24 Hours of Giving: Live Impact, Real Change

Primary Goal

Raise $100,000 through the livestream event, focusing on securing recurring donors for long-term support.

Objectives

• Attract 1,000 livestream participants.
• Convert 30% of attendees into donors.
• Build a sense of community among donors through interactive real-time engagement.
• Increase social media followers and email subscribers through campaign activities.

Key Campaign Metrics

• Total donations raised during the livestream
• Number of new recurring donors
• Viewer engagement (comments, shares, reactions)
• Social media reach and impressions
• Number of viewers and average watch time

Donor Segments

• First-Time Donors: Inspired by the excitement and transparency of the livestream.
• Loyal Donors: Motivated by deeper engagement and a chance to make an even greater impact.
• Major Donors: High-net-worth individuals with the potential for significant contributions.
• Recurring Donors: Existing monthly givers who may increase their support.
• Lapsed Donors: Past supporters re-engaged through the dynamic livestream format.

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Donor Journey

Awareness Stage

Potential donors are introduced to the campaign and nonprofit’s mission through targeted outreach. Build anticipation with teaser content on social media, such as countdown posts, behind-the-scenes glimpses, and impact videos highlighting why the campaign matters. Use email outreach to send compelling invitations, event details, and reminders to encourage participation. Ensure all content communicates the campaign’s purpose and emotional connection to your cause.

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Engagement Stage

Motivate donors to participate by sharing impact stories that highlight how their contributions make a difference. Announce live challenges, matching gifts, and donation milestones to create excitement. Use interactive social media elements, like polls or Q&A sessions, to connect donors emotionally to the event and its mission. Offer previews of guest speakers or impactful segments to increase anticipation.

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Conversion Stage

Drive action during the livestream by using clear CTAs throughout the event, such as “Donate now to help us reach our next milestone!” Incorporate tools like a real-time progress tracker to visually display donation impact. Recognize donors with live shoutouts, emphasizing their contribution and its importance. Leverage time-sensitive challenges, like donation matches, to encourage immediate action.

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Post-Donation Retention

After the event, thank donors with personalized messages highlighting the campaign’s results and their role in its success. Share impact updates through videos, emails, or infographics to show the tangible outcomes of their gifts. Encourage ongoing support by explaining how recurring donations will help sustain the nonprofit’s mission beyond the event.

Website

The website serves as the central hub for the campaign, where donors can watch the livestream, track campaign progress, and make contributions.

Key assets - Create a dedicated landing page featuring an embedded livestream and real-time progress tracker to keep donors engaged and motivated. Include clear CTAs for one-time and recurring donations, ensuring the donation process is seamless and mobile-friendly. Use personalized donation forms to enhance the donor experience and collect relevant data for follow-up.

Email Marketing

Email marketing is essential for reaching supporters directly, building anticipation, and following up after the event.

Key assets - Send a series of targeted emails before, during, and after the livestream, including teasers, guest announcements, and countdowns. During the event, use reminder emails with direct links to the livestream and donation page. Post-event, send thank-you emails that share campaign results and encourage recurring donations to sustain the impact.

Social Media (Facebook, Instagram, YouTube)

Social media drives awareness and engagement through dynamic, shareable content.

Key Assets - Use short teaser videos, behind-the-scenes clips, and live updates to build momentum before and during the event. Incorporate interactive elements like polls, Q&A sessions, and live reactions to keep followers engaged. Leverage platform-specific features like Instagram Stories and YouTube comments for real-time interaction with your audience.

Paid Ads (Google Ads, Facebook Ads)

Target potential donors with holiday-themed ads promoting the livestream and emphasizing real-time impact.

Key Assets - Create video ads emphasizing the livestream’s real-time impact and urgency. Use clear CTAs that link directly to the campaign page or donation form. Retarget existing supporters with ads that highlight the importance of recurring donations and the tangible outcomes of their gifts.

Livestream Platform (YouTube Live, Facebook Live)

Host the livestream with real-time donation updates and live interaction to keep viewers engaged.

Key Assets - Host the event on a platform that allows for real-time donor recognition, such as live shoutouts and progress updates. Incorporate interactive features like polls and Q&A sessions to sustain viewer interest throughout the event. Use live donation matching challenges to create excitement and urgency, encouraging viewers to act immediately.

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By focusing on these basic requirements, your internal and external teams can get the "24 Hours of Giving: Live Impact, Real Change" campaign off the ground. For a more detailed checklist and additional setup instructions, download the complete campaign GTM guide PDF.

Requirements:

1. Donately Account

• Why it's important: Donately provides the infrastructure for setting up donation forms, tracking donations in real-time, and automating thank-you messages. These tools are essential for ensuring a smooth donor experience and maintaining transparency during the campaign

2. Webflow Account or Website Access

• Why it's important: A responsive and engaging landing page serves as the central hub for the campaign, hosting the livestream, donation tracker, and key CTAs. Platforms like Webflow allow you to create pages that are visually appealing, easy to navigate, and optimized for conversions.

3. Livestream Platform

• Why it's important: The livestream is the heart of the campaign. Platforms like YouTube Live or Facebook Live offer real-time engagement, easy embedding into your website, and interactive tools like live chat and polls to keep viewers engaged.

4. Donation Form and Campaign Tracker

• Why it's important: Accessible and intuitive donation forms make it easy for viewers to contribute, while a live progress tracker visually shows the impact of their support, driving motivation and momentum.

5. Campaign Messaging and Content

• Why it's important: Clear, compelling messaging ensures consistency across channels and helps convey the campaign’s goals and urgency. Pre-written email templates, social media posts, and livestream scripts reduce friction for your team and increase campaign effectiveness.

6. Marketing Plan

• Why it's important: A well-structured marketing plan helps you promote the campaign effectively and ensures no outreach opportunity is missed. Tools like HubSpot or Mailchimp streamline pre-event, live, and post-event communications.

7. Internal Team Coordination

• Why it's important: Success depends on collaboration between marketing, fundraising, and tech teams. Clear role assignments ensure seamless livestream management, donor engagement, and quick troubleshooting for technical issues.

8. Guest Speakers and Livestream Content

• Why it's important: Guest speakers or internal staff add authenticity and keep viewers engaged. Live testimonials, impact stories, and real-time updates enrich the event experience and build trust with donors.

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