Creating Successful End of Year Fundraising Campaigns

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

CREATING SUCCESSFUL END OF YEAR FUNDRAISING CAMPAIGNS

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© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

PRESENTERS


RICH DIETZ

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Founder of Nonprofit R+D - Technology Training for Nonprofit Professionals Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley.

@nonprofitrd

www.NonprofitRD.com/FB

www.NonprofitRD.com/IN

www.NonprofitRD.com/gplus

http://www.nonprofitrd.com/gplus


JAMY SQUILLACE

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Sr. Product Manager - Abila

Responsible for Sage Fundraising 50, Sage Fundraising Online, Sage Nonprofit Online and Sage e-Marketing.

Jamy has 16 years experience in product planning and management. Her goal is to create and evolve solutions that fulfill customer desires and exceed expectations.

@jrsquillace www.linkedin.com/in/jamysquillace


AGENDA

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• What is a Year-End Campaign?

• Why You Need to Launch a Year-End Campaign Today

• Tools of the Trade

• Best Practices for Year-End Campaigns • Donor Loyalty

• Q&A


OUR GOALS TODAY

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• Convince you why you need to launch a Year-End Campaign

• Provide ideas and tips to get you going or improve your current campaign

• Get you to take action and launch the campaign ASAP • No campaign is ever perfect or “ready” • Only way to improve is to get something out there and test • Pick one or two ideas and add them to your campaign


WHAT IS AN END OF YEAR CAMPAIGN?


DEFINITION – END OF YEAR CAMPAIGN

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A coordinated multi-appeal fundraising campaign that capitalizes on the end of year giving cycles that is a part of a larger donor cultivation system

Key ideas from the definition • Coordinated • Multi-appeal • Giving cycles • Part of larger system (Donor Engagement)

Also known as:

EOY Campaign, Year End Campaign, Holiday Campaign, etc.


WHY YOU NEED TO LAUNCH AN END OF YEAR CAMPAIGN


WHY AN END OF YEAR CAMPAIGN?

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• NPO’s raise from 40% to 70% of their funds at the end of the year • Up to 22% in the last two days of the year

• People like to give during the holiday season

• People like to get their tax breaks

• Great way to update your supporters about the year’s accomplishments and what you have planned for the new year

• Great opportunity to find new donors


TOOLS OF THE TRADE


TOOLS OF THE TRADE

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You only need four tools to run a solid Year-End Campaign Online

• Place to make your case – website

• Way to take money – donation form(s)

• Way to connect with donors – email marketing

• Way to track results – online analytics


BEST PRACTICES AND TIPS FOR END OF YEAR CAMPAIGNS


BEST PRACTICES - BASICS

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Prepare and Plan • But keep it simple for now • Start from where you are and improve every year • Use the Year End Campaign Planning Guide eBook


COMPELLING CAMPAIGNS

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Tell a Great Story* • Inspire them with your passion

• Individual stories are best

• People give to people • Emotion >> Rationality

• Make it timely

• Online Video * Templates in the eBook will help you here.



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Tell a Great Story - Example

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http://www.austinfoodbank.org/hunger-is-unacceptable/



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GET YOUR MESSAGE HEARD

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The end of year can be crowded and noisy….

• Timing • Be compelling, Be First, Be Often

• Event Fundraising – The 890% Difference • Another way to engage and stand out • Tie the events into your end of year fundraising • eBook – Event Fundraising Best Practices

• Create a “Signature” event or campaign

• Peer to Peer Fundraising


DONOR LOYALTY


DONOR LOYALTY

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• Definition: • “the ongoing process of engaging with your donors so that they

contribute with donations and time to your organization over the long term”.

• Also called – donor retention, donor engagement, donor cultivation

• Key is to think about the “lifetime value” of your donors • Build relationships with those donors • Maximizing lifetime value is something you do FOR donors • Increase “use”


WHY IS DONOR LOYALTY IMPORTANT?

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Easy way to stand out from the crowd Vital for long-term health of your organization

• Much harder and more expensive to get first time donors • 10% improvement in attrition can create a 200% increase in

projected value (Sargeant and Shang – Growing Philanthropy in the United States – 2011)

Real life example – NJ Institute of Technology

• Lifetime value is not always obvious


STRATEGIES FOR DONOR LOYALTY

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Welcome Series

• Automated emails sent to new donors, subscribers, volunteers, etc.

• Can be sent automatically using your email service provider

• Easy way to • Increase number of touch points • Let folks get to know you and your organizations impact

• Also very effective with “recurring” donors • Keep them engaged and interested



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Thank you, thank you, thank you

• The power of “thanks” • 21% of donors say they were never thanked, most others only get

the generic receipt thank you. • 10% decrease in attrition, 200% increase in projected value

• Thank them multiple times throughout the year • Create a thank you series (like the welcome series)

• Think of “next level” thank you strategies • Calls, hand written notes, cards from the kids, etc. • Stand out >> Increase donor loyalty



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Customer Service

• Yes, you need to think of donors as customers

• “Cancellation” is the finale but starts much earlier in the relationship

• “Very satisfied” donors are 2x more likely to engage again (10% >> 200%)

• Spend some time focusing on “customer satisfaction”

• Donors need to be personally invested with your organization



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Communication

• Go beyond the welcome/thank you series and communicate • Engage on a regular basis, great content

• Give supporters more of what they WANT to hear about

• Organizational impact (80%) • Success stories (74%) • More details about the organization (71%) • Information on financial accountability (41%)

(Community Philanthropy 2.0 Survey)

• Show the impact you have made with their help (donations)



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Engage donors in multiple ways

• Don’t just do what you have always done

• Think of new ways to engage • attend live events, volunteer, sign a petition, peer-to-peer

fundraising, ask them to tell friends and family about your cause, post about you on social media, etc.

• Get them to take small actions and do favors


RESOURCES


RESOURCES Start Where You Are

Google is Your Friend

Search for “End of year appeal example,” “thank you card example,” etc.

Gets you off the blank page.

Timeline and Templates

Downloadable eBook


RESOURCES Fundraising Online – http://www.abila.com/solutions/fundraising-online

6 Ways Fundraising Online Helps with Year End

1. Easy, simple and clean donation and registration forms

2. Create multiple forms and deploy them quickly

3. Event Fundraising

4. Contextual Giving – Tell a great story

5. Keep control and ownership of your data and money

6. Peer-to-Peer Fundraising

http://www.abila.com/solutions/fundraising-online






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CONCLUSION

End-of-year campaigns are not as difficult as they seem

Take action – Pick one or two ideas and implement

Only YOU can figure out what works for YOUR organization


Q & A Download the Year-End Fundraising eBook

http://bit.ly/1du3y6X

Learn about Abila Fundraising Online


Contact Rich Dietz www.NonprofitRD.com

[email protected]

Contact Jamy Squillace www.Abilia.com

[email protected]

http://bit.ly/1du3y6X






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mailto:[email protected]

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THANK YOU

Creating Successful End of Year Fundraising Campaigns

Technology

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