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GIVING HEART IS
[| 8 Week Workplan for a Successful May 5th!
An interactive workbook to help you create, plan and implement your
8-week BIG DoG campaign.
BIG DoG Bootcamp!
BEST PRACTICE #1 SOCIAL MEDIA
For an online event, social media plays a huge role. Even if you are new to this way of communicating, the
BIG Day of Giving is the time to dive in and get your feet wet! Utilizing Facebook and other platforms will
help you communicate to your current and future donors pre-event, during and long after the event.
Questions
1. What social media platforms will you use for the BIG Day of Giving?
2. What are the key messages you will convey on these platforms?
3. Which social media prize challenges will you attempt to win?
4. Do you have a staffing plan? Who will run your social media campaign?
5. What other tools/resources do you need to implement this practice?
Notes:
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BIG DoG Bootcamp!
BEST PRACTICES #2 BOARD ENGAGEMENT
Board participation is a crucial element for success on May 5. How will you engage your board and activate
them to assist with your BIG DoG campaign?
Questions
1. What will be your goal for board giving? (100%2, increase from last year, etc.)
2. What prize challenges will you and your board work on together?
3. What donor engagement strategies will your board employ?
4. What social media activity will you ask of your board?
5. What other communication/marketing activities will your board engage in?
6. What other tasks or strategies will you ask your board to participate in?
Notes:
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You do not know. Receives your
messages via the network.
Crowd
You don’t know and
cannot contact directly. Don’t know you and
need consistent
and compelling
messages to
take any
action.
But your Community can.
Network This is the
community of your
community: their family
friends, coworkers
and connections.
>— In your database,
attends your events,
connected on facebook
Twitter, Linkedin or
physically
in your area.
You want to
convert the
network to join
the community.
Community
Board of Directors — Individual Development Plan
Name: Date:
In support of this organization, and as a dedicated Board member, | plan to raise money for the
organization and increase our influence through these efforts:
2015 Big Day of Giving is 5 May 2015! Between now and May, | will:
Oo Link to our organization’s Facebook and Twitter accounts and share posts about Big DoG
Oo Ask my friends and colleagues to link with us on Facebook and Twitter
| will support our organization on the Big Day of Giving by:
Oo Donating online that day
Oo Asking my friends and colleagues to donate that day
oO Volunteering to help promote online donations during the day
To help engage and grow our individual donors — in advance of Big Day of Giving, | will:
Send an appeal via email to my contacts.
Send an appeal letter to contacts.
Phone people | know and ask them to join me in giving to our organization.
Phone current donors even if | don’t know them, to thank them for supporting us and to ask
them to consider a gift on the Big Day of Giving.
| will provide names and contact information of prospective donors to staff so we can build our
mailing list.
O OOOO
Other great ideas | have for attracting individual donations include:
3" Party Fundraising in Support of Big Day of Giving
Oo | plan to throw a party / host an event at which | will ask my friends to donate.
Oo | know of organizations / other individuals that | will ask to host a 3 party event for us.
The others | will ask include:
| will act on all these ideas with a goal to raise $ on 5 May 2015.
Signature: Date:
BIG DoG Bootcamp!
BEST PRACTICE #3 DONOR ENGAGEMENT
Engaging your donors before, during and after the BIG Day of Giving drives home the importance of donor
stewardship, cultivation and keeping them aligned with your organization for continued engagement, support
and gifts.
Questions
1. How will you engage your current donor base?
2. How will you thank your donors during May 5?
3. What is your plan to thank your donors after May 5?
4. How will you engage new donors?
5. What tools/resources do you need to implement this practice?
Notes:
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BIG DoG Bootcamp!
BEST PRACTICE #4 DONOR ENGAGEMENT — KNOW YOUR AUDIENCE
To craft the right and most effective message, you need to know your audience. Who are they? How can you
find them and how can they be your best ambassadors?
Questions
1. Who are your current audiences?
2. Who do you want to target? (prioritize them)
3. How will you find them?
4. Your Message: How is the world different because you exist? What stories of impact
can you share?
5. What tools/resources do you need to prepare and develop to implement this
practice?
Notes:
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BIG DoG Bootcamp!
BEST PRACTICE #5 GOAL SETTING
Goals for the BIG Day of Giving are more than fir
philanthropic goals: new donors, visibility, marketing, social media.
ial. M
ge your exp ions for setting your overall
Questions
1. What is your financial goal for BIG DoG?
2. What is your donor goal?
3. What are your other goals?
4. How do you plan on measuring these goals?
5. What tools/resources/staff do you need to implement this practice?
Notes:
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BIG DoG Bootcamp!
BEST PRACTICE #6 MAXIMIZE COMMUNICATION TOOLS
Once you've defined your audi crafted your and set your goals, maximize the right
communication tools available to you. A panel will provide a broad brush overview, from email marketing to
traditional marketing to using your board as effective ambassadors. Use what works best for you!
Questions
1. What communication tools are you already using in your organization?
2. What tools are you not currently using that you would like to incorporate into your
campaign?
3. What current marketing collateral can you add a BIG DoG Message to?
4. What tools/resources do you need to implement this practice?
Notes:
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BIG DoG Bootcamp!
DEVELOP AND EXECUTE YOUR PLAN
Using your notes from the best practices, you are now ready to put it all together. Use the template below to
create your 8-week workplan.
Keep in mind that the first 4 weeks of your plan should be dedicated to planning and preparation. The 2°¢
half of your plan should be implementing, starting with soft marketing, then transitioning into heavy marketing
at the 2 week mark.
BIG Day of Giving Goals:
Dollar goal:
Donor Goal:
New Donor Goal:
We will pete for the following prize chall (listing on pg.18):
Other goals:
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BIG DoG Bootcamp!
Week Eight (March 9 -13) Meet, Plan, Discuss
Checklist
Set weekly meetings with your staff or volunteers who will be assisting with your campaign
Meet and complete this workplan
If you are creating special printed materials, decide what those will be and begin design &
production
Decide on what and how many prize challenges you will attempt to win
Finalize donor email/contact lists and make sure all information is ready to use
Create outreach strategy for current donors
Task Staff Status Notes
Planning
Communication
Donor
Engagement
Board
Engagement
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BIG DoG Bootcamp!
Week Seven (March 16 - 20) Teasers and Preparations
Checklist
Download all items from the Nonprofit Marketing Toolkit
Add a BIG DoG logo to your email signature
Begin outreach to local businesses to form partnerships and support
Give BIG DoG updates at your monthly or quarterly board meeting
Add a teaser or save the date block to your website and outgoing enewsletters
Make sure you have completed all checklist items from the previous week!
Task
Staff
Status
Notes
Planning
Communication
Donor
Engagement
Board
Engagement
Other
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BIG DoG Bootcamp!
Week Six (March 23 - 27) Preparing for Your Soft Marketing Launch!
Checklist
Decide on communication tools
Determine who will run your social media campaign (staff, hired consultant, volunteer, etc.)
Decide if your organization will attend or host an event on May 5%
Team captains register for bigdayofgiving.org website training
Reach out to other NPOs in your sector and see if there are some ways you can partner
Create staffing plan for May 5th
Task Staff Status Notes
Planning
Communication
Donor
Engagement
Board
Engagement
Other
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BIG DoG Bootcamp!
Week Five (March 30 — April 3) Soft Marketing Launch
Checklist
If you are using printed materials, drop them in the mail no later than next week (NPO bulk mail takes
about 10 days)
Work on your “thank you” plan for donors for day-of and post-may 5'
Boast about your GivingEdge profile! Use it to help promote your participation!
Do a check and make sure you have completed all previous checklist steps
Implement current donor outreach plan
Task Staff Status Notes
Planning
Communications
Donor
Engagement
Board
Engagement
Other
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BIG DoG Bootcamp!
Week Four (April 6 — 10) Continue Soft Marketing
Checklist
Create board task list and assign to members
Send invites to day-of events (if having one)
Schedule key meetings with donors (pre-commitments)
Begin talking about your involvement in BIG DoG at meetings and events. Bring postcards with you
and leave in office lobbies, coffee shops, etc.
Continue to implement your communications plan (emails, social media posts, etc.)
Task Staff Status Notes
Planning
Communications
Donor
Engagement
Board
Engagement
Other
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BIG DoG Bootcamp!
Week Three (April 13 - 17) Prepare for 2-week Marketing Blitz
Checklist
Customize email templates from toolkit and schedule eblasts to go out
Finalize social media schedule and content
Schedule key meetings with donors (pre-commitments)
Finalize partnerships with businesses and other nonprofits
Contact local media (press release /events)
Task Staff Status Notes
Planning
Communications
Donor
Engagement
Board
Engagement
Other
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BIG DoG Bootcamp!
Week Two (April 20 - 24) 2-week Heavy Marketing Begins
Checklist
Amp up social media posts — add BIG DoG graphics to Facebook and Twitter
Begin sending emails
Make targeted phone calls to donors
Have a kickoff event and talk to donors about BIG DoG (suggested)
Flier businesses in your area
“Smarter Giving Challenge” begins. Market your GivingEdge profile for a chance to win
Task Staff Status Notes
Planning
Communications
Donor
Engagement
Board
Engagement
Other
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BIG DoG Bootcamp!
Week One (April 27 — May 1) Heavy Marketing Continues
Checklist
Make sure you have your donor data link and know how to access (know who)
Continue heavy social media presence
Remind board of roles (outreach, sending emails, etc.)
Utilize BIG DoG PSAs and Instructional videos — share on social media
Finalize day-of event plans
Finalize day-of roles and staffing plan
Schedule social media posts before going to bed
Task Staff Status Notes
Planning
Communications
Donor
Engagement
Board
Engagement
Other
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BIG DoG Bootcamp!
May 5 - BIG Day of Giving
Checklist
Kick off at midnight with a bang! Ensure at least 10 donors give at midnight or during the first hour of
giving
Pound the pavement! Get out into the community. Attend events
Check in with all board members and make sure they are ready to implement your plan.
Be active all day on social media
Check your donor link every hour and make sure you are thanking donors in real time either on social
media or email.
Task Staff Status Notes
Communications
Donor
Engagement
Board
Engagement
Other
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BIG DoG Bootcamp!
Post BIG DoG — Day After and Beyond!
Checklist
Get some rest!
emails, etc. (check your staff role list)
Continue your plan of thanking all donors
Send thank you’s to businesses and other NPOs you partnered with
Decide if you will have a post-even thank you reception/event
Attend “Report to the Community” celebration event in July
Implement donor thank you plans. (i.e. who will receive calls, send personal letters, thank you cards,
Send an update to your board, staff, volunteers, networks and donors list on your results!
Task
Staff
Status
Notes
Communications
Donor
Engagement
Board Engagement
Other
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BIG DoG Bootcamp!
PRIZE CHALLENGES
This is a sneak peak of the prize challenges that will be available for you to win during the BIG Day of
Giving. More challenges will be added to bigdayofgiving.org when they are finalized. Prize challenges are
a great way to target your communications and give you additional opportunities to raise unrestricted dollars!
Time Challenges
Challenge Description Prize
Blast Off Challenge! Nonprofit who receives the first donation $5,000
Landing Challenge Nonprofit who receives the last donation $5,000
Night Owl Challenge Nonprofit who receives the most $ donations between the | $2,500
hours of 12:00 AM and 6:00 AM
BIG DoG Hour Money Boosters! | Each hour of the 24 hours, an award will be given to the | $1,000
nonprofit that raises the most money. 24 chances to
boost your winnings!
BIG DoG Hour Donor Boosters Each hour of the 24 hours, an award will be given to the | $1,000
nonprofit that has the most number of unique donors
within that hour. 24 more chances to boost your winnings!
Social Media Challenges (definition of small, medium and large organization is located at the bottom
of the prize list)
Challenge Description Prize
BIG DoG Video Challenge Share a video (15 seconds max) on Instagram or Vine $750
that demonstrates your mission! Must use the hashtags
#BIGDoG2015 and #GLNVideo and post on May 5. A
committee* will determine winners the following day.
One award will be given for each organization size
(small, med, large).
“| Give Local Now” Video A 15 second (max) video from a donor or board member | $750
Challenge that starts with the phrase: "I give local now to <XYZ
nonprofit> because..." and shared on your favorite social
media platform with the hashtag #BIGDoG2015 and
#GLN on May 5". A committee* will determine winners
the following day One award will be given for each
organization size (small, med, large)
Donor Thank You Video A 15 second (max) video to thank your donors. Must be | $750
Challenge shared on your favorite social media platform on May
5th with the hashtags #BIGDoG2015 and #GLNDonor. A
committee* will determine winners the following day.
One award will be given for each organization size
(small, med, large)
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BIG DoG Bootcamp!
BIGDoG Meme Challenge Memes must be posted to Facebook or Twitter with the $500
hashtags #BIGDoG2015 and #GLNMeme on May 5", A
committee* will determine winners the following day.
One award will be given for each organization size
(small, med, large)
*committee will consist of members of Social Media Club Sacramento and BIGDoG staff. Videos will be
judged on your ability to convey your message in an effective way. Memes will be judged on originality and
viral reach (likes, shares, views, etc.).
Donor Challenges
Challenge Descripti
BIG DoG Donor Challenge Nonprofit who receives the most donors* overall. One
award will be given for each organization size (small,
med, large).
New Donor Challenge Nonprofit that receives the most new donors*. One $500
award will be given for each organization size (small,
med, large).
Increase Your Donors Challenge Nonprofit with the highest % increase in donors* $500
compared to their 2014 BIGDoG results (for returning
organizations only). One award will be given for
each organization size (small, med, large).
* A donor is defined as one gift from one donor. Donors that give more than one donation to your
organization will only be counted once.
Board Challenges
Challenge Descripti
100% Board Giving Challenge Get every member of your board to make a donation
and you'll receive an entry into a drawing to win.
Entries must include a list of your board members and
emailed to bigdog@sacregef.org no later than
12Noon on May 5". Winner will be drawn and
announced at the Halftime Celebration in Sacramento.
(contingent on verification)
Fetch! Board Challenge Have a board member attend any of the three $1,500
official BIGDoG events in the region (Sacramento,
Placer, Yolo) and receive an entry into a drawing.
One entry per nonprofit, per event for a maximum of
three entries.
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BIG DoG Bootcamp!
Grand Prizes & Additional Challenges
Challenge Prize
Leaderboard Grand Prize Nonprofit that raises the most $ donations. One $5,000
award will be given for each organization size (small,
med, large).
Million Dollar Baby Challenge Nonprofit that receives the donation that gets us to $500,
each of these 5 milestones ($1 Mil, $2Mil, $3Mil, $1,000,
$4Mil, $5M). Prize amounts will vary for each $1,500,
milestone. $2,000,
$2,500
Golden Ticket Donation Challenge | Nonprofit that receives the donation that gets us to $500,
each of these 5 d. i il (5K di $1,000,
10k donati 15k donations, 20k donations, 25k $1,500,
donations), Prize amounts will vary for each milestone. | $2,000,
$2,500
Smarter Giving Challenge New Nonprofit that receives the most unique visits to $1,500
(new orgs) their GivingEdge profile between April 20 —- May 5
Smarter Giving Challenge Returning Nonprofit that receives the most unique visits | $1,500
(returning orgs) to their GivingEdge profile between April 20 — May
5
More chall and award its will be d soon by Yolo C ity Foundation, Placer
Community Foundation and Sacramento Metropolitan Arts Commission that will focus on specific opportunities
for organizations headquartered in Yolo County and Placer County. For the arts challenges - organizations
with a primary designation as an arts organization on their GivingEdge profiles and are headquarted in
Sacramento County.
This year, organizations will have the opportunity to
p
desi, ed chall based on the size of
their organization. The “small, medium, and large” designations are based on your most recent revenue
figures submitted on your GivingEdge profile. The breakdown is as follows:
Small Organizations: Less than $250,000
Medium Organizations: $250k - $1 million
Large Organizations: Greater than $1 million
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BIG DoG Bootcamp!
Staff Assignment Worksheet
Name of Staff/Volunteer Assignment/Role Tasks
(Example) (example) (example)
John Smith Social Media Create editorial calendar,
schedule posts, day-of
posting
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