MARKETING TOOLKIT
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 email 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 email 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 email, phone call, or text! GSCF will provide you a donor list following Match Madness. ``Develop a specific follow-up campaign to steward donors and create a transformational experience.
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?
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:
KEY MESSAGES The following messages can serve as talking points for your Match Madness communications: #1: Give on Thursday, March 15. The Greater Salina Community Foundation will host Salina s 7 th annual Match Madness giving day on Thursday, March 15, 2018. ``Be a champion for causes you care about. ``Donate in person at the Salina Fieldhouse from 7 a.m. to 7 p.m. ``Donate online via credit card at MatchMadnessGSCF.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 15, your gift will be matched up 50% with a cash grant we can use for our immediate needs. #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 GSCF. ``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 receive a cash match up to 50% for the organization s immediate use. ``An endowed gift is an investment in the future.
OTHER INFO The following information can supplement your Match Madness communications: Match Madness Stats Greater Salina Community Foundation will host the community s 7 th Match Madness in 2018. ``2012-2017 Total Gifts: 4,894 gifts ``2012-2017 Total Donated: $908,861.55 ``2012-2017 Total Benefit to Nonprofits: $1,233,074.96 ``2017 Donors: 645 donors ``2017 Gifts: 1,387 gifts ``2017 Total Donated: $241,622 donations ``2017 Total Benefit to Nonprofits: $320,622 Promoting the Event Join the fun in person from 7 a.m. to 7 p.m. at the new Salina Fieldhouse! Donate: Foundation staff will be on site all day to assist you and answer any questions you may have. Free Throw Contest: Come cheer us on in the minute-to-win-it free throw contest to win bonus grants! [Share who is shooting free throws for your organization and what time!] Food Trucks: Stopping by during lunch or dinner? Food trucks will be on site for your convenience! Fieldhouse: Visit Salina Fieldhouse, our community s newest downtown recreational space. Nonprofit Booths: Learn more about our work by visiting our booth in the fieldhouse lobby. Photo Booth: Stop at the Match Madness photo booth to share what inspires you to give to your community. Tournament: Stop by to catch the first round of the NCAA Tournament! The games will be on TV all day. Snacks: Attend the event in person to enjoy free popcorn and soda as a thank you!
MARKETING MATERIALS Visit www.gscf.org/match-madness to download the following ready-to-use and customizable marketing materials: ``Poster/flyer ``Postcard ``Newsletter ad ``Facebook cover photo ``Twitter cover photo ``E-mail signature ``Donate now button ``Profile picture frames ``Social media graphics ``Videos 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? ``E-mail ``Radio ``Website ``Newspaper Ads ``Social Media ``In Person ``Newsletter ``Other ``Direct Mail
SOCIAL MEDIA Resources to make your social media promotion easy and successful! CONNECT WITH US HASHTAG: #MatchMadness2018 FACEBOOK: www.facebook.com/greatersalinacf TWITTER: @GreaterSalinaCF INSTAGRAM: greatersalinacf Use the hashtag in all Match Madness posts and be sure to tag GSCF, too! Follow GSCF on all social media 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.
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: www.gscf.org/match-madness 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. 2/1 2/8 2/15 2/22 Save-the-Date Post: Use save the date graphic. Save the date for Match Madness 2018! On Thursday, March 15, your dollar and your impact will stretch even further when you donate to our organization s endowed fund at the Greater Salina Community Foundation. Come be a champion for causes you care about in our community. #MatchMadness2018 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 GSCF, 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 50% with a cash grant that we can use now. #MatchMadness2018 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 15 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 Salina community, both now and forever! #MatchMadness2018 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 up to 50% with a cash grant that we can immediately to [LIST SPE- CIFIC NEEDS/SERVICES]. Be a champion for [ORGANIZATION NAME or CAUSE] and give on Thursday, March 15. #MatchMadness2018
SOCIAL SCHEDULE (CONTINUED, 2) MAR 3/1 3/6 3/8 3/12 3/13 3/14 Event Promotion: Choose a one or all event features (i.e. NCAA tournament, Fieldhouse, free snacks) to promote to your audience. Think about who they are and what might hook them! Match Madness is 2 weeks away! Join the fun in person anytime from 7 a.m. to 7 p.m. on Thursday, March 15 at the Salina Fieldhouse. Make plans to stop by and [FEATURED EVENT PROMO COPY - PROMOTE YOUR BOOTH, FREE THROW CONTEST]. #MatchMadness2018 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 15 is a great day to support [ORGANIZATION NAME or CAUSE]. Your donation will go further in helping us [DOING YOUR MISSION] in the Salina community, both now and forever! #MatchMadness2018 Event Promotion: Use a Match Madness stat graphic. 7 days until Salina s 7th Match Madness giving extravaganza! Be a champion for causes you care about and give on Thursday, March 15. #MatchMadness2018 Highlight Your Free Throw Shooter: Use a photo and the custom frame or a video. Introducing [SHOOTER]! During Match Madness, [SHOOTER] will have one minute to shoot free throws for [ORGANIZATION]! For every shot [he/she] makes, we will earn an extra $10 in bonus grants to use for our organization s immediate needs. [BRIEFLY EXPLAIN SHOOTER CONNEC- TION TO YOUR ORGANIZATION] Come cheer us on at [TIME], March 15, at Salina Fieldhouse! #MatchMadness2018 (Don t forget: tag the shooter, GSCF 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 www.matchmadnessgscf.org for all the details. 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 Greater Salina Community Foundation. Your Match Madness donation will help us continue [CARRYING OUT YOUR MISSION] in the Salina community forever. We can t do it without you! #MatchMadness2018
3/15 SOCIAL What to post the day of. Donation Updates: Monitor the leaderboard and post about your progress throughout the day. Photo of your booth: Post a picture of your booth (with people in it!) and encourage others to stop by. Free throw contest: Plan to take photos/video or even live video of your free throw shooter! Use the photo booth: Grab donors for a pic at the photo booth, then post to thank them immediately! 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:
SAVE THE DATE Adjust the language below to fit your needs - email, letter, direct mail, video, etc.! Subject Line: Be a champion for [ORGANIZATION NAME] on March 15. Dear [DONOR NAME], We are excited to announce our participation in Match Madness, Salina s day-long giving extravaganza, on Thursday, March 15, 2018! On this day, your dollar and your impact will stretch even further when you donate to our organization s endowed fund at the Greater Salina Community Foundation. 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 the Salina community forever! Plus, all Match Madness gifts will be matched up to 50% with a cash grant that we can use for our immediate needs, like: ` `[NEED #1] ` `[NEED #2] ` `[NEED #3] Here s how YOU can become a champion for [YOUR CAUSE/MISSION]: 1. Donate Online On March 15, go to www.matchmadnessgscf.org 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 new Salina Fieldhouse, 140 N 5th, in Salina! The live event will feature nonprofit booths, a nonprofit free throw contest, March Madness basketball on TV, food trucks, snacks and more. Join us for the fun! 3. Spread the word! Spread the word to your friends and loved ones about our organization and Match Madness! Simply forward this email or invite them to the event on Facebook: Match Madness 2018. For more information about Match Madness, visit www.matchmadnessgscf.org. Thanks! [YOUR NAME] [YOUR TITLE]
REMINDER NOTE Adjust the language below to fit your needs - email, letter, direct mail, video, etc.! Subject Line: Don t forget, Match Madness is tomorrow! Dear [DONOR NAME], Tomorrow s the day! Celebrate the first day 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 Greater Salina Community Foundation. Remember, your Match Madness donation will help us continue [CARRYING OUT YOUR MISSION] in the Salina community forever! Plus, all Match Madness gifts will be matched up to 50% with a cash grant that we can use for our immediate needs, like ` `[NEED #1] ` `[NEED #2] ` `[NEED #3] Here s how YOU can become a champion for [YOUR CAUSE/MISSION] tomorrow: 1. Donate Online Go to www.matchmadnessgscf.org 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 Salina Fieldhouse, located at 140 N 5 th! Join us for nonprofit booths, a nonprofit free throw contest, March Madness basketball live on TV, free snacks and more! There will even be food trucks on site for your convenience, so grab a friend and head to the Fieldhouse for lunch or dinner. For more information about Match Madness, visit www.matchmadnessgscf.org. Thanks and see you tomorrow! [YOUR NAME] [YOUR TITLE]
GIVE TODAY! Adjust the language below to fit your needs - email, 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 Greater Salina Community Foundation. Here s how YOU can become a champion for [YOUR CAUSE/MISSION]: 1. Donate online at www.matchmadnessgscf.org anytime before 11:59 p.m. 2. Donate in person from 7 a.m. to 7 p.m. at the Salina Fieldhouse, 140 N 5 th! Make your donation, enjoy free snacks while you watch the first round of the NCAA Tournament, visit with nonprofit representatives and cheer on contestants in the nonprofit free throw contest! There will be food trucks on site for your convenience, so grab a friend and head to the Fieldhouse for lunch or dinner! Let s make today a great day! [YOUR NAME] [YOUR TITLE]
THANK YOU Adjust the language below to fit your needs - email, 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 Greater Salina Community Foundation, plus received [$xx,xxx] in matching funds. All of these contributions will help us [CARRY OUT YOUR MISSION] in the Salina 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]
LOGOS Here is our new logo and approved variations. Download all Match Madness logos and variations here: https://www.fontsquirrel.com/fonts 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 2018. 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. The following variations do not include a year. If you plan to print any Match Madness materials that may be used in future years, you may use this logo. Please use the 2018 version when promoting this year s event. MM - Logo_color For use on all web, social media and full-color print materials. MM - Logo_black For use on all black and white only print materials. MM - Logo_white For use on dark backgrounds - both print and web.
BRANDING GUIDE Promote the event with these colors and fonts! COLOR PALETTE Color specifications for the Match Madness logo and promotional materials. SPOT: Pantone 7677 C SPOT: Pantone 7564 C SPOT: Pantone White SPOT: Pantone Black C:58 M:71 Y:8 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:127 G:96 B:158 R:241 G:160 B:36 R:255 G:255 B:255 R:0 G:0 B:0 HEX: #7F609E HEX: #F1A024 HEX: # HEX: #000000 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: https://www.fontsquirrel.com/fonts/roboto-slab Free Download: https://www.fontsquirrel.com/fonts/montserrat