#GivingTuesday is just around the corner, and with it, the opportunity to see a substantial increase in support for your nonprofit. Since its inception in 2012, the movement has raised over $1,000,000,000 online in the United States—including last...Read more.
We are excited to announce our 2019 brandUP participating organizations. Atma Connect is an award-winning creator of software products and digital services that connect people to report problems, share solutions, and improve their communities from...Read more.
#GivingTuesday is just around the corner, and with it, the opportunity to see a substantial increase in support for your nonprofit. Since its inception in 2012, the movement has raised over $1,000,000,000 online in the United States—including last year’s record-breaking total of $400,000,000! How are these organizations making such an impact? They’re asking the right people the right questions the right way.
Easier said than done, we know. In previous #GivingTuesday posts, we shared memorable campaigns and broke down their common elements. This year, we thought it would help to focus on that crucial messaging formula.
The Right People
If you’ve conducted stakeholder interviews or sifted through your analytics, you likely have a good idea of who your audience is and what resonates with them. You may have even created a few personas—or, fictional, generalized representations of your ideal donors. These are the people you should consider when writing any text copy this #GivingTuesday. Social media posts, emails, video scripts—anything.
Avoid this pitfall: Too often, organizations assume because they represent a universally acknowledged “good” cause, their audience is everyone. Unfortunately, this is the kind of thinking that exhausts budgets and prevents meaningful connections.
The Right Questions
Let’s say you have a few personas. Take a moment to think about how each one prefers to interact with your organization. Are they financial donors? Do they prefer a more involved role as a volunteer? Maybe their contribution is sharing your content with their network. Once you’ve made that determination, you can segment your mailing list and tailor your “ask” to what they’re most comfortable giving.
Tip: The easier you make the experience, the better your results will be.
If you’re looking for volunteers, include a list, search, calendar, or map of opportunities.
If you’re looking to spread the word, provide share buttons, scripted click-to-tweets, links to existing posts to share/retweet, etc.
The Right Way
How does your persona perceive value? What is it that makes them believe and motivates them to act? The answers to these questions will shape your campaign.
If your persona is focused on impact, you should highlight an impressive statistic.
If they’re drawn to more emotional pleas, share a touching story or photo.
And if you’re attempting to reach multiple personas, consider who you are centering and address their preferences first.
Putting It All Together
Personas are key.
Using what you know about them, you can better frame your ask.
Using what you know about them, you can better shape your campaign.
Asking the right people + the right questions + the right way = success
So, what do you think? Are you ready to kick off the charitable season?
Applications are now open for our 2020 cohort!
"Learn How to Scale Your Impact through Communications Strategy"
Effective communications is the difference between an idea and a movement. brandUP empowers nonprofit leaders, like you, to escape the day-to-day and focus on communicating your vision through a strategic brand and communications plan.
We are excited to announce our 2019 brandUP participating organizations.
Atma Connect is an award-winning creator of software products and digital services that connect people to report problems, share solutions, and improve their communities from the ground up. Their free mobile app, AtmaGo, has reached more than 1,200,000 Indonesian users since 2015, delivering real-time, crowd-sourced content. Citizens share everything from traffic updates and job postings to breaking news during national emergencies.
City Surf Project connects underrepresented youth to the ocean—and themselves—through surfing. Their programs support those who may not otherwise have the opportunity to experience swimming lessons, ocean recreation, stewardship activities, and environmental education. They encourage healthy lifestyles and active global citizenship. (2019 Full Circle Fund Grantee)
The Environmental Volunteers organization inspires people of all ages to learn about the wonders of the natural world. They train volunteers to lead hands-on science and nature programs in schools, community organizations, and at the EcoCenter—their public nature center in the Palo Alto Baylands Nature Preserve. They also have a transportation fund to provide affordable and easy-to-schedule transportation for low-income K-12 students in the San Francisco Bay Area who would not otherwise be able to access science and environmental education field trips.
GAIA is a worldwide alliance of more than 800 grassroots groups, non-governmental organizations, and individuals in over 90 countries whose ultimate vision is a just, toxic-free world without incineration. They focus on three initiatives: promoting zero waste, reducing problematic waste streams like plastic, and putting an end to the ineffective and hazardous practice of burning waste.
LitLab creates connected and interactive early learning environments by deploying books, digital content, and blended learning solutions for under-resourced children, their caregivers, and educators. They engage parents and caregivers as a child’s first teacher, mobilize early learning advocates, empower teachers with training, and provide blended learning interventions customized through pre-survey data for each child. Through combined resources and integrated, yet customized programs, they are revolutionizing early learning.
Mobile Pathways’ team consists of immigration attorneys, technology experts, and immigrant advocates. They help undocumented and under-documented immigrants gain access to reliable legal information via mobile phone technology. A proprietary “decision tree” texts users potential paths for legal immigration status. Once they understand their options, they are given a list of qualified immigration advocates who can assist them.
MotherCoders helps women with college degrees and work experience get on a career track in tech that leverages their unique skills, experiences, and passions. Whether it’s acquiring a particular skill-set for career advancement, re-entering the workforce after a pause for motherhood, or accelerating the growth of a startup, their training program enables students to gain enough skills, knowledge, and community support to confidently take the next step (or 2 or 3) toward a career in tech.
New Left Accelerator empowers emerging, progressive organizations and leaders working to strengthen civic engagement and advance a more just and equal society. They accomplish this by running an accelerator program and serving as a resource clearinghouse for these promising, new organizations.
Partnerships for Trauma Recovery (PTR) aims to reduce the mental health gap by addressing the psychosocial impacts of trauma caused by war, torture, forced displacement, human trafficking, and persecution due to identity and beliefs. Their model is built on three complementary components: mental health care for international survivors of human rights abuses, clinical training for globally-minded clinicians, and policy advocacy for efforts aimed at reducing trauma. (2019 Full Circle Fund Grantee)
Renaissance Entrepreneurship Center empowers and increases the entrepreneurial capacities of socially and economically diverse women and men, thereby strengthening communities through the creation of sustainable new businesses, new jobs, and the promotion of financial self-sufficiency. They offer low-cost office space and ongoing business support to emerging and established small businesses at several locations. They also offer free one-on-one financial consultation. (2019 Full Circle Fund Grantee)
Richmond Promise is a community-wide college success initiative to build a college graduating culture in Richmond, CA. Through a college scholarship, collaborative cross-sector partnerships, and supportive programming, they aim to ensure all students in Richmond excel to and through higher education, reach their career goals, and become change-making leaders in the community.
RYSE creates safe spaces grounded in social justice for young people to love, learn, educate, heal, and transform lives and communities. Their youth center has free programs in education and justice; community health; media, arts, and culture; and youth organizing. Programming at RYSE is anchored in the belief that young people have the lived knowledge and expertise to identify, prioritize, and direct the activities and services necessary to thrive.
Shawl-Anderson Dance Center provides Bay Area dance students of all ages and levels with high caliber training in both contemporary and traditional movement forms in a welcoming, non-competitive environment. The Center is a non-profit organization, committed to nurturing and mentoring the growth of dancers and choreographers; cultivating a healthy and supportive atmosphere for creative expression; sustaining traditions essential to excellence in the field; and fostering the evolution of the art of dance.
Sirum saves lives by connecting organizations with surplus medications to patients in need. in the U.S. there is often a large supply of unexpired drugs that are collected from manufacturers, wholesalers, pharmacies and health facilities. Sirum helps connect that surplus supply with clinics and pharmacies that serve low-income families. (2019 Full Circle Fund Grantee)
The Social Justice Sewing Academy (SJSA) is an art program that bridges artistic expression with activism and empowers youth to amplify their voice through art that advocates for social justice. By using textile art as a vehicle for personal transformation and community cohesion, SJSA empowers youth to become agents of social change. A unique part of their program intentionally bridges generational, racial, and socioeconomic divides by sending youth art blocks to embroiderers all over the world.
The Spanish Speaking Citizens’ Foundation empowers East Bay families to improve their lives, embrace their heritage, and develop as civic leaders. They provide educational and workforce development services, as well as help navigating immigration and citizenship. They also partner with government and community organizations to assist families and youth in securing programs, services, and resources to enrich their lives.
TalkingPoints drives student success in low-income, diverse areas through building strong partnerships across parents, schools, and communities. Their goal is to impact 3 million students and their parents by 2020. (2019 Full Circle Fund Grantee)
Tandem® engages the community to ensure all families have the resources, skills, and confidence they need to support their children’s kindergarten readiness. StoryCycles®, their school-to-home book-sharing program, provides families with access to high-quality children’s books and support materials. They also offer free, community-based workshops for families, caregivers, and educators to deepen their knowledge of early childhood brain development and share simple, effective strategies for building language and literacy through everyday activities. (2019 Full Circle Fund Grantee)
Tarjimly means “translate for me” and was founded in 2017 in response to the Syrian refugee crisis and the US Refugee & Travel Ban. Their mission is to improve the lives of refugees and the efficiency of humanitarian services by eliminating language barriers. The Tarjimly mobile app allows the world’s 3 billion multilingual speakers to remotely volunteer their language skills as translators and interpreters for the 65 million displaced people. (2019 Full Circle Fund Grantee)
Turn Out maximizes the impact of volunteerism to strengthen LGBTQ+ communities. They accomplish this via three main programs: recruitment, matching, and events. Through their biweekly newsletter, which highlights new opportunities, and their online platform, volunteers can join the projects that are right for them.
Urban Ed Academy leverages community partnerships in education to drive culturally reflective experiences for students of color in schools as a means of closing the opportunity gap. They use hands-on, interactive, and culturally relevant approaches to ensure students gain an understanding of themselves, the world around them, and how it applies to various academic and social settings.
Urban Strategies Council is a regional research and advocacy organization, dedicated to social, economic, and racial equity. Their mission is to eliminate persistent poverty in the Bay Area by working with partners to transform low-income neighborhoods into vibrant, healthy communities. Issue areas include: criminal justice reform, boys and men of color, economic opportunity, pathways to career and college, and violence prevention.