Beginning in 2015, 99 Charity Day is an annual online charity event initiated by Tencent together with NGOs, foundations, famous business, and celebrities etc. 99 Charity Day is one of the largest giving days in China, like “Giving Tuesday” in the US.
Tencent try to bring traditional philanthropy into the smartphone era, not only to scale the internet usage, but also to develop China’s philanthropic environment. While, what is the real value of participating in this event for NGOs／foundations?
The answer is：recruit and retain new donors.
99 Charity Day effectively drive new donor acquisition, the true power of the day lies in the potential for long-term support. A nonprofit organizations should do their most to fold new donors into their own community and develop them into lasting supporters, transforming 99 Charity Day from a singular anomaly to a funnel that fuels efforts year-round.
And How? A donor retention plan is a must for each NGO and foundation；
As we all know, all of the donors data from 99 Charity Day is in the hands of Tencent, not in nonprofit organizations themselves. But that doesn't mean the nonprofit organizations can't do anything to Retain 99 Charity Day Donors .
Here are some tips for you:
1. 对腾讯99 的支持者进行梳理和分类Segment your donors.
2. 尝试各种途径获取／完善捐赠人信息Try your best to acquire donors information, nurture new relationships.
1）鼓励索要发票；
2）设置捐赠回馈，近1月内通过微信公众号、newsletter等途径鼓励填写信息获取礼物回馈；
3）制作表单发挥一起捐核心发起人的宣传作用，鼓励填写信息获取信息反馈监督项目执行；
4）在每次的腾讯后台反馈中加入呼吁，附上表单，鼓励填写信息获取信息反馈监督项目执行；
5）设计项目参与机会或活动参与机会，吸引捐赠人注册信息参与活动；
备注：表单需要填信息包含姓名、性别、电话、收件地址。
3. 把握年末工作回顾和回馈的好时机plan your year-end fundraising campaign.
1）整合收集到的数据，优先健康完整的数据进行年度维护；
2）整理过往所有品牌宣传的素材，交给专业设计师定制专属的宣传素材／礼品套装；
（切勿奢华，套装的概念含年报／外封／礼品／信函风格等）
3）可特别设计2019元旦／新春线上筹款活动，进行月捐／年捐／日捐／次捐的宣传；
后面莎莎会分享怎么做年末的筹款计划，敬请期待；
如需公益视角的专业设计服务，欢迎联系莎莎咨询；
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