On September 28, a panel of media and nonprofit experts discussed how to plan and execute a compelling and newsworthy #GivingTuesday campaign. Use the hashtag #NCMNCNMgt on Twitter, Facebook, and Instagram – or check out the stream of Tweets on NCM Network’s Storify page. The resources from this informative program can be found on our Resources page, and a program recap appears beneath the panel introductions.
MODERATOR: Debbie Laskey, MBA, Brand Marketing/PR/Social Media Consultant and NCM Network Board Member (Twitter: @DebbieLaskeyMBA)
MEDIA AND NONPROFIT PANEL:
* Albert Lawrence, Digital Content Producer and Correspondent
ABC7 Los Angeles
* Kristin Marguerite Doidge, Media Reporter
Los Angeles Business Journal
* Dan Hanley, Development and Communications Director
CASA of Los Angeles
Mission: CASA mobilizes community volunteers to advocate for abused and neglected children.
* Diego Ortiz, Marketing and Communications Manager
Mission: PAWS/LA is dedicated to preserving the loving bond between people and their companion animals. To that end, PAWS-LA provides services to assist low-income seniors and people disabled by a life-threatening illness keep and care for their pets.
* Alissa Zito, Vice President of Communications
Mission: Step Up propels girls from under-resourced communities to fulfill their potential by empowering them to become confident, college-bound, career-focused, and ready to join the next generation of professional women.
Tips for a Compelling and Newsworthy #GivingTuesday Campaign
Media members of our panel were asked how they’ve covered #GivingTuesday the past. Albert/ABC7 responded that 2016 will be his second #GivingTuesday at ABC7. Last year, ABC7 covered it on Facebook with a video overview explaining #GivingTuesday, but the one-day campaign was not covered on the newscasts. Kristin/LA Business Journal responded that digital publications are the best place for this campaign. She also recommended that nonprofits integrate Infographics and metrics as part of their digital promotions.
Nonprofit members of our panel were asked to share their #GivingTuesday strategies for November 29, 2016. Alissa/Step Up responded that at Step Up, “We view it like Election Day. Everyone wakes up and asks, “Who am I going to give to today?” So, with that in mind, we focus on people who have not interacted with us in the past.” Diego/PAWS-LA responded, “This year’s #GivingTuesday will be very special for us because we’re in the process of launching a new program to appeal to a new donor base, a veterans program that coincides with Veteran’s Day on November 11 and will culminate on November 29 (#GivingTuesday). Some of the questions we will tackle include: How can we condition our supporters to follow us on social media and buy into #GivingTuesday if they haven’t heard about it; and how can we use our new program to ring in new supporters while not isolating our current donors?”
The elephant in the room was addressed by the question: How will the Presidential Election impact #GivingTuesday? Albert/ABC7 responded, “While the election will be over by November 29, we’ll still be focused on its implications. You can send your pitch to PR@ABC7.com and also use the hashtag #ABC7eyewitness on Twitter, Facebook, and Instagram to reach us.” Kristin/LA Business Journal added, “Following the election, people will want to hear good stories, and while we may not be able to print everyone’s story about #GivingTuesday, remember that you are establishing lifelong media relationships, so stay in touch with media all year long.”
Nonprofit panelists were asked how they will measure their #GivingTuesday campaigns. Dan/CASA of LA responded, “We’ll analyze who shared and engaged on our social sites, we’ll see if we had 100% Board member participation in promoting us on #GivingTuesday, and we’ll host a thank-you event the evening of #GivingTuesday. Many left last year’s event and made a donation.” Diego/PAWS-LA added, “We’ll ask: How have we increased our social media followers? How much money was raised? And we’ll send three different e-blasts and review all metrics that were established before the campaign began.” Alissa/Step Up added, “We’ll analyze the gifts we received and see who was on our mailing list, who wasn’t in our system, and the gift amounts.”
With just two months until November 29 (this year’s #GivingTuesday), all panelists offered these final tips:
* Albert/ABC7 said, “Jump on your social media sites and amplify your efforts and add video.”
* Kristin/LA Business Journal said, “Find the platform or platforms where your followers are and then focus on those platforms. Also, talk to and pitch media now. Don’t wait until the week before #GivingTuesday.”
* Dan/CASA of LA said, “When someone donates, we have a phone bank, and someone immediately makes a thank-you phone call. This makes quite an impact on the donor, and they definitely remember us. Above all, be excited and lead the #GivingTuesday campaign for your nonprofit.”
* Diego/PAWS-LA said, “Make sure to use all the tech tools at your disposal. For example, if someone makes a donation, remove him or her from any future emails that include an ask that you send that day. Above all, create strong and emotionally-compelling content now so you’re ready for all of your social outreach #GivingTuesday.”
* Alissa/Step Up said, “Plan communication emails throughout the day as well as a final thank-you recap and a report on how you did. Donors want to know how the one-day #GivingTuesday campaign went and where their donation fit into your one-day total.”
NCM Network thanks the Center for Nonprofit Management for its partnership in presenting this #GivingTuesday program.