A Charity of 32° Scottish Rite FALL 2020 CAMPAIGN TOOLKIT ...€¦ · Local Masonic Lodges and Scottish Rite Valley – reach out to your Valley Secretary to get started. Groups

A Kid Like Me Campaign

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Toolkit

FALL 2020 CAMPAIGN TOOLKIT

Campaign

A Charity of 32° Scottish Rite Freemasonry™


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Table of Contents

Fundraiser Development

Campaign Prep Work

Scoping Out & Securing Early Support

External Kickoff & Public Push

Campaign Activation

Other Correspondence

Campaign Wrap-Up

Quick Tips & Answers

3

6

10

12

14

23

28

31


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3

Fundraiser DevelopmentYour Start-up Guide to your Fundraiser



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A Kid Like Me is an online campaign to help local

Children’s Dyslexia Centers build awareness of the

needs of children with dyslexia in their communities,

and raise funds to support their programs during

Dyslexia Awareness Month.

Many kids struggle in school, but children with

dyslexia often face barriers restricting their ability to

learn at the same pace as other students. They may

become discouraged when faced with an educational

environment that was not built for them. However,

when provided the appropriate support, these students

can begin to see that they are perfectly made and

perfectly capable. A Kid Like Me celebrates children

who have undergone this journey, who are stronger for

it, and who are just as capable of realizing their dreams

as any other child. We invite you to take part in the

celebration of these children, and support their growth

towards achieving their full potential.

Fall 2020

Campaign Vision



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As a member of your Center’s board, your role is to

engage those in your personal network and bring

people into the mission. Using the resources and

materials included in this toolkit, you can connect with

people in your personal network, share your Center’s

unique story, and encourage others to support your

Center and it’s vision for your community.

Roles & Responsibilities

In this Campaign Guide, you will find step-by-step

instructions for implementing this campaign, some

best practice strategies, and a variety of pre-prepared

messages and appeals templates. We know that

Centers vary in terms of Board size and resources,

so we want to do our best to make this as easy as

possible. This Campaign Guide covers the four phases

of a fundraising campaign:

Campaign Prep Work

Scoping Out and Securing Early Support

External Kickoff and Public Push

Campaign Wrap Up

If at any time you have questions, concerns, or need

any assistance – please do not hesitate to reach out

to Jocelyn Wallace, our Grant Writer & Coordinator,

at [email protected] or at (781) 862-4410.

Introduction to The Toolkit


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6

Campaign Prep WorkSix Weeks before Launch



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Assemble a Campaign Team Set a Fundraising Goal

Step 1 Step 2

Assemble a Campaign Team. They will act as the primary

point of contact between your Center and HQ (Jocelyn

Wallace, [email protected]) and be responsible for

delegating and/or accomplishing all campaign activities

outlined in this guide.

All board members, staff, and committed volunteers

should be made aware of the details of this campaign,

your fundraising goal, who they should contact if they

have any questions, and where they can access all

campaign resources.

Set a Fundraising Goal. Think about whom you will ask for

support and how you will ask them, and then create a goal

that feels right for you and your unique donor prospects.

Centers with strong social networks, access to corporate

matching gifts, fundraising experience or other fundraising

resources may want to consider setting higher goals around

$10,000, where less experienced Centers may want to

consider goals around $5,000.


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Create a Donor Prospect List

Step 3

Board members, staff, and committed volunteers should be

asked to identify those in their personal network, including:

You’ll want to include the following information when compiling your list:

*Resources include money, the ability to share your campaign, potential campaign collaborators, access to other significant networks, etc. Some connections may represent multiple resources.

Jane Smith Margaret - Friend (789) 123 - 3456 Margaret - CallLikely to give $50, likely to share campaign with her personal network

Casual acquaintances, neighbors, co-workers,

school associates.

Members of churches, organizations, clubs, and hobbies you

are involved with.

Local Masonic Lodges and Scottish Rite Valley – reach out to

your Valley Secretary to get started.

Groups you’re involved with – you’ve already listed the

people you know in those groups, but sometimes, the group

itself is a good prospect.

Local businesses or civic organizations you frequent

People you “kind of know”, but who have an affinity for the

Center and its mission.

Donor Bridges – someone who knows someone that might

be interested in giving.

Name / Organization Connection Contact Method of Contact Resource*


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Create a GoFundMe Page

Step 4

We ask that Centers prepare a GoFundMe Charity

Campaign Page that you can use to collect and track

online donations towards a specific fundraising goal.

We cover the steps for creating and managing your

page in a step-by-step instructional video available at

ChildrensDyslexiaCenters.org/AKidLikeMe.


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10

Scoping Out & Securing Early SupportTwo Weeks before Launch



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Make a Contribution Ask Your Network Follow Up

Step 5 Step 6 Step 7

Any size donation will encourage

potential donors to give as they see

your commitment to your Center.

With Donor Prospect List and

campaign page URL in hand, ask

board members, staff, and volunteers

to send individual calls and emails to

their closest friends and family.

After sending an email, schedule a

time to meet or call with participants

and evaluate how close you are to

meeting your campaign goal. By the

end of this stage, you will have ideally

collected around 30% of your total

fundraising goal.


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12

External Kickoff & Public PushCampaign Launch



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Follow the Communications Calendar

Step 8

We’ve created messages and appeals for you to send out

to prospective donors throughout your campaign. The

Communications Calendar will let you know the exact date

and time each message needs to be sent out, from what

platform and to whom, and which visuals, links, and videos

should be included.

Simply click the link for the day you intend to post, and you

will be taken to the exact post or email template that needs

to be sent out. Copy and paste social media posts to their

respective platforms.

Communications Calendar

Find the Social Post calendar by going to the A Kid Like Me Campaign Toolkit and downloading the file titled Communications-Calendar.xls

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14

Campaign ActivationSocial Media & Print



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Our Campaign, A Kid Like Me, was

developed with a complete focus on our

current brand style, while incorporating

a mark that will catch the eye whether

viewed on a phone, tablet, computer

screen, or in printed form.

We encourage you to use these logos in

creative ways to promote your campaign

during the month of October. Please do

not alter the logo in any way.

Branding Primary Logo on Light Background

Logo on Dark Background

Find these logos and more in the Campaign Toolkit by visiting in the Logos folder.


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ALL IMAGES ARE SAVED AS A JPEG FORMAT AND ARE 1:1 RATIO PROPORTIONS

While we prefer including images of real

students, used with parent/guardian

approval, we have provided imagery that

can help supplement your promotional

materials where you see fit.

Core Imagery

Find all campaign approved images by going to the Core Images folder in the Campaign Toolkit, and downloading the files.


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2880x1440 GoFundMe Charity Campaign Header Image

For the month of October, we encourage

you and your Center to share incredible

stories of youth who have gone through

your programs. Supplementing real photos

with campaign photos will allow you to

share stories of impact, promote the brand,

and maintain a consistent aesthetic.

In the Campaign Tooklit, you will recieve

seventeen (17) social posts to share on your

Center’s social channels, such as Facebook,

Twitter, LinkedIn, etc.

Simply choose the story you would like to

share, along with the image size, and post it.

GoFundMe Resources

Find this image by going to the Header Files folder in the toolkit, and downloading the file 2880x1440-Banner-Image.jpg.


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nth820x360px Facebook Header Image

1200x600px Mailchimp Header Image

Find this header image by going to our Campaign Toolkit and looking in the Header Files folder for this file titled FacebookHeaderImage.jpg.

Find this header image by going to our Campaign Toolkit and looking in the Header Files folder for this file titled MailchimpHeaderImage.jpg.

Most Centers have a Facebook page,

group, or profile for their local updates,

communications, and posts. We have

provided a series of header images you

can use to bring the campaign to your

Facebook page!

Between October 1st and the 31st, change

your Facebook header to our campaign

post and share your GoFundMe campaign

along with any information accompanying

the campaign to increase visibility.

Facebook Resources


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For the month of October, we encourage

you and your Center to share incredible

stories of youth who have gone through

our programs. Supplimenting real photos

with campaign photos will allow us to share

stories of impact and promote our brand

and maintain a consistent aesthetic.

In the Campaign Toolkit, you will recieve

seventeen (17) social posts to share on the

social channels your Center posts on such

as Facebook, Twitter, LinkedIn, etc., eight

prepared images, seven real stories,

a campaign kickoff, and a final post.

Social Media

Find all social media post images by going to the Social Posts folder in the Campaign Toolkit, and downloading the files within the folder.


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1200x628px

In additon to the collection of prepared

social posts, you have the opportunity to

share some real stories and faces of those

who have agreed to be a part of the A Kid

Like Me campaign.

Share these images, as well as the others

in the toolkit along with your campaign

GoFundMe link to attract new supporters

and donations!

Social Media, cont.

Find all social media post images by going to the Social Posts folder in the Campaign Toolkit, and downloading the files.


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Social Media Best Practices

Always use the following hashtags: #AKidLikeMe, #DyslexiaAwareness

Like and share messages posted to your Center’s account via your

personal social media and share why you find the work meaningful.

Respond to messages fast – Be ready to respond to direct

messages and thank anyone who’s contributed quickly. It lets

donors and potential donors know you’re paying attention and

that you’re responsive.

Always include the link to your campaign page when corresponding

with someone you know.

Leverage existing accounts. If you do not already have a presence on

Twitter or LinkedIn, or do not plan to use it following your campaign,

do not create a new account for the sole purpose of campaigning.


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Email Communication

You will find email templates alongside social media links in the

Communications Calendar. Instead of copying and pasting,

you will be taken to a MailChimp email template, which will

save you a lot of time formatting. For instructions on using

MailChimp, please see the MailChimp Instructional Video

at ChildrensDyslexiaCenters.org/AKidLikeMe.

Bear in mind, mass emails through MailChimp should not be

a substitute for asking major donors or those in your personal

network to donate to or participate in your campaign. People are

far more likely to open emails from someone they know, so try to

send personalized correspondence whenever possible.

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23

Other CorrespondenceTemplates Included in the Toolkit



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Center Name, ST. Firstname Lastname

Title

Address 1 Address 2

Dear NAME:

Scared, frustrated, angry, defeated – over 14 million children in the United States experience the daily struggles of dyslexia. Fortunately, for children enrolled in the Children’s Dyslexia Center of LOCATION, these emotions can be actively transformed into feelings of confidence, joy, and a love of learning.

Over the past X years, the Center has helped hundreds of children in our community learn to read, write, and spell, freeing them from a life of poor academic performance and low self-esteem. To celebrate, we are inviting you to take part in these students’ incredible journey as part of a new online giving campaign for Dyslexia Awareness Month - A Kid Like Me.

Plenty of children struggle in school, but for kids like Amara, reading has proved to be especially challenging. In third grade, she told her mother that letters would keep getting bigger and smaller and move all around. When she was encouraged to read at home, she would often get angry and shut down. Her teachers said that Amara was still young and that there was no reason to worry. But her mother did worry.

Then the family discovered the Children’s Dyslexia Center, and everything changed. One of the things Amara liked best about her one-on-one tutoring lessons was spending time with her tutor, Brigid. Brigid took time to meet regularly with Amara’s parents, keeping them updated on her progress. “It was wonderful to hear Brigid talk about how hard Amara was working,” her mother said. The hardest part of attending the Center was when it came time for Amara to graduate. “I was sad to leave,” she said. “The teachers were so nice. I liked going to the Center twice a week.” After two and a half years of those twice weekly lessons, Amara graduated this summer, having reached grade level in reading and writing.

The impact of her time at the Center is something both Amara and her mother expect will stay with Amara for a long time. “At school we had younger kids assigned as book buddies for us to read to,” Amara explained. “Before I came to the Center, I would just make up the story when I was with my buddy because I couldn’t really read it. Reading was seriously frustrating. Now, I read to my younger brother all the time. I really like to read to him.” For Amara, the Center has opened up a whole new understanding of letters, words, reading—and of herself.

Dyslexia is not curable, but the Children’s Dyslexia Center of LOCATION is giving kids like Amara the tools they need to succeed in the classroom. You can help support this life-changing work by visiting our online campaign page at URL or sending in a donation with the slip below, and by sharing this important cause with friends and family.

Will you help give LOCATION’s children the gift of reading. Donate to A Kid Like Me today!

Sincerely,

NAME POSITION

Yes! I want to help. Please accept my gift of $________________________________.

Name (please print) ___________________________

Address_____________________________________

City, State, Zip Code ___________________________

Phone ______________________________________

Email _______________________________________

WAYS TO DONATE

Check Enclosed (Payable to the Children’s Dyslexia Center of LOCATION) Credit Card: Visa MC AMEX Discover (Circle One)

Credit Card

#________________________________________

Exp. Date __________/______________

Cardholder’s Name_________________________

To donate online, please visit: CAMPAIGN URL

Not everyone is a fan of email, and some prefer

the old-fashioned way: printing their appeal letter,

signing it and enclosing a self-addressed, stamped

envelope for the donor to return a check to them.

Compelling evidence shows when the return

envelope is already stamped, people are more likely

to give than if they have to find their own stamp.

Appeal Letter

Find all campaign approved images by going to the Templates folder in the Campaign Toolkit, and downloading this file


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The Children’s Dyslexia Centers, Inc., a tax-exempt 501(C)(3) charitable organization, is grateful for your generous financial support and assures that no tangible benefit, goods or services are or have been received by you or any individual or entities connected with the above-mentioned donation.

Center Name, ST Firstname Lastname

Title

Address 1 Address 2

August 17, 2020 FIRSTNAME LASTNAME STREET CITY, STATE ZIP Dear FIRST NAME, Thank you for your generous gift of $X to the Children’s Dyslexia Center of LOCATION’s A Kid Like Me Campaign. We are thrilled to have your support. Your willingness to help children in our community learn to read, write, and spell makes all the difference in the lives of LOCATION’s children – kids like Alexis:

“Thank you so much for supporting the Dyslexia Center, because they have been helping me cope with my disability. When I was younger, I would come home and cry because I thought I was dumb since I couldn’t read like the other kids. My Dyslexia Center tutor has been helping me a lot with spelling. I know it may not seem like a big deal to most, but I am excited I can now spell the word ‘sentence’ without the help of spell-check. It is all these little things that add up to one big THANK YOU!”

- Alexis, 14

Your donation provides hundreds of hours of one-on-one, multisensory tutoring for children with dyslexia, and has brought us that much closer to reaching our $X fundraising goal. If you haven’t already, please consider sharing why you gave with friends and family. With nearly 1 in 5 people affected by dyslexia, you never know who else might share your affinity for this cause. Again, thank you for all that you do for LOCATION’s children. You are part of their lives too. Sincerely, NAME POSITION

While donors should receive an auto-receipt

following their gift, this is your opportunity

to communicate a heartfelt thanks to your

supporters for their contributions. Express sincere

appreciation and convey authenticity by adding a

personal touch to this template.

Handwritten letters can go a long way

toward establishing a meaningful connection

with donors. To keep your follow-up timely,

make sure donors receive your letter within

two weeks of making their gift.

When thanking donors, consider highlighting

a short story about a child at your Center or

a relevant experience you’ve had to assure

donors that their contributions will be used

effectively.

Your Center might not be able to send

personal notes to every donor, but it’s still

a good idea to build special follow-up

strategies for those who give larger gifts.

Thank You Letter



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The Children’s Dyslexia Centers, Inc. is a tax-exempt 501(C)(3) charitable organization.

Center Name, ST Firstname Lastname

Title

Address 1 Address 2

NAME FOR IMMEDIATE RELEASE: DATE Children’s Dyslexia Center of LOCATION NUMBER EMAIL

LOCATION CENTER LAUNCHES #AKIDLIKEME CAMPAIGN

A crowdfunding effort is underway in support of the Children’s Dyslexia Center of LOCATION, with all proceeds benefitting children’s dyslexia intervention and tutoring.

CITY, STATE: The Children’s Dyslexia Center of LOCATION has launched a new online giving campaign for National Dyslexia Awareness Month – A Kid Like Me – which aims to shed light on the educational needs of children with dyslexia, and raise funds in support of students who need one-on-one learning assistance in the LOCATION community.

The Center’s campaign launched October 1st and will run through the end of the month. Their goal is to raise $X, which would support hundreds of hours of one-on-one, afterschool tutoring for children with dyslexia. This new emphasis on online fundraising is the result of COVID-19 and the forced cancellation of some of the Center’s largest fundraising events, including FUNDRAISING EVENT, which typically brings in about $X in donations.

<Quote from the Center Director or Board Chairperson on COVID-19’s effect on Center operations and fundraising, and the importance of your work to the community>

The Center works year-round to provide state-of-the-art, multisensory tutorial reading and written language instruction to children with dyslexia, and trains local educators in the art, science, and practice of tutoring children using certified multisensory methods to teaching literacy. These efforts are ongoing, and require the help of the LOCATION community to ensure the Center is able to continue serving local children and educators.

<Quote on the impact of a donor’s contribution and how people can support your Center’s mission>

For more information on the LOCATION Center and the latest updates on their A Kid Like Me campaign, visit the Center’s campaign page at URL and follow them on Facebook (@FACEBOOKHANDLE).

Media Contact: NAME EMAIL NUMBER CENTER WEBSITE

For Center’s with potential press connections, we have

developed a press release template. We recommend

waiting until you’ve reached 20-30% of your goal

before reaching out to your local newspaper or media

outlet. As a general rule, follow up within three days of

inquiring about or submitting your press release.

Press Release



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Join us this October as we celebrate National Dyslexia Month with our fundraising campaign, A Kid Like Me! For the entire month, we will feature stories of students who have found success in our Children’s Dyslexia Centers! To learn more or to donate, go to www.EnterLinkHere.com

8.5” x 11” Campaign Poster Series

To edit these files, you must have access to Microsoft Word. Please only customize the customizable information and do not add additional elements to the posters. Find these files in the Campaign Toolkit under the folder titled A Kid Like Me Campaign Posters.

You have been provided printable

resources that can be customized in

Microsoft Word and printed in-house.

We encourage you to edit the customizable

information the Word document to

suit your needs for your campaign! Add

information about your GoFundMe, print

them out, share them with friends & family,

supporters, and hang them up where ever

you can!

Print Resources




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28

Campaign Wrap Up



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Acknowledge Donors Share Your Campaign Stories

Step 9 Step 10

Call and/or publicly acknowledge donors via social media,

email, in-person, or over the phone to thank them for their

contribution and encourage them to share the campaign

with friends. You can also thank/acknowledge those who

share the campaign but who may not have donated.

Submit any interesting campaign stories, photos, testimonials,

etc. to the CDC Success Story Submission JotForm at

https://form.jotform.com/201634278549159


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Fundraising Checklist

CAMPAIGN PREP WORK: AUGUST 16TH - SEPTEMBER 18TH

Assemble a campaign team

Set a fundraising goal

Create a donor prospect list

Create a GoFundMe Charity Campaign Page

TWO WEEKS BEFORE LAUNCH: SEPTEMBER 21ST - 30TH

Make a contribution to your Center’s campaign

Ask those closest to you to donate

Follow up after first round of asks to friends and family

CAMPAIGN LAUNCH: OCTOBER 1ST - 31ST

Follow the Communications Calendar for social media and mass email send outs

Acknowledge and thank your donors

Utilize campaign materials

WRAP UP: NOVEMBER

Continue to acknowledge your contributors

Send the Campaign Wrap Up email in the Communications Calendar

Submit campaign stories to JotForm

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31

Quick Tips & AnswersEasy answers to some commonly asked questions



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Quick Tips & Answers

DO I HAVE TO HAVE CAMPAIGN?

No, this is an entirely voluntary fundraising program

HOW WILL ONLINE DONATIONS BE MANAGED?

Because of our Center’s shared EIN, all donations made through GoFundMe will be directed to corporate and promptly reallocated to the Center within a month of the donation.

DO WE HAVE TO HOLD IT IN OCTOBER?

No, but bear in mind that the majority of templates make some reference to Dyslexia Awareness Month and would need to be edited.

WILL CORPORATE BE RUNNING IT’S OWN CAMPAIGN?

No. A Kid Like Me was designed specifically for local Centers and corporate will not be participating in this program.

CAN WE USE OUR OWN MATERIALS & COPY?

Yes, feel free to mix & match your own materials with those in the toolkit.

WILL YOU BE MAKING ANY UPDATES TO THE TOOLKIT?

Please check the landing page or your CDCINC email for notifications on any possible update to the toolkit.

WHAT DO I DO IF I HAVE A SPECIAL REQUEST?

While we encourage you and your team to explore methods of developing new materials, if you have a specific request that could aid your marketing efforts, please reach out to Jocelyn Wallace at [email protected] and we will see if we are able to assist.

CAN WE USE OUR OWN WEBSITE TO COLLECT DONATIONS?

We do not recommend taking this approach. All campaign assets were designed specifically to match GoFundMe Charity specifications and we know this to be a reliable fundraising tool.


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Documents

A Charity of 32° Scottish Rite FALL 2020 CAMPAIGN TOOLKIT ...€¦ · Local Masonic Lodges and Scottish Rite Valley – reach out to your Valley Secretary to get started. Groups