BRING Recycling is adding #WorkUpstream – an online campaign starting on #GivingTuesday , December 1st – to their traditional end-of-year fundraising strategy. The social media portion of the campaign targets new donors from their Facebook and Twitter followers, says Ephraim Payne, Development and Communications Director at BRING.
New donors attracted through social media outreach will be added to the FundRaiser database as contacts, allowing for regular follow-up. “It allows us to reach them in a more focused way than we can through Facebook or Twitter,” says Ephraim. “We’ll be able to include them in our donor appreciation and cultivation communications.”
BRING’s end-of-year annual appeal is coordinated to kick-off on #GivingTuesday, too, and to integrate with the online portion of the campaign. “The appeal letter will get to donors on the day before or day of GivingTuesday,” says Ephraim. “We hope it will encourage people to donate more rapidly.”
To make for a more compelling campaign appeal, BRING's development staff personally contacted major donors ahead of time. “We pulled a list of key supporters from our FundRaiser database – people who have given $500 or more in a single gift, or over the past year. We called them and explained the online campaign. Their early donations let us show success right from the beginning, like the ‘silent portion’ of a capital campaign. It also creates opportunities to offer matching gifts, and all of that makes the campaign more exciting to donors,” says Ephraim.
The #WorkUpstream online campaign, which launches on #GivingTuesday, will continue for the full month of December. “If the GivingTuesday part is effective, then we can even raise the goal,” says Ephraim. “We hope to create some online momentum ahead of December 30th and 31st, traditionally the most important giving days of the year.
photo of Megan Yunge of BRING, from the #WorkUpstream campaign photos on facebook.
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