How to Leverage Social Media for Year-End Giving Presented by Tuesday, November 10 th, 2015

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Lesley Martinez Etherly Founder | Executive Director Contexture Media Network, nfp PROVIDING MARKETING AND DIGITAL TECHNOLOGY RESOURCE DEVELOPMENT FOR SOCIAL GOOD ORGANIZATIONS 15 years in Nonprofit program, capacity and brand development. Marketing Professional | Filmmaker | Producer | Author CNTXTR.org Twitter & Facebook.com/ContextureMediaNetwork

Spending his career working with some of the largest brands in the world, Kyle brings his strategic focus to helping nonprofits communicate the right stories to their constituents. Prior to joining OrgStory, Kyle worked at Groupon (GRPN) where he supported and developed Groupon Grassroots, a digital fundraising platform for nonprofit organizations. In addition, he volunteered with several nonprofit organizations at various capacities. Over the last seven years, his creativity and dynamic energy have helped elevate organizations to their fullest potential. At OrgStory, Kyle manages all client partner projects, internal marketing initiatives and assists with research and strategy for nonprofit organizations across the United States. He is a frequent speaker on marketing and communications at college forums, and he writes on marketing strategy often. Kyle is also an active board member and organization advisor. In addition to his work at OrgStory, Kyle is the Founder of GiveCents, a mobile app that enables nonprofit organizations to share their visual stories and moments in exchange for platform users' collected cents.GiveCents Kyle Schnurbusch Director OrgStory - Chicago | St. Louis | www.orgstory.org

Kate Vandeveld Impact Kate is a Chicago-based marketing and strategy consultant for social enterprises, non-profits, and impact-driven brands. Kate is the Co-founder of and Director of Marketing and Development for a non- profit called the Social Impact Institute. She also uses her marketing and community building skills in her own consulting practice, working to advance organizations and businesses with socially-focused missions, and spread the word about their work in effective and engaging ways.

6 steps to Developing a Social Media Giving Campaign

Set your Campaign Type & Determine Goals and Objectives 1.GET READY, SET…  Small gifts / big pot  Small pot / big gifts  A Gift for a Gift Teechip.com |  Pay It Forward messaging Great for audience engagement  Dedication gifts  (In memory of donations)

 The Great Generation Legacy Givers  Baby boomers Advocacy Givers  Millennials Give & Get Givers  Generation Z From the heart Givers Identify your target giver. 2.WHO CARES?!

Authors: Rich Dietz, Abila, Tad Druart, Abila Edge Research, Donor Engagement Study

 Why in 15 secs = Abbreviated Storytelling  How to give = The mode of Giving Gofundme.com Indiegogo.com Text to Give Link on website  When to give = The Urgent Ask 3. Why? How? and Now! Get your campaign pitch together

Pink ribbon = Breast cancer Ice Bucket Challenge = ALS Create Emotional Buy ins: Make them Laugh, Cry or ask WHY (injustice pull)? Create a branded campaign with #hashtags that are memorable Develop Clever Campaign visuals Logos with strategic colors Branded website or landing page Campaign videos, 5secs, 15 secs, 30 secs, 1 min. Utilize multiple platforms through an adaptable message approach Brand Your Campaign Message and Mission 4. BRAND SPANKIN’ YOU

Utilize Facebook Ads, Twitter ads, YouTube pre roll ads Flexible and Small daily budgets with target audience management Analytics to determine ROI Interrupt and restart options Use within your Organization Facebook page. Twitter Sponsored Ads Ads.twitter.com Ads.twitter.com (Advertising Business.twitter.com (Business profile)Business.twitter.com Biz.twitter.comBiz.twitter.com (Business support) Signup for demo Case studies CAST YOUR NETS IN THE DEEP Expand your audience reach.

Giving Tuesday = Dec 1 st, 2015 Case Studieshttp:// Holiday Gift Season Messaging Donation for gift messaging perfect for Black Friday | Small Business Saturday | Cyber Monday 6. JOIN THE BANDWAGON Utilize Public Knowledge Campaigns

THE GOODIE BAG The key take away list Your “Ask” should be clear, direct and specific Don’t be intimidated, do Something this year. Use your pocket media maker (Cellphone) Ask for help Build momentum

Why should your organization participate in Giving Tuesday?

In 2014, participating organizations raised $45.68 million, with an average gift size of $154 – 60% increase from % increase of online donations from 2013 #GivingTuesday donations continue to grow year over year:

An increasing number of people are talking about #GivingTuesday on social media: 754,600 tweets with hashtag #GivingTuesday – 180% increase from 2013! 32.7 million Twitter impressions 15.4 billion global impressions (across all mediums)

Ready to participate in #GivingTuesday? Here are some tips for planning, developing a strategy for, and executing your campaign…

Step 1: Create a Plan

Start now!  We’re only 21 days away, which is plenty of time to launch a successful campaign if you get started as soon as possible Delegate roles within your team and board Set realistic fundraising goals  External – Public  Internal – Stretch goals for motivation

Step 1: Create a Plan Develop a Content Strategy:  Put together a content strategy that encompasses all aspects of your digital presence, including: Website: Fundraising page, headline banner Blog: Post about your participation, or even use as a landing page Newsletter, personal outreach Social Media: Strategy and schedule for lead-up and day of

Step 2: Develop Your Campaign

Balance stories & facts in your campaign strategy – Stories: Your campaign should elicit emotional responses through storytelling and impact – Facts: But you should also include hard numbers around the needs your organization is working to meet and the impact a donor’s dollars will have

Step 2: Develop Your Campaign Personalize your campaign  Campaign-specific hashtag: You can launch your #GivingTuesday campaign in conjunction with another hashtag that focuses on your particular organization  Unique tactics: Ask people to take photos of themselves with hashtag signs that demonstrate their impact Ask people to share their contribution on social, tagging a friend who they think will be interested in the impact you’re making

Step 2: Develop Your Campaign Create a list of “impact gifts”  Make donor contributions real by listing services and support that donors’ dollars will go toward For example: “For every $10 we raise, we can provide x to the individuals / communities we support”  Share corresponding stories and images wherever possible – people want to know exactly where their donations are going

Step 3: Execute Your Strategy

Get your team on board to promote your participation before and on #GivingTuesday  Your team will be your biggest ambassadors  Provide them with the tools they need to promote, especially on social media Sample social media posts, as well as draft outreach s that they can customize and share within their networks Share and engage with their posts about #GivingTuesday to build momentum on social

Step 3: Execute Your Strategy Empower your team to manage the campaign on the day of #GivingTuesday  Provide instructions for managing your social media feeds so as to promote engagement and maintain a sense or urgency around your goals. For example, on #GivingTuesday you should be: Thanking your supporters publicly as donations come in Sharing encouraging fundraising updates Actively engaging with those who are talking about #GivingTuesday, and your campaign-specific hashtag

Additional #GivingTuesday Resources     ads-going-to-nonprofits/#.VkEMf92cxzQ. ads-going-to-nonprofits/#.VkEMf92cxzQ.

The Next Steps Determine and own “why” #GivingTuesday is needed for your organization. Establish a campaign goal Gather visuals, stories and statistics to build your campaign communications. Develop your campaign communications along with a campaign calendar Direct tasks to board, staff, volunteers and others and provide messages and visuals they can use throughout the campaign with their network.