TEXOMA GIVES
Marketing Toolkit
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Nonprofit Preparation Checklist Get your board approval to participate in Texoma Gives
To participate nonprofit must be located in one of the 24 Texoma (North Texas/Southern Oklahoma) counties depicted in map below. Nonprofit must also fit this criteria: • • • • •
Organization has read and agrees to comply with the Statement of Agreement (on Registration Form). Organization has read and understands the Rules & FAQ’s. Organization is a 501(c)(3) public charity that is located in the Texoma counties listed below Organization has created its profile on www.texomagives.org Organization is not a church, booster club or PTA. (School Foundations are welcome.)
Get your Texoma Gives profile page in shape. Go to www.texomagives.org and click the link to create your nonprofit’s profile. Registration is from April 1 to July 1. After July 1, no changes can be made to your profile.
Develop a plan for Texoma Gives Day Challenge funds: Secure a challenge fund from a donor and use that to spur giving on September 15. Have your challenge fund donor write you a check instead of donating online. (Finding your own challenge fund is optional—but recommended.) We will be able to show any challenge fund gifts you report to us before July 1 on your profile page for Texoma Gives Day. Promote: Reach out to your biggest advocates and ask them to promote Texoma Gives on your organization’s behalf. Web Page: Make sure all Texoma Gives messages are front and center on your website. Consider making the “Donate” button on your website link to your Texoma Gives page for September 15.
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Email: Plan your email strategy. Keep your cause fresh in their minds. Consider a theme for all the emails with a different subject line and a new story with each email. • • •
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Donors tune in at different times. Segment donors and tailor messages to reach them. Personalize your communications. People give to people. Create template message and give it to your board members. Have board members personalize it and email to their connections. A personal message elicits more gifts than a mass email. Consider creating a simple video appeal and/or thank you message.
Mobile: Donors may be accessing email and social media on their smartphones. Include the link to your mobile-optimized Texoma Gives page and include the phrase “Give securely on your phone or mobile device.” When donors find your page on a mobile device, they will automatically see a version that looks and works great on small screen! Social Media: If you’re not on social media, carefully consider Facebook, Twitter, and Instagram. Keep a dialogue going from now until Texoma Gives Day! Remember—giving days attract younger donors who are technology savvy. • • • •
Twitter—daily or every few days, using hashtag #texomagives Facebook—daily or every few days using tag @texomagives Instagram—again, daily or every few days If you blog, update weekly
Newsletter: Encourage offline donors to take their giving online. Thank Donors: Email receipts are sent automatically when a donation has been processed on www.texomagives.org but you should also plan to send another email, letter or other appropriate thank you message that comes directly from your organization. Remember: your report link has real-time tracking so you can thank a donor an hour (or a few minutes) after they give. Create a short thank you video on your website or one attached to a thank you email.
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Nonprofit Communication Checklist Plan your Texoma Gives communications on a grid so you cover all communication sources and what the message is. Communication
Message
Date
Responsible Party
Webpage E-newsletter Brochure Direct Mail Flyers Blog Posts Twitter Facebook You Tube Instagram Press Release
Social Media Content Framework Plan your social media posts ahead of time to make sure you have all outlets covered. Here is a framework to get you started and provide content idea scenarios. Day Monday Tuesday Wednesday Thursday Friday
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Content Idea Question/Fact Video/Article Photo Story/Quote True/False Friday (facts about your nonprofit)
Facebook X X X X X
Twitter X X X X X
Instagram X X
Other
Direct Mail/Email Sample
Dear (Donor Name): Thank you for being a part of the (organization name) family/community team! This year generous supporters like you will be joining us for the inaugural Texoma Gives Day. Texoma Gives Day will be September 15 and donations will begin at 6 a.m and end at 10 p.m. Your generous support makes a meaningful difference to (your mission, e.g. homelessness, youth, pets, etc). On September 15, 2016, Texoma Gives Day, your gift will help us receive extra funds for our work in the community. Every gift of $25 or more will go further with more than $200,000 in bonus funds and prizes! By visiting www.texomagives.org, the online giving website for Texoma Gives, you can make a difference with your gift to (organization name). Here’s the really exciting part: Every gift made through www.texomagives.org on September 15 helps our chances of winning prizes given throughout the day ranging from $500 to $5,000! With more than 50 cash prizes being awarded throughout the day, our chances to maximize your gift are great! Just imagine if we could (something aspirational you might do with $5,000). All gifts you make to (organization name as listed on www.texomagives.org) on September 15 will increase our impact by allowing us to (specific program with quantity, e.g. feed __more seniors, grant scholarships to ___students, train ___more volunteers). Make your gift on September 15 by visiting (insert a link directly to your www.texomagives.org donation page)! (Add your specific call to action here. Do you want your donors to donate at 10 a.m.? Tell at least one friend to donate?) (Add information about any challenge funds you’ve secured for Texoma Gives Day.) With your help, we WILL reach our ($XX,XXX) fundraising goal on Texoma Gives Day! Follow us on Facebook/Twitter/Instagram (insert a link to your social media page) so you can share in the excitement of a day of giving and remember to give on September 15. Sincerely yours, (Name) (Title)
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Social Media Center General Social Media Tips •
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Add your Facebook, Twitter, Instagram, etc. account links to your emails, email footer signatures, e-newsletters, websites and print materials right away and ask staff, board members and friends to get connected: o follow us on twitter @ http://www.twitter.com/texomagives o follow us on Facebook: Search for Texoma Gives page o share pictures on Instagram: texoma gives Content must be relevant, interesting and sharable. Conversation must be authentic, engaging, and personal. Participate in the conversation and respond back to what others are saying. With social media, the audience is in control and your job is to engage them by adding value with relevant content. Take time before Texoma Gives Day to play out your social media approach: o What three stories will your organization tell? o Who will handle Facebook updates and Twitter conversations? o Who will monitor your Giving Day progress to track donations and keep donors in the “know” Great engagement is about knowing what your community wants from your various social media profiles.
Facebook Tips • •
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Follow Texoma Gives Day and the Wichita Falls Area Community Foundation on Facebook so you can stay connected with updates, important information, and tips. Follow other’s pages from your organization page. o There’s a difference in liking a page from your personal profile and liking a page from your organization’s page. o It’s important to do both! o Go to your organization’s page and click on the arrow in the top right of your screen. Scroll down and click “Use Facebook as Page” on the right side. This will allow your actions to be done “on behalf” of your organization’s page. o After, go back to your personal profile by clicking “Use Facebook as (your name)” Use Facebook to deepen relationships and connect with followers. Ask open-ended questions to stoke conversation and use Facebook as a two-way street. Highlight the good work that others are doing in addition to just your own. Mix up the content with pictures and video. Respond and show people that you’re listening. Keep your posts brief and necessary. No paragraph updates allowed, but always offer something for your fans’ engagement—give then an idea of something to do, e.g. who do you know in Europe? Facebook them and ask them to give to (your organization) by 10 p.m. CST. Tell stories!
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Twitter Tips • •
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First, follow @texomagives from your organization’s Twitter account. Follow people/organizations that are important to your organization…People who have fundraised for you before, those who hold important positions in your community, experts in your area, or people who are talking about your interests already. Use Twitter to tell your followers about your participation in Texoma Gives Day, provide basic information to add to the general community-wide discussion about Texoma Gives. Start talking with something to offer, such as links to your website, pictures, and videos about your organization. Pictures and videos are the most shared (or retweeted) items online, and most of them aren’t professional shots (so don’t hesitate to upload your own photos of staff in action or events from the day). Actively following users tweeting about Texoma Gives, your organization, and related topics and following hashtag conversations are great ways to broaden your communication network and engage in the larger conversation. Using the Texoma Gives hashtag (#texomagives) in all of your Tweets. People interested in meeting others who are speaking about a topic of interest follow hashtags to see what is being said.
Sample Social Media (Prior to September 15) • • • • • •
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On Facebook, tag Texoma Gives page in your posts by tagging @texomagives. On Twitter and Instagram, the hashtag is #texomagives Time to gear up for #texomagives! Join the conversation – Like Texoma Gives on Facebook and following @texomagives on Twitter. About 165,000 live in Texoma Gives 24-county participation area! Together we can make a difference! Let your love flow for #texomagives on September 15 @texomagives Can’t wait to be a part of such a BIG day in our Texoma area on September 15! What does #texomagives mean to you? @texomagives A little goes a long way when Texomans give all at once on September 15 for #texomagives! Join the cause! Let your love flow—donate on September 15 @texomagives The real success of #texomagives will not be the big dollars, but the big impact those dollars will have when over 150 nonprofits put them to work! Join the giving on September 15 at www.texomagives.org @texomagives September 14: Tomorrow is #texomagives! Want a quick easy way to help your community? Your gift goes further on #texomagives @texomagives September 14: Let your love flow tomorrow! Donate @texomagives
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Sample Media Posts (on September 15—Texoma Gives Day) •
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What better way to start your day than with a gift that will make a difference! Join us in giving back to nonprofits in Texoma TODAY from 6am to 10pm for #texomagives! @texoma gives Let’s rally this community’s generous spirit and let our love flow for #texomagives! Visit www.texomagives.org TODAY to make a difference! @texomagives.org Step 1: Go to www.texomagives.org Step 2: Find a nonprofit you care about. Step 3: Make a gift! @texomagives Folks in 24 counties in Texoma are waking up on the right side of the bed today! Starting at 6am, get coffee and get online at www.texomagives.org to take part in @texomagives #texomagives Wow! Are y’all watching the leaderboard for #texomagives? This area’s generosity is blowing us away! XX more hours to join the cause! @texomagives Today is the day! Rise and shine Texomans—time to show nonprofits in our communities the impact we can make when we join together and let our love flow! From 6am to 10pm make your gift of $25 or more to the nonprofits of your choice! #texomagives @texomagives We’re overloaded with generosity! Lots of love flowing on both sides of the Red River, Texoma! Keep that giving spirit alive Texoma! XX more hours to maximize your gift with the prize opportunities available. #texomagives @texomagives Which nonprofits inspire you in your community? Give back today, #texomagives @texomagives Give where you live until 10pm TODAY! Your local nonprofits need your support. Join us in giving back for #texomagives @texomagives
Sample Social Media Posts (Quote Series) • •
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One is not born into the world to do everything but to do something—Henry David Thoreau. Who is inspiring you to give today? #texomagives @texomagives Few will have the greatness to bend history itself, but each of us can work to change a small portion of events—Robert F. Kennedy. Help us change Texoma for the better! #texomagives @texomagives In a gentle way, you can shake the world—Mahtama Gandhi. Help shake the world with @texomagives on September 15 #texomagives Do more than belong: participate. Do more than care: help. Do more than believe: practice. Do more than be fair: be kind. Do more than forgive: forget. Do more than dream: work—William Arthur Ward. Together we can do more for this area we call Texoma! #texomagives @texomagives The purpose of life is to contribute in some way to making things better—Robert F. Kennedy. Join us for #texomagives @texomagives
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Sample “Thank You” Language •
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On behalf of (your nonprofit), thank you for participating in the first Texoma Gives Day (today/yesterday/last week). Your contribution went even further thanks for the bonus funds and prizes to help (your nonprofit) continue to (insert mission). Thank you for taking part in this important day of giving for our region! Thank you for “letting your love flow” on this first Texoma Gives Day.
Video How-To’s • • • • •
Create your own Do a profile of a client or beneficiary Highlight your mission Interview donors Tag your video: o Texoma Gives, (your nonprofit) #texomagives o How to write a title: o Give to (insert nonprofit name) on 2016 Texoma Gives Day
Video Tips and Tricks • • •
Keep it short and sweet. Try to keep your video between 30 seconds and 2 minutes. If possible, try to find an upbeat way to present your message. Upbeat / funny / hopeful videos are shared more often. Answer the questions: o Who are you? o What is Texoma Gives Day? o When is Texoma Gives Day? o Where is Texoma Gives Day? www.texomagives.org o Why should I provide financial support to your organization? o How do I provide financial support to your organization?
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Event Ideas •
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Make the Virtual Physical o Drive through donating o Coffees or other donor events to drive people to give. Remember—no gifts or personal benefits for donors! o Laptop kiosks or cell phones in your offices or at your events for visitors to give easily Cause-Oriented o Environment group: bike to work. For every $25 donated they agree to bike to work one day. o Arts groups: iPads at intermission and/or as people go in and out of an event or via their phones. On-site Excitement o QR codes that link of www.texomagives.org o Dunking booth for every donation made o Do a flash mob o Host a carnival o Dress up and video then post on social media o Hot dog feed in your parking lot o Area towns fill up town square for a hot dog feed
Using Your Print Materials • • • •
Did you know that 67% of online searches are driven by offline messages? Make use of the tools in this toolkit to do the following: Print the Texoma Gives business cards and begin putting one in all your correspondence leading up to September 15 Print the Texoma Gives stickers and add one to all the envelopes, folders, presentation materials that flow out of your nonprofit between now and September 15 Texoma Gives business cards are perfect for your board members, staff members, and volunteers. Ask each of them to distribute them in their correspondence between now and September 15
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Countdown Calendar Getting Started: Immediately •
Create an online profile at www.texomagives.org for your organization. Deadline is July 1 but the sooner you create the profile, the sooner it will appears on www.texomagives.org website.
Two to Three Months Out: June and July • • •
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Decide on a fundraising goal for your organization. What makes sense? Can you find your own additional challenge fund from donors? Reach out to top donors and friends of your organization to commit to giving on September 15 for Texoma Gives Day. Promote Texoma Gives Day in your email newsletters, website homepage, social media, and other creative outlets. Remember to be clear that Texoma Gives Day is 16 hours from 6am to 10pm, ONE DAY to give online where dollars are multiplied and you are eligible to win prizes from $500 to $5,000. Encourage your fans to “Like” and “Follow” Texoma Gives on Facebook (page called Texoma Gives), Twitter @texomagives and Instagram – texomagives. Hashtag is #texomagives. Engage your fans through your social media outlets, telling stories, preparing for September 15. Consider hosting or planning an event at your space (or other related location) to promote your nonprofit’s mission/purpose and to create community awareness about Texoma Gives.
One Month to Three Weeks Out: August • •
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Mail direct mail pieces—use the logo and print post card, letter or flyer. Continue to update your Facebook status and Twitter followers with Texoma Gives Day reminder information—Marketing Toolkit under Social Media—remember not to oversaturate with too much information or over-sharing. Encourage your staff, volunteers, and friends of your organization to keep the buzz going! Reach out to friends and networks to remind them Texoma Gives Day is coming.
One to Two Weeks Out: August 29 – September 15 • • •
Email supporters to remind them about Texoma Gives on September 15. Encourage supporters to bookmark the link to your organization’s Texoma Gives profile page. Finalize volunteer and staff duties for day of events (prep materials, handouts, social media plan)
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Day Before: Wednesday, September 14 •
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Send out email reminders to friends of your organization asking them to spread the word “TOMORROW IS THE DAY TO LET YOUR LOVE FLOW AND DONATE.” Ask them to continue to circulate the message. Confirm your volunteer and staff duties for Thursday. Update social media 2 to 3 times that day with concise clear messages. Get them excited! Remind them they only have 16 hours to give
Day of: September 15 •
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Send one email to your supporters. Include action items o Donate and include the link to your profile page o Follow us on Facebook o Tell 5 friends to go online and donate o Tweet out the link to your profile page—more examples in Social Media tips If you’re signed up in advance to come to Wichita Falls Area Community Foundation’s offices, 2405 Kell, Suite 100, Wichita Falls, for a media time, make sure you have the right person to be on television and/or radio. Wear your nonprofit shirt and/or wear red/green/black/white—the colors of Texoma Gives. Participate in your county/town event(s). Host your own event. o Invite your “offline” donors to come to your site for a “coffee break” o Invite your board to come to your site and donate/take a pix/post Utilize Facebook and Twitter with strategic messaging Cheer on your fans Thank your donors in real time. (Reminder: K Foundation in partnership with Wichita Falls Area Community Foundation will send each donor a tax receipt immediately upon making an online gift—your organization should not send tax receipts.) Send “Thank You” emails/notes to donors that day! Tell them how important their donation is and how it will grow your mission/impact.
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The Day After Texoma Gives: September 16 •
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Announce your success and the fun of the day through social media, website, and blogs: o Number of donors o Money raised o Prizes won o Goals met o What money raised will accomplish o What their gift means to you Have volunteers write hand-written thank you notes Craft an email including pictures and/or video Add all your Texoma Gives donors to your database and plan to cultivate them throughout the year by inviting them to events, one-on-one meetings, other creative networking ideas.
Thirty Days After: October 15 Disbursement checks should have come to your organization from the K Foundation in partnership with Wichita Falls Area Community Foundation.
SUPPORT and QUESTIONS Wichita Falls Area Community Foundation staff can be reached at 940-766-0829 or
[email protected].
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LOGO and ARTWORK for your use Business Card 3.5 x 2
Your printer or www.gotprint.com
Texoma Gives LOGO—use on mailouts
I just donated—sticker or use on Facebook
Logo without date—sticker, stamp, use on Facebook
NOTE: The number of print items and tools will grow in year two. Year one is our beginning.
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