#GivingTuesday 2017

Now in its fourth year in the UK, #GivingTuesday is a chance for charities large and small to ask, thank and share news of the difference they make. It is the antidote to #BlackFriday and #CyberMonday (all of which seem to last much longer than a single day).

Here are some great Twitter examples from this year’s day.

BT image from the London BT Tower scrolling #GivingTuesday video

Short and simple

#GivingTuesday is a hugely busy hashtag (trending across the world on the day) so there is a lot of competition. On all channels, a simple, eye-catching ask stands out.

The standard digital fundraising rules apply – cater to short attention spans, make donating time or money easy to do and pleasurable and give a reward.

Dogs Trust - 4 ways to give + silly dog video

This tweet from Dogs Trust ticks all the boxes. It clearly lists four ways to give support, it uses eye-catching emojis and readable / edited bit.ly links plus a bonus video of a dog rolling in the grass!

"It’s #givingtuesday at LSE! We have four ways in which you can give."

Similarly, LSE student volunteer centre shared four images on Twitter along with four actions.

  • Independent Age clearly listed their text giving options
  • Crisis showed what someone who attends Crisis at Christmas receives
  • Lumos produced a simple animation of five words which explain what they do
  • Refuge were asking people to buy a Christmas dinner parcel for £5
  • Breakfast in a Bag simply asked for £3 donations.

Giving thanks

#GivingTuesday is as much a chance to say thank you as it is to ask. It is an opportunity to celebrate all your amazing fundraisers, donors, campaigners and volunteers. Personal thanks or general thanks work well.

Help for Heroes thank you video

Help for Heroes produced this lovely video to thank their fundraisers, volunteers, supporters and partners. It means more as it is a face-to-face thanks from the people whose lives have been helped by the charity.

The British Heart Foundation are expert producers of thank you gifs and images. Their feed is full of great thank you images like this one.

Marie Curie's hand drawn thanks for supporter Michelle

Marie Curie produced hand-drawn doodles for a selection of their supporters to say thank you.

There are lots more examples of how large and small charities used #GivingTuesday to say thank you (ZurichVolSec)

Taking full advantage

For one day only, Facebook matched donations made via their native giving tool (not those made by clicking a donation button on the platform which links elsewhere).

This tweet from Winston’s Wish explains the ask. A link to the Facebook page would have helped to encourage supporters to shift platform.

Winston's Wish FB ask

Selected Big Give charities are part of their Christmas Challenge which launched at midday on #GivingTuesday. The 500 organisations lucky enough to be included are benefitting from doubled-donations to their listed projects. In the first five minutes, half a million pounds were raised!

ChildhoodTrust - Cats Vs Kids campaign

Eye-catching campaigns like Cats Vs Kids from The Childhood Trust, aim to inspire new supporters as well as current ones through #GivingTuesday and the #ChristmasChallenge17.

CAF were offering to add a bonus £100 to a £10 donation for individuals opening a new account before 30 November.

Action on Hearing Loss Scotland devoted the whole day to share stories of amazing fundraisers, achievements, future events and their #earringforhearing campaign.

Using targets

The Myton Hospices

The Myton Hospices were aiming for a Christmas miracle, raising £3220 in 24 hours, enough to pay for an inpatient bed for one week. Through persistent tweeting, a thunderclap and rallying of their supporters, they smashed their target! Throughout the day, they updated supporters with a total. (Read more about their campaign in my JustGiving post on #GivingTuesday highlights.)

Yorkshire Dales Millennium Trust‘s campaign aimed to raise enough money to plant 100 trees.

(NB Toilet Twinning are really good at sharing regular News Flush updates with a running total on World Toilet Day, pinning the latest total as a top tweet on the day.)

Being creative

#GivingTuesday is a great opportunity to break all the rules, produce something special and have fun.

Southmead Hospital Charity video - Giving Back this #GivingTuesday

Southmead Hospital Charity produced a charming video which explained how a £5 donation would help.

Didn’t get involved this year?

UK Fundraising reported that almost 2000 partner charities and businesses joined in with #GivingTuesday this year. CAF shared stats on the reach of the day, including an impressive 383million impressions on Twitter. And CAF’s press release said that the hashtag was trending on Twitter in the UK from 8.30am to 5.30pm. Blackbaud shared data too including that 26% of online donations were made via mobile.

The #GivingTuesday hashtag was used in over 150 countries on the day.

If you didn’t get involved this year, make sure it is on your calendar for 2018 – 27 November. And think about how you can make your comms stand out from the crowd.

What did you spot?

Share your favourite #GivingTuesday examples from Twitter or other channels here. I’d love to see them.

I also shared my top three highlights from the day in this JustGiving post.

It’s interesting to see how the comms have evolved since #GivingTuesday launched in the UK in 2014. Here’s my storify with examples from the first year.

 

See also: 10 tips for great online legacy fundraising

Advertisements

Say no to giant cheque pictures

A company / school / church / family / colleague has done some fundraising and raised lots of money for you! Brilliant! You both want to share the good news. But how to show how much has been raised? Yes, it is GIANT cheque time.

The cheque photo is still much used. I spot on average a couple a day on my Twitter feed.

Collage of awful cheque pictures

Cheque pictures are especially used by smaller charities, hospital charities, hospices and corporates. They can be terrible photos, best suited to an internal newsletter or local newspaper rather than social media. People who have raised money will of course still want their cheque pictures and that’s fine. I think that that we as comms people / charity fundraisers can help make them better and/or use them in better ways.

Pictures on social media need to tell a story and be interesting enough to make you pause and read more. Posed people shaking hands over a big piece of paper (or sometimes small ones), smiling in front of a busy backdrop isn’t enough.

It doesn’t have to be this way. Step away from the giant cheque picture and make your fundraising proof more interesting. As the recipient of the money, you can say thank you and recognise the effort made in more creative ways.

Show your total in a different way

Who still uses cheques anyway? Think about how to show your total in a different / interesting / unusual way.

This tweet from BHF illustrates the contribution from their corporate partnership with DFS, raising £13m, with red number balloons in a sofa showroom.

BHF show their total in balloons

St Wilfred’s Hospice shared a cheque made out of chocolate.

A slab of chocolate with writing on it to look like a cheque

I really like this illustration of the total raised through Clothes Aid for CHAS (Childrens Hospices Across Scotland). CHAS also seem to take their mobile logo with them to announce big totals – see this tweet from the Edinburgh Playhouse.

CHAS - clothes laid out on the grass, in the middle is a child holding the numbers £500,000

Show impact

A cheque photo can be improved by illustrating the difference the money will make. Include beneficiaries or an illustration of what you’ll spend the money on. FitzRoy’s giant cheque picture includes staff and beneficiaries.

Cheque picture includes two people in wheelchairs as well as three others holding the giant cheque

Get a mascot

Make your cheque stand out by presenting it to someone interesting. Naomi House Hospice featured a giant teddy bear and a nice thank you for the £406.54 raised.

Cheque presentation with a giant teddy bear

Look enthusiastic!

Celebrate your good news with some smiles and cheers!

No cheque here but Pilgrims Hospices are celebrating a partnership with a team photo.

Smiling and waving staff in front of a bus with giant sunflowers

And Railway Children celebrated a long-term partnership with a cheque, big logos and a train! They look so happy!

Cheering people next to a train, with cheque and train logos

Don’t show me the money

A big thank you can be more eye-catching than a cheque with lots of information in tiny writing. See this example from GirlGuiding with a big thank you to players of the Postcode Lottery.

Thank you in big letters held up by the Girl Guiding team

Tell a story

The handing over of the money is the least interesting bit of your story.

Tell a story about how or why the fundraising was done. It is great to say thanks or be enthusiastic about the amount raised (“they/we raised an amazing £xxx”) but that doesn’t bring the effort to life. How many people raised this money? Over how long? What did they learn or gain from doing this? Can they share insights about why this money is important?

Take a look at these messages from Kidderminster and District Youth Trust (KDYT) which they shared on Facebook. The first message shows how they responsed to getting a donation, the second is from the donor explaining what they did and why the thanks meant so much.

Thank you message for money raised for a youth group

A story can be told in a few words. Acorns Hospice shared the story of money raised by a couple celebrating their 40th wedding anniversary.

Acorns - cheque for £150 from donations to mark a couple's 40th wedding anniversary

To cheque or not to cheque?

If you do have to use a cheque:

  • avoid the awkward line-up / shaking hands with the mayor-type pictures
  • use an interesting backdrop and make sure the picture is in focus and isn’t too dark
  • smile / be enthusiastic
  • use more than one picture – the cheque and then images from the skydive / fancy dress / cake sale
  • make the text interesting – use a quote and a link to bring it to life.

If you have to RT or share your fundraiser’s cheque photo, do it with a thank you picture and link to read more about how the money will be used. Don’t just RT it with no comment.

Other examples?

Have you seen any great examples of fundraising proof? I’d love to see them.

Read more about images on social media in my previous post, which is packed with lots more examples of how to say thank you and not be boring.

10 tips for great online legacy fundraising

In 2013 I wrote about online legacy fundraising content. Although well written persuasive copy is still key, digital trends move on. So four years later it is time to see whether the web pages about legacy fundraising have improved and what has changed.

I looked at a random sample of over 50 large, medium and small charities. In most cases the pages were pretty dull, especially from smaller charities. It is hard to write warm, engaging copy about legacies as we often fall over ourselves trying to be sensitive. But the charities who get it right have a confidence and a clear sense of themselves and their audience.

collage of various screenshots from sites discussed below

Here are ten ingredients for emotive and effective online legacy fundraising.

Be clear and persuasive

WaterAid’s legacy site stood out as the go-to example of a persuasive and well designed site. The page starts with a clear call to action – leave the world with water – which sets the tone. They use eye catching and engaging links and headings (leave your mark / what would you like to pass on?) which include and challenge the reader. Images are positive and inspiring. They also include a photograph and name of a person to contact as well as a legacy promise which are both reassuring and clear.

WaterAid

Save the Children UK also use clear and inspiring headings (write a child’s smile into your will) and use bold to highlight important words. They use beautiful pictures of smiling children to reinforce their words. Their writing is confident, concise and persuasive (make a lasting difference, your kindness).

Save the Children UK

Use social proofing

Campaigns like Remember a Charity week help to promote legacy fundraising. Many charities reinforce this message in their copy. They show that remembering a charity is something that everyone can do.

The Migraine Trust makes a clear statement which makes leaving a legacy accessible – “a gift of just 1% will make a real difference to supporting our charitable work”. This is a clearer way of what they were saying in 2013.

Migraine Trust

Many charities talk about ‘thousands of people who leave a legacy’ or ‘thanks to people like you’. Use social proofing to validate someone’s decision.

Use video

Since 2013, many more legacy pages include videos. Take a look at this personal message from a supporter on Prisoners Abroad. Or this slick video from ActionAid showing Mrs Harben’s legacy. Or this simple beautiful video from RSPB. Or this speaking from the heart story from Glenys who supports the Alzheimer’s Society.

Alzheimer's Society

Talk about impact

What difference will someone’s gift make? Talk big picture about your vision / mission or about specific services. More charities are making big statements about what a legacy means to them.

RSPB’s opening statement is clear and bold: Your legacy is nature’s future.

RSPB

Refugee Action’s Leave a legacy page goes into more detail. It is beautifully written using storytelling and sense of urgency. It frames the problem and talks about what they can do with a legacy gift. The page is short, concise and powerful. A great example of a small charity getting it right.

East Lancashire Hospice talk about leaving a legacy of love and explain that last year, legacy gifts paid for three months of care.

If your organisation is all about solving a problem or finding a cure, talking about legacies could be difficult. How do you frame the ask when you might not be around or needed in the same way in 20 / 50 years? Don’t avoid the issue – think about how you can present it effectively.

Macmillan Cancer‘s legacy page says: “In the future, doctors and nurses are going to get much better at diagnosing cancer earlier, and treating it.” But stresses that half of us will get cancer at some point so Macmillan will still be needed.

Say please and thank you

Choosing to leave a legacy to a charity is a big deal. The fact that someone is reading your page about this is a good sign. Keep them with you by recognising this. Say please and thank you in the right places. If you come across as kind and thoughtful at the asking stage, it will reassure people that you will behave in the same way when you are processing their gift.

Think about motivation

Why do you think someone might have reached your page? What are they thinking. This page by the Miscarriage Association is written really warmly and in a gentle tone of voice. The quote perfectly positions the ask.

Miscarriage Association

Include appropriate images

Brighten up a serious subject with colourful or inspiring images. Reward visitors to this page and make them want to stay. A collection of several images may work better than a single one. For example, this landing page for the British Heart Foundation includes images of family, medical research as well as a big thank you.

BHF

Many organisations seem to rely on stock images of grey-haired couples on their legacy pages. Remember to use images which reflect the demographics of your readers. Also people often write their will triggered by big life events such as getting married or having children. Your audience isn’t just people in later stages of their lives.

Take a look at NSPCC’s page which includes quotes and images from supporters at different stages of their lives. Their stories may chime with readers, validating their own idea to leave a legacy to NSPCC (see social proofing above).

NSPCC

Think about a hook

What could make your legacy fundraising stand out? What stories do you have to tell? Has a legacy gift allowed you to do something special or unusual? Is there someone you could write about or feature to make your ask come to life?

Mencap’s gifts in wills page is based around the inspiring story of Lord Brian Rix. The page says that he “helped change the future for people with a learning disability. With a gift in your Will to Mencap you can too.” It uses beautiful images from their archive and talks about what he achieved in his lifetime. It says that although lots has changed, people with learning disabilities still face challenges so by leaving a gift in your will, you can help change the future too.

Mencap

Similarly, Leonard Cheshire, marking its centenary say “Leonard’s legacy became our legacy. It could be your legacy too.”

Great Ormond Street Hospital Charity includes information about JM Barrie’s legacy gift in their pages. Roald Dahl’s Marvellous Children’s Charity talks about your final chapter and how to write your own ending.

Include practical information

Make it as easy as possible for someone to actually get the legal stuff right. So include:

  • information about different types of gifts (see this handy guide to the types of legacies by Demelza Hospice)
  • your official name (and any previous names) and charity number
  • suggested wording
  • information to help someone work out the detail of their estate
  • information for executors
  • contact details so a potential donor can get in touch.

A promise can offer reassurance about how a legacy will be dealt with when the time comes. A few charities included these – see WaterAid’s promise, RNLI and Breast Cancer Now.

Be interesting

There were a few examples of charities who’d produced interesting supporting content. For example:

  • Blue Cross reminds readers to think about their digital assets (passwords, data, photos, social media etc)
  • Cancer Research’s campaign with the Royal Philharmonic Orchestra – Two Thirds of a Spring reflects the vital impact that one third of funding has on their life-saving work
  • Alzheimer’s Society has an online book of remembrance
  • visitors are invited to make a personalised video with Unicef UK. (NB Unicef UK have been running a campaign of promoted tweets about this recently, the only social media content I spotted about legacy fundraising during the research for this post.)

Unicef UK promoted tweet

 Get the navigation and terminology right

Think about where your legacy pages sit. How easy are they to find within navigation or search? Be your own mystery customer and check.

Don’t bury your pages – make them prominent, especially if legacies make up a sizeable proportion of your income. Don’t just stick them under ‘Other ways to give’.

Check where they appear in your content rankings on your Google Analytics. Are you using the right terminology for your audience? Test whether the word legacy or will works best. Many charities use both.

See my previous post on legacy fundraising (persuasive and engaging writing in online legacy fundraising) for some tips on terminology and placing of legacy pages. Also how to talk about legacies on social media.

How do you measure up?

Is your online legacy fundraising content strong enough or is it dull and unconvincing? Give your copy a facelift before Remember a Charity week in September. If you are not sure how well it comes across, get your mum to read it or do a page swap with someone else from another charity. Get some feedback and think about how you could bring your content to life.

Share your examples

Have you seen (or written) any good or bad examples of digital legacy fundraising? Please do share them here.

My top five online legacy fundraising sites are listed in a JustGiving blog post. I’d love to hear what yours are.

 

 

See also:

 

January’s charity content highlights

Come out from underneath your desk / duvet and catch up with some of the latest creative charity content.

L-R Dave the Parkinsons Worm, contactless giving Zurich Insurance post, Street Support video, National Lottery gif

Innovation

Cancer Research are continuing their trend of using World Cancer Day (this Saturday – 4 February) to launch new uses for contactless fundraising. Ten ‘smart benches’ across two London boroughs will take £2 donations.

Are you planning to look in to contactless fundraising in 2017? NSPCC recently announced impressive results of their contactless fundraising and many other organisations are using it too. I gathered some examples of contactless giving in my blog post for Zurich Insurance and spoke to Haven House Children’s Hospice who are running trials at the moment.

Not sure what the technical term for this is but the National Lottery did a very smart bit of Twittering by launching this 7second video and inviting people to RT it ‘for a surprise’. The surprise was a personalised video, with the RTers’ Twitter profile image in a gold frame, with the words ‘National Treasure’ underneath. Nice! This was similar to a thanks reply from Save the Children I got in December.

National Lottery video of interesting doors / walls

Today it is Time to Talk Day (#timetotalk). Why not use Time to Change’s template to make your own graphic?

Time to Change's interactive graphic maker

Good reads

If you get a moment, don’t forget to fill in the Charity Digital Skills Survey which is open until 17 February.

And follow #smex17 on Monday if you are not going to the Social Media Exchange in person.

Re-brands / new websites / charity content

Action for Children's error message - cheeky boy with magnifying glass

To brighten your day

Meme of badly drawn pictures 'pasted' on top of a video of Donald Trump's policy signings

What have you seen?

What have been your charity content highlights from January? Do share! I’d love to hear from you.

Saying thank you on #GivingTuesday

Giving Tuesday started in the UK in 2014. Charities use it in all sorts of different ways. Some ask for money or time. Others ask for action. (See Do something good this Giving Tuesday by Kirsty Marrins for some examples).

Others just say thank you. Here are some of the creative and lovely thank you’s I have seen today.

Videos

Mind’s staff read out messages from people who have been helped by Mind. At the end it says ‘We can’t thank you enough for helping us to give people a place to turn and a way forward’.

Mind's staff reading out thank you messages

The Trussell Trust have been tweeting very short thank you messages covering all aspects of how people support them. There is one long one (37s!) on YouTube.

Trussell Trust's staff hold up thank you signs

The Donkey Sanctuary said thank you to their supporters with lots of lovely pictures of donkeys.

Video of still photos of donkeys

Images

War Child UK shared a thank you photo with children holding up letters and waving.

Children hold up letters spelling out 'Thank You'

Refugee Action shared ‘thanks to you’ numbers showing how many people they had been able to help.

Refugee Action - 'this year, you've helped us to...

Marie Curie have been using lots of different ways to say thank you. Here they share statistics showing the impact of their work. Other tweets show them writing thank you letters. Members of staff talked about this on their personal twitter accounts too. And they made fab personal doodles.

Marie Curie - a supporter says thanks for the fun thank you

Personal thanks

Rethink Mental Illness also called supporters to say thank you. In total they contacted 221 people!

Rethink Mental Illlness contacted 221 people to say thank you

Breast Cancer Care started a #ChainOfThanks.

Debbie's thanks to her best friend as part of BCC's ChainOfThanks

The British Heart Foundation thanked their 68,000 event fundraisers and also tweeted a special thanks to the Marathon runners. They also tweeted personal thank you’s using gifs and red and white images to certain supporters. And the CEO Simon Gillespie tweeted his thanks to staff and volunteers.

BHF: 'you ran the miles, you made it count'

Dogs Trust thanked their corporate partners, saying they were ‘wagtastic’.

Dog's Trust sending personal thanks

How do you say thanks?

It is easy but important to say thank you. How do you do it?

A general thank you works well with an image or video to attract attention. These images, videos and actions are low cost and reasonably low-effort. You don’t need a big budget to say thank you well using social media.

Have you seen any other creative thanks today? Please do share them in the comments.

Thanks for reading 🙂

See also GivingTuesday’s Twitter Moments showing some of the UK charity activity and how brands got involved.

#firstfiver – a democratic viral fundraiser

Selection of #firstfiver images from twitter

I have been watching the spread of the #firstfiver campaign since it started just under two weeks ago. It has been great to see how many organisations have joined in with this very simple idea.

Unlike other viral fundraisers (such as #nomakeupselfie which I have blogged about before) this was not connected to a particular cause. It also didn’t feature a complicated or strenuous ask (such as the Ice Bucket Challenge or the current #22PushUpChallenge).

Instead it was simple and easy to ask. And simple and easy for supporters to join in with.

Examples

If you haven’t come across it yet, look at my storify showing the spread of the campaign and how different charities have responded.

It includes examples from small charities such as Trinity Hosice, Harrogate Easier Living Project (HELP), The UK Sepsis Trust, Freedom from Torture and Make Lunch. And large ones including War Child UK, the Children’s Society and Sue Ryder.

Images, videos, thank yous and shopping lists showing the difference a £5 donation could make, all help to make a request stand out.

#firstfiver Storify – showing tips and examples

Get involved

If your organisation hasn’t joined in yet, it is not too late. The hashtag is still going strong and many people still haven’t had a new £5 note yet.

Share your views

Have you seen any good examples that I have missed? Any particularly humourous or creative or persuasive posts?

Has your organisation had (m)any donations? How easy was it for your organisation to join in with this campaign?

Have you made a donation yourself?

Please do comment, I’d love to hear from you.

April Fools’, digital disruption and more good reads

Lots of useful posts and campaigns in this week after Easter. Here’s a round-up.

Projection of data / code on big black screen

Small charities

Fundraising

Big campaigns

Tweet from @theplarchers who use PlayMobile characters to illustrate Archer's storylines

Radio 4’s long-running soap The Archers hit the headlines this week with the climax of their domestic violence storyline. After the programme on Sunday night it was trending for four hours with 20,000 tweets. The JustGiving page set up by a listener to raise money for Refuge hit its £100k target a few days later and helplines are reporting a 20% increase in calls.

Greenpeace April Fool - Floaty McFloatface

I missed April Fools’ Day this year. It was good to be able to catch up via 5 great charity April Fools 2016 and a round-up of charity April Fools 2016.

Digital disruptions

demo of Facebook's automatic alt text

  • Both Facebook and Twitter launched alt text solutions for images this week. Great news for blind and partially sighted users as digital increasingly becomes based on image rather than text. Wired wrote that Facebook uses AI to automatically apply the alt text whereas Twitter relies on the tweeter to apply it manually assuming they are using a smartphone and have checked the accessibility features. One blind blogger welcomed the news.
  • This transcript of a McKinsey podcast on digital strategy talked about the economics of disruption and the challenges for business identifying potential attacks. Useful reading for those working on their digital strategies.

What have I missed?

What did you read this week? Please share in the comments.

Subscribe

Don’t miss future posts – subscribe to my blog now. Add your email or click follow at the top of this page under the ‘Get this blog direct to your in-box’ heading.