How to Fundraise During a Giving Day

Last February, The Community Foundation of Middle Tennessee kicked off The Big Payback 2015, its annual giving day in May ($2.6 million raised), with a training to help nonprofits garner the most impact. More than 400 Nashville-area nonprofits attended the event, which was emceed by giving day guru Spencer Whelan. He keynoted and moderated several panels, all of which offered incredibly useful tips for participating causes seeking to run successful fundraisers.

The conference room was filled with eager nonprofits ready to begin their 2015 campaign. During breaks, they networked, shot promotional videos and took Big Payback social media pics in a photobooth.

This year’s May 5 event will be the second #BigPayback. It is a part of the larger Give Local America initiative hosted by my client Kimbia. Last year’s giving day raised nearly $1.5 million for 525 local organizations. Whelan noted that second year giving days tend to see significant increases in funds raised. With that comes more competition.

Nonprofits that want to successfully compete for top awards in a second year giving day should consider a more thorough campaign. Whelan said that winners in second year giving days often create their own prizes to augment the Community Foundation’s prize pool ($250,000 in prizes last year).

Results always are contingent on the effort a nonprofit puts into the giving event, said Whelan. He encouraged nonprofits to set realistic goals for their giving day. Specifically, they shouldn’t get ridiculous with an overstated goal (think #IceBucketChallenge results), nor should they shoot too low.

Second Year Tips for Success

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A nonprofit’s second year effort is more challenging than the first. Because of the increased intensity of the event and number of nonprofits participating, a nonprofit needs to do more than just turn the proverbial lights on.

With three months until May 5, nonprofits were encouraged to start building their campaigns immediately. “This year is all about cultivating. How will you prime influencers and donors before the #BigPayback?” said Whelan.

Nonprofits should use the time before the giving day to:

  • Build a compelling narrative for the giving day
  • Cultivate matches and prizes to excite their donors
  • Activate board members and volunteers with giving day roles
  • Inform donors that the nonprofit will participate, and get pledges to donate in advance
  • Get influencers on board who can fundraise and share the message
  • Build out communications programs leading up to the day of giving that include advertising, emails,
  • social media updates, visual media assets and more
  • Create post-giving day donor cultivation programs that thank them and show results

“Focus on your efforts that have impact, then engage with donors before the giving day,” said Whelan. “A fairly significant portions of your giving day donors will come from your ‘base’ of supporters who are already committed. Therefore, the giving day itself should be an execution of your pre-seeded efforts, with additional focus on converting new donors. Updates the day of #BigPayback should be celebratory and motivational in nature.”

The Community Foundation of Middle Tennessee has built an extensive toolkit for participating nonprofits. It gives them access to graphics, social media tips, event facts, a planning calendar, a sample press release and email templates.

Storytelling

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Building an emotionally compelling story is a critical part of any giving day campaign. More than anything, a giving day is not about a message to an entire region. It’s a moment to rally a nonprofit’s specific segment within that region, educate people about the cause, and show how it impacts the community.

“Offer a simple story, something that builds on last year’s effort, a continuation,” Whelan said. “Make it a simple plot, and make it open ended. Offer a hero, present the conflict, how donations help. Continue the story after the #BigPayback in your thank yous and, of course, next year.”

Nonprofits should invest in creative storytelling for the highlight stories. A panel featuring Abrasive Media and Lindsley Avenue Church of Christ shared out-of-the-box storytelling methods. The church created a rap parody video that drove significant donations during the 2014 #BigPayback

Spencer Whelan’s keynote speech is available online here. Nonprofits looking for more tips should check out the toolkits provided by their giving day, like the Big Payback’s. A second source is the Knight Foundation’s Giving Day Playbook.

This post ran originally in the Huffington Post.

Is Existing Online a Quest of Loneliness or Giving?

Lonely
Image by Den Den

Do you sense a lack of clear meaning in this online rat race? On one hand, existence stands in its purest form, reasons to be online, missions of the niche! Then we dilute existence with digital records of ice cream trips, Nike Fuel runs, and manufactured savoir faire.

Self determination now exists at its ultimate zenith, coupled with a bizarre sense loneliness.

YouTube star Jenna Marbles reflected recently in a NY Times article that with all of her online fame and popularity and friends, she finds herself in an odd state of loneliness. We have many boys and girls trapped in their own online bubbles now.

Continue reading “Is Existing Online a Quest of Loneliness or Giving?”

Amped to Work on Give to the Max Day: Greater Washington

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Earlier today Give to the Max Day: Greater Washington was announced. This is a giving day for the metropolitan DC region on November 9 that is expected to raise $3 million and encourage well over 10,000 civic actions. The event is organized by Zoetica client Razoo, Community Foundation of the National Capital Region and United Way of the National Capital Area.

As noted on the Inspiring Generosity blog, yours truly has been running point on the project, an effort that has been underway since June. So, given that most of you are working on the inside of a corporation or nonprofit, or are consultants, here’s some of the stuff that makes this particular event really, really exciting to work on:

1) Give to the Max Day bridges the traditional nonprofit community in DC with the booming 2.0 digital start-up world, all to help the city’s vital nonprofits who are under fire from Congressional cuts and economic hardship. This is certainly compelling work.

2) It’s multichannel with a diverse set of marketing approaches, including direct marketing, online marketing, media relations, social media, events and advertising. Really, it’s very nice to bring to bear a fuller suite of tools.

3) The effort seeks to empower nonprofits, not for just one day, but for the long haul with a significant training program so they can become better marketers, who cultivate stronger relationships with donors online.

4) Give to the Max Day: Greater Washington is a part of Digital Capital Week, the one week Internet festival created by Peter Corbett, Jen Consalvo and Frank Gruber.

5) The event represents a significant marketplace challenge. Can an idea that worked well for a state — Give to the Max: Minnesota raised $14 million and $10 million in two similar events for GiveMN — work well for a major metropolitan city? We believe so. Ironically, I worked on the Philanthropy 2.0 report with colleague Beth Kanter, which helped inspire GiveMN. Life comes full circle.

It’s hard not to be thrilled about this effort! Having lived in DC for 20 years, this is a great way to help out the community. If you are a metro DC-based nonprofit or citizen, please join us on November 9.

How Much Give Can You Get?

Issues Day - St. Mary's Hall Empty Theater

Triple Pundit reviewed a study that shows altruism amongst green product purchasers declines rapidly. In the write up, author BC Upham says, “The study suggests people who have spent money on things they perceive to benefit society as a whole may feel they have “done their good deed for the day” and thus are more likely to choose less altruistically when presented with other ethical quandaries.”

The University of Toronto study goes on to say in the new global ethic that the larger world seems to be espousing, people reactively give out of guilt. “This implies that virtuous acts can license subsequent asocial and unethical behaviors.” Then the study says, “Because purchasing green products affirms individuals’ values of social responsibility and ethical consciousness, we predict that purchasing green products will establish moral credentials, ironically licensing selfish and morally questionable behavior.”

Ironically, I think the study, while on target with its findings, has missed a critical component of the social change idea market: Cause fatigue. God knows all of us concerned with social change — green or not — certainly feel tons of pressure from many directions to help society. From local homelessness and domestic issues to global poverty and the environmental crisis, there’s an endless amount of nonprofits and social enterprises begging for our attention.

But how much give can the marketplace get? This study assumes that people will become “selfish” after acting green.

I wonder if that’s the case, or if people only have so much give in them, and when they give to any cause, they’ve taken a step towards meeting their quota. So then this study is wrong in that it implies that people need to do justify badness with goodness. Instead, they have fulfilled their capacity to give and have cause fatigue.

There’s definitely a corollary. Consider how much Haiti got, and then in comparison how little aid Chile received, in spite of a much larger earthquake. Yes, there’s a difference in economic wealth between the two countries, but it doesn’t account for this kind of disparity.

Sooner or later, people need to replenish their charitable spirit by taking care of themselves. Families matter, too, and so does personal welfare. You can’t get water from an empty bucket. Nor should people get a brow beating for doing that. Replenishment is a faith agnostic spiritual axiom.

The end message to successful change organizations is congratulations on your effectiveness. Do what you must to keep these people interested in your cause because loyalty and continued attention will be harder and harder to maintain. Effectiveness will continue to evolve, but in my mind, it includes understanding that there’s only so much give you can get.

Geoff Livingston is a regular contributor to the Live Earth blog.