8 Week Communication Plan › gg-day-of-giving › kern2017 › ... · 8 Week Communication Plan Page 5 of 12 Week Five (March 27 - 31): Soft Marketing Launch Checklist ___ Complete

18 Week Communication Plan

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Quick Reminders!

Supporters Donors + Volunteers

Engagement Strengthen Current Relationships

Initiate New Relationships

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CreatePlan

Implement

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Use Your Workbook!

(Find the workbook at the endof these slides)

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Week 8Meet, Plan, Discuss

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Week 8: Meet, Plan, Discuss

Set Your Goals1. Identify Your Audiences2. Create S.M.A.R.T. Goals

Simple.Measurable.Achievable.Realistic.Timely.

3. Set Action to Achieve4. Decide on Measurements

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• What are your goals?

Week 8: PLAN - Social Media

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• Social media audit


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• Content marketing plan


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• Editorial calendar


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• Hashtags#ProvConsult#GIVEBIGKERN


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• Hashtags#ProvConsult#GIVEBIGKERN

• Rule of Thirds


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Week 7Teasers and Preparations

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Week 7:Teasers and Preparations

Download “Goodies” from the Nonprofit Toolkit

Start Using Them!

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Downloadable Goodies

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• What is Give Big Kern? • Why does philanthropy matter? • Why should they get involved? • What will the donations be going toward?

Maximize VIDEO!

Social Media Teasers


Maximize VIDEO!



Maximize VIDEO!



Maximize VIDEO!


Maximize VIDEO!

(view it here)


https://www.dropbox.com/s/4yqjqi6d6bchqwc/CASA.MOV?dl=0

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Sample Video Script• Introduce yourself – Name, Title, Nonprofit• I’m here to announce that we’re so excited to participate in Give

Big Kern on May 2nd.• I’m here to encourage you to join us. Go to givebigkern.org and

learn more about how you can help us to spread the word about this 24 hour giving day designed to bring our county together as one, lifting up the work of nonprofits everywhere.

• Describe your work and impact.• We cannot do this alone, we need the community’s support. And

that’s why we’re participating in Give Big Kern on May 2nd. Again, we encourage you - learn more! Help spread the word! Go to givebigkern.org and join us.

• Support us through volunteer hours or making a financial donation. Every dollar counts and we can’t do this alone.

• Again, givebigkern.org on May 2nd. We hope you will join us then.

Maximize VIDEO!

Use the app Boomerang to create a mini, looping video

(view it here)


https://www.dropbox.com/s/hddwtuy7msbtuq1/Providence.MOV?dl=0

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Week 6Preparing for Your

Soft Marketing Launch

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Week 5Soft Marketing

Launch

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Week 5: Soft Marketing Launch

Complete Your Profile

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Week 4Continue Soft

Marketing

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• Social mediamanagement

Weeks 6 - 4: Social Media Soft Marketing

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• Facebook Event

• Branch out


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• Facebook Event

• Branch out

• Give Big Kern profile


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• Facebook Event

• Branch out

• Give Big Kern profile

• Employee participation!


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Week 3Prepare for 2-week

Marketing Blitz

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• Social icons oneverything!

Week 3: Prep for Social Media Marketing Blitz

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• Social icons on everything!• Social schedule solidified


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• Social icons on everything!• Social schedule solidified • Social supervisor assigned • Stress ball on standby


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Week 22-week Heavy

Marketing Begins

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Week 2: 2-week Heavy Marketing Begins

Attend the Press Conference on April 18th

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Week 1Heavy Marketing

Continues

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Week 1: Heavy MarketingContinues

Prepare your website to have Give Big Kern on the front page

Direct supporters to your profile page on givebigkern.org

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• Swap out the “Donate” link to link to your Give Big Kern profile

Weeks 2 & 1: Social Media Heavy Marketing

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• Swap out the “Donate” link • Double check posts

– Spelling, grammar– That scheduled posts are going up

• Be sure to engage!


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• Swap out the “Donate” link • Double check posts• Be sure to engage!

– Respond to comments


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• Swap out the “Donate” link • Double check posts • Be sure to engage!• Invite, invite, invite!

– When someone likes a post, invite them to like your page!


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May 2: Give Big Kern

Attend the morning kick-off

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Be active all day on social mediaShare your success

Thank donors and volunteers

Remind and push for your goals

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• Battery lifeBring your charger!!

May 2: Give Big Kern on Social Media

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• Battery life

• Go live/make a video!


(view it here)

https://www.dropbox.com/s/mq2jg3yqnj4o2mv/Marley%27s%20Mutts.mp4?dl=0

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Remember – videos have more reach and engagement!

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• Battery life


• Share Your Story


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• Battery life



• We would like to thank…


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• Battery life



• We would like to thank…


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Post May 2Day After and

Beyond!

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Post May 2: Day After and Beyond!

Continue thanking your supporters

Share your results!

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• Again, a BIG thank you to all who donated!

• Be creative!• Create a photo album • Share results & tell your story• Continue to share the impact

Post May 2: Social Media

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• Again, a BIG thank you to all who donated!

• Be creative!• Create a photo album • Share results & tell your story• Continue to share the impact

Post May 2: Social Media

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Questions?

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Important DatesFebruary 28

Registration Deadline

March 31Profile Page Deadline

April 18Press Conference

April 25Opt-in Deadline for Board Challenge

May 2Give Big Kern

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Next Steps

Register for Give Big Kern by today!

Customize your Give Big Kern page by March 31!

Attend the webinars and workshops

…and implement this plan!

8 Week Communication Plan

One day to celebrate the

giving spirit of Kern County

An interactive workbook to help you create, plan, and implement your own 8-week Give Big Kern

campaign for a successful May 2nd!

Give Big Kern 8 Week Communication Plan

Page 2 of 12

Week Eight (March 6 - 10): Meet, Plan, Discuss

Checklist

___ Set your nonprofit’s goals for Give Big Kern - use the “Goals and Best Practices” workshop material

___ Make sure you have completed filling out this plan

___ Pick up your free marketing material from Kern Community Foundation

___ Inform Kern Community Foundation whether you are interested in custom Give Big Kern panel cards

(minimum 250 at $0.10 apiece)

___ Decide on whether to participate in the 100% Board Giving Challenge

___ Create outreach strategy for current supporters

Task Staff Status Notes

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Pull together a Give Big Kern kick-off meeting with your staff to hash out roles and responsibilities

Do a brief audit of your current social media

Create a content marketing plan and calendar

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Make sure hastags and social icons are on all material and emails

Use #GIVEBIGKERN

Write a blog or newsletter about your Give Big Kern campaign.

Include ways people can help spread the word and a link to your profile page.

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Kern! Explain your reasoning for participation and how you hope to achieve your goals.


Page 3 of 12

Week Seven (March 13 - 17): Teasers and Preparations

Checklist

___ Download all “goodies” from the Nonprofit Toolkit at givebigkern.org

___ Begin outreach to local businesses to form partnerships and support

___ Add a Give Big Kern logo to your email signature

___ Add a teaser or save the date block to your website and outgoing e-newsletters

___ Create target list of asks for matching gifts

___ Make sure you have completed all checklist items from the previous week!


Pla

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Remember to have a plan and a strong internet connection!

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make sure all information is ready to use

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Provide Give Big Kern updates at your monthly or quarterly board and committee meetings


Page 4 of 12

Week Six (March 20 - 24): Preparing for Your Soft Marketing Launch!

Checklist

___ Decide on communication tools (e.g. Facebook, Twitter, Instagram, e-newsletter, email, etc.)

___ Determine who will run your social media campaign (e.g. staff, hired consultant, volunteer, etc.)

___ Decide if your organization will attend or host an event on May 2nd

___ Reach out to other nonprofits in your sector to see if there are ways you can collaborate!

___ Begin making asks for matching gifts

___ Create staffing plan for May 2nd


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Email volunteers announcing your participation in Give Big Kern, and explaining how they can get involved.

They have all liked your Facebook page and are encouraged to share content

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are encouraged to share content

Ask them to update their email signature with the Give Big Kern logo and a link to your Give Big Kern profile page.


Page 5 of 12

Week Five (March 27 - 31): Soft Marketing Launch

Checklist

___ Complete your Give Big Kern profile, including volunteer opportunities.

___ If you are using printed materials or sending a special newsletter, drop them in the mail no later than

next week (nonprofit bulk mail takes about 10 days)

___ Work on your “thank you” plan for supporters for day-of and post-May 2nd

___ Boast about your Give Big Kern profile! Use it to help promote your participation!

___ Do a self-check and make sure you have completed all previous checklist steps

___ Implement current supporter outreach plan


Pla

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social pages

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Encourage them to say why the support you!

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Page 6 of 12

Week Four (April 3 - 7): Continue Soft Marketing

Checklist

___ Create a board task list and assign to members

___ Send invites to day-of events (if having one or invite them to a signature Give Big Kern event)

___ Schedule key meetings with supporters (pre-commitments)

___ Begin talking about your involvement in Give Big Kern at meetings and events.

___ Bring panel cards with you and leave in office lobbies, coffee shops, etc.

___ Continue to implement your communications plan (e.g. emails, social media posts, etc.)


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Social icon links are on all email blasts and printed content

Social media schedule is finalized and ready to go

Schedule whenever possible!

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n Begin sharing stories about your organization

from the perspective of supporters.

Let them explain why what you do is so important!

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nt Send a "Save the Date" to past donors to let

them know you're participating Tell them why it's important to

give on that specific date.

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promotions, sponsorships).


Page 7 of 12

Week Three (April 10 - 14): Prepare for 2-week Marketing Blitz

Checklist

___ Customize email templates from toolkit and schedule e-blasts to go out

___ Finalize social media schedule and content

___ Schedule key meetings with supporters (pre-commitments)

___ Finalize partnerships with businesses and other nonprofits (and tell Kern Community Foundation!)

___ Contact local media (press release/events)


Pla

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n Write another blog or newsletter story around

your Give Big Kern campaign. Include ways people can help spread the word and a link to your profile page.

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Page 8 of 12

Week Two (April 17 - 21): 2-week Heavy Marketing Begins

Checklist

___ Attend the Give Big Kern press conference on April 18th

___ Amp up social media posts – add Give Big Kern graphics to Facebook and Twitter

___ Begin sending emails

___ Make targeted phone calls to supporters

___ Have a kick-off event and talk to supporters about Give Big Kern (suggested)

___ Finalize day-of roles and staffing plan, including social media management


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Review your Give Big Kern profile to ensure it looks just as you'd like it to.

Make tweaks based on campaign progress so far.

Change the Facebook “Donate” link to go directly to your Give Big Kern profile page

Go back through your posts, inviting those who haven’t liked your page to do so

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n Add Give Big Kern graphic to social media

Cover photo, profile photo, posts – you choose – use the toolkit!

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Page 9 of 12

Week One (April 24 - 28): Heavy Marketing Continues

Checklist

___ Make sure you know how to login to your GiveGab account to track donations and volunteers

___ Continue heavy social media presence

___ Remind board of roles (e.g. outreach, sending emails, etc.)

___ Utilize Give Big Kern marketing material – share downloadable goodies on social media

___ Finalize day-of event plans

___ Prepare your own website to have Give Big Kern on the front page and direct supporters to your

donation page on givebigkern.org


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Prepare a messaging timeline or review the social media messaging schedule.

Make a test donation to ensure all messaging is accurate.

And so you'll be able to answer donor questions about the process.

Ask the team to update their social media profiles with promotional materials

Cover photos are in the downloadable goodies

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Have a special blog or newsletter edition story around your Give Big Kern campaign for the day of.

Include ways people can help spread the word and a link to your profile page.

Countdown!

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profiles with promotional materials Cover photos are in the downloadable goodies


Page 10 of 12


Checklist

___ Attend the Give Big Kern morning kick-off to represent your nonprofit on local media

___ Utilize your business partners – have an informational table about your nonprofit

___ Attend other Give Big Kern signature events.

___ Check in with all board members and make sure they are ready to implement your plan.

___ Be active all day on social media

___ Check your Give Big Kern profile every hour and share your success / needs on social media or email.

___ Thank your major donors and volunteers in real-time with social media posts or email.


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Make sure everyone who is using technology has their chargers on them if they’re working an event

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n Go Live! Remember to have a plan and a

strong internet connection!

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Page 11 of 12

Post May 2: Day After and Beyond!

Checklist

___ Get some rest!

___ Continue your plan of thanking all supporters

___ Implement supporter thank you plans. (i.e. who will receive calls, send personal letters, thank you

cards, emails, etc. - check your staff role list)

___ Send thank you’s to businesses and other nonprofits you partnered with

___ Send an update to your board, staff, volunteers, networks, and supporters to share your results!

___ Decide if you will have a post Give Big Kern thank you activity


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Update your blog post/newsletter with final numbers for your Give Big Kern 24 hour giving campaign.

Post a thank you message on social media Use the “thank you” downloadable goodie

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Page 12 of 12

Sample Social Media Timeline for May 2nd

Team Member Time Social Media Post

12:00am Post a “Celebration” post about Give Big Kern and your campaign. Use the “Give Local Today” downloadable goodie.

6:00am Go “live” while at the morning kick-off.

9:00am Thank everyone for their support so far.

10:00am Post a story about your nonprofit with an engaging photo.

12:00pm Post a noon update about the progress you’ve made.

2:00pm Encourage supporters to share that they donated or pledged volunteer hours to your nonprofit

4:00pm Post a story about your nonprofit with an engaging photo.

5:00pm Share the “I Gave” downloadable goodie and encourage your supporters to do the same

7:00pm Post another update about the progress you’ve made.

11:00pm Post a “Final Hour” message.

Sample Staff Assignment Worksheet

Name of Staff or Volunteer Assignment / Role Tasks

Joe Smith Social Media Create editorial calendar, schedule posts, post day-of

Documents

8 Week Communication Plan › gg-day-of-giving › kern2017 › ... · 8 Week Communication Plan Page 5 of 12 Week Five (March 27 - 31): Soft Marketing Launch Checklist ___ Complete