Post on 16-Jan-2015
description
Allyson Goldsmithallyson@now.org@allyson8765
Colleen Hutchingscolleen@ewg.org
Year-End Fundraising Campaigns that Work
Christine Schaefercschaefer@salsalabs.com@salsalabs
Premium Gifts Campaign
Advocacy & Fundraising Combined Campaign
Overarching Things to Remember
• Be Responsive
• Create a timeline
• Have daily check in meetings
• Think of end of year fundraising as a cohesive campaign
#GivingTuesday
• To participate in #GivingTuesday or not?
• If it’s right for your organization here’s some tactics to use • Social media posts day of and in the week preceding • Email• Newsletter before the December 2nd
Next Year When You Have More Time
A Change in Design Improving Response
Tactic #1:Creating Your
Countdown Calendar
1.The Last Week
2.Dec. 31st
3.Creativity is Key
4.Break Up $ Askswith Other Actions
Emails in The Last Week and December 31st
Creativity is Key
Break Up $ Asks with Other Actions
Tactic #2:Plan Follow-up
Before You Start
1.Post-EOYFNewsletter
2.TY Email in January
3.Automated Nurture
Post EOYF Newsletter
January TY Email
Nurture Program – Preferably Automated
Tactic #3:Go Smaller for Big
Results
1.CleanYour List!
2.Segmentation
Clean my
List!
Segmentation = Greater Response Rates
Examples of Possible Year-End Segments:• Given within last 3 months• Donated at Year-End Last Year• Top 20%, Middle 40%• No activity >6 months• Specific Program Givers
Don’t Personalize, Individualize
244%e-mail opens
161% click through
330% revenue per mailing
*Janrain
E-mail segmentation by demographics and interests
SomeTips & Tricks for Success
What Should You Do When an Email Fails?
• Write extra emails beforeend of year fundraising begins
• Quickly analyze what went wrong
What Should You Be Doing Now?
• Test tactics you may want to use in December
• Decide on your tactics and deadlines
• Outline a calendar for each platform you plan to use
• Start discussing and writing content(if it isn’t tied to election results)
Clean my
List!
Analytics!
• Data to track: • Email signers• Email level data• Weekly data by platform
• Remember to have a debrief meeting in January
Top 4 Fundraising Rules for Social Media
1. Demonstrate tangible ROI
2. Communicate an aspirational but realistically achievable goal
3. Use “RT Plz” and “#ff” – they have power
4. Match the “headlines”, branding, etc.
Top 4 Fundraising Rules for Social Media
1. Demonstrate tangible ROI
Top 4 Fundraising Rules for Social Media
2. Communicate an aspirational yet achievable goal
Top 4 Fundraising Rules for Social Media
Use “RT Plz” and “#ff” – they have power
Top 4 Fundraising Rules for Social Media4. Match the “headlines”, branding, and the CTA
to the Audience.
It’s more than just branding – it’s a seamless experience(with higher conversion rates)
Shockingly easy repeat
donations
One More Tool for Success:
QuickFill
Allyson Goldsmithallyson@now.org@allyson8765
Colleen Hutchingscolleen@ewg.org
Get In Touch!
Christine Schaefercschaefer@salsalabs.com@salsalabswww.salsalabs.com