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MARKETING TOOLKIT TUESDAY, NOVEMBER 28, 2017

TUESDAY, NOVEMBER 28, 12:00 AM - 11:59 PM

TABLE OF CONTENTS GENERAL INFORMATION

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SOCIAL MEDIA CENTER

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NEW & DIFFERENT IN 2017 VIDEO CAMPAIGN FACEBOOK

SAMPLE FACEBOOK POSTS

TWITTER

SAMPLE TWEETS

INSTAGRAM

EMAIL/MAIL MARKETING CAMPAIGN

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GENERAL INFORMATION

WHAT IS #iGIVECATHOLIC? #iGiveCatholic is a one-day online giving event for the faithful in arch/dioceses across the nation (and the world!) to come together and raise as many charitable dollars as possible for Catholic parishes, schools, and ministries on #GivingTuesday, November 28, 2017. Last year, #iGiveCatholic raised more than $1.8 million for participating arch/dioceses. WHAT IS #GIVINGTUESDAY? #GivingTuesday is a global day of giving fueled by the power of social media and collaboration. Celebrated on the Tuesday following Thanksgiving (in the U.S.) and the widely recognized shopping events Black Friday and Cyber Monday, #GivingTuesday kicks off the charitable season, when many focus on their holiday and end of year giving. WHEN IS #iGIVECATHOLIC? #iGiveCatholic is on #GivingTuesday, November 28, 2017 from 12:01 am to 11:59 pm (midnight to midnight) and takes place at www.iGiveCatholic.org.

www.iGiveCatholic.org | #iGiveCatholic 2

ELIGIBILITY:

Participation in #iGiveCatholic is a three step process and must be completed by Tuesday, October 31:

1) Complete and submit a Commitment Form. Please complete and submit the form applicable to your organization. The Parish/School/Not-for-Profit Commitment Forms can be obtained by emailing [email protected].

2) Participate in an #iGiveCatholic training session. This step is not mandatory for individuals who attended an #iGiveCatholic training for their organization in 2016, but is highly encouraged. For a list of available #iGiveCatholic training session dates/times, please email [email protected]. 3) Create your organization’s profile by visiting http://iGiveCatholic.org and clicking on the “Click Here to Register” button.

PLEASE NOTE:

• All individuals who donate on November 28, 2017 will receive a tax receipt via email once they have made their online donation. You are required to thank your donors, but #iGiveCatholic will handle all tax receipts for you. • All donations made on #iGiveCatholic Giving Day are tax deductible in the full amount (prior to any fees). Please acknowledge the full donation amount in any communication you may have with the donor such as a year-end summary of your work.

• Since #iGiveCatholic Giving Day is an online campaign, the donations and prizes your organization receives during #iGiveCatholic will rely on your marketing efforts and the traffic you drive to your profile page on http://iGiveCatholic.org.

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NEW AND DIFFERENT IN 2017

1. NEW DIOCESES PARTICIPATING IN #iGIVECATHOLIC

This year, arch/dioceses from across the country will be joining the Archdiocese of New Orleans in participating in #iGiveCatholic. On the iGiveCatholic.org website, you will be able to browse by arch/ dioceses, allowing for ease of access to donors.

2. PUBLIC PROFILE PAGE UPDATES

• Photos & Video Capability: During your online registration, you will be allowed to upload your organization's logo, up to three photos, and embed one video. Note: The embedded video will be removed on #iGiveCatholic giving day for optimal site performance. • Endowment Status: If your organization has an endowment, you will select the option during your online registration. Organizations with an endowment will have an endowment “flag” on their public profile page for the donors’ knowledge. • Matching Gifts Funds: If your organization has matching gift funds available, you will select the option during your online registration. The matching gifts will be displayed and updated on your organization’s public profile page and during the giving day.

3. #iGIVECATHOLIC BRANDING

#iGiveCatholic has a new look and branding. The #iGiveCatholic branding uses Matthew: 13-21, the “Feeding of the Five Thousand” to demonstrate to our Catholic community, “little is much when God is in it,” and what we give is multiplied by God.

4. SELF-SERVICE INTERFACE PORTAL

Beginning Tuesday, September 5, after you register your organization on www.iGiveCatholic.org and create your public profile page, your Primary Point of Contact will receive an email with instructions on how to create your landing page. The page will allow the Primary Point of Contact to have access to your organization’s important links, including the donor data report link to download your live donations on the giving day.

5. ADVANCE GIVING OPTION FOR DONORS

Your donors may now “schedule” gifts to your organizations in advance of #iGiveCatholic giving day. The window for advance gifts will be November 10th to 26th. This advance giving option opens up many new marketing and event opportunities. The advance giving forms will be available on the iGiveCatholic.org homepage and your organization’s public profile page.

6. PRIZES STRUCTURE

Some participating arch/dioceses will be offering prizes to local participating parishes, schools, and ministries. You will receive specific information about prize availability and structure in your training session.

www.iGiveCatholic.org | #iGiveCatholic 4

SOCIAL MEDIA CENTER

Connect with #iGiveCatholic! Make sure to “like,” “follow,” “share,” “post,” and “tweet” #iGiveCatholic using both your organization’s social media networks and/or your personal social media networks! FACEBOOK:

https://www.facebook.com/iGiveCatholic/ @iGiveCatholic to tag

TWITTER:

https://twitter.com/iGiveCatholic @iGiveCatholic to tag

INSTAGRAM:

https://www.instagram.com/igivecatholic/ @iGiveCatholic to tag

Be sure to use the hashtag #iGiveCatholic on all social media networks!

Want to create your own social media graphics for #iGiveCatholic? No time, budget, or skill for making graphics? Try Canva (https://about.canva.com/canvafornonprofits/) an easy-to-use online image maker.

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VIDEO CAMPAIGN

Last year our most successful #iGiveCatholic campaign was a video “#iGiveCatholic because” campaign. To view a compilation of last year’s videos visit https://www.youtube.com/ watch?v=RV_o-w9cavw. It’s easy to do – just use your smart phone to shoot a short (5-10 seconds) video of your organization’s supporters and influencers saying why they give Catholic and give to your organization. You can then share these videos on Facebook, Twitter, and Instagram accounts.

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FACEBOOK

Marketing #iGiveCatholic to your Facebook followers (all marketing assets can be downloaded from the #iGiveCatholic website – http://iGiveCatholic.org, click on the resources tab):

• Change the cover photo on your organization’s Facebook page to the #iGiveCatholic graphic. • Change the badge or icon in your organization’s Facebook profile picture to an #iGiveCatholic related photo, such as students holding up an #iGiveCatholic sign. • Start the conversation by creating a schedule of posts to consistently push “friends and fans” to remember to give Catholic and support your organization. • Be sure to comment and thank those who post to your organization’s Facebook page. • Use the hashtag #iGiveCatholic.

Facebook Profile Image

Facebook Cover Image

FACEBOOKING TIPS:

• The Facebook algorithm favors videos, therefore post short (under 2 minutes) videos on your Facebook page. For example, take a video with your smart phone of parishioners/alumni/ students/board members saying why they love your organization. • Keep your posts brief and always use photos • Tag your friends and supporters and ask them to share #iGiveCatholic and your organization. • Quality over quantity: pages that post one or two times per day receive 40% higher user engagement when compared to pages that have more than 3 posts per day.

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SAMPLE FACEBOOK POSTS:

(always accompany posts with a picture, logo, or image) • Time once again to start planning for @iGiveCatholic #iGiveCatholic on #GivingTuesday • We can’t wait to be a part of the country’s first day of Catholic giving @iGiveCatholic! #iGiveCatholic on #GivingTuesday, do you? • “The Lord goes out to meet the needs of men and women and wants to make each one of us concretely share in his compassion” Pope Francis. How do you share your compassion? #iGiveCatholic on #GivingTuesday • We gave thanks on Thanksgiving, shopped on Black Friday and Cyber Monday, now we’re ready to #GiveCatholic on #GivingTuesday – are you?

Sample Facebook Post

Sample Facebook Post

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TWITTER

• Change the cover photo on your organization’s Twitter page to the #iGiveCatholic graphic. • Change the badge or icon in your organization’s Twitter profile picture to an #iGiveCatholic related photo, such as students holding up an #iGiveCatholic sign. • Schedule tweets using programs such as Hootsuite and promote your organization’s custom iGiveCatholic.org donation page. • Use the hashtag #iGiveCatholic. • Tag your organization’s brand ambassadors in a tweet with your custom link to spread the word about #iGiveCatholic. • Thank everyone who mentions #iGiveCatholic and tags your organization in a tweet. • Create a hashtag featuring your organization name such as #MCAGivesCatholic to rally and track supporters of your organization.

TWITTER TIPS:

• Use a URL shortener to make a condensed link for your #iGiveCatholic donation page. You can then share the shortened link in tweets to save characters. Use these free URL shorteners will also give you insights about your clicked links: http://goo.gl/ and https://bitly.com. • Use images! Tweets with images attached get more retweets. Links tweeted with an accompanying image get more clicks.

Twiiter Profile Image

Twiiter Cover Image

SAMPLE TWEETS

• Time once again to start planning for #iGiveCatholic! • Together we can make a difference on #iGiveCatholic! • A little goes a long way when the Catholic community gives as one. Join us November 28 for #iGiveCatholic on #GivingTuesday! • Who inspires you to give this #iGiveCatholic giving day? • Thousands will be donating to their favorite organizations this year on #iGiveCatholic. Make sure you get up and give with the rest of us!

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ON #iGIVECATHOLIC GIVING DAY:

• “How wonderful that no one need to wait a single moment to improve the world.” Anne Frank. • Don’t wait #iGiveCatholic on #GivingTuesday is today! • Help us get to the top of the #iGiveCatholic leaderboard! Donate here today: (link to donation page)

INSTAGRAM

• Follow @iGiveCatholic on Instagram • Tag @iGiveCatholic in your posts so we can stay updated! • Instagram is a great visual way to share content with supporters. Whether it is a fun quote, graphic, or photo. • Use photos of members of your organization (preferably community influencers) holding up #iGiveCatholic signs. • On Instagram the visual image is the most important part. Use the caption to give more information, but understand that most people won’t read more than one or two sentences of a caption. Use #iGiveCatholic so your images will show up in the Giving Day posts.

Instagram Post

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EMAIL/ MAIL MARKETING CAMPAIGN

• Add an #iGiveCatholic logo to your email signature. • Send an email or direct mail to your constituents from your organization asking them to “Save the Date” and tell their friends about the giving day. Sample email is below. • Send an email from your personal email account to your friends letting them know about the giving day and asking them to forward the information to 10 friends of theirs!

Dear [Donor Name], Thank you for being a part of the [organization name] family/community/team! We’re excited to announce that we are participating in #iGiveCatholic on #GivingTuesday, our nation’s first Catholic day of giving! This year it will be November 28 from 12:00 a.m. to 11:59 p.m. Your generous support makes a meaningful difference to [core mission constituency, e.g. education, spiritual formation, etc.]. As you know, [organization name] is changing lives every day by/through [core mission or program]. On November 28, 2017 (#iGiveCatholic Giving Day), your [$XX target donation amount e.g. $25] gift will help us receive extra funds for our work in the community. [If you have matching/ challenge funds, “Every gift of $25 or more will go further with $(dollar amount) matching funds provided by (matching funds source)!] By visiting iGiveCatholic.org, the online giving website for #iGiveCatholic, you can make a difference with your gift to [organization name]. All gifts you make to [organization name as listed on iGiveCatholic.org] on November 28 will increase our impact by allowing us to [specific program with quantity e.g. clothe ____ children, grant ___ scholarships]. With your help, we WILL reach our [$X,XXX] fundraising goal on #iGiveCatholic giving day! Follow us on Facebook/Twitter/Instagram [insert a link to your social media page] so you can share in the excitement of our Catholic day of giving and remember to give Catholic on #GivingTuesday, November 28. Sincerely, [Name] [Title (Executive Director, Board Chair, Volunteer)]

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#iGIVECATHOLIC PAST SPONSORS

WHITNEY BANK

"PRESENTING SPONSOR"

STEAMBOAT NATCHEZ

DOCUMART

ROCK N BOWL

"FRIEND"

"IN-KIND"

"IN-KIND"

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