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#GivingTuesday: 
Plans that Work 
Live Tweet Right NOW!
Presenters 
David Gunn 
Account Development Manager 
Salsa Labs 
@gunnd @salsalabs 
Live Tweet Right NOW!
#GivingTuesday Works!!! 
In study of ~500 nonprofit orgs in 2012 & 2013: 
1. Statistically significant improvement 
2. Did NOT come from a share shift of dollars 
3. Nonprofits who promoted #GivingTuesday 
increased donations more 
Get details at 
www.salsalabs.com/givingtuesday 
Live Tweet Right NOW!
Top 4 Fundraising Rules for Twitter 
1. Demonstrate tangible ROI from donation 
2. Communicate an aspirational but 
realistically achievable goal 
3. Asks from Individuals big motivator 
(power of RT and #ff) 
4. Match the “headlines”, branding, etc. 
Live Tweet Right NOW!
1. Demonstrate tangible ROI 
Live Tweet Right NOW!
2. Communicate achievable goal 
Live Tweet Right NOW!
3. The Power of Friends 
Live Tweet Right NOW!
4. Match the headlines, etc. 
It’s more than just branding 
– it’s a seamless experience 
(with higher conversion 
rates) 
Live Tweet Right NOW!
Match it all: branding, CTA…!!!!!! 
Can’t emphasize this enough: 
• DON’T direct people to a generic page on 
Live Tweet Right NOW! 
your site 
• The hashtag or theme as headline 
• Call-to-action – level for Twitter audience 
• Think about audience and match it all to 
them
Live Tweet Right NOW!
#GivingTuesday > Twitter 
Peer-to- 
Peer 
All 
Social 
Media 
Email 
Live Tweet Right NOW!
First: Identify Your Audience 
Live Tweet Right NOW! 
Donated on 
#GivingTuesday 
last year 
Signed XYZ 
Petition 
Recurring Donor Social Influencer
Second: Segment Your Audience 
Live Tweet Right NOW!
Now for the Plan 
www.salsalabs.com/givingtuesday 
Live Tweet Right NOW!
Top 3 Things to Remeber 
1. Friends are the best! 
2. Email is not dead! 
3. Personalization is 
more than polite, it’s 
effective. 
Live Tweet Right NOW!
Friends Inspire 33% of the Time 
Live Tweet Right NOW!
Friends Inspire & Spread the Word 
Live Tweet Right NOW!
Friends Inspire, Spread the Word & Match Headlines 
Live Tweet Right NOW!
Email is Where It’s At… 
Social Email 
Supporter 
Live Tweet Right NOW! 
Love
Don’t Personalize, Individualize 
Social + Segmentation + Email 
Live Tweet Right NOW! 
244% 
e-mail opens 
161% 
click through 
330% 
revenue per 
mailing 
E-mail segmentation by demographics and interests
It doesn’t end on #GivingTuesday 
December makes up 
about 28% of yearly 
fundraising for nonprofits 
using Salsa. 
Quite a bit of it coming in 
the last week. 
Live Tweet Right NOW!
Follow-up First: before you tweet 
Plan Twitter 
Campaign 
Plan Email 
Follow-Up 
Launch 
Campaign 
Capture 
Info in DB 
Live Tweet Right NOW! 
Analyze 
Results 
Automation 
Kicks In
It’s Not About You. 
It’s about 
them. 
Live Tweet Right NOW!
Get in Touch with Us. 
Live Tweet Right NOW! 
#GivingTuesday 
www.givingtuesday.org 
Dec. 2, 2014 
Salsa 
dgunn@salsalabs 
info@salsalabs.com 
www.salsalabs.com 
Get a Complete #GivingTuesday Plan at 
www.salsalabs.com/givingtuesday

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#GivingTuesday Plans that Work!

  • 1. #GivingTuesday: Plans that Work Live Tweet Right NOW!
  • 2. Presenters David Gunn Account Development Manager Salsa Labs @gunnd @salsalabs Live Tweet Right NOW!
  • 3. #GivingTuesday Works!!! In study of ~500 nonprofit orgs in 2012 & 2013: 1. Statistically significant improvement 2. Did NOT come from a share shift of dollars 3. Nonprofits who promoted #GivingTuesday increased donations more Get details at www.salsalabs.com/givingtuesday Live Tweet Right NOW!
  • 4. Top 4 Fundraising Rules for Twitter 1. Demonstrate tangible ROI from donation 2. Communicate an aspirational but realistically achievable goal 3. Asks from Individuals big motivator (power of RT and #ff) 4. Match the “headlines”, branding, etc. Live Tweet Right NOW!
  • 5. 1. Demonstrate tangible ROI Live Tweet Right NOW!
  • 6. 2. Communicate achievable goal Live Tweet Right NOW!
  • 7. 3. The Power of Friends Live Tweet Right NOW!
  • 8. 4. Match the headlines, etc. It’s more than just branding – it’s a seamless experience (with higher conversion rates) Live Tweet Right NOW!
  • 9. Match it all: branding, CTA…!!!!!! Can’t emphasize this enough: • DON’T direct people to a generic page on Live Tweet Right NOW! your site • The hashtag or theme as headline • Call-to-action – level for Twitter audience • Think about audience and match it all to them
  • 11. #GivingTuesday > Twitter Peer-to- Peer All Social Media Email Live Tweet Right NOW!
  • 12. First: Identify Your Audience Live Tweet Right NOW! Donated on #GivingTuesday last year Signed XYZ Petition Recurring Donor Social Influencer
  • 13. Second: Segment Your Audience Live Tweet Right NOW!
  • 14. Now for the Plan www.salsalabs.com/givingtuesday Live Tweet Right NOW!
  • 15. Top 3 Things to Remeber 1. Friends are the best! 2. Email is not dead! 3. Personalization is more than polite, it’s effective. Live Tweet Right NOW!
  • 16. Friends Inspire 33% of the Time Live Tweet Right NOW!
  • 17. Friends Inspire & Spread the Word Live Tweet Right NOW!
  • 18. Friends Inspire, Spread the Word & Match Headlines Live Tweet Right NOW!
  • 19. Email is Where It’s At… Social Email Supporter Live Tweet Right NOW! Love
  • 20. Don’t Personalize, Individualize Social + Segmentation + Email Live Tweet Right NOW! 244% e-mail opens 161% click through 330% revenue per mailing E-mail segmentation by demographics and interests
  • 21. It doesn’t end on #GivingTuesday December makes up about 28% of yearly fundraising for nonprofits using Salsa. Quite a bit of it coming in the last week. Live Tweet Right NOW!
  • 22. Follow-up First: before you tweet Plan Twitter Campaign Plan Email Follow-Up Launch Campaign Capture Info in DB Live Tweet Right NOW! Analyze Results Automation Kicks In
  • 23. It’s Not About You. It’s about them. Live Tweet Right NOW!
  • 24. Get in Touch with Us. Live Tweet Right NOW! #GivingTuesday www.givingtuesday.org Dec. 2, 2014 Salsa dgunn@salsalabs info@salsalabs.com www.salsalabs.com Get a Complete #GivingTuesday Plan at www.salsalabs.com/givingtuesday

Hinweis der Redaktion

  1. https://www.salsalabs.com/support-community/blog/givingtuesday-2013-stats Dave was meticulous in sampling our client base, making sure we were comparing apples-to-apples and examining it from all angles. Of the 378 clients who collected donations in both November 2011 and November 2012, total giving by dollars, total number of transactions and average dollar amount of each transaction were all up year-over-year (6.82%, 3.45% and 9.29% respectively). So, Giving Tuesday being up by 33.32% for the equivalent day in 2011 was as Dave put it "very, very, very statistically significant". - See more at: http://www.salsalabs.com/support-community/blog/did-givingtuesday-work-heck-yes-how-can-we-tell#sthash.OkU3FQ2z.dpuf
  2. Teamsters post retweeted 14 times at the moment I pulled this screen shot
  3. Being successful on Twitter doesn’t end with Twitter and landing pages. It comes from having a multi-channel communications strategy and taking the necessary steps to move people along the ladder of engagement after you get them started on Twitter.
  4. Segmentation Right Message to Right Person Increase Open & Click-Through Rates Decrease Opt-Outs Tagging More Effective Follow-Up (Nurturing/Cultivating) Tracking & Real-Time Adjustments ROI Reporting Scoring Measure Value over Time Engagement Clean Lists = Higher Deliverability See Again Segmentation Segment your list Target donors based on past-giving/#GT participation Upgrade previous donors to higher gift Invest in marketing automation now
  5. Don't Personalize, Individualize To personalize is to add a name in the address field and distribute the same message to an entire list. To make your message individualized, you are truly trying to create a message for as small a group as possible that speaks not just to their name, but to things you know they care about. Use dynamic content to populate a supporter's most recent donation amount in a quick donate button – so they don't have the same donation amount as everyone else – they have what they gave last time (or maybe an amount that is just a little but more). An individualized message would also make a reference to past activities with the nonprofit and why they need to give again.   Individualizing your content works. According to a recent study by Janrain, email segmentation based on demographics and interests led to a 244 percent increase in email opens, 161 percent increase in click through, and a 330 percent increase in revenue per mailing. 
  6. What's certain is that the % fundraising breakdowns by quarter has remained incredibly consistent for the last four years (to within 0.5 % for each of the following breakdowns). Nonprofit fundraising with Salsa generally breaks down like this:   Q1: 16%, Q2: 20%, Q3: 19%, Q4: 45%   Yup, you read that right. Almost *half* of all nonprofit fundraising happens in the 4th quarter of the year, and 2013 was no different. December itself generally sees more than a quarter of yearly fundraising, about 28% of it, accounting for almost 2/3 of the quarter.   This year, Salsa continued to grow its community of clients, and those clients continued to grow their lists and improve their fundraising.