partnerships, Inc.•The Good Samaritan Home•The Jesse Tree of Idaho•The Salvation Army of the Treasure Valley

North Region:•Alternatives to Violence of the Palouse•Family Promise of Lewis Clark Valley, Inc.•Family Promise of North Idaho•Family Promise of the Palouse•Fresh Start•Lewiston-Clarkston Habitat for Humanity •Sojourners' Alliance •St. Vincent de Paul North Idaho•The Guardians Foundation

Southeast Region:•Aid for Friends, Inc.•Bannock Youth Foundation•Bingham Crisis Center•Blaine County Housing Authority•CLUB, Inc.•F.A.I.T.H.•Family Care Center, dba Idaho Falls Rescue Mission•Family Services Alliance of SE Idaho•Jubilee House, Inc.•Lemhi County Crisis Intervention •Mini-Cassia Shelter•Pocatello Neighborhood Housing Services, Inc.•South Central Community Action Partnership

2013 Campaign Poster/Ad

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$110,000 Grants & Match Funds

Unique gifts of $25 or more are required to qualify for all grant prizes.

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$88,000 in Challenge Grants

NORTH SPONSORS:

$8,000 Per Region Match Funds

SOUTHEAST SPONSORS:

SOUTHWEST SPONSORS:

Funds will be distributed on a pro rata basis in each region according to the total amount raised by each organization. (If one organization receives 10% of the total amount of individual gifts donated in their region, not including grant prizes, it would receive 10% of their Regional Match Fund.)

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2012 Campaign Leaderboard

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2012 Social Media/Online Impact

Twitter Avenues for Hope Website

210 Followers (120) 5,285 Views (3,150)

44 Tweets

Facebook Foundation Email Newsletters

93 “Likes” (65) 16,137 Distributed

42 Posts 4,350 Unique recipients

7,855 Post Views 2,545 Total Opens

Partners reported over 40,000 contacts were made!

(2011 data)

Challenge Rules

1. All gifts must be made with a credit card on www.AvenuesforHope.org by December 31st at 11:59 pm (MST) to be eligible for the Challenge.

2. Cash or checks will not be accepted or counted towards this Challenge.

3. Donors are encouraged to make gifts of $25 or more to multiple organizations of their choice. Each donation to a different organization will be counted as an eligible gift.

4. A donor is defined as an individual or corporation/business.

5. An eligible or unique gift is defined as one gift of $25 or more to one organization from one donor. Multiple gifts made by the same donor to the same organization will not be counted.

6. Nonprofits may not donate to themselves although staff can make personal gifts.

7. Nonprofit participants cannot offer anything of monetary value in exchange for charitable gifts.

8. The Foundation will deduct a percentage from each donation to cover the credit card transaction and processing costs, not to exceed 8%.

9. The Foundation reserves the right to use its discretion allocating grant or match funds in the event of a tie or other circumstances.

The Home Partnership Foundation is a tax-exempt 501(c)3 charitable organization. Donations are tax deductible consistent with IRC Section 170, tax-exempt number 75-3162969.

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Links & Resources Available

1. Toolkit: www.homepartnershipfoundation.org

2. Website: www.avenuesforhope.org

3. Facebook: http://www.facebook.com/HomePartnershipFoundation

4. Twitter: @AvenuesforHope Hashtag: #IdahoHomeless

5. Short URL: http://bit.ly/AfH2013

6. QR Tag (directs to: www.avenuesforhope.org)

7. IHFA Marketing will produce posters, newsletters, and regional press releases. We can customize these for your usage as well.

Toolkit Resourceshttp://www.homepartnershipfoundation.org/avenues-for-hope.aspx

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Toolkit: Facebook Cover Image

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Campaign Success

1. Utilize materials provided in toolkit http://www.homepartnershipfoundation.org/avenues-for-hope.aspx

2. Embed your unique donation form on your website

3. Plan social media, newsletter, and email promotions

4. Promote to your board, staff, and community

5. Promote to donors from last year (need your list?)

6. Meet with local groups, elected officials, and media

7. Share client success stories

8. Appreciate your community’s support – be visible!

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How can we help you?

1. Do you need something that is not in the toolkit?

2. Do you need ideas on how to integrate campaign info into your nonprofit’s communications?

3. Do you need ideas on how to create visibility in your community?

4. Do you need additional training (Facebook, Twitter, AfH website navigation, embedding forms, etc.?)

Please let us know – we’re here to help you succeed in the campaign!!

Richard HavinsRhavins@Kimbia.com

Support Representative, Client Services

Who Is… ?

• Privately-held, founded in Austin, Texas in 2007

• Patent-pending technology

• Kimbia is a Certified PCI Level-1 Solution Provider

• Selected by leading national nonprofit organizations

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Kimbia Match/Challenge Events

• Easy, quick donation process

• Gifts from new donors and inactive donors

• Real-time reporting and tracking of success

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Challenge Event Priorities

What has happened elsewhere?

Avenues for Hope 2013 Housing ChallengeMarketing Tool Kit & Tips

Marketing Tips

– Focus your resources. Set a goal of a specific prize – you can’t win ‘em all. (Look at tweets from #amzgrz for examples)

– Ask 5-10 people to be your social media ambassadors – look for those who are engaged, relevant, influential.

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– Make it real: “You’re not just donating, you’re making a difference, and potentially leveraging your gift 1000x.”• WHO will it help?• WHAT will it do?• WHERE is the evidence?

– Make it sharable: Use images, stories, cute animals – before you hit send, think “Why would I want to receive this? What would make me share it?”

– Make it personal: Make sure your emails and posts fit your authentic brand.

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Marketing Tips

– Be a community member – retweet and share other interesting posts, too!

• Use the hashtag #IdahoHomeless on tweets• Like Avenues for Hope on Facebook • This is a contest – but it is also a cooperative effort

to raise awareness about the nonprofit sector.

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Marketing Tips

– NOW:• PUBLICIZE THE EVENT – E-mails, postcards, flyers –

now is the time for that “save the date” outreach if you haven’t already done it.

• Start the social media conversation – share your plans, especially if you have an event

• Develop your ‘case studies’ – examples of where a donation would go.

– IN THE NEXT 2 WEEKS:• Pump up your people – get them talking with their

networks about the challenge! • The countdown begins… • Follow and retweet #IdahoHomeless content

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Marketing Tips: A Timeline

– DECEMBER 10th:• Upload the Facebook Cover image on your organization’s

Facebook page• Have an email blast ready for the beginning of the 2013

Housing Challenge with live link to your donation page• Re-emphasize any targeted prizes/timeslots and the

difference a donation can make.

– DURING THE CHALLENGE:• PACE YOURSELF. Share updates and milestones. Share

pictures and video. Share goals throughout the day. • SAY THANK YOU and encourage donors to share their

donations on Facebook and Twitter. • Encourage a year-end contribution• Have emails ready to go throughout the campaign—

especially if you are going for a specific prize!

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Marketing Tips

Making it Manageable

• You have until December 31st – pace yourself!– Be a team – make sure you have roles and responsibilities

assigned beforehand.• Set up shifts – make sure your social marketing efforts

parallel your goals for the Challenge. • Use your friends – if you have social media

ambassadors, give them some key messages ahead of time, encourage them to share their personal stories.

• Know your strengths and weaknesses. If you have 11 followers on Twitter – it’s not as likely to be of value to your messaging. But if your social media ambassadors have thousands of followers – that’s different!

• Take advantage of scheduling tools– You can schedule posts on Facebook, use Hootsuite or other

social media managers to schedule tweets – not every tweet, but enough to sprinkle in occasionally.

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• Just X days left to support #IdahoHomeless ! Learn more and donate! www.avenuesforhope.org

• Gearing up to help #IdahoHomeless – your chance to help us raise $ and win thousands in prizes www.avenuesforhope.org

• Dec 10-31– Idaho nonprofits work together to raise $ for housing needs - #IdahoHomeless www.avenuesforhope.org

• We are up for the 2013 Housing Challenge December 10-31 – what about you? #IdahoHomeless www.avenuesforhope.org

• Thanks to you – we have raised X$ in just ten hours in the #IdahoHomeless ! www.avenuesforhope.org

• We want the Early Bird prize! Donate in the next hour and help us secure a $500 prize! www.avenuesforhope.org #IdahoHomeless

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Sample Messaging

Home Page

Can process 90,000 gifts per hour

No down-time or waiting for pages to load

Simple, streamlined giving process for donors

Real-time reporting and tracking of donations of results at your fingertips

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Search or Just Give

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Donors can find nonprofits by...

Using the

search boxClicki

ng a region

Click A Region

Search by Organization Name

Quick, easy giving process results in happy donors and more gifts!

Additional Questions-Past Donor-Anonymous

Secure Donation Form

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Donors receive real-time confirmation on screen.

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Online Confirmation

Email donation receipts are sent from: afh@ihfa.org

Subject:Avenues for Hope Donation Received

Email Receipt Delivery

Site is designed to drive gifts to multiple organizations without distracting them from giving the first gift to your organization.

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Give to Multiple Nonprofits

Drive participation to reach new donors:

• Facebook• Twitter• Blogs• Media websites• Corporate

sponsors

Social Media

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Site tracks and displays results in real-time…

•View your organization’s success through leaderboard

•Progress widget tracks number of donations and dollars raised

•Real-time reporting and gift notifications

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Real-Time Tracking Results

Available On-Demand in Excel via Unique Hyperlink that will be sent to your organization’s leader before the campaign starts.

Example: https://reports.kimbia.com/datafeed/rest/v01/report.xls?u=DHJFJDHF6HF7FKFKKFYEB&rd=UNRGLSSS

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Real-time Reporting

Embedding Donation

Forms on Your Website(s)

1. Find the Embed Code

At the bottom of each donation form, there will be an “EMBED THIS FORM” button, and one-click links to share this page with social networks.

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When clicked, the “EMBED THIS FORM” button shows an one-line snippet of code.

This can be copied and pasted just like a YouTube Clip, and one-click links to share this page with social networks.

2. Copy the Embed Code

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This code renders a styled donation widget that can be placed on any Web site, blog, etc...

The Embed Form

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Organizations can grab the code for their donation widget and place it directly onto their own sites.

All donations made on these forms will count towards the challenge goals.

3. Embed the Form On Your Page

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• Widget Width: 427 pixel min; 625 pixel max• Using Blogger?

– Add an HTML/Javascript Page Element

• Using Wordpress?

– Add a Sidebar accessory

• Using Typepad?

– Add a Notes TypeList

Additional Embed Instructions

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How It Works for Donors

One of the most advanced online fundraising tools available…

AveneuesforHope.org 1. Pick a region2. Pick a nonprofit3. Make a gift4. Share the opportunity5. Donate again!

View real-time statistics on the challenge leaderboard.

Donation/tax receipts are generated automatically.

What should you be doing on December 10th?

• Navigate to www.avenuesforhope.org

• Find your Organization’s Giving Page

• Post your donation form on your website

• Broadcast the Housing Challenge, your direct page, or

the pages(s) where you have embedded your form

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Get Ready!

• AvenuesforHope.org will send receipts to donors– Donors will receive an email receipt for online gifts

from afh@ihfa.org acknowledging gifts for 100% of their donation.

– Remind donors to check spam or junk folders– You do not need to (legally you can’t) send a tax

receipt to donors.– We can resend receipts upon request.

• Please do send any thank you notes– General thank you’s are great (not receipts).

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Thanking Your Donors

• Credit Card Gifts– A fee - not to exceed 8% - will be subtracted from the gifts

before they are disbursed.– Total gifts will show on your donor reports (without the fee

adjusted.)– Checks for donations will be sent from the Foundation

within 1 month or less of the event.

• Grant Prizes– Prize checks will be sent out separately from other grant

checks.

• Celebrate!– As possible, check presentation events/celebrations will be

held for prize winners. You are welcome to plan local events as well.

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Campaign Disbursements

• What do you all have planned?

• What’s worked well in the past?

• What questions do you have about the campaign or the process?

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Let’s Hear From You…

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Let’s Go!

Get involved in the campaign!

Help promote in your community, to your friends and colleagues.

Thank campaign prize and match fund sponsoring companies.

Provide feedback or ideas.

Contact Deanna if you have any questions or need additional information!

Thank You!