Participation Announcement / Email / Official Announcement/Save the Date
Solicit Early Pledgers, Rally internal teams / In person / Targeted ask for “typical” donor, rally internal team to share at least one announcement in coming 6 weeks, like all, comment on 3. Promise to activate their peer network on day of Nevada’s Big Give.
Branded Visuals / Website / Save the Date Nevada’s Big Give Button/Banner
Save the Date / Newsletter / Save the Date Announcement
Early Pledge Sign-up / Email / Encourage Digital Do-gooder Group of Pledgers with Deadline of February 23, 2017—one month before Nevada’s Big Give.
Participation Reminder / Speeches, Staff In-person / Push people to website, share excitement and share strategy
Participation Announcement/ Save the Date / Facebook/Twitter / Save the Date and Invite people to event created on Facebook
Early Pledge Reminder / Email / Showcase early pledger and get others to join
Early Pledge Deadline Reminder / Email / Push for goal with early pledgers, watch Facebook page for their story
Save the Date Reminder / Postcard / Don’t forget to take part in Nevada’s Big Give
Pledger Story / Facebook/Twitter / Social Proof, get more to pledge early
Service Recipient/Work Story / Facebook/Twitter/Blog / Longer form story with call to pledge or join Nevada’s Big Give on March 23
Pledger Story / Facebook/Twitter / Social Proof, get more to pledge
Service Recipient/Work Story / Facebook/Twitter/Blog / Longer form story with call to pledge or join Nevada’s Big Give on March 23
T-minus X Days / Email, Facebook, Twitter / Announce Goal and Nevada’s Big Give Reminder, link to page
Behind the Scenes / Facebook, Twitter / Shot of point person, with Gatorade, Coffee etc. fueling up for Nevada’s Big Give
Separate Plan
Plan your communications on a grid so you can cover all touch points and know who is managing each aspect. For example:
Webpage- Make sure all Nevada’s Big Give messages are prominently displayed on your website and please use Nevada’s Big Give logo and approved design templates on your website.
Email- Plan an overall email strategy in addition the announcement/save the date/Nevada’s Big Give reminder emails that should be part of every campaign. Because you will be sending more emails than normal, send your emails FROM different staff members using your email service provider. The FROM area in an email is one of the most important factors in whether people open emails. Use your ED, Communications Director, Program Manager as senders.
· Consider creating a theme “Sharing Stories, Sharing Impact” and deliver your very best heartfelt stories with a call to action for Nevada’s Big Give.
· Segment donors with specific appeals to reach them.
Social Media- Break your content down into many different pieces to make the most of each client story or early pledger story. For example:
· Take several photos of the client/pledger, vary the background and setting: Some centered and some with space on side of subject
o Add quote from subject on image
o Use both centered photos and quote photos in different posts. Include links to Nevada’s Big Give page and use #NVBigGive
· Take several short videos of client/pledger: Ask them why they give or what motivated them
o Use 30 sec video in posts
o Include links to your organization’s Razoo page and use #NVBigGive
· Write the long form version of this story for your blog and include link to your donation page
o Post to this social media
“Mobilize” Communications- Keep in mind that people may be receiving your content on mobile devices during the day of Nevada’s Big Give. Always include the link to your donation page, which is mobile optimized, and include phrases like ”give on your phone or mobile device” so people will know they can give on any device.
Thank, Talk and Respond- Use social media throughout the day and in the lead up to show you are committed to responding to their comments and thanking people for good behavior, liking sharing the fact they donated. The more you do this the more people will see your posts and that person’s post.
Personalize the Peer to Peer- Give your board members and staff members a template message and ask them to personalize it and send it to their connections. People give to people and because people ask them to give.