YOUR GAME PLAN. Match Madness offers a great opportunity to reach more donors and grow your endowemnt! Step #1: What are your goals?
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- Brendan Ross
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1 MARKETING TOOLKIT
2 YOUR GAME PLAN Match Madness offers a great opportunity to reach more donors and grow your endowemnt! Step #1: What are your goals? Analyze your data to define your goals for Match Madness. ``Analyze your current donor database to discover new opportunities and develop the best approach. ``Establish your overall fundraising goal based on insights from your data. ``Determine the number of new donors and total participants you want to reach. ``Set segmented participation goals (young donors, lapsed donors, annual donors, etc.) ``Determine in advance how to measure your goals. ``What programs or projects have you always wanted to highlight? Now is the time to do it! Step #2: What s your story? How are you going to engage your donors? ``Create a compelling case for support. Consider tying your campaign to a specific need or program. ``Be sure to coordinate your communication efforts across every channel (web, print, social media, direct mail). ``Be intentional with your strategy. Start early, but beware of donor fatigue. ``Segment donors and tailor messages to reach them. Target donors with relevant content. ``People give to people. Create a personal experience for donors by personalizing your communications. ``Equip influencers and board members with social content and messaging to share. Step #3: Who is on your team? Who is going to help you make Match Madness a success? ``Analyze who in your internal organization could best help you achieve your Match Madness goals. ``Identify board members who would best help spread your message. ``Think about current donors or volunteers who would be great ambassadors for your organization. Step #4: How will you follow up? Be intentional with your follow-up. ``Create a simple thank you video in advance. ``Thank immediately via , phone call, or text! CFCC will provide you a donor list following Match Madness. ``Develop a specific follow-up campaign to steward donors and create a transformational experience.
3 BUILD YOUR GAME PLAN Step #1: What are your goals? GOAL: GOAL: GOAL: WHY: WHY: WHY: Step #2: What s your story? Your story for new donors: Your story for repeat donors: Platforms to share your story: Step #3: Who is on your team? Internal Support & Roles: Board Members: External Support: Step #4: How will you follow up? How and when will you thank donors and help turn one day donors into lifetime donors?
4 RAISE THE BAR Recruit potential matching fund donors to raise additional matching funds for your organization! ADDITIONAL MATCHING FUNDS Organizations are allowed to offer an additional match to their donors. Additional matching funds are contributed directly to a nonprofit from a donor (or donors) to help encourage donations to your nonprofit. This allows donors to further multiply the impact of their gift for a nonprofit about which they care deeply. Additional matching funds broaden your nonprofit s giving base. Additional matching funds will not be eligible for the general match pool. POTENTIAL MATCHING FUND DONORS Start with your inner circle: ``Board members current and past ``Major previous donors to Match Madness ``Innovative or entrepreneurial donors ``A group of donors (or anyone!) who loves your nonprofit Reach out to businesses: ``Who have you partnered with in the past? ``Who can really blast your cause to their employees or customers? BRAINSTORM Board Members: Donors: Businesses:
5 KEY MESSAGES The following messages can serve as talking points for your Match Madness communications: #1: Give on Tuesday, March 27. The Community Foundation for Cloud County will host Cloud County s 5 th annual Match Madness giving day on Tuesday, March 27, ``Be a champion for causes you care about. ``Donate in person at the Community Foundation for Cloud County office from 7 a.m. to 7 p.m. ``Donate online via credit card at MatchMadnessCloudCounty.org from 12 a.m. to 11:59 p.m. ``Every gift counts - you can donate with cash, check, credit card, donor advised fund or gifts of stock! ``When you give to our endowed fund on March 27, your gift will be matched by the Community Foundation for Cloud County. #2: Endowed funds are forever. Your Match Madness gift will help us continue our work in this community forever. ``Your Match Madness donations go to our endowed fund at CFCC. ``These funds are permanently invested to produce an ongoing source of income we can count on every year. ``This eases pressure to raise annual funds and allows us to focus on continuing our mission. ``Every endowed donation will be matched, up to 1:1 ratio. All matching gifts will go to our endowed fund.
6 MARKETING MATERIALS Visit to download the following ready-to-use and customizable marketing materials: ``Poster/flyer ``Donate now button ``Postcard ``Profile picture frame ``Facebook cover photo ``Social media graphics Make a list of your current marketing and communications efforts. How can you include Match Madness in each of these? Who will be responsible for each? `` ``Radio ``Website ``Newspaper Ads ``Social Media ``In Person ``Newsletter ``Other ``Direct Mail
7 SOCIAL MEDIA Resources to make your social media promotion easy and successful! CONNECT WITH US HASHTAG: #MatchMadness2018 FACEBOOK: Use the hashtag in all Match Madness posts and be sure to tag CFCC, too! Follow CFCC on Facebook so you can easily share Match Madness info. PLAN Take some time to plan and schedule your posts. ``What stories will you tell? ``How often will you post? Remember, quality over quantity. ``Who is responsible for updates and conversations? ``Who will monitor your Match Madness progress and post updates throughout the day to keep donors informed and engaged? Graphics: ``Download pre-made Match Madness graphics from the toolkit. ``Customize blank templates with your own photos, logos, stats, etc. ``CANVA is a great, FREE online tool for customizing graphics: canva.com ENGAGE Be positive, excited and authentic! ``Make content relevant, interesting, sharable and uplifting. ``Talk about your success. What were you able to do with last year s Match Madness funds? ``Be excited! People want to be part of something bigger than themselves. ``Respond to comments and what people are saying about you. ``Be visual. Show (rather than tell) people about the great things you do through photos and video. Spread the word by connecting with others. ``Ask staff, board and volunteers to share posts. ``Tag businesses, partners and related organizations who support you. They may share your post and expand its audience reach.
8 SOCIAL SCHEDULE A guide to help you plan your social media plan for Match Madness + pre-written posts for you! JAN Download Pre-Made Materials: Plan: Decide what stories you will tell and which messages will resonate best with your social media audience. Internally assign roles for content creation and posting. Customize Graphics: Customize photo frames and infographics with your information, images and messaging. Facebook Event: Mark yourself as attending Match Madness 2018, then invite your friends, co-workers, board members, etc. to do the same! Share the event on your page. FEB Cover Photos: Update your Facebook and Twitter cover photos with MM artwork. Save-the-Date Post: Use save the date graphic. Save the date for Match Madness 2018! On Tuesday, March 27, your dollar and your impact will stretch even further when you donate to our organization s endowed fund at the Community Foundation for Cloud County. Come be a champion for causes you care about in our community. #MatchMadness2018 (Don t forget: tag CFCC and Match Madness event page) Endowment Post: Use piggy bank graphic. Match Madness donations will help us continue our work in the community forever. Your gifts go to our endowed fund at CFCC, which provides an ongoing source of income we can count on every single year. This means we can spend less time worrying about raising annual funding and more time [DOING YOUR MISSION OR CAUSE]. Plus, all Match Madness gifts will be matched up to proportionally, up to a 1:1 ratio! #MatchMadness2018 (Don t forget: tag CFCC and Match Madness event page) Tell A Story: Incorporate your own photo or key stats on one of the blank templates to share how Match Madness will continue help you serve the community. March 27 is a great day to support [ORGANIZATION NAME or CAUSE]. Your Match Madness donation will go further in helping us [DOING YOUR MISSION] in the Cloud County community, both now and forever! #MatchMadness2018 (Don t forget: tag CFCC and Match Madness event page) Match Post: Use gift matching graphic. Match Madness gifts to our endowment are an investment in our future, but they also help now. Donations will be matched proportionally, up to a 1:1 ratio. Be a champion for [ORGANIZATION NAME or CAUSE] and give on Tuesday, March 27. #MatchMadness2018 (Don t forget: tag CFCC and Match Madness event page)
9 SOCIAL SCHEDULE (CONTINUED, 2) MAR Tell A Story: Incorporate your own photo or key stats on one of the blank templates to share how Match Madness will continue help you serve the community. Don t forget, Match Madness is next week. March 27 is a great day to support [ORGANIZATION NAME or CAUSE]. Your donation will go further in helping us [DOING YOUR MISSION] in the Cloud County community, both now and forever! #MatchMadness2018 (Don t forget: tag CFCC and Match Madness event page) How to Give: Use how to give graphic. If you can t make it to #MatchMadness2018 in person, you can still give online from 12 a.m. to 11:59 p.m. It s easy! Visit for all the details. (Don t forget: tag CFCC and Match Madness event page) Tell A Story: Incorporate your own photo or key stats on one of the blank templates to share how Match Madness will continue help you serve the community. Tomorrow, your dollar and your impact will stretch even further when you donate to our endowed fund at the Community Foundation for Cloud County. Your Match Madness donation will help us continue [CARRYING OUT YOUR MISSION] in the Cloud County community forever. We can t do it without you! #MatchMadness2018 (Don t forget: tag CFCC and Match Madness event page)
10 3/27 SOCIAL What to post the day of. Donation Updates: Monitor the leaderboard and post about your progress throughout the day. Follow-up and thank you messages: Prepare graphic, photo, video, etc. to thank donors. Use the space below to plan and schedule your day-of social media. Time: Social Channel: What: Who:
11 SAVE THE DATE Adjust the language below to fit your needs - , letter, direct mail, video, etc.! Subject Line: Be a champion for [ORGANIZATION NAME] on March 27. Dear [DONOR NAME], We are excited to announce our participation in Match Madness, Cloud County s day-long giving extravaganza, on Tuesday, March 27, 2018! On this day, your dollar and your impact will stretch even further when you donate to our organization s endowed fund at the Community Foundation for Cloud County. Gifts to our endowment are very important, long-term investments in the future of [ORGA- NIZATION NAME], as they produce a steady, never-ending source of income that we can count on every year. That means your Match Madness donation will help us continue our work in this community forever! Plus, all Match Madness gifts will be matched proportionally by CFCC, up to a 1:1 ratio. Annual income from our endowed fund allows us to: ` `[NEED #1] ` `[NEED #2] ` `[NEED #3] Here s how YOU can become a champion for [YOUR CAUSE/MISSION]: 1. Donate Online On March 27, go to and donate anytime between 12 a.m. and 11:59 p.m. 2. Donate in Person Donations will be accepted in person from 7 a.m. to 7 p.m. at the Community Foundation for Cloud County, 201 W. 6 th, in Concordia. 3. Spread the word! Spread the word to your friends and loved ones about our organization and Match Madness! Simply forward this or invite them to the event on Facebook: Cloud County Match Madness For more information about Match Madness, visit Thanks! [YOUR NAME] [YOUR TITLE]
12 REMINDER NOTE Adjust the language below to fit your needs - , letter, direct mail, video, etc.! Subject Line: Don t forget, Match Madness is tomorrow! Dear [DONOR NAME], Tomorrow s the day! Celebrate the season of March Madness basketball by donating to [ORGANIZATION NAME] at Match Madness 2018! Tomorrow, your dollar and your impact will stretch even further when you donate to our organization s endowed fund at the Community Foundation for Cloud County. Remember, your Match Madness donation will help us continue [CARRYING OUT YOUR MISSION] in the Cloud County community forever! Plus, all Match Madness gifts will be matched proportionally by CFCC, up to a 1:1 ratio. Annual income from our endowed fund allows us to: ` `[NEED #1] ` `[NEED #2] ` `[NEED #3] Here s how YOU can become a champion for [YOUR CAUSE/MISSION] tomorrow: 1. Donate Online Go to and donate anytime between 12 a.m. and 11:59 p.m. tomorrow. 2. Donate in Person Donations will be accepted in person from 7 a.m. to 7 p.m. at the Community Foundation for Cloud County, 201 W. 6 th, in Concordia. For more information, visit Thanks and see you tomorrow! [YOUR NAME] [YOUR TITLE]
13 GIVE TODAY! Adjust the language below to fit your needs - , letter, direct mail, video, etc.! Subject Line: Give TODAY and become a champion for [YOUR CAUSE/MISSION]. Dear [DONOR NAME], Match Madness is here! Today only, your dollar and your impact will stretch even further when you donate to our organization s endowed fund at the Community Foundation for Cloud County. Here s how YOU can become a champion for [YOUR CAUSE/MISSION]: 1. Donate online at anytime before 11:59 p.m. 2. Donate in person from 7 a.m. to 7 p.m. at the at the Community Foundation for Cloud County, 201 W. 6 th, in Concordia. Let s make today a great day for Cloud County! [YOUR NAME] [YOUR TITLE]
14 THANK YOU Adjust the language below to fit your needs - , letter, direct mail, video, etc.! Subject Line: You re a champion in our eyes. Dear [DONOR NAME], Thank you for donating to [ORGANIZATION NAME] during Match Madness 2018! Your generous support makes a meaningful difference to [YOUR CAUSE/MISSION]. Thanks to the [NUMBER OF PEOPLE] who donated, we raised [$xx,xxx] for our endowed fund at the Community Foundation for Cloud County, plus received [$xx,xxx] in matching funds. All of these contributions will help us [CARRY OUT YOUR MISSION] in the Cloud County community, both now and in the future! Follow us on [FACEBOOK/TWITTER/INSTAGRAM + LINK TO YOUR PAGE] to see your generosity in action throughout our community. Sincerely, [YOUR NAME] [YOUR TITLE]
15 LOGOS Here is our new logo and approved variations. Download all Match Madness logos and variations here: You ll find JPG, PNG and PDF formats to meet all of your promotional needs! The following variations are to be used when promoting Match Madness Please include the 2018 Match Madness logo in all event communications, advertisements and social media. MM18 - Logo_color For use on all web, social media and full-color print materials. MM18 - Logo_black For use on all black and white only print materials. MM18 - Logo_white For use on dark backgrounds - both print and web.
16 BRANDING GUIDE Promote the event with these colors and fonts! COLOR PALETTE Color specifications for the Match Madness logo and promotional materials. SPOT: Pantone 2727 C SPOT: Pantone 7564 C SPOT: Pantone White SPOT: Pantone Black C:83 M:49 Y:10 K:0 C:3 M:42 Y:98 K:0 C:0 M:0 Y:0 K:0 C:100 M:100 Y: 100 K:100 R:43 G:119 B:175 R:241 G:160 B:36 R:255 G:255 B:255 R:0 G:0 B:0 HEX: #2E77AE HEX: #F1A024 HEX: # HEX: # FONTS Match Madness fonts and where to download them (for free!). Primary Font: MONTSERRAT Secondary Font: ROBOTO SLAB Montserrat-Thin Montserrat-ExtraLight Montserrat-Light Montserrat-Regular Montserrat-Medium Montserrat-SemiBold Montserrat-Bold Montserrat-ExtraBold Montserrat-Black Roboto Slab Thin Roboto Slab Light Roboto Slab Regular Roboto Slab Bold Free Download: Free Download:
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