Campaigns workbook
Contents About our Campaigns tool 03 Creating a campaign 04 Creating an event hub 05 Creating an appeal 14 Creating a Charity of the Year page 22 More information 29 2
About our Campaigns tool Virgin Money Giving Campaigns is a new, flexible tool which lets you set up your fundraising campaign so you can bring fundraisers and donors together for a specific objective.whether that is through an event, Charity of the Year fundraising or a natural disaster appeal, Campaigns gives you more control over the charity pages you create. Event hub This workbook is designed to help you create your tailored campaign. It will take you through three examples to show you the different types of pages you can create and the options you have to personalise it. As well as deciding on the type of campaign you want to create to support your objectives, you should also think about the content and images you want to use to bring it to life before you get started. To start creating your campaign, sign in to your Virgin Money Giving account. You ll find a new section called Campaigns. To access this, click on the title and a dropdown menu of four options will appear. Appeal Charity of the Year To start making your first campaign, select Create a campaign. 3
Creating a campaign The first stage of the journey is the same whichever type of campaign you re creating you need to decide what it will be called and what the URL will be. Your campaign s name will appear as the campaign page title, and the URL will also be visible on the page. The campaign name will be seen by fundraisers who are searching your campaigns list so it is important to make it descriptive. For example, if you have more than one Charity of the Year, you may wish to include the corporate partner s name in the title. The check address function will allow you to see whether someone is already using the URL. You ll have one URL for each campaign, and it can be amended at a later date. 4
Creating an event hub
How to create an event hub You can use an event hub to showcase a specific fundraising event (e.g. a marathon), to bring together your fundraisers so they can see each other, see how much your fundraisers have raised for an event and see how much has been raised in total versus your target. If you have specific teams, you can also create groups just for them. The example here is for the Reigate and Cheam British Military Fitness team who are raising money for the Children s Trust, a charity local to the group in Surrey. First decide which options you d like to show on your page. The table should help you choose. Options Event hub Campaign logo Optional * Campaign description Fundraising target Optional * Amount raised total Widgets Optional * Gift Aid collection Donor list Optional * Custom donation amounts Optional * Donor information Linked fundraiser pages Fundraiser list *You may wish to include this feature on your event, depending on what you want your page to do. 6
How to create an event hub Campaign logo (optional) Pick a logo you d like to use for your event hub. It could be the event logo or a team logo. It should be different to your charity logo. Make sure it is no bigger than 1MB and preferably a jpeg. If you don t choose a logo, Virgin Money Giving will use the default one below: Campaign description Write a description for your campaign. This is your opportunity to introduce the event and why it s important for your charity. It s a great opportunity to give a message to your fundraisers and donors supporting the event. Include images and details about your charity. 7
How to create an event hub Remember to save your page regularly while you re creating it. The page will time out after 30 minutes. If your page does time out, you can find your campaign in the Amend a campaign section of your charity portal. The fundraising target (optional) This is the amount you want the event to raise for your charity. If it s a public figure, then it s great to share it. If you choose to have a target, it will be added to the page and a doughnut will be created to show performance against it. The doughnut will match your charity colours. Total amount raised (optional) If you d like to see the progress your fundraisers have made for your event, opt to have the total amount raised displayed on the page. If you don t have the total amount raised on the page, your target and progress will not be shown either. You can add offline amounts to the page, and you can pick and/or amend this option at any time to keep your offline fundraising amount up to date. 8
How to create an event hub Widgets (optional) You can add videos to your page it s a fun way to show what fundraisers are doing as part of their training, and could even convince potential fundraisers to sign up with you. And adding a short video about your charity will show donors why it s a worthwhile cause. Add Share links to ensure supporters can tweet and share your hub on social media. 9
How to create an event hub Donation options For an event hub, all donations could attract Gift Aid if the donor is eligible, and so you should say yes to this option. You can also choose to display the identities of your donors and their messages. Unless there are specific amounts you want people to donate (e.g. 26.20 for a marathon or 5 for a 5k) you can use the default donation values which are 10, 20, 50, 100 or other. If you choose to customise your donation amounts, you can display up to six different amounts. Your supporters can then donate to the whole event page, or to individual fundraisers. 10
How to create an event hub Donation options (continued) Once you have selected your own donation amounts, you can upload a picture, we recommend 200 x 300 as the optimum display size. Using images rather than the VMG default is much more engaging. You can view the page in preview to see what it looks like. In the screenshot on the right, we ve allowed donors to give a different donation amount to those specified by you in the custom options. We don t need to collect any other information in this donation journey. As this campaign hub is for events, we re encouraging additional fundraisers to set up their own pages and link them to the hub. We re also allowing fundraisers pages to be viewed from the hub. 11
How to create an event hub Donation options (continued) There are no custom codes set up for this campaign. However, you can create up to 6 custom codes that will appear within your Charity reports alongside donation and fundraising pages. 12
How to create an event hub Here is the example of the completed event hub for our case study. Tip: You can preview your page before putting it live. At this stage you can also copy and save the URL so you have it ready to use on your promotional material. Campaign logo Target amount Campaign description Share links Customised donation amounts 13
Creating an appeal
How to create an appeal An appeal is different from an event hub because it doesn t centre around a big fundraising activity or smaller activities. Instead, it s a page you can use for a particular fundraising appeal to achieve a set target for a specific objective. This could be for a disaster appeal or for a project. The example here is for The Brompton Cemetery in London, which is raising funds for essential renovations. First decide which options you d like to show on your page. The table should help you choose. Options Appeal Campaign logo Campaign description Fundraising target Optional * Amount raised total Optional * Widgets Gift Aid collection Donor list Custom donation amounts Optional * Donor information Optional * Linked fundraiser pages Optional * Fundraiser list Optional * *You may wish to include this feature on your appeal, depending on what you want your page to do. 15
How to create an appeal The campaign logo here is a picture of the cemetery for which money is being raised. For a disaster appeal this could be the appeal logo, or an emotive image. In the description, the appeal s objective to raise a set amount of money is explained. 16
How to create an appeal As the appeal is for a set amount of money, a target has been included and offline donations added to the page. The page has also been customised with a video about the cemetery and a Twitter feed. 17
How to create an appeal For this appeal, Gift Aid is being collected on all donations. The page uses custom donation amounts of 25 and 50 to show what the money will go towards, and the accompanying photos highlight this. The appeal also allows donors to leave messages. This can help encourage other donors to give money. You may wish to collect additional information in the donor journey, such as Where did you hear about this appeal? It s best to give the donor specific options for the answer. Once the question is added into the journey it is mandatory for them to answer it. 18
How to create an appeal Including example donation amounts for an appeal will give donors a sense of what their donation can do. But, you will need to add details on your page to confirm that the donation may be used for funding other things. 19
How to create an appeal If you customised your donation amounts but also selected the option to allow the donor to give an amount of their choosing, the donor will see your options plus Other. 20
How to create an appeal This is an example of the Brompton Cemetery Appeal. Campaign logo Share links Video widget Donor list 21
Creating a Charity of the Year page
How to create a Charity of the Year page (for your corporate partners) The example here is Virgin Money and their corporate charity Cancer Research UK. First you need to decide which options you would like to show on your page. The table should help you decide. Options Campaign logo Charity of the year page Campaign description Optional * Fundraising target Optional * Amount raised total Widgets Optional * Gift Aid collection Donor list Optional * Custom donation amounts Optional * Donor information Optional * Linked fundraiser pages Fundraiser list *You may wish to include this feature on your event, depending on what you want your page to do. 23
How to create a Charity of the Year page (for your corporate partners) A charity of the year page is a great benefit for your corporate partners. They ll be able to see all their staff fundraisers, and how much they ve raised in total. You ll need to work closely with them to agree the copy. Use the campaign logo to show their brand logo. Use the campaign description to tell everyone why the corporate partner is working with you and what the aims of the partnership are. Maybe the money raised is being ringfenced for a project, or the corporate partner has a specific objective. 24
How to create a Charity of the Year page (for your corporate partners) Some corporate partners may have a target amount to raise or they might just want to raise as much as possible. Discuss and agree with your corporate partner whether you want a target on the page. Most corporate partners will want to show how much they ve raised through the partnership, so include the total amount on the campaign page. Add any offline donations you ve received from the corporate partner directly through the bank. This can be updated by using the Amend a campaign option in your charity log in, at any time. Depending on the partnership you may want to add videos or a Twitter feed. This content might come from the company themselves. Sharing links allows staff to share the page. 25
How to create a Charity of the Year page (for your corporate partners) Employees may not want to donate directly to another employee, so we suggest letting them donate directly to the page. Customise the donation amounts to make it personalised to the business and the corporate events they do. For example, if they have a team of marathon runners, why not do a 26.20 donation amount for the 26.2 miles? How about a cake sale or a dress down Friday they can donate to? Remind the corporate partner that if they re doing a cake sale or similar, donations should not include Gift Aid. Use pictures of your corporate partner s employees to make the page feel personal. 26
How to create a Charity of the Year page (for your corporate partners) If employees of your corporate partner are taking on their own fundraising, or if the corporate partner has a retail network (e.g. shops, clubs) then you can allow fundraisers to create their own pages and to have a list of them on the main campaign page. Set up a custom code for this campaign if you have several Charity of the Year partners. 27
How to create a Charity of the Year page (for your corporate partners) Here is the Cancer Research UK, Virgin Money Charity of the Year page, including real employee images. Use your corporate partner s logo as the Campaign logo View the total raised by the corporate partner at anytime Add employee fundraising to the page 28
More information
More information If you ve got any questions, we re here to help Email us at theteam@virginmoneygiving.com Call us on 03456 01 10 45* *We re here Monday to Friday, 9am 5.30pm. 30 VM8550_07.17