 Hey everyone. I'm just going to give everybody a few minutes to get logged on to today's webinar. If you're already here, if you could just let me know whether or not you can hear me and see my screen, I'm going to flip through the first couple of slides. If you could just go into the questions box of your go-to webinar panel and just type yes if you can see my slides and if you can hear me talk. So that way when three o'clock rolls around, we can go ahead and get started. All right. Perfect. Thank you. All right. So it is three o'clock Eastern time. Hello everyone and thanks for joining me today on our second webinar for Giving Black Day, Black Day Called Let's Talk Strategy. If you attended our last webinar, you may find my voice familiar. My name is Linda Gerhardt and I'm the Senior Community Engagement Manager here at Mighty Cause. I've been with the company since 2016 and I've overseen a lot of Giving Days. I'm really excited to work with Giving Black Day this year because it's a really great cause, has lots of really interesting diverse organizations raising money. So hopefully I can give you some tips today that will help you succeed on the big day. So just to give you a little bit of context about who Mighty Cause is and why we're hosting this webinar, we are the new technology partner for Giving Black Day. Giving Black Day is going to be hosted on the Mighty Cause platform this year. In the previous year, it was sort of different platforms and then you've reported your results but this brings it to one central location to make things easier for you as the non-profits raising money and for the donors and we're here to support you on the big day as you're gearing up for it as you're editing your page. So if you have any questions as you're setting up your profile and customizing your page or if you need to know how to do something, if you want to get somebody on the phone to help you do something on the platform or even if you have a donor with a question, our support team is here to assist you. You can email us at support at mightycause.com and the platform itself, Mighty Cause is a fully functional non-profit fundraising platform that organizations like yours can use 365 days a year to raise money for their causes. We've been around since 2006, so we're one of the older platforms in the industry and we are actually the only platform at this point that is not funded by investors and venture capitalists. We are an employee owned company and we've been doing giving days since our inception really so we've been doing this kind of event for a long time. Our technology is solid. We are able to handle this kind of big event and we're really excited to host Giving Black Day this year. So I just wanted to give you a quick look at today's agenda. We'll be reviewing some of the basics of Giving Days. For those of you who may have missed our previous webinar or webinar or just need a little bit of a refresher and then we're going to move into Giving Day strategy so you can start building your campaign and we'll also do a Q&A session at the end of the presentation but because we've got a lot to go through in this webinar if you have a question that you think of while I'm presenting just type that into the questions box of your go-to webinar panel and we'll make sure that we have time to get to it at the end of the presentation. All right, so with the housekeeping out of the way we will get into Giving Day basics. The first thing that you need to do to participate in Giving Black Day is to register your nonprofit. Registration is just a short form to fill out to let us know a little bit more about your organization. Young Black and Giving Back Institute is the, they're reviewing the registrations and they're working hard to approve them very quickly so once you fill it out you should hear back from them in a couple of days. The deadline to register is coming up pretty soon that's August 14th that's the last day to register for the event so that's exactly one week from now. So if you're on this webinar and you haven't yet completed the registration form you have my full permission to open up a tab in your browser and complete that registration form as I'm talking because it's super important to kickstart your campaign. Once you've filled out and submitted your registration form you'll need to complete the items on your to-do list. This is not required for the event but we'll talk a little bit more about why this is important. The list is located on the welcome screen of your nonprofit's profile right under your metrics so when you log in and you access your nonprofit's profile this is the page you'll end up on if you're logged in as an administrator. There are five basic items to complete. You need to add a background image to your page or use one from our gallery of stock background images. Upload your logo which will represent you throughout the Giving Black Day site. Add a story also called a description on the platform that tells visitors to your profile what your nonprofit organization does and what you do in the world and why they should support you and then build a thank you page to thank your donors. That'll show up after the checkout process so after they've completed their donation they'll be able to see your thank you page with whatever you choose to put on there and we'll talk a little bit more about that later on. And you can also set up EFT electronic funds transfer so you can get the funds you raised through direct deposit which means you'll get them a lot quicker than if we have to cut a check and send that to you through the postal service. If you click the link in your to-do list you'll be taken right to the spot on your profile where you can complete that task so it's very easy to complete this list. This isn't required but profiles that are filled out get more donations on Giving Days on Lady Cause. So before you get into the weeds planning your campaign or start thinking about social media it's really important to take the time to complete your to-do list. If you're unsure how to complete any of these items or you need a little additional help we're here for you just email us at support at mightycause.com and we also have a really comprehensive support library that you can access through the Mighty Cause platform that has videos and support articles and walkthroughs that will help you out as well. So there's a couple of different ways you can get in touch with us and get assistance if you find that you're struggling to complete that to-do list. So again as we talked about nonprofits that complete their profiles they just raise more money on Giving Days because it says to the people who visit the page that you've shown that page some love and you've customized it you've made it your own and then as we're going to talk about a little bit more in the webinar there's a lot of places where you can use your page to actually make your donation appeal. So it's really important to complete this to-do list. It's you know super easy these are easy wins and these are easy things you can do to make your nonprofits profile more filled out and more interesting for donors to look at. Your logo that's really important to upload because it represents you throughout the Giving Day site. So on the Giving Black Day site on the live event there's going to be a leader board and your nonprofit will be represented there and you want your logo there to represent you. You also want it to appear in searches and the EFT portion of it we can still send you a check. We do recommend signing up for EFT so that you can get your disbursement faster after the Giving Day is over and your thank you page is really important because statistically it's really important to thank your donors promptly. How quickly donors are thanked is statistically hugely important in whether or not they choose to give again to a nonprofit organization. So having this thank you page kind of automates that process and gives you a little breathing room so that if you want to do a separate onboarding process if you want to send them a welcome packet or call them on the phone you have the space to do that because you've already thanked them. So definitely show some love to your profile complete your to-do list these are again five easy wins that will help your page look more filled out more professional and be more engaging to supporters. We also recommend taking some time to get to know your dashboard. Your dashboard which we like to call your Mighty Cause Manager is basically your fundraising toolbox for Giving Black Day. Your Mighty Cause Manager is the dashboard that appears on the left side of the screen when you're logged in and on your nonprofit's profile. You'll automatically land on your welcome screen or your home screen which is where you find that to-do list as well as the metrics for your nonprofit and news and updates related to the giving day. Under profile you can edit your page in the page editor adjust your page settings where you can add you can set your goal for Giving Black Day and enable a progress bar that appears on your page that shows how you're progressing toward that overall goal. Excuse me and you can also go back to live you to see how your page will look to visitors without actually logging out of your account because that's kind of annoying to do just to see how the page is going to look to somebody who's not a manager of that profile. Below that on your dashboard is the donation section which is your one-stop shop for everything related to donation management and your checkout process for Giving Black Day. You're able to view and export your donation report and just as a tip the view on the page is limited since we don't have this space to display all of the information we collect about each donation so if you're looking for something in particular you will want to export a spreadsheet of that has all of the information you could possibly need about your the donation itself and the donor so you can export that really easily on your donation screen but I just wanted to make you aware that that's there just in case you're looking for a piece of information that is not viewable on the page itself. You can view and manage your disbursements so when you get your first deposit you can check in to see what was included and balance your books if you're missing a donation it may be because of the date that shouldn't happen with this Giving Day but that allows you to see the the disbursement report. You also have your donor experience section which we're going to talk about in a few slides as well as matching grants which we're also going to go into more detail about later on. You can easily view and access any pages that are connected to your nonprofit from the campaign screen so if you have peer to peer fundraising happening you can easily access those pages from your campaign screen and then you also have your settings page where you can manage your settings. Your profile is the face of your nonprofit for Giving Black Day so you'll want to make sure that it looks good and it represents your organization well. So as you know this is just where I'm sorry just so you know this link is the link you'll share with your supporters to ask them to make a donation for Giving Black Day so to share your page just copy and paste the URL the address that's in your browser and we also have a shortened URL that you can use to share on social media or if you just want to shorten that link which is available in your social media settings. So as you're going through your to-do list you'll want to customize your profile to match your brand. You can change your theme color to match your logo and your brand colors, upload media to your gallery and add your social media accounts to add some visual interest to your page and your story or description is really the centerpiece of your page. In your story you can put your mission statement you can add photos and video just as a note for videos you do need to upload them first to YouTuber Vimeo they both have free basic accounts that you can use because we're not able to actually host the videos but you can certainly embed them so people can stay on your page and watch them. This spot is really where you can go in-depth about your work and make a strong case to donors tell them why your nonprofit needs support and show the impact of your work. So if you have a specific thing that you're raising money for for Giving Black Day for instance that would be a great thing to talk about in your story. You can have the best campaign strategy in the world you can be awesome at social media but when your profile page the page that people actually visit when they click the button that says donate doesn't look like you've shown it any love you may actually end up losing those donors so it's just really important to make sure that this strongly reflects your brand it looks good and it's something that you're proud to show people on Giving Black Day. One of the really awesome things about my eCause is that your nonprofit actually has a lot of control over the donation process which is unique among fundraising platforms. From our donor experience tool you can opt into collecting the information that you want from donors like addresses and phone numbers. You can also set up custom suggested donation amounts and add those to your checkout process along with descriptions of what those amounts provide to help tie those numbers those monetary amounts to services or items that your nonprofit is able to provide with that amount of money. Donor experience also allows you to preview the whole checkout process without actually having to make a test donation so you can see what your final donation process looks like and you can use that to edit yourself if needed sometimes when you're you know going through options you don't see how that makes the process longer for the donor so when you go through that yourself just see how cumbersome it feels if there's anything that maybe you could lose but you can make you can preview that whole experience start to finish from your donor experience page which is really helpful so that you know what the donors are seeing and you can make sure that you've got the options that you want to have present there in your checkout process. Donor experience is also where you'll set up your thank you page which uses the same inline text editor as your story on your profile page so you can add text you can add links you can add a video an image and you can also add a custom call to action or cta button that tells donors where you'd like them to go next so a cool idea for that would be for instance if you want them to go sign up for your email list after they complete their donation so there's a lot you can do with the donor experience tool so you can optimize your campaign and you can really customize the checkout experience for donors and before we move on to the meat of this webinar and dive into campaign strategy I just wanted to mention to you that you have access to a really great tool that you can use to get ready for giving black day and that is the non-profit toolkit the toolkit toolkit was created by the giving black day team and it has tips and tricks FAQs walkthroughs and it has templates you can use for email and social media to help you get inspired and figure out how to start talking about this giving event you'll also be able to find more trainings so if you missed our first webinar that is in that's it's in the resources section but you'll be or the training webinar section but you can watch the recording of that if you wanted to get up to speed on past trainings I mean you can also download some graphics that you can use to start tying your non-profits brand into giving black day so definitely if you haven't already checked it out check out the participant tool work the young black and giving back institute really worked hard to make this toolkit great and useful so definitely make use of it okay so now with that out of the week we're going to move into campaign strategy for giving black day so one of the best things and easiest things that you can do to give your non-profit a head start on fundraising is to literally start fundraising early donations for giving black day open up on august 26 that's two days before the event and that means that you have a few extra days to get some seed donations and build momentum for your campaign what seed donations do is that they just build excitement they help you get some money in the bank that helps you place on leaderboards on the big day so that when the live event begins at eight o'clock on the 28th you don't have a zero total you've already got some donations in there the people that you should ask for seed donations are people in your non-profits inner circle so think board members volunteers major gift donors people who give to your non-profit on a monthly basis highly engaged supporters this period can basically act as a soft launch for your campaign and the benefit to asking people close to your non-profit is that you can also ask them for feedback about your your campaign and their experience now it's important to mention that these are not pledges or future donations these are real-time donations that process immediately but after august 26 they just count towards your giving black day totals and help you move up the leaderboard so that when we switch over to the live event site and you see those leaderboards you'll already have some money there that you've raised and you'll be a little bit higher on the leaderboard a great strategy for driving donations on a giving day is securing a matching grant a matching grant is essentially a large donation that your non-profit leverages to bring in other smaller donations by offering it up as a match so for instance if you have someone willing to give your non-profit a thousand dollars instead of just taking that check and putting that money in the bank and calling it a day you could use that as a matching grant so the terms of the grant are totally up to you and the grantor but just for instance let's say there's an hourly prize available and you'd like to do whatever you can to drive donations during that hour so you can win you take that one thousand dollars and say to your followers hey between this hour and this hour donations will be matched up to one thousand dollars which basically allows people to double their donation people love a good deal they love being able to make their money go further so matching grant is basically like a Bogo sale on donations it's a really great way to get people in the door get traffic to your page and start getting donations you can do a lot within the mighty cause tool like setting up a cap for your donation match say two hundred dollars as someone doesn't come along and donate eight hundred dollars and eat up your entire one thousand dollar match so it's a really cool and complex little tool that allows you to do a lot with a matching grant if you're able to secure one and on our platform one thing that we've seen over and over again is that a matching grant really really does bring people in the door and get them making donations on a giving day so since a matching grant is ultimately just a large donation you'll want to follow the same process you would when you try to secure major gifts you prospect you cultivate and you ask people who you should consider prospects for a matching grant are again your board members first and foremost sometimes an individual board member is happy to provide a matching grant but one thing you can also consider is asking your board to work together to provide a bigger match or if your board still has to pay its dues for this year for instance you could utilize their dues by turning them into a matching grant major gift donors who've given large donations to your nonprofit in the past are also good prospects and providing a matching grant can really for them be a fun way to liven up their donations so that instead of just writing a check they're actually helping your nonprofit grow and driving other donations and bringing new people in and you can also give the donor some extra recognition when you're promoting the match so major gift donors who like a little shout out here in there are even better matching grant prospects corporate sponsors are also really great prospects for a matching grant because it's a fun proactive way for them to get involved publicly and to draw attention to their company's philanthropy at this stage in the game you really want to start making phone calls setting up emails and trying to cultivate and make these asks of people so just because it's already August and the giving day is coming up you may just want to go with people that you already have an existing relationship with make the ask and try to set up the terms of the match but just shore up those details you know make a couple of phone calls set up meetings and see if you can get a matching grant from one of your board members from your whole entire board or a major gift donor that you already have and just as a note you can have more than one match on lady cause you can have them simultaneously and you can also set them up so that they kind of start and close in succession so you're not just limited to one matching grant if you have a smaller grant that you want to utilize for a shorter period of time or if you wanted to combine grants you have the capability to do that so as I mentioned the matching grants tool on mighty cause is a really versatile tool and you have a lot of options for how you structure your match not all matches have to be one-to-one matches where for instance if somebody gives $20 their donation is matched for $20 you can also do a two-to-one match a three-to-one match or a percentage match for each donation our matching grant tool does the math for you so all you have to do is choose how you want to structure this you can also apply a match when a certain number of donations has been received so for instance if there were a prize available for the most individual donations during a certain hour you could say that if you get 100 donations within the hour you get an additional thousand dollars for your nonprofit or however much that matching grant is for to help you drive donation volume and traffic during that hour instead of trying to get a certain dollar amount so make the most of your grant funding if you're able to secure it you can combine funds into a larger match so for instance if you have a group of 10 rock star volunteers who each can give $100 for a match you can take all of their $100 and turn that into a grand since a $100 match is not going to generate too much excitement or go very far you can also post multiple grants at the same time as I mentioned and you can post them in sequence so that you can set a bunch of grants up to fire one after another so I really don't want to make this sound too complicated the tool itself is user friendly we meant meant for it to be user entry level user friendly so you don't have to know a whole lot about matching grants or have used one before in order to utilize this tool but I just wanted to make that make it clear that you have a lot of flexibility in how you structure your match it's really up to you and the grant tour and how you want to set this up now if you get overwhelmed by the possibilities of a matching grant if you're able to secure a grant or I would just recommend setting up setting it up as a one to one match because that's the easiest and simplest thing to do and that's generally the standard so at the end of the day a matching grant is basically a marketing tool so in order to make the most of your matching grant you'll need to promote it so the first step is going to the matching grant tool on your giving black day profile and adding it there there's some marketing tools that are already built into the platform for your grant such as putting a sticker on your donate button when the the grant is active which you can actually see on the slide there and some changes to the checkout process to reflect the match and we also list any live grants on your profile which you can see right under the donate button on the slide but you'll also want to add some information to your story too especially if you have a really big match that's running for the duration of your campaign you'll want to promote it on social media channels send out an email to let all of your followers know that it's available countdowns really add urgency so counting down and sharing your progress can be a really great way to get people excited and urge them to actually stop what they're doing and make a donation now so that they can get their donation matched so moving on from matching grants I wanted to talk a little bit more a little bit about ambassadors ambassadors are people who are usually in your nonprofits inner circle who can help boost your campaign so that includes board members again volunteers especially highly engaged volunteers staff members and so on utilizing ambassadors can really help you break out of your existing list of supporters and engage new people and most of these people are not individuals that you would otherwise have access to an ambassador can help you in a few different ways they can simply share a link to your page with their social circle and ask them to donate and signal boost your campaign for giving black day if you have a board member for instance who is very well connected this can be a huge boost the other way that they can help you out is by getting involved in peer-to-peer fundraising so peer-to-peer fundraising is a fundraising technique where you basically deputize your supporters to fundraise on your behalf the mighty cost platform is actually set up for easy peer-to-peer fundraising that was what we were started to do and we've been doing peer-to-peer for a long time so it's very easy for individuals to start campaigns for nonprofits so they can ask the people they know to donate to a cause that they care about and it's a really great way to shake up your campaign and acquire new donors so if you wanted to try peer-to-peer you would ask ambassadors to set up a fundraising page for your nonprofit on mighty cause for giving black day so this may sound like a really big ask of your supporters some nonprofits are very concerned about that that there may be asking too much but it's often a really fun way for them to get involved in giving in a giving day to help your cause and allow them to tell their own story about your nonprofit how they came to know your work how they have worked with you and why your work is important to them and this really doesn't distract or draw attention away from your campaign because they're operating their campaign alongside yours and they're reaching out to people they know personally for donations and in most cases their friends and colleagues and family and people in their social network are not people that your nonprofit otherwise has access to to solicit for donations so typically you're picking up donors you're acquiring new donors through peer-to-peer so for people like your board volunteers staff and program alumni we don't want to leave them out um this can be a great way for them to get involved without just being asked to give money and it can make it a much more meaningful process than just making a donation or sharing a link so it can actually become part of your stewarding process and building and sustaining a relationship with that supporter and we've also seen some nonprofits get great peer-to-peer action going just by inviting people on social media or sending them an email asking for help for younger people who have a big social network and are really comfortable and savvy online but maybe don't individually have that much cash to give this can be an excellent way for them to get involved and help out and make a meaningful contribution um so one of the things I get asked a lot in my line of work is how to engage the millennial audience and this is a great way to do that because peer-to-peer fundraising for young people is just natural they grew up knowing how to do it it's part of the fabric of their um online culture so it's something that they really understand so for younger um supporters of your work this can be a really great way to get them involved to help make things easier for them you can share some images with them some talking points maybe some facts and logos with them or even offer to help them set up their page since you should all be pretty comfortable on the platform at some point very soon um if you're not already um nonprofits that utilize peer-to-peer fundraising tend to raise more money on giving days simply because they have more boots on the ground so it's definitely worth talking about how you can incorporate it into into your campaign strategy um the timeline's a little short that peer-to-peer fundraisers fundraisers don't typically need a lot of time to get set up I can set up a peer-to-peer fundraiser on our platform in just a few minutes so it's a very easy quick thing for them to do and set up and again if you want to you know give them some help you can get in there and try to help them set up their page or direct them to some of our resources and again we're here to support everybody that's involved in your campaign so we're here to support you we're here to support your donors and if you have peer-to-peer fundraisers we're happy to hop on a call with them and walk them through setting up their page or just answer questions they have via email so don't hesitate to direct people to us if they have questions about setting up their page because we want to help them get set up so just send them to support at mightycause.com so if you manage to generate a lot of interest in peer-to-peer fundraising or you've done that in the past for other campaigns and want to try something new you could consider trying out team or event fundraising teams and events are basically more complex peer-to-peer campaigns they can be great for groups of people who want to fundraise together like your board as you can see in the the team page that's set up in the slide companies or just volunteer groups teams and events can be a great way to get people working together as a united front for your cause and inspire some friendly competition to keep them motivated at the same time like the difference between teams and events is basically that an event allows individuals and groups of individuals to participate so a bigger peer-to-peer undertaking while a team fundraiser is a group of individuals working together toward a collective goal so they each get their own individual page and then they also have a team page where they're working toward a collective goal the cool thing about using our teams and events products for a giving day is that there are tools built in that make managing it much easier for instance you can create a template fundraiser people can use to get set up more quickly and pre-fill some of the sections of their page and you can email team and event members through the platform to keep them motivated so these are essentially just more complex peer-to-peer campaigns so if you're an old hand at peer-to-peer or you just have a ton of interest and you want to find a way to organize it better these could be a great option for you on giving black day so your email list is going to be one of the most important tools on giving black day because emails are a direct line to your supporters unlike unlike social media you don't have to worry about an algorithm getting in your way or preventing people from seeing what you're sending them or posting for them because unless they've unsubscribed it just ends up right in their inbox their phone probably sends them a notification to let them know that you've emailed them so I want to talk for a little bit about email strategy because that's going to be integral to your campaign on giving black day in general you'll want to keep emails relatively short simple and skimmable most people read their email on their phone these days so they generally don't want to read a novel they want to be able to skim through it and get to the point really quickly people are much more likely to read emails that pertain directly to them so we highly recommend segmenting your email list by sorting donors into a few key groups donors who have given a lot are on a regular basis one-time donors people who've utilized your services but have never donated one-time donors your board volunteers and so on you don't need to craft entirely new emails for each of these groups but you can tweak tweak small things about the emails to make it more personal to the people in that group for instance in an email to volunteers you want to acknowledge how they already help your nonprofit all that they already do for you and you know you want to make sure that they know that when you're emailing them you know that they're a volunteer for your organization and again you wouldn't want to send an email to a major gift donor asking them for a $25 donation that says to them I don't know who you are and I don't know all that you've done for my nonprofit so identify your key segments and figure out how to tailor your message to them when an email is tailored to this recipient who they are and the relationship that they have with your organization they are much more likely to open it and read it and take action on it how you segment depends on the program you're using but most email marketing programs like constant contact and mail chimp use tags to segment groups of people on your email list so you can usually find some information in support libraries for whatever program you're using but that is a service that most email marketing programs offer. One thing you'll need to pay close attention to is the timing of your emails especially if you're aiming to win an hourly prize I would recommend taking the time to schedule as much as you can beforehand starting as soon as prizes are announced which should hopefully be very soon and have a template ready for things that you need to send out on the day of like a blast email asking people to help you get to your campaign goal when you're really close or an announcement that you want a prize as I mentioned before most people read their email on their phone so make sure that you choose a mobile friendly email template this is not optional at this point in time you need to make sure that your emails are mobile friendly and then test it out pull it up on an iphone use somebody's droid and see what it looks like and just make sure that it looks good and all the buttons are working on various phones leading up to the event something else that can be really helpful is ab testing especially with subject lines because you want people to open your email you want them to actually read it so ab testing is something that can get you closer to knowing what people will actually open an ab testing if you're new to that term is basically splitting an email up 50 50 and testing a variable so let's say you're testing a button color or a subject line half your list gets email a with one subject line half the the list gets email be with another subject line and whichever email gets the most opens wins the test for the button color replacement the email with the most clicks would win since you're trying to get people to click with a call to action button but you just want to avoid testing too many variables at once because you won't be able to tell if you have too many things that you're testing at once what was the actual successful variable that made people open or click lastly your cta should be clear and action oriented donate now give now help us today those are things that work passive cta's like thanks for donating or please contribute are not as effective you want your cta's in your emails the buttons that you are what you're telling them to do to be crystal clear and urgent so in terms of social media you really want to go where your audience is that's the biggest piece of advice that I can give people who are running a campaign is stay in your lane stay in your comfort zone if you have the most followers on twitter put the most time and effort into twitter you don't need to go trying to figure out how to use tiktok if you've never logged into tiktok before and have never used it and don't know how to utilize it if your instagram audience is really small and your twitter following or your facebook following is huge you want to spend the most time where your audience is where you're most likely to see a return on the time that you invest so it's totally okay to stay in your comfort zone I'm not saying ignore other platforms because if you have a small audience on instagram that audience still matters and you should try to engage them but spend the most time and effort on platforms where you can do the most because you have the biggest audience I really recommend scheduling as much as you can before the actual giving day because these giving days can be a little bit busy you have donors that you're interacting with so use the tools available to you if you use something you know a program like buffer to schedule your posts you can do that but they also you can use the the free tools that are available to you like facebook's publishing tools or now they have a creator studio that you can use to schedule posts ahead of time on facebook tweet deck for twitter instagram unfortunately does not really have a great way to do this but you can just get ready by saving any images you want to share on your phone and having texts saved somewhere like in a note that you can just copy and paste in post you can also save them as drafts but I just recommend doing yourself a favor and getting your key content lined up beforehand it is helpful and recommended but not necessary to budget for boosted posts on facebook or promoted tweets it a little bit of money goes a long way on social media when it comes to advertising you just want to make sure that they are targeted correctly if you don't know how to target an ad the easiest thing to do is to target it to people who already are following you so that you can make sure that they see it you want to try to post creative engaging content so photos videos stories on instagram and facebook are really great ways to get attention and you can also consider doing something a little bit out of the box like a live stream of a portion of your day because these platforms really like it when you go live and they reward you for that so it's a really great way of getting people's attention and then just check out the the nonprofit toolkit for more information about social media if you have any questions for me I'm happy to answer I am a social media marketer that's what I do so I'm happy to help you out but basically just stay in your comfort zone and don't go too far in the box just talk to your supporters one thing I also recommend is having a point person available so somebody to check in on twitter check in on facebook and respond to any comments thank people for retweeting you and so on just to you know make sure that you're responding to comments because instagram facebook twitter they all like engagement so the more you engage with people on the big day the more likely you are to be seen in people's feeds because unfortunately they all use an algorithm so just you know engaging with people on the big day is is really important so make sure even if it's a volunteer just have someone on deck to respond to comments another thing that you want to make sure that you focus on is donor retention people who gave to giving black day last year if you participated or other campaigns they're they're low hanging fruit so you'll want to make sure you've got a plan to reach out to them with donors who've given in the past you'll want to work with them on securing their gift again this year but also bumping up the size of their gift depending on the the size of the donation some personalized outreach may be in order to give people who gave over a certain amount of phone call even setting up a meeting if it was a really big donation and you can use a blast email to contact people who gave a little bit less but take a look at your numbers take a look at what you did last year for giving black day if you participated and come up with a plan that makes sense for you and another thing that you can look at if this is your first year with giving black day is who gave to your last fundraising campaign reach out to those people specifically come up with a plan to retain them for your next campaign because odds are if they just gave to you for your last campaign they'll be willing to give to you again for your giving black day campaign and finally when you're planning your campaign follow-up is important to consider when you're playing your content you'll also want to think about thank you content for your donors things like making a video or a photo of your staff can be really great for this to see the faces of the people who work at the nonprofit that they helped be sure to talk about the impact of the funds you raised and close the loop on your campaign so that means especially if you were fundraising for something specific like a new piece of equipment or improvements to your building or something concrete like that you'll want to make sure that the people who gave to that cause are getting updates on your progress you'll also want to make sure you've got an onboarding plan in place for new donors so they come back to donate again if you collect addresses mailing them a welcome packet can be a great way to get them onboarded for your nonprofit and you can create an automated email journey where they can get more information about what kind of work you do and further and match them in your nonprofit and you'll also want to think about how to integrate your giving black day donors into your giving Tuesday and end of year plan so those are coming up there in December but that can be a great pool of donors people who gave to giving black day that you can tap again for giving Tuesday which is on December 3rd and your end of year campaign because December is the most active month for nonprofits so you can start sewing seeds for that if you've already got a plan in place but you'll want to revisit these donors on giving Tuesday and in your end of year campaign all right so that's everything for campaign strategy I do want to make some time for questions so if you have a question for me just type it into the questions box of your go-to webinar panel we'll see what we've got there okay this is a good question we have what you we are a one-staffed nonprofit and need help to make this campaign successful how can you help so I can't actually help you with your campaign because I'll be busy on the day of managing the technology technological end of giving black day on our platform but what I would really recommend is reaching out to volunteers so if you have people on social media who follow you see if somebody is willing to volunteer to help you out a lot of times you'll be surprised when you ask your volunteers you know is there anyone who has experience with social media marketing is there anyone who can do email marketing those are things that skills that a lot of people these days have you have a lot of professionals and volunteer bases typically so reach out to volunteers and see if you can get some support for your campaign you don't have to do it all your own you probably as a one-person nonprofit are going to end up doing most of it my recommendation to you would be to do as much planning as possible ahead of time so get your emails drafted now get them scheduled now get your key pieces of content together and also just don't stress yourself out it's okay to be small it's okay to be you know a one-person nonprofit those are the kinds of nonprofits people really want to support is people who are just individuals doing good in the world so you can stress that as a campaign message you can say hey i'm one person i'm trying to do all of this i really need your support on august 28 and make that part of your messaging because that's incredible that's a lot of work so don't be afraid of letting people know that you're small and definitely reach out for help from your supporter base from your don't your volunteer base and your community if you have other nonprofits or partners in the area that you work with maybe see if they can they can help you out if they can send a volunteer your way or if they know somebody who might be able to help you out with whatever part of your campaign you're having the most trouble with but typically as long as you're just doing something on the day of if you're sending emails out if you are posting on social media you'll typically do okay and again you know make that part of your campaign messaging because that's a really strong message and that's the kind of thing people like to get behind is just individuals who are doing their best to do good in the world and help with a cause okay so and there's a question about sharing this information just so you know you'll have access to the recording of this webinar i'll also make sure that you can get the slides to download so if you want to share it with a board member if you have a volunteer you want to share it with you will be able to share the recording we'll post it to the Giving Black Day site and we'll also put the slides on there so that you can download them so you can share it far and wide share it with anybody who's helping with your campaign so yep you'll be you'll get all of that information so Jacqueline you can contact me personally i don't know of anyone off hand i'm in Alexandria Virginia so i'm not sure where you're based but you may also want to reach out to Young Black and Giving Backfound Institute and see if they have any recommendations if they know anybody um since they may actually know somebody and i think they are they are based in the DMV area so since you're in Maryland they might be able to point you in the correct direction to get some help but again if you have people that you know that are in your circle on your board um any you know social media followers don't be afraid to ask for help that's what non-profit work is really all about is just asking for help um i'll see if i know of anybody who can help you i can't think of anyone off hand i would also reach out to Epony and Chelsea and see since they're spearheading this effort if they have any contacts who can help you get your campaign together um but again if you're a one one person show that is absolutely fine just scale it to what you can manage don't you know think that you have to do everything in the world for giving Black Day just do what you can do and try your best um and you can contact me individually or you can reach out to Epony and Chelsea at the Young Black and Giving Back Institute and see if they have any recommendations since i think they're uh pretty local to you all right so it doesn't look like there are any other questions um but i'm available to all of you so if you have anything you want to ask me if you have a personal situation related to your non-profit and your participation that you need to go over you can email me at linda at mightycause.com that's l-i-n-d-a at mightycause.com and i am happy to help you out and if i don't know the answer i will uh try to point you in the right direction at least all right so that is it for today again keep an eye out for the recording and slides on the Giving Black Day website because we'll be posting them there um but yeah thank you guys so much for attending i'm really excited to see what everybody does on Giving Black Day um it's going to be an amazing day of philanthropy and i'm just so excited to work with all of you and see the great things you're able to accomplish i hope you have a great rest of your day and thank you so much for joining me