FUNDLY MAYDAY 2016 CAMPAIGN PLAN

WHY IS IT IMPORTANT Attract MayDay Donors across the United States IT’S GLOBAL Avg. online gift increased 40% year-over-year for December giving day nonprofits INCREASED GIVING 2 BILLION people reached on Twitter alone (Approx. 700 tweets per minute during December giving day peak) 2 BILLION

Successes: [List your major accomplishments: things happened this year that you want your supporters to know?] Stories: [List your supporting messages/stories: What messages are resonating? What stories do you want your current and future supporters to know?] Resources: [List your supporting content: Include infographics, pictures, videos, any other visuals that help tell your story] Data: [List your supporting data: How can you demonstrate you’ve made an impact? What are your strongest statistics or gains?] Special Moments: [List other special moments: What makes this year unique or special compared to others? Why?] HIGHLIGHTS

GOALS f To raise a total amount of $X To increase social media following by X% To gain X new donors To increase average donation by X% To retain X% of 2013 donors To increase advocacy by X% The following are examples. Identify the best 1-3 goals for your organization:

MEASURE SUCCESS Total donation amount # of social media shares, likes or comments (be specific – which platform? Which action?) Action rate Avg. donation amount Click-through rate The following are examples. Identify the strongest KPIs for your organization:

TAKE INVENTORY: RESOURCES STAFF Text Here CRM Text Here VOLUNTEERS Text Here Text Here PARTNERS Text Here SOCIAL MEDIA ACCOUNTS Text Here

The next slides will help define your 1) audience, 2) messages and 3) call to action. Spend some time sketching a persona of your typical donor. Who are they? How did they find out about your organization? What kinds of stories motivate them to give? Use this information and try to find the intersections between your existing donors and what you know about likely MayDay participants. Consider surveying a few select donors about whether they’ve given during past MayDay. If they have, then did they give to your organization? Why or why not? You’ll be more successful at reaching new audiences if you better understand what drives your existing base of supporters. CAMPAIGN THEME MESSAGE

AUDIENCE / MESSAGE Existing Supporters Insert main message for this specific Group Here. Interests: Age: Demographics: Giving habits: Preferred form of communication: Call To Action: New Supporters Insert main message for this specific Group Here. Interests: Age: Demographics: Giving habits: Preferred form of communication: Call To Action:

AUDIENCE / MESSAGE New High Donors Insert main message fro this specific Group Here. Interests: Age: Demographics: Giving habits: Preferred form of communication: Call To Action: Millennials Insert main message fro this specific Group Here. Interests: Age: Demographics: Giving habits: Preferred form of communication: Call To Action:

WEEK 1 Text Here WEEK 4 Text Here WEEK 2 Text Here WEEK 5 Text Here WEEK 3 Text Here WEEK 6 Text Here CALENDAR

AUDIENCE / MESSAGE Twitter Insert main message fro this specific Group Here. Call to Action Events Approx. Number of Tweets Key dates for tweeting Creative content descriptions Facebook Insert main message fro this specific Group Here. Call to Action Events Approx. Number of Tweets Key dates for tweeting Creative content descriptions

SOCIAL MEDIA RULE OF THUMB USE THE #MayDay HASHTAG Mark every post on Facebook and Twitter with: #MayDay Whether you’re posting a photo, a video or status update, don’t forget to include the hashtag MAKE YOUR ASK REAL Let people know the impact they have by getting involved with your campaign Tell stories that reveal how your work has changed people’s lives Share on-the-ground visual content through compelling photos and videos Have a two-way conversation with your audience on Facebook and Twitter CREATE AND SHARE VIDEO Upload videos directly onto your Fundly page. HOST FACEBOOK Q&A’s Ask a public figure to host a Q&A on Facebook focused around your MayDay campaign Utilize the Page Q&A Tool (live for all verified People Pages on Facebook) Create a Q&A strategy tailored to your campaign (i.e. weekly Q&As with different voices, group Q&As or uniquely paired voices) MAKE IT EASY TO SUPPORT YOU Create a lightweight and enjoyable social campaign for Facebook that people can easily participate in If you want them to do more than join the conversation, tell them how and what they can do, concisely and clearly.

Dear Friend, There’s Black Friday. There’s Cyber Monday. Now there’s MayDay! This year, our organization will be joining a new Fundly movement on May 3 to celebrate generosity and give back. So what can you do? Here are five easy ways to get involved on MayDay and beyond: Talk us up on social media! Facebook and Twitter are great places to spread the word about a cause you love. Tag your posts with MayDay and join the global movement. Talk us up in real life! You’ll be going to lots of holiday parties, which means you’ll have lots of opportunities to talk about us with your friends and family. Donate! Visit our website {include link to donation form on your site} and help us reach our year-end goal. Donations are always tax-deductible, so there’s never been a better time to make your year-end gift! Create a MayDay Cause page of your own, and be an advocate for us! Thank you for your continuing support and dedication to our mission. Together, we can change the world! Make sure to include: 1. Your logo 2. Compelling photos or videos 3. Social sharing icons EXAMPLE

POST MayDay NURTURING After MayDay, how will you reach out to your new donors? When? What’s Next? What are your criteria for segmenting those donors? How will you do it? Segmentation How are you planning to reach out? Newsletter? ? Messaging Stream What will you use as your metrics? Measuring Success What worked? What didn’t? Report and Analyze

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