6 weken communicatie plan – #GivingTuesday Nederland

Get Geared Up

Campaign team meeting weekly
Finalize campaign ambassadors – online and offline
Add your #GivingTuesday Campaign logo/visual to your outreach channels
Finalize strategy for challenge and/or matching funds
Finalize all campaign marketing: stories, key visuals, videos
Review and test your giving page (on mobile phones too) and plan any necessary updates
Draft campaign announcements for social, press and supporters
Ask staff to update email signatures with your Campaign visual to help spread the word

Announcements Begin

Announce your campaign in social channels
Announce your campaign to all staff, volunteers Issue your #GivingTuesdayNL press release
Have call or meeting with ambassadors to share campaign and outreach strategy
If you plan to host an event or volunteer opportunity, announce these plans
Begin weekly drip email of content for sharing by ambassadors
Order items if using: stickers, postcards, t-shirts, banners

Ramp Up Communications

Weekly drip email goes out with campaign highlights and action steps for ambassador
If planning direct mailer, finalize this week to hit before Thanksgiving
Ask ambassadors to begin contributing content: Unselfies, stories of their experiences with your
organization, etc. Share through channels.
Begin planning your day-of “event.”
Think about who will do social outreach, man the phones, answer media questions, etc.
Email past supporters to announce #GivingTuesday participation and the focus of your campaign
Talk to technology partners about help needed with giving page or website updating, if applicable

Expand Promotions

Weekly drip email goes out with campaign highlights and action steps for ambassadors
Update to administration about progress of campaign and continued need for their support
Continue to promote your campaign through social channels
Continue to encourage ambassadors, volunteers and staff to share content on social media
Write op-ed for local newspaper highlighting the impact of your work
Finish updates to your giving page and website
Finalize your day-of plan for outreach, reporting and celebrating

Accelerate Communications

Weekly drip email goes out with campaign highlights and action steps for ambassadors
Update to administration about progress of campaign and continued need for their support
Accelerate promotion through your social channels Update Facebook image, Twitter image and website with “2 weeks to go” message and image
Email to supporters encouraging them to participate in your campaign
Communicate your day-of plan to staff, volunteers
Submit op-ed to newspaper. If it does not get picked up, use in social channels as blog.
Accelerate sharing of ambassador contributed content and consider a celebration of top sharer
Send direct mailer reminding supporters to be a part of your #GivingTuesdayNL Campaign

Communications Countdown

Weekly drip email goes out with campaign highlights and action steps for ambassadors
Update to board and staff with action plan for their involvement on #GivingTuesday
Accelerate promotion through your social channels with “Giving Thanks” messages and increase
emphasis on challenges and matching funds
Catch up with day-of team
Launch your Giving page or web page updates

Last Minute Readiness

Weekly drip email focused on making the most of Campaign matching funds and challenges
Check in with key Campaign partners to ensure readiness
Provide activities update to staff, board, ambassadors and volunteers
Test giving pages and website again
Heavy social outreach Remind key supporters that tomorrow is the big day!

#GivingTuesdayNL !

Day-of emails out to all groups
Heavy social outreach throughout the day focused on impact of giving, matching funds, goals for the
day, your inspiring stories and #GivingTuesday
Facebook posts and Tweets as you reach milestones: 30%, 60%, 80%, 90%, 100% of goals
Thank donors and volunteers through social channels
Calls to Board and key supporters to remind them today’s the big day and to thank them