CAMPAIGN WORKBOOK An interactive resource to help you create, plan, and implement your May 14, 2019 Give Local 757 campaign.
Hampton Roads Give Local 757 Giving Day is your time to shine! Use this workbook to map out goals, create strategies, and assign tasks to create a plan so that you and your team are fully prepared to win big. TASK 1: Right away, assign a lead for your Give Local 757 campaign. The first task of the lead is to organize a team of your most enthusiastic and supportive advocates (staff, board, volunteers, donors, et.) and schedule the first meeting. Make sure each team member views appropriate webinars before meeting. TASK 2: At your first team meeting, develop your plan by completing this work book. Finalize plan by February 28, 2019. TASK 3: Activate your plan. USE the (6) checklists for each of the 6 weeks leading up to the event. The checklists are a map to planning, communications, donor, and board tasks. Use the sample task list to keep track of who is doing what and when. This will help ensure you are on track of all tasks. Good luck! Page 1
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Set Your Goals Goals for Give Local 757 are more than financial so use this part of the work book (page 4-5) to prioritize and define all your goals. These tools will help manage your expectations for your goals regarding donors, prizes, marketing, engagement, etc.. Once you have set your specific goals, be sure to determine how you will measure them. Questions to consider when defining your Give Local 757 goals: 1. What is your financial goal for Give Local 757? 2. What is your overall donor goal for Give Local 757? Will you have separate goals for current, lapsed, and new donors? 3. What is your plan to secure a matching gift? How much do you want to raise? 4. What is your goal to increase your social media awareness? 5. What prizes will you strategically compete for to help you reach your goals (Prize List Page 15-17)? IDEAS: 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. # OF DONATIONS FROM NEW DONORS # OF DONATIONS FROM CURRENT DONORS? LAPSED DONORS? # OF FUNDRAISER CAMPAIGN AND DONATIONS USE GOAL PLANNING TOOLS ON PAGE 3-5 AND IN TOOLKIT TO HELP DETERMINE AND CALCULATE GOALS. % INCREASE OF FACEBOOK, INSTAGRAM AND TWITTER FOLLOWERS BY MAY 14 TH OBTAIN MATCH DOLLARS STRATEGICALLY SELECT PRIZES YOU WILL ASK SUPPORTERS TO HELP YOU COMPETE FOR TO WIN $ AMOUNT RAISED BY BOARD Page 3
BE predictive by planning logical paths to your goals by creating a giving pyramid (see sample below). It helps your team think it through and also establish very specific goals. If your giving pyramid feels ambitious but achievable, then it is a great place to start. If it seems too easy to achieve, boost the dollar amount. Too much of a stretch? Dial back. Use the Excel spreadsheet in the toolkit to help calculate number of donations, etc. Page 4
Use this goal planning worksheet or create your own as well as the goal Excel worksheet in the Toolkit Planning section to help you calculate the number of donations and dollar amounts you need to reach your goal. Page 5
ENLIST YOUR SUPPORTERS Enlisting those who support and are most passionate about your cause is crucial to your campaign s success. They already believe in your cause and this is their opportunity to easily help you attract new donors that you can cultivate long term to sustain your organization. This section (page 6-8) will help you determine which of your supporters to recruit and what you will ask of them to help achieve your goals for your Give Local 757 campaign. Sample Worksheet (page 8) and in the TOOLKIT, 1. What will be your goal for board giving? (100% Board Giving Challenge should be a minimum) 2. What prize challenges will you and your supporters work on together? (Prize list Page 18-19) 3. What donor engagement strategies will your supporters employ? (Personal or direct asks are the most successful so they need to be ready to make those direct asks with a personal message of why they're involved with the organization and why they should give.) 4. What communication/marketing activities (including social media) will you ask of your supporters? What tools do you need to provide to make this as easy as possible for them? 5. What other tasks or strategies will you ask your supporters to participate in? 6. How will you engage your current donor base? Page 6
Notes: 7. How will you thank and recognize all donors on the giving day? 8. How will you formally thank your donors after May 14th? 9. How will you engage new donors to cultivate longterm relationships in the months after the giving day and beyond? 10. What tools/resources do you need? IDEAS: CREATE FUNDRAISER CAMPAIGNS AND SHARE WITH THEIR NETWORKS SHARE THEIR STORIES OF WHY THEY SUPPORT YOUR ORGANIZATION SHARE THE COMPELLING STORIES AND POSTS YOU HAVE CREATED UTILIZE THEIR SOCIAL MEDIA AND OTHER NETWORKS AND MARKETING TOOLS THANK DONORS LIVE ON SOCIAL MEDIA BY TAGGING THEM ASK SUPPORTERS WITH THE PASSION AND SKILLS YOU NEED TO SERVE ON COMMITTEE ASK SUPPORTERS TO HELP YOU WIN PRIZES OR ASSIGN PRIZES O NIFTY 50 - ASSIGN EACH BOARD MEMBER 10 STATES TO RECEIVE A DONATION FROM. O 50/50 EARLY BIRD ASSIGN EACH BOARD MEMBER # OF $50 DONATIONS TO REACH 50 TOTAL. SEND EMAIL SOLICITATIONS PROVIDE A MATCH RSVP CHALLENGE INSTANT MESSAGE FACEBOOK FRIENDS (LIMIT 50) Page 7
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TELL COMPELLING STORIES Use this section (page 9-10) to help craft the most effective and compelling messages possible. You literally have seconds to capture their attention so you must be able to convey compelling stories that demonstrate simply how the community is better because you exist along with what impact the donor will have by making a donation. See page 10 and examples in the Toolkit. 1. Who are your current audience? 2. How will you find them? What images and messages will resonate with them and inspire action? 3. Your Message: How is the world different because you exist? What stories of impact can you share? 4. How can you inspire your audience to not only donate but to spread your message and ask others to donate as well? What tools do you need to provide? 5. What tools/resources do you need to create compelling stories and messages? IDEAS: SHARE CLIENTS STORIES AND STATISTICS TO DEMONSTRATE THE IMPACT DONATIONS WILL MAKE USE POWERFUL IMAGES TO ILLUSTRATE THE DIFFERENCE YOU ARE MAKING IN THE COMMUNITY COLLECT SHORT, POWERFUL QUOTES ON VIDEO FROM SUPPORTERS AND CLIENTS THAT WILL INSPIRE DONATIONS USE CANVA.COM TEMPLATES AND GRAPHICS TO CREATE COMPELLING SOCIAL MEDIA POSTS AND OTHER MARKETING MATERIALS USE ANIMOTO.COM TO CREATE COMPELLING BRIEF VIDEOS (40 SECOND MAX FOR INSTAGRAM) TO TELL YOUR STORY UTILIZE COMPELLING IMAGES THAT WILL RESONATE AND INSPIRE ACTION Page 9
Once Upon A Time Writing Exercise Using this prompt, write your nonprofit s origin story. Once upon a time there was _. Every day, _. One Day _. Because of that,. Because of that,_. Until finally_. Worksheet Page 10
BUILD and ENGAGE YOUR AUDIENCE Social Media, of course, plays an important role in a successful Giving Day campaign. It also provides a great opportunity to utilize your supporters to help build your social media audience (if you are new to it) and expand your audience (if you are not) leading up to the big day. With your audience in place and compelling content, you can accelerate the spreading of your message to inspire donations. Flexing your social media muscle by utilizing Facebook, Twitter, Instagram, and other platforms will help you communicate to your current and future donors leading up to, during, and long after the event. IDEAS: 1. What social media platforms do you currently use? Are there new platforms you should add? 2. What strategies will you utilize to grow your social media audience between now and May 14? 3. Which Social Media Challenges would be most strategic to compete for to achieve your goals? 4. Do you have a staffing plan? Who will run your social media campaign? Do you have supporters who have skills in this area? Influencers? 5. What other tools/resources do you need to build your social media? ESTABLISH FACEBOOK, TWITTER, INSTAGRAM ACCOUNTS AT A MINIMUM. CREATE FACEBOOK EVENT AND ASK SUPPORTERS TO RSVP AND SHARE CREATE SHORT VIDEOS DIRECTLY IN POSTS AND EMAILS, DO NOT USE LINKS. YOU WILL HAVE MORE VIEWS. EMPLOY SUPPORTERS TO SPREAD THE WORD ON THEIR SOCIAL NETWORKS. USE HASHTAG #GIVELOCAL757 ON ALL SOCIAL MEDIA POSTS SO THAT NEW DONORS CAN FIND YOU. CREATE YOU OWN HASHTAG FOR YOUR CAMPAIGN HOST LIVE VIDEO ON FACEBOOK TO ENGAGE FOLLOWERS, COMPETE FOR FB VIDEO CHALLENGE, AND TO TELL YOUR STORY SHOW THE LOVE PARTNER CHALLENGE SELFIES FOR GOOD CHALLENGE USE CANVA.COM TO CREATE ENGAGING POSTS AND COVERS PROVIDE POSTS AND OTHER TOOLS SO SUPPORTERS CAN EASILY SHARE CREATE CHECKLIST FOR SUPPORTERS Page 11
Examine the traditional marketing tools you employ to determine which could be effectively utilized to meet your giving day campaign goals. Not all traditional marketing tools are necessary or cost efficient for a successful campaign, that is for you to determine. One that is strongly recommended is a kick-off event or an event during the giving day to generate buzz, excitement and donations. 1. What communication tools do you currently use outside of social media? 2. Which of those tools can you effectively utilize to meet your Give Local 757 campaign goals? 3. Which of your current traditional marketing tools can you incorporate your Give Local 757 message into (i.e. events, newsletters, email signatures, etc.)? 4. Do you have businesses who support your cause that could share your message in their marketing and communication tools? IDEAS : EVENTS PUBLICITY ADVERTISING NEWSLETTER FEATURE STORIES ELECTRONIC MESSAGE BILLBOARDS EMAIL SIGNATURES EMAIL CAMPAIGN WEBSITE HOME PAGE AND BANNERS POSTCARDS AND OTHER DIRECT MAIL BUSINESS CARDS LETTERS Notes: Page 12
DEVELOP AND EXECUTE YOUR PLAN Using your notes above, you are now ready to put it all together. First, state your Give Local 757 goal(s) and be specific! Raising money on Give Local 757 is not a goal. Raising $10,500 through 225 donations from 100% board participation, 125 new donors and winning the best in show prize and 50/50 challenge is. 2019 Give Local 757 Goals: Dollar Goal: Total # of Donations Goal: New Donor Goal: Existing Donor Goal: Lapsed Donor Goal: Matching Gift Goal: Social Media Goal: New Followers Reach Engagement Impressions _ Facebook Event RSVPs _ Facebook Live Attendance Campaign Fundraiser Goals: # of campaigns # of donations $ Amount Raised _ Prizes we will compete for: (See Incentive Prize Pool - Page 15-17) Other goals: Page 13
SAMPLE TASK LIST Task Assigned to: Due Date: Status Notes Donor Cultivation Targeting Audience Compelling Stories Engaging Supporters Planning Page 14
2019 Incentive Prize Pool (Updated 2.14.19) Donor is defined as an individual or corporation/business. For purposes of awarding prizes that require unique donations, multiple donations from one donor to the same nonprofit will count as one donation. All unique online donations made on May 14 qualify for prizes. All online Scheduled donations made between May 1-13 qualify for all but the Bonus prizes. Checks and cash donations do not qualify for prizes. One organization cannot win more than a total of 2 prizes. One organization cannot win both a Grand Prize and the Best in Show Challenge. If an organization qualifies for both, they will receive the larger Grand Prize. Bank of America Grand Prizes 1st Place $5,000 awarded to the Nonprofit who receives the highest number of unique donations. 2nd Place - $3,000 awarded to the Nonprofit who receives the second highest number of unique donations. 3rd Place - $2,000 awarded to the Nonprofit who receives the third highest number of unique donations. Challenge Prizes 2019 Nonprofit Workout Challenge - $1000 awarded to one organization from those organizations who participate in any Give Local 757 training sessions from January 22 March 1. An organization will receive at one entry for each session an organization representative attends. An organization will receive 5 entries for each representative who attends any of the 5 Steps webinars. An organization will receive 10 entries for each representation attending a 1:1 online consultation. Representatives must register and attend full length of session to qualify. 50/50 Early Bird Challenge $1000 awarded to the 1 st organization to receive 50 unique scheduled donations of $50 after May 1. $757 awarded to the 2 nd organization to receive 50 unique scheduled donations of $50 after May 1. $1000 awarded to the 1 st organization to receive 50 unique donations of $50 or more on May 14. $757 awarded to the 2 nd organization to receive 50 unique donations of $50 or more on May 14. Page 15
Langley Federal Credit Union Best in Show Challenge - $757 awarded to the nonprofit in each of the 8 categories with the highest number of unique donations. 1. Animal 2. Arts & Culture 3. Community Improvement 4. Education 5. Health 6. Human Services 7. Youth Development New Donor Challenge - $757 awarded to the nonprofit that receives the highest number of new donors. 100% Board Giving Challenge - Get every member of your board to make a donation and receive an entry into a drawing to win $757. To enter, email pcfvirginia@gmail.com a list of board members with the challenge name in subject no later than Friday, May 1. Notable Newcomer Challenge - $757 awarded to the organization that is a first time participant in Give Local 757 and receives the highest number of unique donations. Nifty 50 Challenge - $757 awarded to the nonprofit that receives donations from the most U.S. states. Multi-Gifts Donor Challenge $757 awarded in a random drawing from donors who give to more than one organization. The winning donor will choose one nonprofit to donate the prize to. FUNdraiser Campaign Challenge - $757 awarded to the nonprofit with the highest number of Fundraiser Campaigns created by midnight on May 14. To qualify, a campaign must have a minimum of 10 donations. Halfway-There Fundraiser Challenge - $757 awarded to the organization who has received the highest number of unique donations from Fundraiser Campaigns at noon on May 14. Social Media Challenge Prizes (Posts must be public to be counted) Get Up and Give Facebook LIVE Challenge - $757 awarded to a random nonprofit chosen from nonprofits who host a Live Video on Facebook before 10 am on May 14 and use hashtags #givelocal757, #getupandgive. To enter, send screenshot of your live event to pcfvirginia@gmail.com on May 14 by noon. Selfies for Good Challenge - $757 awarded to a random nonprofit chosen from nonprofits who post Selfies for Good on Social Media May 1 14 using the hashtags #givelocal757, #GL757Selfie. See Toolkit. RSVP Challenge - $757 awarded to the organization with the highest number of attending RSVPs received February 1 May 13 for Facebook event scheduled for May 14. To enter, Include #givelocal757 and send a screenshot of your event after midnight on May 14 th to pcfvirginia@gmail.com. Show Partner Love Challenge - $757 awarded to the organization with the highest number of selfies taken in front of partner businesses February 1 - May 14. To qualify, selfie video/picture must include business signage and @ tags for business and nonprofit with #givelocal757, #showpartnerlove. See Toolkit. Spread the FUNdraiser Challenge - $757 awarded to a random nonprofit chosen from posts sharing a campaign fundraiser link May 1 14 using the hashtags #givelocal757, #SpreadtheFUNdraiser. Tag You re It Challenge $757 awarded to a random nonprofit chosen from all the nonprofits who use the hashtag #givelocal757 on social media now May 14. Fundraiser Campaigns who use the hashtag will also be eligible. Page 16
Golden Ticket Prizes Awarded to a small nonprofit (less than $250K Operating Budget) will be randomly chosen to receive $757 at midnight on May 14. Must have a minimum of 50 donations to qualify. Awarded to a medium sized nonprofit ($250K - $1M Operating Budget) Awarded to a large nonprofit (more than $1M Operating Budget) will be randomly chosen to receive $757 at midnight on May 14. Must have a minimum of 100 donations to qualify. Bonus Prizes 12-1 am Midnight Madness Prize - $757 awarded to the organization that receives the highest number of unique donations during this time. 5 6 am Sunrise Prize - $757 awarded to the organization who receives the highest number of unique donations during this time. 6-7 am Up and at em Prize - $757 awarded to the organization who receives the highest number of unique donations during this time. 7 8 am Early Bird Gets the Worm Prize - $757 awarded to the organization who receives the highest number of unique donations during this time. 8 9 am Get Up & Give Prize - $757 awarded to the organization who receives the highest number of unique donations during this time. 9 10 am Coffee Break Prize - $757 awarded to the organization who receives the highest number of unique donations during this time. 10 11 am Second Cup of Coffee Prize $757 awarded to the organization who receives the highest number of unique donations during this time. 11 am 12 pm Lucky Eleven Prize, - $757 awarded to the organization who receives the highest number of unique donations during this time. 12-1 pm Lunch Break Prize - $757 awarded to the organization who receives the highest number of unique donations during this time. 2-3 pm Afternoon Sprint Prize - $757 awarded to the organization who receives the highest number of unique donations during this time. 4-6 pm Happy Hour Prize - $757 awarded to the organization who receives the highest number of unique donations during this time. 6-7 pm Seventh Inning Stretch Prize - $757 awarded to the organization who receives the highest number of unique donations during this time. 7-8 pm Sunset Prize - $757 awarded to the organization who receives the highest number of unique donations during this time. 9-10 pm Prime Time Prize - $757 awarded to the organization who receives the highest number of unique donations during this time. 11-11:59 pm Final Countdown Prize - $757 awarded to the organization who receives the highest number of unique donations during this time. Page 17
CHECKLISTS NONPROFIT CHECKLIST (January February 2019 ) Renew or register to participate in Give Local 757 at givelocal757.org Assign a lead for your Give Local 757 campaign. Stay in the loop by following @pcfvirginia on social media, and Join Facebook Give Local 757 Nonprofits Group Organize team and schedule team meeting. Have team members attend training sessions and view webinars/tutorials. Visit www.givelocal757.org/training for details and to register. Complete Work Plan Workbook at team meeting. View 20-minute tutorial available in the Toolkit that explains all the features and how best to utilize them to create the most effective profile. Complete Give Local 757 profile. Login at givelocal757.org (upper right-hand corner). View Toolkit and download necessary tools at givelocal757.org/toolkit Announce your participation in Give Local 757 to your supporters and in all mediums. Post, tweet, and spread the word on all of your social sites that you are participating. Create a Facebook event for Giving Day campaign and enlist supporters to spread the word to achieve your RSVP goal and compete for the $757 RSVP CHALLENGE. Create target list for matching gifts and begin making asks. Complete Enlist Supporters Worksheet in Toolkit to create target list for supporters Create supporters toolkit. If not already established, create social media accounts (i.e. Facebook, Twitter, Instagram, etc.). Start posting engaging content regularly and enlist supporters to build your audience and overall reach with likes/follows/shares, etc. _ Create compelling stories by collecting photos, graphics, stories, testimonials, etc. _ Decide if your organization will host an event on May 14. Page 18
Week 6 (beginning April 1) - Preparing for Your Soft Marketing Launch! Confirm supporter commitments, distribute toolkit, to-do lists, etc. Add the Give Local 757 logo to your email signature. Add a teaser or save the date block to your website and outgoing e-newsletters. Provide Give Local 757 updates at your monthly or quarterly board meeting. Outreach to local businesses to form partnerships and support. Create outreach strategy for current donors, finalize donor email/contact lists and make sure all information is ready to use. Determine who will run your social media campaign (staff, hired consultant, volunteer, etc.) begin posting stories on social media using images and videos (canva.com and animoto.com are great resources). Start posting 2x a week on Twitter and 1x a week on Facebook. Use #givelocal757. Create an ongoing reminder phone call list for those who request it and need it. Decide on special printed materials and begin design & production. Week 5 (beginning April 8) - Soft Marketing Launch Review your profile on givelocal757.org make sure your logo and links are working, that you have posted photos and videos and that your description details your Give Local 757 goals. Work on your thank you plan for donors for day-of and post-may 14. Boast about your Give Local 757 profile on givelocal757.org. Use it to help promote your participation Create staffing and volunteer plan for May 14. Implement current donor outreach plan. Continue recruitment of supporters to spread the word on social media, emails and by word of mouth around your community. Page 19
Week 4 (beginning April 15) - Continue Soft Marketing Create board task list and assign to members and other supporters. Distribute promotional posters, flyers, postcards, etc. Send invites to events (if hosting one). Schedule key meetings with donors (pre-commitments). Begin talking about your involvement in Give Local 757 at meetings and events. Bring postcards with you and leave in office lobbies, coffee shops, etc. Continue to implement your communications plan (emails, social media posts, etc.) Decide if you will have a "war room" on the day of the event where volunteers and staff can gather and work together to grow the excitement. If so, begin coordinating logistics to make that happen. Week 3 (beginning April 22) - Prepare for two-week Marketing Blitz Finalize all edits to your profile page on givelocal757.org (deadline: April 30) Customize email templates from toolkit and schedule e-blasts. Finalize social media schedule and content for day of event. Schedule key meetings with donors (pre-commitments). Contact local media (press release/events) Week 2 (beginning April 29) - Two-week Heavy Marketing Begins Amp up social media posts customize and add Give Local 757 graphics in the givelocal757.org Toolkit to your Facebook, Instagram and Twitter pages. Begin sending emails include your goal, share a brief story and insert a call to action to give on May 14. Submit press releases and editorials to your local news sources. Make targeted phone calls to donors. Have a kickoff event and talk to donors about Give Local 757 (suggested) Flier businesses in your area Page 20 Finalize day-of roles and staffing plan
Week 1 (beginning May 1) - Heavy Marketing Continues Begin marketing campaign for scheduled donations Change social media banners and avatars to Give Local 757 graphics. Continue heavy social media presence and participation in social media challenges. Remind board, staff, ambassadors, volunteers and committee of roles (outreach, sending emails, etc.) Finalize day-of event plans. Send out an email to your base of donors and partners. Include your goal, share a brief story, and insert a call to action to give on May 14. Schedule social media posts before calling it a day. Prepare your own website to have Give Local 757 on the front page and direct donors to your donation page on givelocal757.org Draft thank you template letter in preparation for many letters to send post-give Local 757. May 14, 2019 Hampton Roads Give Local 757 _ Kick off at midnight with a bang! Ensure at least 10 donors give at midnight or during the first hour of giving. Participate in the 50/50 Early Bird prize Have a team of people on duty all day and until the close of Give Local 757 including someone prepared to answer questions by phone Send email reminders and updates to donors and prospects Check in with all board members, staff, volunteers, ambassadors, campaigners and make sure they are ready to implement your plan. Check in with them periodically to see how the day is going Make necessary reminder phone calls Keep track of how well you are reaching your goals and celebrate accordingly Be active all day on social media and provide updates to celebrate progress and milestones & create a sense of urgency Check your donor transaction report every hour and make sure you are thanking donors in real time either by phone, social media or email Page 21
Post Give Local 757 May 15 and beyond! Checklist Get some rest! Email, post, and tweet thank you today if you haven t already. Communicate your success in reaching your goals. Be sure to tell the story of what your success translates to as far as the impact it will have on the community Implement donor thank you plans (i.e. who will receive calls, send personal letters, thank you cards, emails, etc.) Send thank you s to businesses and others that you partnered with Send an update to your board, staff, volunteers, networks, and donors list on your results Roll new donors into your development plan and keep-up your engagement efforts. Remember, engaging new donors is critical because when new donors are properly followed up by, they will become long-time donors who give in a variety of ways. Page 22