Holiday Online Fundraising: 30 Tips for Campaign Success
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Transcript of Holiday Online Fundraising: 30 Tips for Campaign Success
2014?
Always start with
what you know.
What did you do in
2014? Was it
successful? And
how did you
measure success?
#1
@SimrenDeogun @CanadaHelps #HolidayFundraising
Giving Season
‘Season of Giving’ extends to charities; talk to your donors about what it means to give during the “holidays.”
#2
@SimrenDeogun @CanadaHelps #HolidayFundraising
Timing
The last 3 months of the year account for more than a third of the year’s overall giving.
[Blackbaud Charitable Giving Report, Feb 2014]
#3
@SimrenDeogun @CanadaHelps #HolidayFundraising
December
A huge chunk of
donations are
received in the month
of December.
January remains the
lowest month of the
year for online giving.
[Blackbaud Charitable Giving Report, Feb 2014]
#4
@SimrenDeogun @CanadaHelps #HolidayFundraising
December +
10% of annual
donations are made
in the last three days
of December and 5%
on December 31st.
[CanadaHelps]
#5
@SimrenDeogun @CanadaHelps #HolidayFundraising
Build a
Campaign.
A pre-planned,
structured
approach to year-
end fundraising.
One objective.
One message.
#6
@SimrenDeogun @CanadaHelps #HolidayFundraising
Team Consensus
Marketing and
Fundraising – one
team, one goal!
#7
@SimrenDeogun @CanadaHelps #HolidayFundraising
SMART Goals
Specific.
Measurable.
Achievable.
Results-oriented.
Time-limited.
#8
@SimrenDeogun @CanadaHelps #HolidayFundraising
Brand
Don’t forget about the
importance of brand
message and
consistency –
especially at the year-
end, when
competition is at its
peak.
#9
@SimrenDeogun @CanadaHelps #HolidayFundraising
Hook
End of year is a
special time – not just
another chance to
give. Creating a hook
means offering your
audience a special
reason to give.
#10
@SimrenDeogun @CanadaHelps #HolidayFundraising
Case for Support
Giving for the sake
of giving motivates
only the few. Create
a compelling case
to give now that’s
specific to this
campaign.
#11
@SimrenDeogun @CanadaHelps #HolidayFundraising
Audience
Define your top 3
audiences. These
will be your
primary target.
#12
@SimrenDeogun @CanadaHelps #HolidayFundraising
Call to Action
Be specific.
Donate? Give
monthly? Sign the
petition? Send a
note? Post a
selfie? Two-step?
#13
@SimrenDeogun @CanadaHelps #HolidayFundraising
Partnerships
Leverage existing
corporate and
individual
relationships to
bolster your ask.
#14
@SimrenDeogun @CanadaHelps #HolidayFundraising
Custom Donation Page
A campaign doesn’t only exist on the frontend through promotions. Create a seamless experience with a donation page that aligns with your campaign and its message.
#15
@SimrenDeogun @CanadaHelps #HolidayFundraising
Multi-channel
No campaign should be executed in only one channel anymore. Keep this simple by leveraging the channels you’re already fundraising in.
#16
@SimrenDeogun @CanadaHelps #HolidayFundraising
Email is your
workhorse – please
don’t believe
anyone that tells
you otherwise.
Frequency should
be tested!
#17
@SimrenDeogun @CanadaHelps #HolidayFundraising
Online Ads
These can be
your best friend –
don’t be afraid to
repeat the ask to
those who have
shown an interest.
#19
@SimrenDeogun @CanadaHelps #HolidayFundraising
Video
Video consumption in Canada has increased 36% since Jan 2014 –it’s a great way to increase engagement with your social media posts.
[ComScore Digital Future in Focus Canada, 2015]
#20
@SimrenDeogun @CanadaHelps #HolidayFundraising
Offline
Pick one offline
channel that you
can integrate into
your online
campaign.
#21
@SimrenDeogun @CanadaHelps #HolidayFundraising
How much?
It’s not easy to build
dynamic gift arrays
online for many of
us – be sure to
carefully consider
your minimum and
maximum amounts.
#22
@SimrenDeogun @CanadaHelps #HolidayFundraising
Responsive
Invest in a
mobile-friendly
experience.
#23
@SimrenDeogun @CanadaHelps #HolidayFundraising
Giving Tuesday
Actively promote GT and you’ll likely see a lift in donations – an average increase of 93% in number of donations for those charities that did in 2014.
[CanadaHelps]
#24
@SimrenDeogun @CanadaHelps #HolidayFundraising
Holidays
If you intend on
acknowledging
the holidays, be
sure to fully
integrate it into
your
communication.
#25
@SimrenDeogun @CanadaHelps #HolidayFundraising
Post-Holiday
The opportunity to give (or ask) does not end on December 25th –the very end of year can play a crucial role in your case for support.
#26
@SimrenDeogun @CanadaHelps #HolidayFundraising
Tax Receipt
Tax credit at year-
end is a major
motivator for
donations.
#27
@SimrenDeogun @CanadaHelps #HolidayFundraising
2016!
January is a low
month for online
giving – this is
your opportunity
to thank
supporters and
talk about impact.
#28
@SimrenDeogun @CanadaHelps #HolidayFundraising
Analysis
Collect as much
data as you can
and get the
experts to parse it
out to find the
golden nuggets.
#29
@SimrenDeogun @CanadaHelps #HolidayFundraising
Have fun!
Encourage new
ideas. Different
execution.
Testing. Get
energized!
#30
@SimrenDeogun @CanadaHelps #HolidayFundraising