2013 NORTH TEXAS GIVING DAY MARKETING TOOLKIT NORTH TEXAS SEPT 19 GIVING DAY September 19, 2013 7am - Midnight Give $25 or more to your organization through DonorBridgeTX.org on September 19 and your donation will be multiplied! get up & give!
2013 North Texas Giving Day Marketing Toolkit GETTING THE WORD OUT Develop and activate a Giving Day marketing plan Email donors, board and staff about North Texas Giving Day coming September 19. Ask that they Like/Follow you. Mail a letter or postcard to donors, board and staff about North Texas Giving Day. Take advantage of Metropolitan Press special pricing. Use your newsletter (printed and Enews) to remind your donors to give on Sept. 19 Feature Giving Day on Sept 19 on your organization calendars: on your website, on event lists and calendar listings and on internal Outlook calendars for staff, volunteers and trustees Add your Facebook/Twitter links on e-newsletters, website and emails Add a YouTube video link to your homepage or to emails announcing the date Plan and promote an event for September 19 (coffee break, happy hour, ice cream party, etc.) Add the date to your email signature to remind people to give to you on September 19. SAMPLE EMAIL or LETTER Subject: Your dollar goes further on September 19! Dear (insert name), On September 19, 2013, from 7 a.m. to midnight. (insert nonprofit name) is participating in North Texas Giving Day. On September 19, every donation $25 and above will be multiplied if you donate to us through www.donorbridgetx.org, North Texas online resource that connects donors with nonprofit organizations like us. Please visit the site anytime between 7 a.m. and midnight, search for our nonprofit and click Donate Now. Your donation will go a long way in helping us (insert value proposition). Plus, gifts given that day will receive a portion of $1 million in bonus funds making your dollar go further. Just remember to get up and give on September 19--whether out of bed, from your desk, or off your couch, just give! Please do not hesitate to contact me if you have any questions. Sincerely, Your Name (Insert email signature, your Twitter and Facebook handles and tagline: North Texas Giving Day! September 19 @ DonorBridgeTX.org) Beware of donor fatigue. Also, remember that emails and letters are NOT like social media. You only need to send 1-3 emails total over the 1-3 month campaign. Not daily or hourly. Segment your list so you are targeting appropriately.
FREE MARKETING SUPPORT Download materials and FAQ s at www.donorbridgetx.org WFAA, Channel 8 as the TV media sponsorship Good Morning Texas segment, date TBD check Facebook for updates Dallas Morning News newspaper advertising Significant PR support with outreach to all local TV, print, radio outlets Live coverage on September 19 from a local radio station My Sweet Charity as the Sponsor Blog Direct-message us on Facebook.com/DonorBridge or email us at DonorBridge@CFTexas.org NEW WAYS TO LEVERAGE GIVING DAY 1. Raise your own matching funds Who are potential matching fund donors? Major donors to previous Giving Days Innovative or entrepreneurial donors Fall/year-end donors Contributing matching funds allows foundations, corporations and individuals to: Multiply the impact of their gift for a nonprofit about which they care deeply Broaden the nonprofit s giving bases 2. Remind your donors to submit their company s matching gift forms SAMPLE TALKING POINTS WITH BOARD MEMBERS OR DONORS As you may know, North Texas Giving Day is an annual fundraising event that has pumped more that $34 million into our local community over the past three years. In 2012, North Texas Giving Day broke records with 37,800 gifts totaling $14.4 million were made benefitting more than 900 nonprofits. For <nonprofit name> alone, we raised $xx which we used to <do great thing furthering our mission>. September 19 is the date for North Texas Giving Day 2013. This year, DonorBridge and Communities Foundation of Texas (CFT) will continue their partnership with Kimbia, to power the technology for North Texas Giving Day. If you gave in 2012 you know that it was a seamless experience. With Kimbia, DonorBridge will continue to have virtually unlimited server and system capacity and the flexibility to shift if volume gets too high. The site is optimized for giving meaning fewer clicks, easier access to nonprofits, and the ability to give to more than one organization without re-keying your contact information. Plus, CFT has made other improvements for nonprofits simplifying the profile information we have to provide (while still allowing for careful vetting) and making real-time reports available and downloadable. There will be at least a $1.5 million in bonus funds and $172,000 in prize funds. Every gift will be multiplied by a percentage. Plus, there will be more prizes, and during Giving Day, nonprofits and donors will be able to see which organizations are leading in each prize category by watching the leader board online. Again this year, the bonus percentage will be determined by the ratio of bonus funds to total gifts received on Giving Day (last year s percentage was 7%). We look forward to making North Texas Giving Day 2013 another great day for our local community. Thanks in advance for your support on Thursday, September 19!
SAMPLE SOCIAL MEDIA CONTENT FRAMEWORK (July 10 September 20 (day after)) Day Content Ideas Facebook Twitter YouTube Flickr Mon Question/Fact X X Tue Video/Article X X X Wed Photo X X X Thu Inspiring Story X X Fri True/False Friday X X Tapping into Social Media More fans/followers = More buzz = More donors Add calls-to-action to Like/Follow you and to donate on Giving Day on every communication such as e-mail signatures, voicemail, announcements, event collateral, website, newsletters, and e-blasts to donors, volunteers and board members. People want to help for a good cause! Engaging content trumps frequency and is key to fostering relationships o Photos and videos, inspiring stories, event invitations on Facebook/ Eventbrite, share/retweet others content, share/retweet press coverage, create a True/False Friday campaign Be active socially: comment on fans pages and respond to their comments on yours Be smart about when you post. The best times are when people arrive at work, after lunch and at the end of the business day. Tag fans and and @mention followers (individuals and organizations) Tag #donorbridge (Twitter) or @donorbridge (Facebook) with every post Switch your profile picture to the DonorBridge logo from Sept 12-19 Post daily on social channels starting Sept 12 Post hourly on social channels throughout the day Sept 19 Let US Do Some of the Work for You From your personal and nonprofits pages, Like/Follow DonorBridge on Twitter and Facebook to easily retweet/share our content as your own Use the pre-written posts provided on the next page Use the pre-written e-mail provided for e-blast, e-newsletters, and printed newsletters Remember not only donors, but members, subscribers, volunteers, staff and board members the more people you leverage in your network, the more you reach!
THOUGHT STARTERS FOR SOCIAL MEDIA POSTS EVERGREEN POSTS for Twitter and/or Facebook (For Twitter, INSERT TAG #donorbridge at the end of each post. For Facebook, INSERT TAG @donorbridge.) We received more than $XX in contributions on Giving Day last year, which allowed us to XX. Who thinks we can top that this year? @donorbridge #donorbridge Be the change you want to see in the world Mahatma Gandhi. Giving Day is September 19 th ; help us spread the word so we change the world! @donorbridge #donorbridge @MercyStDallas received 1/3 of its operating budget on Giving Day. How many more people could they help if they received double that this year? Giving Day is September 19 th. Don t miss it! @donorbridge #donorbridge Please retweet and help spread the word that Giving Day is September 19 th. Let s Get Up and Give! to make North Texas a better place! @donorbridge #donorbridge Suggested Posts (For Twitter, tag #donorbridge at the end of each post. For Facebook, tag @donorbridge.) July 9/10/11 We just returned from the kickoff to the countdown of North Texas Giving Day coming September 19, 2013. Gifts $25 and above given 7am-Midnight Sept 19 will receive bonus funds. Mark your calendar to give! @donorbridge #donorbridge Jul 20- United we stand, divided we fall. Together we can make a difference on September 19 th, DonorBridge s Giving Day. @donorbridge #donorbridge Mid Aug- Are you a believer in the power of giving? Giving Day raises money for more than 900 North Texas nonprofits. What s not to like? Like DonorBridge on Facebook and follow @DonorBridge on Twitter. @donorbridge #donorbridge Late Aug- You re invited to make a difference in your community on Giving Day. Won t you join us?? (Include link to Eventbrite invitations to donate on Giving Day; DonorBridge will provide) @donorbridge #donorbridge Early Sept.- (Using Facebook events, invite your fans to an event like your Get Up and Give! Donation Party, a lunch or happy hour.) Sample post: Be part of Dallas history! Come in for free donuts and coffee. Donate and see the community change for the better on September 19 th @donorbridge #donorbridge Mid Sept- Next week is North Texas Giving Day! On September 19, 2013, gifts $25 and above to (insert nonprofit name) between 7am and midnight on www.donorbridgetx.org will go further. @donorbridge #donorbridge Sep 18- Tomorrow: Get Up and Give! on September 19 between 7am and midnight. Every gift $25+ will be multiplied. Visit www.donorbridgetx.org, search for (insert nonprofit name) and click on Donate Now. @donorbridge #donorbridge Sept 19 (early morning): We need your help! Please get up and give TODAY between 7 a.m. and midnight when every gift $25+ will be eligible for bonus funds and prizes! Visit www.donorbridgetx.org, search for (insert nonprofit name) and click on Donate Now. @donorbridge #donorbridge Sept 19 (mid-day): Donate today and your donations will go further! Visit www.donorbridgetx.org, search for (insert nonprofit name) and click Donate Now. Every gift $25 and over will receive some of $1.5 Million in bonus funds. @donorbridge #donorbridge Sept 19 (mid-afternoon): $1.5 million in bonus funds available right now! Donate through www.donorbridgetx.org before midnight tonight and your dollars will go further! @donorbridge #donorbridge Sept 19 (evening) Midnight is the cut off for stretching your donations! Visit www.donorbridgetx.org, search for (insert nonprofit name) and click Donate Now. Every gift $25 and above will be multiplied. @donorbridge #donorbridge Sept 20- We love and appreciate all that donated yesterday! Thanks to you, we raised $XX, which we will use to XX. @donorbridge #donorbridge
Michael Thomas Executive Director Director@mptx.org Get Up and Give Success 2012 The Social Media Bullpen A little non-profit gets big results In 2011, My Possibilities participated in Get Up and Give, raising over $15,000 from 45 individual donors. In 2012, the organization quadrupled the number of individual donors, raising our total to $51,000 from 286 individual donors, and we were awarded with both the 2 nd most individual donors as well as the most improved non-profit from 2011 to 2012 (in the small non-profit category). Our strategy was to focus on the web of connections that we had as an extension of our Facebook friends. And so, the MP Facebook Bullpen was born. Understanding Facebook and Social Media Facebook is not only a way for people to connect, it is a constantly evolving networking tool that identifies trends and similarities amongst its users, constantly suggesting posts, advertisements, and goofy videos of kittens falling asleep that it believes to be of interest to you. This can be rather annoying at times; however, it can also be used to the advantage of a non-profit organization striving to meet a fundraising goal. The reach that your organization has on Facebook is probably larger than you think. Here is a picture illustrating the current Facebook Web that our organization has access to Though we are a small organization, our 1,679 friends connect us from 1 degree of separation to 643,599 people online. It was only after we identified this untapped potential that we decided to focus our efforts in 2012 on reaching out to this web, seeking out first time donors who may not have ever heard about our organization before it worked. About the Bullpen The bullpen consists of a group of socially connected staff, friends, family members, and supporters of our organization. This group effort was focused on quantity of connections. It looks a little something like this
The final results yielded over 200 NEW donors to My Possibilities in 2012. 50% more donors than the organization had in total in 2011. Setting up your Bullpen Identify the 10-15 most socially active individuals in your network. These include staff members, family members, donors, or volunteers. Setup a wireless internet access point in a large meeting space in your facility. Make sure to provide breakfast, snacks, lunch, and dinner. This team will be working all day long! Instruct all of your bullpen team members to bring their laptops and be on site an hour early to discuss the game plan for the day. Let loose the social media monsters and you re on your way! Keep Sharing! Facebook is a very intelligent system. It identifies common posts, trends, among people within network webs. This means that people who have friends in common that are posting/sharing the same comment are likely to see it pop up on their home page. Make sure that the organization administrator is constantly updating the main organization page with the GOAL and with the current progress. (Hourly worked for us) We hope this information will be helpful to your organization s Get Up and Give Campaign this year! Thank you for all the amazing work you do in the North Texas community. Your friends, The HIPsters at My Possibilities
Sarah Geer Director, Foundation and Individual Relations sgeer@realschoolgardens.org North Texas Giving Day: Our Approach Communications Strategy o Peer-to-Peer fundraising Leverage your network (staff, board, regular volunteers, etc.) to get the word out Provide sample email for ambassadors to share with their personal networks Emphasize join me in giving Personally reach out to past Giving Day donors to remind them the event is happening again o Outlets E-newsletter save the date Bring customized fliers to any meetings/events in the month prior to the event Social media Save the date several weeks in advance & daily posts the week leading up to the event Use different angles for messaging so your donors don t tune out the same language or images o Examples: Top 3 Reasons to Give (focus on your impact) Release new interactive content in honor of North TX Giving Day Fun photos associated with your mission Fun fact about your organization did you know Financial Success Factors o Secure additional matching gifts specifically for your organization o Focus on major donor outreach Stewardship o Use your communications channels to share results and thank your community o Have a thank you letter template ready to use as soon as you download the donor details
Girls Inc. of Tarrant County What we learned from our FIRST North Texas Giving Day September 13, 2012 Tips for First-Timers Give yourself plenty of time to fill out the online profile. Look at what the seasoned veterans do imitation is the highest form of flattery and there is no need to recreate the wheel! Partner with your consituents and let them share in your success! Use the marketing materials provided add your own spin if you d like to brand it to your organization. Make sure EVERYONE on your staff, board, volunteers, donors, etc. know about the event and are promoting it in their circles of influence. Use social media before, during, and after the event. Include it in ALL of your agency communications outgoing mail, eblasts, email signatures, social media posts, etc. Take materials with you when you are in the community post flyers, hand out cards, handouts at speaking engagements, posters at partner businesses, etc. Thank your donors publically (when appropriate) and post your results! Set ups giving stations with partners. Take notice of what works and adjust your approach so that you can do even better next year!
NORTH TEXAS GIVING DAY MARKETING MATERIALS ORDER FORM Did you know that 67% of online searches are driven by offline messages? (iprospect Offline Channel Influence on Online Search Behavior/ Choose Print) Get the word out to potential donors about North Texas Giving Day by adding your logo and organization information to one of the template based marketing pieces listed below. If you have a print-ready piece already designed, would like us to design a custom piece for you, or are looking for something not listed below, we can help with that, too! Fill out this order form and return it to Metropolitan Press by fax (469-916-4314) or email (info@metpressinc.com), and a member of our staff will follow up to complete your order. Or, contact Metropolitan Press at 214-635-3131 or info@metpressinc.com. INFORMATION CARD 3.5x2, full color both sides, 100# gloss cover 250 = $20 500 = $30 1000 = $50 2000 = $90 SMALL POSTCARD 4x6, full color both sides, 100# gloss cover 250 = $62 500 = $90 1000 = $124 2000 = $192 Ask us about mail service LARGE POSTCARD 8.5x5.5, full color both sides, 100# gloss cover 250 = $87 500 = $120 1000 = $184 2000 = $313 Ask us about mail service RACK CARD 4x9, full color one side, 100# gloss cover 250 = $72 500 = $95 1000 = $143 2000 = $237 FLYERS 8.5x11, full color one side, 100# gloss text 250 = $83 500 = $130 1000 = $224 2000 = $359 POSTERS 11x17, full color one side, 100# gloss text 25 = $37 50 = $50 100 = $75 250 = $130 YOU MIGHT ALSO CONSIDER: LETTERHEAD & ENVELOPES Send your donor base a personlized letter asking them to participate in North Texas Giving Day. Ask us about variable printing and mail service. THANK YOU CARDS & ENVELOPES Don t forget to send a handwritten thank you note to your donors! Organization Name: Contact Name: Title: Address: City: Zip: Phone: Email: I m interested in ordering a custom piece or additional items (please give a brief description and a Metropolitan staff member will contact you): CUSTOM COLOR PRINTING FOR NON-PROFIT ORGANIZATIONS Metropolitan Press is a full-service print company with a passion for helping non-profit organizations achieve outstanding design and quality for all print materials. PHONE: 214-635-3131 EMAIL: info@metpressinc.com WEB: metpressinc.com facebook.com/metpress