#GIVINGTUESDAY BOOT CAMP:THE ULTIMATE CROSS-TRAINING

FOR MARKETERS

● 8:30 - Registration and Networking

● 9:00 - Welcome - Mimi Carter

● 9:10 - Opening Remarks - Kelly Wilson from GlobalGiving

● 9:15 - Giving Tuesday Overview and Modules

● 10:00 - Giving Tuesday Break-out Sessions

● 10:25 - Conclusion

AGENDA

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Mimi CarterSVP & General Manager

Proof Strategies

Sarah VallarelliSenior Account Executive

Proof Strategies

FEATURED SPEAKERS

Chris BurrightDirector of Strategy

Proof Strategies

Shelby BurnsDigital StrategistProof Strategies

Rachel HamptonSenior Account Executive

Proof Strategies

Julie WeberPartner & Chief Marketing Officer

Brllnt

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Kelly Wilson

Senior Campaign StrategistGlobalGiving

OPENING REMARKS

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GlobalGiving’s mission is to

transform aid and philanthropy to

accelerate community-led

change.

$380MRaised online

during last year’s #GivingTuesday

3.6MIndividuals across the US donated to a #GT campaign

14.2BSocial media impressions

150Countries celebrate

this global giving movement

It’s predicted that$500M will be raised on #GivingTuesday

2019

#BeAGlobalGiver

OVERVIEW AND MODULES

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KEY MESSAGES

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GOALS & KEY MESSAGES

“People don’t give to causes, people give to people.”- Sean O’Connor, Chief Development Officer, National Audubon

Society

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GOALS & KEY MESSAGES

DEFINE YOUR GOALS:

What’ the goal of your campaign? What are you trying to achieve?

1. Raise money? By what percent? 2. Increase brand awareness ? Increase traffic to website? Social? 3. Increase membership or customers? Increase Membership

applications?

Depending on the Goal, identify what you will need and do to measure these outcomes. Ideally you can identify what are called SMART Goals.

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GOALS & KEY MESSAGES

What do good Key Messages Look Like ?

1. They confirm a belief your audience already holds. 2. They provide new insights relating to that belief. 3. And they do all of this in a way that shocks or intrigues their

audience.

At the same time they underscore three things:

1. Who you are?2. What you do? 3. What makes you unique?

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KEY MESSAGES

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GOALS & KEY MESSAGES

Footprints of Fight offers services free of charge to families in Washington that are starting or in the midst of treatment for pediatric cancer. Our goal is to provide services such as meal trains, house cleaning, gas cards, and a variety of other items that will aid in alleviating stress of the family so that the main focus can be on increasing the health of the child with pediatric cancer. Our goal is to provide these services for the duration of the child's treatment and in turn provide hope, strength, and comfort to the family.

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GOALS & KEY MESSAGES

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MEASUREMENT

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Proper measurement ensures that your strategy can begin with a clearly defined destination for success, and that it can end with a clear idea of whether or not success was achieved

Value of Measurement

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How do we avoid this?

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● Convert abstract goals into measurable milestones

● “Can It Be Counted” is a great way to quickly assess if you have accomplished this

● Defining goals provides clear Measures of Success

● This, in turn, helps determine the best tactics to use

What Are You Trying To Accomplish?

Increase Awareness For Our Organization

Mission:

25% More Impressions on

Social Posts

Measurable Goal:

15% Increase in Website Visits

Measurable Goal:

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What Are Your Measures For Success?

Awareness Action Education

Impressions Donations Content Views

Site Visits Downloads Time on Site

SignupsEngagement

Phone Calls

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MEASUREMENTWere Your Tactics Successful?

● For any campaign involving traffic to your website, UTM tracking is vital

● UTMs are a standardized but customizable form of tracking that allows for segmentation across multiple criteria

● Proper UTM utilization allows you to learn which audiences are responding and which are underperforming

Tracking Your Traffic

&utm_source=

&utm_medium=

&utm_campaign=

&utm_content=

&utm_term=

Channel

Paid or Organic?

GivingTuesday!

Ad Name

Audience

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● Google Analytics is a free analysis tool that, when placed on your site, can provide detailed analysis into onsite activities

● This tool can provide reporting on Site visits, Content Views, Time Spent On Site, and more specific actions when configured correctly

● Google Analytics has the ability to report out specific actions like Downloads, Signups, Donations etc

● When used in conjunction with UTMs, it can provide all these statistics by audience or campaign

Analyzing Goals With Google Analytics

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● While many are familiar with Facebook and LinkedIn for organic social media use, many do not realize that both platforms provide robust reporting on other activities- at no cost

● The Facebook and Linkedin “pixels” are pieces of code provided to organizations with ad accounts on the platforms

● The pixels can be placed on your website and will begin collecting and reporting out user behavior

Analyzing Goals With Facebook & LinkedIn

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● LinkedIn, for example, can report back on the names of employers for users who visit the site

● Facebook’s pixel can provide insight into the most popular Facebook pages liked by visitors to your site

● Both platforms’ reporting can be configured to track specific actions like donations or signups and then provide the reporting mentioned above for users who complete those specific actions

Analyzing Goals With Facebook & LinkedIn

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COLLECTING LEARNINGSHow Do You Organize What You Have Learned To Prepare For Next Year?

● Start by analyzing which audiences performed best for each of your measurable goals

● Focusing on the audience can provide insight into messaging and even tactic selections for next year

● Evaluate whether or not you used the best platforms for your audience based on Google Analytics reporting

● Note where you lacked the ability to track and measure and ensure those tools are implemented next year

Summarizing Success

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● Do check your performance often

● Do make use of free tools (of which there are many)

● Do make sure sure that every goal is real and measurable

The 3 “Do’s” of

Measurement

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Measurement should be determined before a campaign is even launched

When in doubt- track everything

When tracking and measurement is comprehensive, you can ensure that your successes are repeatable, and your failures are not

Measure Everything

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SOCIAL MEDIA AND EMAIL MARKETING

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SOCIAL MEDIA

BEFORE

○ Plan your social media strategy ○ Identify your why ○ Set goals ○ Develop content○ Promote your campaign

○ Announce your participation in Giving Tuesday○ Teach your audience what Giving Tuesday is

DURING

○ Stay active on your social channels during the day of Giving Tuesday

○ Community management ○ Brand your channels with Giving Tuesday images

AFTER

○ Continue the conversation○ Thank your donors○ Share the successes of the campaign○ Review your metrics of success

SOCIAL MEDIA

Giving Tuesday Social Media Do’s Giving Tuesday Social Media Don’ts

● Do - Select a ‘Hero’ to feature in your campaign

● Do - Tell a compelling story in your copy and visuals

● Do - Identify a social media lead for the duration of your #GivingTuesday campaign

● Don’t - Rely only on organic if possible.

● Don’t - Ignore your metrics and results

● Don’t - Overwhelm your audience

1

2

3

1

2

3

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EMAIL MARKETING DO’S

1 Maximize your from + subject line(s).42% of users only open emails from organizations, brands, or people they know and trust. Match content with the subject line. Avoid gimmicky subject lines

Less is always, always more. 5X as many people read the headline as they do the body copy. Keep it short and to the point.

2

3

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EMAIL MARKETING DON’TS

1Don’t send too many emails.Your audience already wants to hear from you, respect their time.

Don’t just rely on email marketing to do all the work.Activate all your channels - the more they see your message and ask - the greater the chance they are to act.

Don’t rely just on open rates to measure impact. 1 out of 3 customers take action just from seeing an email in their inbox.

2

3

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RESOURCES

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BUILDING YOUR CAMPAIGN

CANVA

GRAPHIC DESIGN

MAILCHIMP

EMAIL MARKETING

UNSPLASH

FREE IMAGES

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● Free, fully customizable platform for all 501(c)(3) nonprofits and charities in the United States

● Features include unlimited fundraising pages, embeddable widgets, peer-to-peer fundraising, text-to-donate with live display, video storytelling and more

● Each nonprofit is assigned an account manager for easy, accessible assistance

● Free tool for non-profit organizations who want to run digital fundraising campaigns but don’t where to start.

● Allows organizations to set up unlimited campaign widgets, customize them to fit an organization’s brand, and embed it onto a current website

● No setup, maintenance, or other hidden fees. They operate off tips donors make during the donation process.

● Prioritizes mobile optimization for crowdfunding pages and expertly designs each page to look great on mobile browsers

● The platform also provides in-depth fundraising guides to help any user make their campaign a success

● Your nonprofit can add blog-like updates to your page to keep the conversation going throughout your campaign.

COLLECTING DONATIONS

MEASURING YOUR CAMPAIGN

BIT.LY

LINK MANAGEMENT

GOOGLE ANALYTICS

REAL-TIME TRAFFIC ANALYTICS

HOOTSUITE

SOCIAL MEDIA MANAGEMENT +

ANALYTICS

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ADDITIONAL RESOURCES

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Planning

Resource Link

Proof’s Giving Tuesday Checklist http://bit.ly/2KzWevx

Complete Giving Tuesday Toolkit http://bit.ly/2r5cDkA

GlobalGiving Platform http://bit.ly/37orBmC

Tools

Giving Compass Widget http://bit.ly/37mtgZO

Google Ad Grants http://bit.ly/2QERmJ4

10 Best Crowdfunding Sites http://bit.ly/2CZZJXW

Mailchimp https://mailchimp.com/

Canva https://www.canva.com/

Coschedule: Email Marketing Best Practices http://bit.ly/37inZSU

Litmus: Email subject line myths http://bit.ly/2XvnyAo

Measurement

Google Analytics http://bit.ly/35kSxBR

Hootsuite http://bit.ly/2XuRdJC

Bit.ly https://bitly.com/

Learn More: https://www.givingtuesday.org/

HIITBreakout Sessions

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Contact: DCCommunicators@getproofusa.com