Nonprofit Training Session | 4.18.2016
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1
Welcome
Rosie Allen-Herring,
United Way of the National Capital Area
2
Do More 24 Overview
Kelly Brinkley
COO, Do More 24 Project Lead
3
Platform Overview
Tony Paul, Sr. Director of IT
4
What’s new
•
•
•
•
•
•
Donation Form position
Remind Me Widget
Matching Funds
Photos and Videos
Logins w/ passwords
Social Icons on your page
5
How the DoMore24.org
site works
DoMore24.org will be accepting
donations from 6/2/2016 12:00:01
am through 6/2/2016 11:59:59 pm.
The home page will transform into a
donation form…
How the DoMore24.org
site works
Every non-profit has its own page.
You will have a UNIQUE URL to YOUR OWN
PAGE. You can get the correct URL from the
registration portal.
Similar to:
https://www.domore24.org/npos/united-way-nca
How the DoMore24.org
site works
Every non-profit has its own page.
You will have a UNIQUE URL to
YOUR OWN PAGE.)
When donations are being
accepted, the donation form will be
placed right below your logo.
everything else will be pushed
down.
Your job is to
drive as many
people as
possible to
this page !!!
Donation Form
11
Confirmation and
Receipt
12
Registration
New (didn’t participate last year) –
The link is on the home page
of https://domore24.org
Registration
New (didn’t participate last year) –
Returning from Last Year
New – Logging in
https://v2.kimbiamatchday.com
Registration
New (didn’t participate last year) –
Returning from Last Year
Either way, it’s the same one-page
form….
Registration
New (didn’t participate last year) –
Returning from Last Year
Either way, it’s the same one-page
form….
Part 1 – Who You Are
PICTURES!!
Registration
New (didn’t participate last year) –
Returning from Last Year
Either way, it’s the same one-page
form….
Part 3 – Eligibility &
Admin
Registration
New (didn’t participate last year) –
Returning from Last Year
Either way, it’s the same one-page
form….
Part 4 – Payment Info
Registration
Conformation email with link
Registration
Approval email
Your job is to
drive as many
people as
possible to
this page !!!
New - Portal
When you log in to edit, there is
now a menu with an option for
“LINKS”
Last year we emailed you this
information after registration closed.
Now you can get to it immediately.
Reporting
Column
Date (Local)
Time (Local)
Confirmation Code
Donation Amount
Refunds
Sample Data
2015-04-08
08:48:42
E5TF3A4
Donation Net Amount
Anonymous
First Name
Last Name
85
false
Erik
Secker
laura@givelocalamerica.
org
Email Address
Phone Number
Mailing Address (Line
1)
Mailing Address (Line
2)
Mailing Address (City)
85
0
123 Main Streettt
Austin
Mailing Address (State) TX
Mailing Address (Zip)
Mailing Address
(Country)
First Time Donor
78701
US
false
Insert a DoMore24
donation form into your
own web site!
Your job is to
drive as many
people as
possible to
this page !!!
For questions regarding the domore24 Platform
please contact:
[email protected] or at 202.488.2009
29
Do More 24 Toolkit
Willona Sloan, Writer/Content Manager, UWNCA
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Toolkit Overview
•
Nonprofit Toolkit
•
Company Toolkit
•
Chamber of Commerce Toolkit
•
Marketing Materials
•
Logos
•
Widgets
Tell Your Story
32
Nonprofit Toolkit
• Brand Guidelines
• Email Templates
• Checklists
34
Company Toolkit
• Email Templates
• Sample Newsletter Text
• Get Involved Flyer
Marketing Materials
• Do More 24 Postcards
• Customizable Flyers
• Standard Flyers
Logos and Widgets
• Logos
• Email Signature
• Twitter and Facebook Images
• Website Banners
Questions?
Social Content & Amplification
Imani Greene, Principal, GreeneGroup
39
Social Content & Amplification
for Do More 24 Fundraising
40
Role of Social
Beyond The Likes
Relationship Assessment
RaisingFunds
“A year or so ago the
nonprofit sector (and the
public sector for that matter)
were all about the “Like” and
the “Follow.””
“There is a continuum of
engagement or a
progression of the
relationship from stranger to
becoming a life-long
champion and supporter for
your organization.”
“Nearly 1/3 of all online
donations are now a result of
peer-to-peer fundraising”
Case Foundation, 2014
41
Role of Paid Social
• The average user is potentially exposed to
1,500 stories every time they log onto
Facebook.
• Super social users are exposed to 15,000
stories
• Facebook algorithm filters newsfeeds to
decide which posts are shown.
• 84% of branded, social content - that is not
promoted - is missed.
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Identify Campaign Goals and Parameters
Select Platforms and Mini-Goals
Create a Content Calendar & Identify Spends
Test & Learn
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Identify Campaign Goals and Parameters
Select Platforms and Mini-Goals
Create a Content Calendar & Identify Spends
Test & Learn
44
Strategic Declaration
We will _ (what)__ _(whom)_
using (actions)__, measured by
(outcomes).
Awareness
Education
Engagement
Conversion
Advocacy
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Parameter Review
Audiences
•
•
•
•
Current Supporters
•
Geography
•
April 17 – June 3, 2016
Washington DC DMA
• Priority zips
Potential Donors
Consumers
Influencers
Considered Platforms
•
•
•
•
•
•
Timing
Facebook
Twitter
Instagram
YouTube
Tumblr
etc
•
Budget
TBD
KPIs
•
•
•
•
Donations
Social Engagement (likes,
comments, shares, etc.)
Social Acquisition
Others Social Actions
Identify Campaign Goals and Parameters
Select Platforms and Mini-Goals
Create a Content Calendar & Identify Spends
Test & Learn
47
Social Landscape
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Social Landscape
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Social Opportunities
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Social Opportunities
Element
Best Times
Worst Times
11am
6am
YouTube
1pm – 3pm
3am – 7am
Facebook
1pm – 4pm
8pm – 8am
Twitter
1pm – 3pm
8pm – 9am
Pinterest
2pm – 4pm
5pm – 7pm
Blog Posts
8pm – 1am
Google+
9am – 11am
6pm – 8am
LinkedIn
7am – 9am
10pm – 6am
5pm – 6pm
Tumblr
10pm
6am
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Identify Campaign Goals and Parameters
Select Platforms and Mini-Goals
Create a Content Calendar & Identify Spends
Test & Learn
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Content Agenda
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Content Agenda
1. Make it conversational. And shareable.
2. Ask questions and/or solicit response.
3. Share information that they will find useful.
4. Tell a story about Do More 24 benefits. Use sequential messaging.
5. Customize the message to the recipient.
6. Continue the conversation (via email, mobile, social).
7. Amplify advocates/influencers.
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Content Agenda
Beyond the Core:
• Share, Re-Tweet, and Comment
• Respond
Use Different Types of Content
• Blogs, vlogs, infographics, video, memes, podcasts.
• Include calls-to-action (i.e., “share this”, “spread the word”, “donate now”)
Share Real Time Updates
• Share photos of those you’re helping, status of fundraising, etc.
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Content Amplification
Date
Facebook post
Monday,
May 18
We are only two weeks away from Do More 24! Do you have
your calendars marked and ready? Set the date now for
Thursday, June 4th, 2015, lets change the region for the
better, together! #DoMore24 #DC #VA #MD
#GiveWhereYouLive (included photo)
Post
Investment
Twitter Post
Post
Total Daily
Investment Investment
$0
We are 2 weeks away from Do More 24! Set
the date for Thursday, June 4th, 2015, lets
change the region together!
www.DoMore24.org
$0
$0
Tuesday,
May 19
Did you know in #PrinceGeorge’s County 33,544 people have
limited access to healthy foods?
* Did you know in #Fairfax County 13,853 people have limited
access to healthy foods?
* Did you know in #PrinceWilliam County 12,166 people have
limited access to healthy foods?
Help change these numbers by donating to
www.domore24.org on Thursday, June 4, 2015. #DoMore24
#DC #MD #VA
$25
In #PrinceGeorge’s county 33,544 people
have limited access to healthy foods. Help
change this on Thursday, June 4 at http://
www.DoMore24.org
$15
$40
Wednesday,
May 20
Looking for ways to do more on #DoMore24? We have more
than 5 volunteer opportunities occurring on Thursday, June 4!
Click here to view some of the volunteer opportunities
available (include link for volunteer site)
$25
Volunteer with us on Thursday June 4th for
#DoMore24, take a look here:
$15
$40
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Content Amplification
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Identify Campaign Goals and Parameters
Select Platforms and Mini-Goals
Create a Content Calendar & Identify Spends
Test & Learn
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Optimizations & Outcomes
Test. And Learn.
• Post various content and at different times.
• Start slow and measure performance
• Use platform analytics to see what works best.
• Remember that each platform is unique. What
works on Twitter won’t necessarily work on
Facebook, Pinterest or LinkedIn.
• Even still, be consistent in voice and tone.
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For questions regarding Social Amplification please contact:
Imani Greene, of GreeneGroup at
[email protected] or at 917.721.9656
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Do More 24 Strategy Ideas
Stephen Saunders, Senior Director of Philanthropy, Year Up
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DoMore24 - Strategy Ideas
•
Step 1: Time and Duties
– Determine key internal leaders and managers and their duties
•
Step 2: Create the strategy
– Segmentation
– Outreach plan
– The ask
•
Step 3: The big day
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Step 4: Wrap up strategy
– Thank everyone, multiple times
Nonprofit Training Session | 4.15.2014
no
63