TOOLKIT
1ihJlER
1ihJlER
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
<strong>TOOLKIT</strong>
2015<br />
COMMUNICATIONS<br />
<strong>TOOLKIT</strong>
THANKS FOR JOINING #GIVINGTUESDAY!<br />
WE ARE SO GLAD TO HAVE YOU INVOLVED.<br />
On Tuesday, December 1, 2015, charities, families, businesses, community centers, and students around the<br />
world will come together for one common purpose: to celebrate and encourage giving.<br />
Anyone, anywhere can get involved in #GivingTuesday and give back in a way that is meaningful to them.<br />
From fundraising to volunteering to pro bono service, #GivingTuesday is a great way to engage your<br />
community and to become a part of a larger worldwide movement that promotes generosity.<br />
You are the most important part of making this movement a reality. We have put together this toolkit to provide<br />
you with all of the resources you need to get started, including:<br />
• #Giving Tuesday Mega Messages<br />
• Ideas to Get Involved<br />
• Social Media Tips<br />
• Sample Outreach Email<br />
• Communications Timeline<br />
• Press Release Template<br />
• #GivingTuesday Team Contact Information<br />
MEGA MESSAGES<br />
Use these mega messages when talking to press, your staff, community leaders, donors, or volunteers, and<br />
become a spokesperson for the wider #GivingTuesday movement:<br />
• #GivingTuesday is a special call to action to create a global day of giving that brings diverse<br />
organizations and communities around the world together to give back.<br />
• #GivingTuesday celebrates generosity by providing people everywhere with an opportunity to give more,<br />
give smarter, and give great.<br />
• #GivingTuesday unifies charities, corporations, small business, and individuals from across the globe to<br />
show that the world gives as good as it gets.<br />
• You don’t have to be a world leader or a billionaire to give back. #GivingTuesday is about ordinary<br />
people coming together doing extraordinary things.<br />
IDEAS TO GET INVOLVED<br />
Below are some examples of ways your organization can activate on #GivingTuesday. Remember to check<br />
our website for the latest ideas, trends and tips to launch your #GivingTuesday initiative!<br />
Raise Funds<br />
• Donate or organize a fundraiser for a nonprofit and leverage #GivingTuesday to expand your donor<br />
base and to raise more for charities around the world.<br />
• Launch a campaign on #GivingTuesday to increase donations through the end of the year.<br />
• Partner with a donor or sponsor to host a matching grant challenge for #GivingTuesday. This could be<br />
a 24-hour challenge, it could lead up to #GivingTuesday, or could launch on #GivingTuesday and run<br />
through December 31.<br />
2015 COMMUNICATIONS <strong>TOOLKIT</strong>
Volunteer<br />
• Volunteer at a charity or organize a larger team volunteer event with your friends, staff, and neighbors.<br />
• Donate pro bono hours to help charities in need of your skills.<br />
• Organize a donation drive for people to donate goods, clothing, and other items for people in need.<br />
Collaborate<br />
• Partner with local organizations to give a donation (money, goods, or services) to nonprofits.<br />
• Ask organizations to work together to build a local #GivingTuesday movement. In 2014, over 40 cities<br />
and states led their own #GivingTuesday movement to benefit local nonprofits.<br />
• Create a #GivingTuesday product to sell during Black Friday and Cyber Monday and donate proceeds to<br />
a partnering charity on #GivingTuesday.<br />
• Get your local government officials to proclaim December 1, 2015 #GivingTuesday in your city or town.<br />
Make this a big press moment and bring the community together to celebrate generosity.<br />
Get Social<br />
• Activate your social media constituency (or open a new social media account) to talk about giving.<br />
• Celebrate community heroes and service leaders on social media and with your local press.<br />
• Email your community to educate them about #GivingTuesday and invite them to give.<br />
• Share photos from past campaigns or volunteer events to teach your followers about how you serve the<br />
community. Remember to use the hashtag #GivingTuesday!<br />
• Create a #GivingTuesday video with your family, community, or staff. Share on YouTube and social<br />
media using the hashtag #GivingTuesday.<br />
• Brand your personal and organizational social media accounts with #GivingTuesday graphics and be an<br />
ambassador for the movement.<br />
• Partner with organizations or sponsors to do a social media fundraising campaign, where a certain<br />
amount is donated per re-tweet, like, or post.<br />
Give More<br />
#GivingTuesday is so much more than one day in December. Pledge to do more the following year. For<br />
instance, you can give a certain amount every month to a charity, pledge to volunteer every month, or launch<br />
a payroll giving program to continue to give back after December.<br />
SOCIAL MEDIA TIPS<br />
Social media is key to making sure that the #GivingTuesday message grows and reaches new audiences. It’s<br />
also one of the best ways to celebrate giving and to share your organization’s story, mission, and values.<br />
Remember to use the hashtag #GivingTuesday on social media when talking about your campaign.<br />
We want to hear your story and for your followers and network to join the conversation. You can also tag us<br />
@GivingTues or #GivingTuesday on Facebook and we will retweet or promote your messages.<br />
Please refer to our Social Media Toolkit for more tips and ideas for social media. Some sample messages include:<br />
• Twitter: “Help kick-off the giving season & make a difference this 12/1 by joining #GivingTuesday @GivingTues”<br />
• Facebook: “Join the worldwide #GivingTuesday movement and help redefine the giving spirit this<br />
holiday season! Visit www.givingtuesday.org to learn how you can make a difference.”<br />
• Instagram: Post your #UNselfie, or a photo of yourself giving back, or create a short video about why you<br />
give. Remember to use the hashtag #GivingTuesday and visit www.givingtuesday.org to learn more.<br />
• LinkedIn: Post a blog sharing how you serve the community.<br />
2015 COMMUNICATIONS <strong>TOOLKIT</strong>
SAMPLE OUTREACH EMAIL<br />
The following email offers ideas and language you can use as part of your outreach for #GivingTuesday.<br />
This can be sent to Board members, staff, donors, and other community partners to get them involved in<br />
your campaign.<br />
Feel free to copy, paste, or adjust as you see fit for your organization.<br />
Dear __________,<br />
This year, on Tuesday, December 1, 2015, [ORGANIZATION NAME] are participating in #GivingTuesday, a global day dedicated<br />
to giving.<br />
Last year, more than 30,000 organizations in 68 countries came together to celebrate #GivingTuesday. Since its founding in<br />
2012, #GivingTuesday has inspired giving around the world, resulting in greater donations, volunteer hours, and activities that<br />
bring about real change in communities. We invite you to join the movement and to help get out the give this December 1.<br />
Some ideas include:<br />
1. Get your workplace and local government officials, nonprofits, and small businesses involved in #GivingTuesday. Encourage<br />
them to officially sign up as partners on the website (www.givingtuesday.org) and to organize a campaign that promotes a<br />
cause or charity that is meaningful to them.<br />
2. Help spread the word about #GivingTuesday. Join the email list by visiting www.givingtuesday.org/join to receive updates,<br />
event invitations, and the latest graphics and tools to share on your social channels.<br />
3. Use the hashtag #GivingTuesday to talk about charity and the causes and organizations you support.<br />
4. Localize #GivingTuesday for your town, city, or state. Many organizations have come together to build local #GivingTuesday<br />
campaigns in their neighborhoods. Reach out to other organizations to see how together, you can have a greater impact<br />
this December 1.<br />
There are many ways to get involved in #GivingTuesday. We encourage you to join the movement and visit<br />
www.givingtuesday.org to learn more about how you can make a difference.<br />
Thanks,<br />
[NAME]<br />
[ORGANIZATION NAME]<br />
2015 COMMUNICATIONS <strong>TOOLKIT</strong>
2015 COMMUNICATIONS TIMELINE<br />
Use this timeline to build your marketing plan and to send us your stories so we can feature them in our<br />
press releases.<br />
July-August<br />
• June 1 – Six months to go! Press release with initial plans, partner highlights and past years’<br />
successes, if applicable.<br />
September<br />
• September 8 – Fall launch press release with new partner updates, planned events and goals.<br />
October<br />
• Focus on helping organizations pitch local press.<br />
• Encourage partners and organizations to submit op-ed pieces to local press and blogs on the power<br />
of giving.<br />
• Secure larger media partnerships.<br />
November<br />
• Build the drumbeat for #GivingTuesday with stories and highlights all month long.<br />
• November 3 – One month to go! Big partner announcement and telling the #GivingTuesday story.<br />
• November 17 – Two weeks to go! Celebrity campaigns and the global movement.<br />
• November 24 – One week left – events and stories that celebrate generosity.<br />
December<br />
• December 1, #GivingTuesday<br />
• December 2, 2015 – Report in results and impactful giving stories. Wrap up press release.<br />
2015 COMMUNICATIONS <strong>TOOLKIT</strong>
SAMPLE PRESS RELEASE<br />
Contact:<br />
[CONTACT NAME]<br />
[CONTACT ORGANIZATION]<br />
[PHONE]<br />
[EMAIL]<br />
[INSERT ORGANIZATION NAME] Joins the Global #GivingTuesday Movement<br />
Pledges to [INSERT CAMPAIGN DETAILS]<br />
[INSERT LOCATION] [INSERT DATELINE] – [INSERT ORGANIZATION NAME] has joined #GivingTuesday,<br />
a global day of giving that harnesses the collective power of individuals, communities and organizations to<br />
encourage philanthropy and to celebrate generosity worldwide. INSERT ACTUAL PROJECT/DONATION<br />
PLATFORM HERE. Occurring this year on December 1, #GivingTuesday is held annually on the Tuesday<br />
after Thanksgiving (in the U.S.) and the widely recognized shopping events Black Friday and Cyber Monday<br />
to kick-off the holiday giving season and inspire people to collaborate in improving their local communities and<br />
to give back in impactful ways to the charities and causes they support.<br />
[MORE DETAILED INFORMATION ON WHY YOUR ORGANIZATION JOINED #GIVINGTUESDAY<br />
AND DETAILS OF YOUR #GIVINGTUESDAY INITIATIVE INCLUDING GOALS, PARTNERS AND PAST<br />
#GIVINGTUESDAY SUCCESS, IF APPLICABLE]<br />
[INSERT QUOTE FROM PARTNER ORG. SPOKESPERSON]<br />
92Y − a cultural center in New York City that, since 1874, has been bringing people together around its core<br />
values of community service and giving back − conceptualized #GivingTuesday as a new way of linking<br />
individuals and causes to strengthen communities and encourage giving. In 2014, the third year of the<br />
movement, #GivingTuesday brought together 30,000 partners in 68 countries and registered 32.7 million<br />
impressions on Twitter, with its eponymous hashtag mentioned 698,600 times. Since 2012, online giving on<br />
the Tuesday after Thanksgiving has increased more than four-fold, based on findings by Blackbaud and the<br />
Indiana University’s Lilly Family School of Philanthropy, produced in partnership with the Case Foundation.<br />
“We have been incredibly inspired by the generosity in time, efforts and ideas that have brought our concept<br />
for a worldwide movement into reality,” said Henry Timms, founder of #GivingTuesday and executive director<br />
of 92Y. “As we embark on our fourth year of #GivingTuesday, we are encouraged by the early response from<br />
partners eager to continue making an impact in this global conversation.”<br />
Those who are interested in joining [INSERT ORGANIZATION NAME]’s #GivingTuesday initiative can visit<br />
[INSERT SPECIFIC #GIVINGTUESDAY LANDING PAGE ADDRESS IF AVAILABLE]. For more details about<br />
the #GivingTuesday movement, visit the #GivingTuesday website (www.givingtuesday.org), Facebook page<br />
(https://www.facebook.com/GivingTuesday) or follow @GivingTues and the #GivingTuesday hashtag on Twitter.<br />
About [INSERT ORGANIZATION NAME]<br />
[INSERT ORGANIZATION BOILER PLATE]<br />
2015 COMMUNICATIONS <strong>TOOLKIT</strong>
About #GivingTuesday<br />
#GivingTuesday is a movement to celebrate and provide incentives to give—the 2015 iteration will be held<br />
on December 1, 2015. This effort harnesses the collective power of a unique blend of partners—nonprofits,<br />
businesses and corporations as well as families and individuals—to transform how people think about, talk<br />
about and participate in the giving season. #GivingTuesday inspires people to take collaborative action to<br />
improve their local communities, give back in better, smarter ways to the charities and causes they celebrate<br />
and help create a better world. #GivingTuesday harnesses the power of social media to create a global<br />
moment dedicated to giving around the world.<br />
To learn more about #GivingTuesday participants and activities or to join the celebration of giving,<br />
please visit:<br />
Website: www.givingtuesday.org<br />
Facebook: www.facebook.com/GivingTuesday<br />
Twitter: twitter.com/GivingTues<br />
Case Foundation: http://casefoundation.org/blog/givingtuesday-moves-campaign-tradition/<br />
QUESTIONS OR IDEAS?<br />
Feel free to get in touch with the #GivingTuesday team:<br />
General Inquiries:<br />
#GivingTuesday Team<br />
info@givingtuesday.org<br />
Partnership and Press Inquiries:<br />
Kait Sheridan<br />
Director of Partnerships & Programs<br />
Center for Innovation & Social Impact<br />
92Y<br />
ksheridan@92Y.org<br />
Via Twitter:<br />
@GivingTues<br />
2015 COMMUNICATIONS <strong>TOOLKIT</strong>
CASE<br />
STUDIES
ARTS ORGANIZATIONS<br />
DOWNTOWN ALLENTOWN ARTS GROUP<br />
7 Allentown arts organizations, including the<br />
Allentown Art Museum of the Lehigh Valley,<br />
joined #GivingTuesday to raise public awareness<br />
about their organizations and highlight the unique<br />
strengths and offerings of each partner. The group<br />
founded a shared platform to engage donors and<br />
educate them about each participating<br />
arts organization.<br />
HOUSTON GRAND OPERA<br />
The Houston Grand Opera created special<br />
video messages from performing artists, polls,<br />
and incentives (including matching gifts and<br />
backstage tours) to encourage donations. Their<br />
campaign name #AllInForHGO helped them on<br />
#GivingTuesday raise more than $235,000<br />
for programs.<br />
THE ARTS COMMISSION IN TOLEDO, OH<br />
2014 was the Arts Commission’s third<br />
#GivingTuesday. Their goal was to raise $5,000 as<br />
part of a larger year-end campaign goal of $25,500,<br />
with funds going toward hiring area youth for the<br />
21st season of their Young Artists at Work (YAAW)<br />
program, a six-week paid summer apprenticeship<br />
for local teens fostering job skills and an intense<br />
exposure to the arts. Their #GivingTuesday<br />
campaign raised $1,000-$2,000 more than their<br />
original goal—and helped them have a strong kick<br />
off to their end-of-the-year campaign.<br />
THE JOHN PAUL GETTY MUSEUM<br />
The John Paul Getty Museum transformed into a<br />
food drop-off center on #GivingTuesday by inviting<br />
visitors to donate items of non-perishable food at<br />
the Visitor Center. Getty staff collected donations,<br />
sorted and weighed them, and made sure they were<br />
delivered to the Westside Food Bank. The Getty<br />
then matched food donations pound for pound to<br />
have a greater impact.<br />
THE METROPOLITAN MUSEUM OF ART<br />
The Metropolitan Museum of Art secured and met a<br />
$500,000 matching grant from their trustees to make<br />
#GivingTuesday the start of their<br />
end-of-year campaign.<br />
THE PHILADELPHIA ORCHESTRA<br />
The Philadelphia Orchestra performed a free public<br />
concert for #GivingTuesday to celebrate local<br />
generosity and the holiday giving season.<br />
CASE STUDIES
CORPORATE PARTNERS<br />
ANTHROPOLOGIE<br />
Anthropologie, the women’s retail store, organized a<br />
corporate volunteering event in Philadelphia to show<br />
their corporate #philanthropie. The company also<br />
produced a video which they shared in the months<br />
after #GivingTuesday to celebrate their<br />
staff’s generosity.<br />
BANK OF AMERICA<br />
Bank of America organized a campaign to support<br />
(RED) in the fight to end AIDS by doubling each<br />
donation made on #GivingTuesday to the US Fund<br />
for the Global Fund, up to $2,000,000. This was part<br />
of the company’s $6,000,000 pledge to fund the<br />
prevention and treatment of HIV/AIDS.<br />
BITCOIN<br />
The Bitcoin Foundation and the BitGive Foundation<br />
encouraged their community members to give<br />
microdonations to organizations that accept Bitcoin<br />
in 2014. Bitcoin saw record-breaking on-blockchain<br />
transactions on #GivingTuesday, an all-time high<br />
for Bitcoin.<br />
CVS HEALTH<br />
For the second year, CVS Health recognized<br />
its colleagues’ spirit of volunteerism by inviting<br />
employee volunteers to nominate a charity in their<br />
local communities for a grant from the CVS Health<br />
Foundation. In response to the overwhelming<br />
success of the 2013 #GivingTuesday campaign,<br />
in 2014, the foundation more than doubled its<br />
commitment and awarded a total of $100,000 to 50<br />
organizations nationwide.<br />
DICK’S SPORTING GOODS<br />
Dick’s Sporting Goods donated 100 basketball<br />
hoops to communities around the country. The<br />
campaign launched with a big event at a Cleveland<br />
school, where Cleveland Cavalier star Kevin Love<br />
joined DICK’s staff and local youth to install new<br />
basketball hoops.<br />
EBAY<br />
eBay launched a #GivingTuesday sweepstakes to<br />
connect consumers to their favorite nonprofits from<br />
#GivingTuesday through December 31. In addition,<br />
eBay awarded three grants totaling $50,000 to the<br />
nonprofit organizations who drove the most favorites<br />
on eBay during the sweepstakes.<br />
H&M<br />
Retailer H&M paid it forward on #GivingTuesday by<br />
donating $7.5 Million of new apparel to help dress<br />
people in need during the holiday season. H&M<br />
also encouraged shoppers to give back through a<br />
customer register donation drive.<br />
HOME DEPOT FOUNDATION<br />
Home Depot Foundation launched a month-long<br />
campaign on #GivingTuesday that invited people<br />
to tweet using the hashtag #DoingMore4Vets<br />
to support US veterans. From December 2 -<br />
December 31, the Foundation donated $1 for each<br />
re-tweet to four of their nonprofit partners up to<br />
$400,000 total or $100,000 per organization.<br />
HOME GOODS<br />
Home Goods designed and sold a limited edition<br />
water globe and donated 50% of each purchase to<br />
St. Jude.<br />
HSBC<br />
HSBC helped spread the word about<br />
#GivingTuesday by placing the #GivingTuesday<br />
logo on the company’s nationwide ATM system,<br />
encouraging their clients to participate in the<br />
movement.<br />
HYATT HOTELS<br />
Hyatt Hotels participated in their first<br />
#GivingTuesday in 2014 by encouraging its hotels to<br />
identify local charities in their communities that truly<br />
make a difference. Hyatt awarded 31 local grants in<br />
cities across the globe.<br />
CASE STUDIES
JOHNSON’S BABY<br />
JOHNSON’S BABY launched More Hands, More<br />
Hearts in the US and the UK with Jennifer<br />
Hudson and Save the Children. The program<br />
donated essential resources, including JOHNSON’S<br />
BABY care kits and a special grant to help moms<br />
ensure their babies thrive.<br />
RYDER SYSTEM, INC.<br />
Ryder System, Inc., a leader in commercial fleet<br />
management and supply chain solutions, invited<br />
employees to volunteer on #GivingTuesday to<br />
local charities of their choice. 220 employees<br />
participated from 29 Ryder commercial rental<br />
locations across the country.<br />
VISA<br />
On #GivingTuesday 2014, Visa donated $15 to<br />
the American Red Cross each time a donation<br />
was made using Visa Checkout (up to a total of<br />
$250,000).<br />
WALGREENS<br />
Walgreens matched every pneumonia vaccine<br />
administered at Walgreens pharmacies between<br />
Black Friday and #GivingTuesday to the UN<br />
Foundation’s Shot@Life campaign, up to $25,000.<br />
SALESFORCE.COM<br />
Salesforce.com launched Pledge 1%, a movement<br />
that encourages and challenges companies to<br />
pledge 1% of equity, product, and employee time<br />
for their communities. The program kicked-off on<br />
#GivingTuesday 2014 with the goal to secure 500<br />
pledges by #GivingTuesday 2015.<br />
SOUTHWEST AIRLINES<br />
Southwest Airlines donated a total of $25,000<br />
to 10 charitable partners and featured these<br />
organizations on the company’s Twitter account on<br />
#GivingTuesday. The airline also highlighted these<br />
charities in their NUTS About Southwest blog.<br />
TOYS ‘R’ US<br />
Toys ‘R’ Us partnered with the MarineToys for Tots<br />
Foundation to help bring Christmas joy to some<br />
of the 14.7 million U.S. children living in poverty.<br />
Through a new #PlayItForward Challenge, Toys<br />
‘R’ Us asked customers and supporters to take a<br />
“selfie” while donating a toy in any Toys ‘R’ Us store<br />
across the country. For every selfie shared using<br />
#PlayItForward, Toys ‘R’ Us donated an additional<br />
toy to Toys for Tots (or the equivalent cash value up<br />
to $150,000). On #GivingTuesday Toys ‘R’ Us gave<br />
even more by tripling donations to Toys for Tots.<br />
CASE STUDIES
GIVING PLATFORMS<br />
BLACKBAUD<br />
Blackbaud provided its webinar platform, ON 24, to<br />
host free #GivingTuesday webinars throughout 2014.<br />
In addition, the company organized a staff #UNselfie<br />
campaign, which was featured on the NASDAQ<br />
Tower in Times Square on #GivingTuesday.<br />
CATCHAFIRE<br />
Catchafire donated $24,000 worth of memberships<br />
to 10 deserving social good organizations.<br />
CROWDRISE<br />
Crowdrise offered a free app that allowed people to<br />
see the amount of giving on #GivingTuesday. The<br />
app created a virtual giving tower when a smartphone<br />
was pointed at a dollar. It also created the tower on<br />
a bigger scale inside the app for users who pointed<br />
it at the National Mall and Worldwide Plaza in New<br />
York City. The tower was designed to put a visual<br />
perspective on #GivingTuesday, with each brick<br />
representing a donation that helped build the tower<br />
throughout the day.<br />
EVENTBRITE<br />
Eventbrite supported nonprofits’ #GivingTuesday<br />
event efforts with the launch of Give More Together.<br />
Through this program, Eventbrite waived ticketing<br />
fees for any nonprofit using Eventbrite for their<br />
#GivingTuesday fundraising events from 12/1 - 12/6.<br />
Organizations also had the chance to win technology<br />
from DoubleDutch, Mad Mimi, SurveyMonkey, and<br />
Tweetwall to help power their events.<br />
INDIEGOGO<br />
Indiegogo launched their #GivingTuesday campaign<br />
in the early summer of 2014 by partnering with<br />
PayPal and local nonprofits on the Indiegogo<br />
#GivingTuesday Road Show, or local events that<br />
shared best practices for crowdfunding. Indiegogo<br />
hosted over 20 events around the country, and<br />
continued to provide additional toolkits, resources,<br />
and waved a portion of their fees for #GivingTuesday<br />
campaigns. On December 2, 2014, Indiegogo had<br />
over $9 Million raised for nearly 450 campaigns.<br />
NETWORK FOR GOOD<br />
Network for Good launched N4G Gives, a special<br />
campaign to unleash generosity on #GivingTuesday<br />
2014. As part of N4G Gives, Network for Good<br />
offered $100,000 in matching funds and provided<br />
resources to help small and medium nonprofits get<br />
ready for #GivingTuesday.<br />
PAYPAL<br />
PayPal created Giving Cheer and matched 1% of<br />
every donation made through the PayPal Giving<br />
Fund from #GivingTuesday through the end of<br />
December. In 2014, PayPal saw donations rise by<br />
66% and mobile donations grow 101%.<br />
CASE STUDIES
NONPROFIT<br />
BIG BROTHERS BIG SISTERS OF<br />
SOUTHWEST WASHINGTON<br />
Big Brothers Big Sisters of Southwest Washington<br />
launched their first-ever BIG Bail Out on<br />
#GivingTuesday by locking Thurston County Sheriff<br />
John Snaza, his twin brother and neighboring Lewis<br />
County Sheriff Rob Snaza, in a cell at the local mall<br />
and asking the community to donate to bail them<br />
out. The minimum posted bail was $20,000.<br />
CENTER FOR NONPROFIT LEADERSHIP<br />
The Center for Nonprofit Leadership launched<br />
Western Nevada County’s first annual<br />
#GivingTuesday Nonprofit Wish List, which was<br />
a full 2 page ad across the center fold of the local<br />
paper that included a logo, brief description and<br />
‘wish list’ of possible donation amounts for over 50<br />
local nonprofits.<br />
DRESS FOR SUCCESS AND FERGIE<br />
FOOTWEAR<br />
Dress for Success and Fergie Footwear teamed<br />
up once again in 2014 to turn #GivingTuesday<br />
into #GivingShoesDay to encourage women to<br />
donate their professional women’s shoes to their<br />
closest Dress for Success affiliate to help get the<br />
disadvantaged women of their communities back to<br />
work. The top 10 individual shoe donors throughout<br />
the world received a complimentary pair of limited<br />
holiday-edition Raegan heels from Fergie Footwear,<br />
and the brand also donated a gift of new shoes to<br />
the three Dress for Success affiliates that collected<br />
the most total shoe donations. Over 70 Dress for<br />
Success branches participated.<br />
BIG BROTHERS BIG SISTERS OF<br />
EAST TENNESSEE<br />
Big Brothers Big Sisters of East Tennessee,<br />
Knoxville Leadership Foundation and Emerald<br />
Youth Foundation collaborated to create<br />
#GiveTuesKnox to build on awareness and funds<br />
for local at-risk urban youth programs.<br />
MICHAEL J. FOX FOUNDATION<br />
Michael J. Fox Foundation received a $100,000<br />
matching grant from a long-time supporter of the<br />
foundation to leverage on #GivingTuesday. The<br />
Foundation built on its success with the #UNselfie<br />
in 2013 to engage donors in sharing why they give.<br />
Altogether, the Foundation raised $348,201 on<br />
#GivingTuesday in addition to the $100,000 match.<br />
They also shared 107 #UNselfies and received over<br />
5,000 word of mouth endorsements supporting the<br />
Foundation on social media.<br />
PANTHERA<br />
A generous group of donors at Panthera assembled<br />
a challenge pool of $320,000 to raise more<br />
than $640,000 in one day to support Panthera’s<br />
Conservation and Education Programs to protect<br />
tigers, lions, jaguars, snow leopards, cheetahs,<br />
cougars and leopards around the globe.<br />
PDS SERVE FOUNDATION<br />
PDS Serve Foundation, which provides free<br />
dentistry to communities in need, created the Give<br />
Up Your Coffee Challenge, which asked people<br />
around the world to donate $5 instead of making<br />
their daily coffee run.<br />
CASE STUDIES
ROAD TO HOPE FUND<br />
Road to Hope Fund partnered with Stevie Nicks,<br />
who donated Fleetwood Mac tickets and a Meet<br />
& Greet after the show to donors who donated on<br />
#GivingTuesday.<br />
WATERAID<br />
WaterAid challenged everyday heroes from across<br />
the country to help keep 100,000 kids under the age<br />
of five alive by giving them the gift of safe water. The<br />
campaign launched before #GivingTuesday with a<br />
walk around Manhattan by a WaterAid staff member<br />
and built up to December 2, when WaterAid kicked<br />
off its largest US matching gift campaign to date.<br />
WORLD BICYCLE RELIEF<br />
World Bicycle Relief organized a campaign to<br />
raise funds to buy 500 bikes for students in Africa.<br />
They created fun, goal-focused graphics and<br />
a social media toolkit to spread the word about<br />
their campaign. On #GivingTuesday, they ended<br />
up blowing that goal out of the water and raised<br />
enough funds for 754 bikes.<br />
YMCA OF THE USA WORLD SERVICE<br />
YMCA of the USA World Service raised support<br />
for Y education programs around the globe. The<br />
organization created a #GivingTuesday landing<br />
page with materials, graphics, and tools for Y<br />
communities around the world to spread the<br />
word about World Service and to encourage their<br />
communities to donate.<br />
HELEN WOODWARD ANIMAL CENTER<br />
For #GivingTuesday, Helen Woodward Animal<br />
Center provided unique donor and volunteer<br />
opportunities, both online and at the Center’s<br />
campus. In 2014, the Center raised much-needed<br />
funds online to provide for the care of ten orphaned<br />
huskie puppies taken in by the Adoptions program.<br />
Meanwhile, junior advocates from a nearbly<br />
elementary school packaged food for the Center’s<br />
AniMeals program, which feeds the beloved pets of<br />
homebound seniors in San Diego county.<br />
CASE STUDIES
RELIGIOUS ORGANIZATIONS<br />
BAPTIST PEACE FELLOWSHIP OF<br />
NORTH AMERICA<br />
Baptist Peace Fellowship of North America (BPFNA)<br />
created the Colour the Dove! campaign to run from<br />
October 1 through #GivingTuesday with the goal of<br />
raising $25,000. The campaign started with a blank<br />
outline of the usually colorful logo, and as people<br />
donated they helped restore the logo to its bright colors.<br />
CATHOLIC RELIEF SERVICES<br />
Catholic Relief Services organized a global<br />
fundraising campaign and received over $149,000 on<br />
#GivingTuesday alone to support the organization’s<br />
work in 93 countries.<br />
JEWISH FEDERATION OF GREATER<br />
METROWEST NJ<br />
Jewish Federation of Greater MetroWest NJ brought<br />
together 370 adults and children and 48 community<br />
partners, including schools, synagogues, and<br />
Jewish organizations, on #GivingTuesday to braid<br />
and bake 800 challahs (loaves of bread consumed<br />
on the Jewish Sabbath) for local residents in need.<br />
UNITED METHODIST CHURCH<br />
In 2013, the United Methodist Church organized a<br />
global campaign that raised over $6.5 Million for the<br />
church’s Advance Projects. Building on this success,<br />
in 2014, the General Board of Global Ministries, the<br />
mission sending agency of The United Methodist<br />
Church, provided a $1 million matching grant to help<br />
raise more than $3 Million on GivingTuesday 2014. The<br />
Church also created toolkits, graphics, logos and other<br />
materials for branches around the world to download<br />
and lead their own #GivingTuesday campaigns.<br />
WORLD VISION<br />
The Christian humanitarian agency World Vision<br />
partnered with Thirty-One Gifts, a direct sales<br />
company that focuses on personalized handbags<br />
and accessories, to double the impact of donors on<br />
#GivingTuesday. For every donation made to World<br />
Vision on #GivingTuesday, Thirty-One Gifts donated a<br />
Hope Kit (up to 3,100) filled with essential supplies such<br />
as a toothbrush, shampoo, hairbrush and soap to help<br />
a woman or girl in need in the U.S. get back on her feet.<br />
LUTHERAN SERVICES IN AMERICA<br />
In 2014, Lutheran Services in America (LSA)<br />
launched the LSA 20-500 Fund, LSA’s first threeyear<br />
fundraising campaign commemorating LSA’s<br />
20th anniversary and the 500th anniversary of the<br />
Reformation. For #GivingTuesday, LSA partnered<br />
with the Thrivent Financial and the Thrivent Financial<br />
Foundation to match individual donations to the LSA<br />
20-500 Fund, dollar for dollar, for the first $25,000.<br />
THE PRESBYTERIAN CHURCH<br />
The Presbyterian Church (USA), through the<br />
Presbyterian Foundation, publically endorsed<br />
#GivingTuesday and encouraged members to give<br />
to charities and causes that are meaningful to them.<br />
CASE STUDIES
SCHOOLS & UNIVERSITIES<br />
NIGHTINGALE- BAMFORD SCHOOL<br />
The Nightingale- Bamford School in New York<br />
created a Guide to Giving: Philanthropy Lessons<br />
in Preparation for #GivingTuesday to provide K- 12<br />
teachers around the country with a curriculum to teach<br />
students about philanthropy and leadership. The nine<br />
lessons explore why people give, how to find a cause,<br />
how to raise awareness and fundraise, and how to<br />
celebrate generosity. The curriculum was available to<br />
download for free on #GivingTuesday’s website.<br />
SETON HALL UNIVERSITY<br />
2014 was Seton Hall University’s first<br />
#GivingTuesday. The school received a $100,000<br />
pledge from an anonymous donor, which they<br />
leveraged as a 1:1 match and as motivation to<br />
attract 1,000 donors by midnight of #GivingTuesday.<br />
In the two weeks following this announcement,<br />
over 1,060 donors gave more than $415,000 to the<br />
university, which is more than double the amount<br />
raised during comparable periods in the past. In<br />
response to this success, the same anonymous<br />
donor announced a second $50,000 challenge on<br />
#GivingTuesday for the Seton Hall community to<br />
raise through December 31.<br />
ST. JEAN THE BAPTISTE HIGH SCHOOL<br />
St. Jean the Baptiste High School in New York<br />
celebrated their 85th anniversary by launching the<br />
“85 Acts of Kindness” campaign on #GivingTuesday,<br />
which asked students in each homeroom class to<br />
perform a combined 85 acts of kindness by May<br />
2016, and to post photos of their works to Instagram,<br />
Twitter and Facebook with the hashtag #85KindActs.<br />
UNIVERSITY OF MICHIGAN<br />
University of Michigan organized #GivingBlueDay,<br />
the university’s first ever 24- hour online giving<br />
campaign. The university had the goal of $1 Million<br />
and reached out to alumni and students to raise<br />
awareness and drive donations. On #GivingTuesday,<br />
#GivingBlueDay helped the university raise over $3.2<br />
Million for university programs.<br />
UNIVERSITY OF NORTH CAROLINA AT CHARLOTTE<br />
University of North Carolina at Charlotte asked<br />
students and faculty to write holiday cards for<br />
troops. The school was founded in 1946 to serve<br />
the needs of veterans returning home from WWII,<br />
so this project had a special meaning to the faculty,<br />
staff and students. Over 900 cards were created<br />
and sent to troops during the holidays.<br />
CASE STUDIES
FREQUENTLY<br />
ASKED<br />
QUESTIONS
FREQUENTLY ASKED QUESTIONS<br />
WHEN IS #GIVINGTUESDAY?<br />
#GivingTuesday is held annually the Tuesday after<br />
Thanksgiving, this year on December 1, 2015.<br />
HOW CAN #GIVINGTUESDAY BENEFIT<br />
MY ORGANIZATION?<br />
#GivingTuesday can build on the strength of a global<br />
movement to increase exposure and build support for<br />
your organization’s philanthropic activities, especially<br />
during the holiday giving season. The #GivingTueday<br />
team will provide a variety of plug-and-play materials<br />
created by industry experts that can help you use<br />
social media and innovative marketing to draw<br />
attention, support, and funds to your cause.<br />
Your organization will have the opportunity to join<br />
over 30,000 partners around the world to enhance<br />
the philanthropic sector as a whole; just as the retail<br />
world has benefitted from coordinating national<br />
shopping days across many brands and platforms,<br />
#GivingTuesday will do the same for giving.<br />
WHO CAN PARTICIPATE?<br />
Everyone! #GivingTuesday is an initiative to start<br />
the giving season and we encourage everyone to<br />
be involved. To be an official partner, you must be a<br />
registered non-profit [a 501(c)3 in the United States]<br />
with a specific #GivingTuesday initiative, or a forprofit<br />
business, school, religious or community group<br />
who commit to spearhead a project that will benefit at<br />
least one registered charity or non-profit.<br />
WHAT CAN MY ORGANIZATION DO TO BE<br />
INVOLVED IN #GIVINGTUESDAY?<br />
Interested in participating? It’s easy! Here are<br />
some ideas:<br />
• Launch a special campaign to support your<br />
favorite cause<br />
• Partner with major philanthropic media channels<br />
and aggregators<br />
• Match your employees’ donations on that day<br />
• Commit a portion of proceeds on #GivingTuesday<br />
to your favorite cause
• Create a volunteering initiative<br />
• Offer your community the chance to add a<br />
donation to their purchase on #GivingTuesday<br />
• Announce a major donation or new initiative<br />
• Partner with shops to donate a portion of sales to<br />
a charity on #GivingTuesday<br />
• Organize a local toy drive, consignment sale or<br />
holiday goods sale to raise money and goods<br />
• Organize a holiday bake sale with proceeds<br />
benefiting a local charity<br />
• Get your community together to start a<br />
#GivingTuesday movement that engages your<br />
neighbors and local nonprofits and businesses<br />
ARE THERE ANY COSTS TO PARTICIPATE<br />
IN #GIVINGTUESDAY?<br />
No! #GivingTuesday is a free and open movement to<br />
encourage giving. All of our resources are available<br />
for free through our website.<br />
CAN ORGANIZATIONS GET DONATIONS<br />
THROUGH THE #GIVINGTUESDAY WEBSITE?<br />
No. #GivingTuesday is a movement. We are not<br />
an organization and do not accept or distribute<br />
donations. All donations need to be made through<br />
partner websites. Official partners are responsible for<br />
their own fundraising initiatives.<br />
HOW CAN I HELP SPREAD THE WORD ON<br />
SOCIAL MEDIA?<br />
• Talk about giving using the hashtag #GivingTuesday<br />
• Like us on Facebook - facebook.com/GivingTuesday<br />
• Follow us on Twitter @GivingTues and use the<br />
#GivingTuesday hashtag<br />
• Follow us on Pinterest - pinterest.com/<br />
givingtuesday/giving-quotes/<br />
• Share all of our social media channels in your<br />
organizational and personal social networks<br />
• Announce your participation in #GivingTuesday to<br />
your networks and email lists<br />
• Use the #UNselfie hashtag to talk about how you<br />
are giving and why
IDEAS &<br />
EXAMPLES
IDEAS FOR CITIES<br />
GET YOUR CITY INVOLVED IN #GIVINGTUESDAY!<br />
There are many ideas and resources to get<br />
your city involved. Please check out the<br />
following resources and contact us to talk<br />
about how we can help you organize a local<br />
#GivingTuesday movement.<br />
• Build a committee or coalition of nonprofits,<br />
small businesses, and other community leaders<br />
to organize a #GivingTuesday movement in<br />
your neighborhood.<br />
• Baltimore’s BMoreGivesMore took<br />
#GivingTuesday to a whole new level in 2013.<br />
Now, over 40 cities, states, and counties have<br />
organized local #GivingTuesday movements.<br />
Check out the movement around the country on<br />
our USA page or read the giving day e-book for<br />
tips and strategies to launch a giving day in<br />
your community.<br />
• Start a hashtag – join #GivingTuesdayPHL<br />
(Philadelphia), #GivingTuesdayBucks (Bucks<br />
County, PA), #GivingTuesdayHI (Hawaii),<br />
#ILGiveBig, and others to build buzz locally.<br />
• Get your mayor to proclaim December 1,<br />
2015 #GivingTuesday. Use our Mayoral<br />
Proclamation Toolkit to get your local officials on<br />
board.<br />
• Partner with small businesses to host local<br />
events that celebrate giving and local charities.<br />
• Organize a community clean up day – get<br />
local volunteers together and work on community<br />
beautification projects in your neighborhood.<br />
• Email us – we know there is a lot of planning and<br />
organizing that goes into building a movement.<br />
Let us know how we can help!
IDEAS FOR NONPROFITS<br />
• Get creative! Many nonprofits are rebranding<br />
#GivingTuesday for their organizations. From<br />
#GivingShoesDay to #GivingZooDay, give a twist<br />
to our name and logos to promote your brand<br />
and mission.<br />
• Did you know many donors work at companies<br />
that double the donations made by employees?<br />
Encourage your donors to submit matching<br />
gift requests.<br />
• Use social media to launch a new<br />
fundraising or awareness campaign. Use<br />
the #GivingTuesday hashtag early and often on<br />
Twitter. Your constituents should know that you<br />
are part of this movement.<br />
• Integrate #GivingTuesday into your end-ofyear<br />
campaign. Use this day to experiment and<br />
try a new strategy to close those end of year gifts.<br />
• We’ve seen a lot of success with matching<br />
grants. Ask a board member or sponsor to put<br />
up a matching gift. You can use this to incentivize<br />
new or larger donations or to kick-off your<br />
end-of-year campaign.<br />
• Consider trying mobile or online giving.<br />
#GivingTuesday is a great day to engage your<br />
online community and transform followers and<br />
fans into donors.<br />
• Organize a volunteer project for your<br />
organization. Invite donors, employees and your<br />
neighbors to get together to celebrate giving by<br />
creating a day of service.<br />
• Share your story! Reach out to press outlets in<br />
your community and spread the word by sharing<br />
your story with us at info@givingtuesday.org! Feel<br />
free to use our sample press release to pitch<br />
your story.<br />
• Obtain skilled volunteers. Nonprofits can<br />
access professional expertise in HR, technology,<br />
strategic planning, and marketing through skilled<br />
volunteering. Learn more from the<br />
Taproot Foundation.
IDEAS FOR SCHOOLS<br />
GET YOUR CAMPUS INVOLVED IN<br />
#GIVINGTUESDAY!<br />
Here are some tips to learn how students,<br />
teachers, teams and clubs can lead<br />
#GivingTuesday initiatives for their schools:<br />
• Launch a school-wide giving day. On<br />
#GivingTuesday, the University of Michigan<br />
launched #GivingBlueDay as the university’s first<br />
online giving campaign. The day raised more<br />
the $3.2 Million for the school and helped build<br />
excitement amongst students and alumni.<br />
• Utilize social media in the lead up to and<br />
on #GivingTuesday to highlight your cause –<br />
encourage fellow students to take action that day<br />
to support something they care about.<br />
• Appoint #GivingTuesday student<br />
ambassadors at the beginning of the semester<br />
to help bring together existing groups to promote<br />
#GivingTuesday on campus.<br />
• Host an on-campus volunteer fair on<br />
#GivingTuesday for student groups and potential<br />
non-profit employers.<br />
• Announce a new fundraising initiative<br />
– for example, Northwood University used<br />
#GivingTuesday to announce their<br />
capital campaign.<br />
• Organize a blood drive, clothing or book drive,<br />
or another giving activity on your campus.<br />
• Engage parents and alumni –Arizona State<br />
University had great success by securing a<br />
matching grant from a proud mom.<br />
• Engage professors and start a discussion about<br />
philanthropy and volunteerism, and what students<br />
would like to see more of on campus relating to giving.<br />
• Present an award to a student leader on<br />
#GivingTuesday.<br />
• Contact your department dean and ask about pro<br />
bono projects for students.
IDEAS FOR RELIGOUS ORGANIZATIONS<br />
Did you know that religious organizations received 40% of all donations on #GivingTuesday?<br />
It is a great opportunity to engage constituents with the service work you do during the<br />
holidays and throughout the year.<br />
• Create a toolkit to share with your<br />
organization’s branches to spread the word<br />
about your mission and to fundraise for<br />
service projects. Remember to share what<br />
you are doing on social media using hashtag<br />
#GivingTuesday!<br />
• Organize a community-wide event on<br />
#GivingTuesday to unite your constituents and<br />
engage them in giving or volunteering.<br />
• Create a holiday gift wish list for your<br />
parishioners and constituents to purchase gifts<br />
for others in need.<br />
• Get the head of your church or organization<br />
to dedicate a sermon to giving the week of<br />
#GivingTuesday.<br />
• Secure a matching grant and ask constituents<br />
to double the impact of their gift by supporting<br />
your organization’s service work.<br />
• Host a donation or goods drive to collect<br />
goods to donate to those in need.<br />
• Use #GivingTuesday to kick-off a longer<br />
holiday celebration that teaches your<br />
community about service opportunities and how<br />
they can give in December.<br />
• Organize a community event at your center<br />
for worship to talk about philanthropy and the<br />
importance of helping others.
IDEAS FOR FAMILIES<br />
It’s never too early to talk to your kids<br />
about philanthropy. Here’s some ideas for<br />
how you can get your family involved in<br />
#GivingTuesday:<br />
• Ask your children to select a toy or gift to<br />
donate to charity to give to children in need.<br />
• Volunteer with your teens in the<br />
local community.<br />
• Use the Family Dinner Project toolkit to talk<br />
to your kids about giving back at family dinner.<br />
Work together to brainstorm ideas for how your<br />
family can help others.<br />
• Hold a neighborhood yard or bake sale and<br />
donate proceeds to an organization of your<br />
choice on #GivingTuesday.<br />
• Help your kids collect spare change or<br />
donate part of their allowance to a charity fund<br />
once per week. Work with them on researching<br />
causes and charities and select a nonprofit to<br />
donate the funds to at the end of the month.<br />
• Ask your kids what they are thankful for and<br />
encourage them to say thank you by doing<br />
something kind for others.<br />
• Make a family challenge to have each family<br />
member to at least one act of kindness per<br />
day. Help with your siblings’ chores. Open the<br />
door for a neighbor. Do one small act a day to<br />
make a difference.
To learn more contact Info@GivingTuesday.org<br />
Follow us on Twitter @GivingTues