2016 Best Practices Holiday Fundraising Campaigns
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Transcript of 2016 Best Practices Holiday Fundraising Campaigns
Best Practices Fundraising Holiday Campaigns for Today’s Nonprofit
Ken Miller – Denali Fundraising ConsultantsMAP Presentation
Thursday October 13
2016 Nonprofit Holiday CampaignGo
als &
Pla
nsWhat are our GoalsWhat are our Plans
Cale
ndar
and
WhoWhen do
we it?Who does it?
Impl
emen
tatio
nFollow the planAdjust as needed
Follo
w Up
& P
CGTrack resultsThank yousPCG
Goals (What)• Set goal for number of unique donors• Set goal for number of transactions• Set goal for amount in donations
Calendar (When) & Plan (Who & How)• Budget• Offline (direct mail) calendar• Online (digital & social media) calendar• Marketing plan & calendar• PCG plan & calendar• End of year plan & calendar
Calendar October –
Set goals & budget with staff & Executive Director Create plan & calendar Meet w staff, volunteers and vendors (contracts in place) Update Facebook, Guidestar & Moz Local Test all digital platforms Order envelopes for direct mail Find corporate match for all mailers Clean up appeal and affinity lists
November – Misc. corporate requests for funding (11/5) 1st holiday mailers appeal/affinity & acquisition drops (11/10) Begin online fundraising campaigns (11/15) Begin marketing campaigns (11/15)
Calendar December –
2nd holiday mailer appeal/affinity & acquisition drops (12/1) Misc. corporate requests for funding (12/1) Marketing campaigns (12/1)
PSAs NCM Valpak
Pick.Click.Give plan & checklist (12/5) 3rd holiday appeal mailer drops (12/15) optional End of Year plan & checklist (12/15) PCG marketing campaign begins (12/26) End of Year online marketing campaign & eblast (12/30 & 12/31)
Corporate, Foundation & Organizational Requests for Funding Attempt to do 20-30 during November & December Create a template in MS Word for offline requests sent by email
Cover Sheet & Letter Request – what we are asking for History, Services Provided, Beneficiaries Recognition & Benefit to funder, Program Cost, Geographic At least 2 photos, EIN and Thank You
Do at least 5 online requests done at organizations website Find appropriate ask amount and month Track results - dashboard Thank and acknowledge appropriately
Corporate, Foundation & Organizational Requests for Funding Do at least 5 online requests done at organizations website At least 47 online funders in Alaska
AK Business Monthly Power List 1,000 BP, GCI, FNBA, Tesoro, TOTE etc.
Find appropriate ask amount and month Track results - dashboard Thank and acknowledge appropriately
Direct Mail Goals, Schedule & PlanDrop Month Name Type Match Amount Cost Count $ Amount % Avg. $ Goal
11/20 Nov Holiday Ask 1st Appeal/Affinity BP 12,000 $ 9,600
175
11/20 Nov Holiday Ask 1st Acquistion Conoco 10,000 $ 8,000
40
12/5 Dec Holiday Ask 2nd Appeal/Affinity Tubular 11,000 $ 8,800
60
12/5 Dec Holiday Ask 2nd Acquisition ExxonMobil 9,000 $ 7,200 15
12/5 Dec Valpak Coupon Fairweather 90,000 $ 2,500 5
12/18 Dec Holiday Ask 3rd Appeal/Affinity Wells Fargo 10,000 $ 8,000 30
52,000* $ 44,100 325
36,000 28,800 1,464 $ 180,000 4.0% $ 123
50,000 40,000 1,748 $ 275,000 3.5% $ 157
Direct Mail Best Practices – List, list, list!
Clean up donor list – September or October Find all missing addresses Remove all dups National Change of Address thru mail house
Create affinity (connected/like organization but have not donated) list Email names Facebook names Event signups Volunteer lists
Purchase best acquisition list possible Demographics – older local women with wealth
Autocalls #10’s and remits
Make sure you have nonprofit status & mailer ID Start horizontal string with $50 But in bulk and spray 5K or 10K
Direct Mail Best Practices – Donor centric letter
Always ask yourself “who is my donor?” “Because” – shown to be very effective
We need your support because… The power of “You”
With your help… With your support… Without you…
Make the donor the hero (Google Jeff Brooks and Tom Ahern) A picture tells a thousand stories… Always have a match! The power of the PS (always offer online giving) Signed by ED or Board Chair
Online Calendar, Budget & GoalsMedia Start End Budget Actual Goal Actual Inc Notes
Facebook - Fine Point 12/2 12/31 $ 3,000 $ 3,000 $ 4,000 $ 2,418
Web Retargeting 12/2 12/31 $ 500 $ 500 $ -
$ -
Pandora 12/2 12/31 $ 1,500 $ 1,500 $ 1,500 $ 220
TV PSA 11/22 12/31 $ -
$ -
$ -
$ -
Radio PSA 12/16 12/31 $ -
$ -
$ -
$ -
YouTube Advertising 12/2 12/31 $ -
$ -
$ -
$ -
Twitter targeted ads 12/2 12/31 $ -
$ -
$ -
$ -
LinkedIn ads 12/2 12/31 $ -
$ -
$ -
$ -
Amazon Wish List 11/22 12/31 $ -
$ -
$ -
$ -
Facebook - BC promoted posts 12/15 12/31 $ 250 $ 234 $ 300 $ 275 need to do more next year
eBlast 1st 12/23 12/31 $ -
$ - $ 1,000 $ 1,930
eBlast 2nd 12/30 12/31 $ -
$ - $ 2,000 $ 1,220
eBlast 3rd 12/31 12/31 $ -
$ - $ 4,000 $ 3,900
NCM 11/29 12/29 $ 1,920 $ 1,252 $ -
$ -
NCM Mobile Ads 11/29 12/29 $ -
$ - $ 500
$ - 147 clicks last year
NCM Box Office 11/29 1/2 $ 2,580 $ 2,580 $ 5,000 $ 4,000 18,375 envelopes to theaters
NCM Tabling 11/29 1/2 $ 1,650 $ 678 $ -
$ -
Valpak 12/5 1/2 $ 1,800 $ 1,800 $ 2,000 $ 2,475
Online Donations (other) 12/2 12/31 $ -
$ - $ 80,000 $ 106,588
Total $ 13,200 $ 11,544 $ 100,300 $ 111,588
Online Checklist for NonprofitsName Promotion & Exposure
Google Display Network (pd) superpages.com Google+ Nonprofits younewstv.com Google One Today Townsquare49 Google+ Local yellowbook.com Google Places for Business Bing Places Google Grants YP.com Google Adwords Express Yahoo Localworks Facebook Promoted Page getlisted.org Facebook Custom & Lookalike Audiences Rating & Online Portal Organizations Soundcloud (FB mp3's) BBB Twitter Guidestar Twitter Ads Charity Navigator LinkedIn Company Page Great Nonprofits LinkedIn Ads Nonprofitlist Groupon Grassroots Charitymap.org Paypal Local Just Give Paypal Here Charity Vault YouTube One Channel Global Giving Vimeo Charity Choice Amazon Wishlist & Pin it http://mycharitymap.org/index/login Amazon Smile ebay Giving Works Pinterest Fundly Bitly Hootsuite Constant Contact Social Share Autocalls
“The Big 4” Online Best Practices – Website, Google, Facebook & Email Website is the key to all online donations
Moz Local - https://moz.com/local Audit website: check all links and look at on mobile platform – October
Email signup Donate button is large and thumbable
Create best practices landing page and donation page – October Does donation page have trust marks? Do dummy donation for $10, track process
Google Analytics for website – in place in October Tag donation page Look at where website traffic is coming from – invest more there
Google Google for Nonprofits – signup in October Google My Business - https://www.google.com/business Google Ads: Adwords and Display Network Google Grants for nonprofits - https://www.google.com/grants/
“The Big 4” Online Best Practices – Facebook
Facebook “About Us” – fill out completely - October Facebook donate button in header Message in Facebook header for support/giving
“Please support us this holiday season” click on header sends to website donate page Boost posts and Ads Manager - https://www.facebook.com/business Custom audiences FB Donations from Page - https://www.facebook.com/donate/signup
Email Best online channel for donations Check all links and buttons before sending out Check how email looks on mobile phone – 50-60% List – clean up unsubscribes and bounces Subject line –
Numbers, Please support…, “This Holiday Season”
Make sure email has social share links
Online Best Practices – Other Twitter
Connect to Facebook Couple of twitter ads - $20
Picture Offer Send to website
LinkedIn One or two online ads - $20 Different demographic
YouTube Video is very powerful YouTube nonprofit program - https://www.youtube.com/nonprofits
Marketing Public Service Announcements - PSAs
Radio – Cut in October/November 30 sec general & 30 sec holiday specific ask – drop approx Nov 15 Create written version for DJs Send to radio stations by email Direct to website or phone
TV – Produce in October/November 30 sec holiday specific ask Name in intro and outro Direct to website or phone Put on website Use for FB, Twitter and all social media
National CineMedia - First look in movie theaters 200K impressions for $2500
Marketing Valpak – Coupon
Approx. 90,000 households for $2,200 Acquisition donations – all new donors 3-10K during holiday season Great exposure and marketing for online
Spenard Builders Supply Signup now – Holiday ask for support and send to website
Press Release – announce accomplishments and goals met announce future campaign goals – “XYZ nonprofit expects to raise… this holiday
season” Incoming phone message –
Thank you for calling… we would be very appreciative of your support this holiday season
change to PCG on Dec 26 All email signatures have holiday ask –
change to PCG on Dec 26
End of Year Campaign – December 30-31 Incoming phone message – Dec 26-31 Website splash page – Dec 26-31 Eblast – Dec 30
Scheduled with link to website donation page Eblast – Dec 31
Scheduled with link Facebook promoted post - Dec 30/31 Google AdWords or Grant – Dec 30/31 Twitter Ad – Dec 30/31
Pick.Click.Give. – December 26 Start planning in October with holiday campaign
Goals, calendar & plan Online
Dec 26 is kickoff of online Google grants Eblasts
Offline Holiday mailers All remits Postcards Phone message – also use for holiday season starting November
Pick.Click.Give. Sample Check list Postcard mailer to 10,000 names – Lesley Dec 28 PSA radio – Ken/Fine Point Jan 2 PSA TV – Ken/Fine Point Dec 31 Email eblast thru Constant Contact – Lesley Dec 31 for Jan 1 to 5,500 names Press Release – “Bean’s Café foresees an increase…” Ken (60 names in media) Winter eNewsletter mention – Lesley Facebook w link – Lesley Dec 31 Facebook event page – Fine Point/Lesley Dec 31 Google Adwords – Ken/Alaska Search Marketing Dec 31 Email signature for all employees – Ken/Terra/Lesley Dec 31 Incoming phone message – Lesley Jan 3 PCG Card in all thank yous – Lesley Jan 3 Sticky labels of Bean’s Café & Pick Click Give for envelopes – Lesley Jan 4 Pick Click Give on website move to top location or splash page – Chris Jan 2 Pick.Click.Give own landing page on website – Chris Jan 2 Have clients do Permanent Fund and PCG – Kathy Facebook sponsored ads – Fine Point Dec 31 Spenard Builder Supply reader board – Lesley Feb 25 Info with year-end receipt 3,500 names – Lesley Jan 25 GCI channel 1 – Fine Point/Lesley Jan 2 Tweet – Lesley Dec 31 Need to ask churches to put in church bulletin Picture upload upon donation on Facebook – Fine Point/Ken (2014) Year-end mailers with PCG card – 3,350 names Jan 23 Twitter hash tag
Final Thoughts & Questions Thank promptly Facilitate the relationship between the donor and mission Try something new! Enjoy the process and the journey Ask for suggestions or help Encourage others in the field
Questions?
Presenter’s Contact Information Ken Miller – Denali FSP Fundraising Consultants - 250-8488 –
Blogs and websites to favoriteJeff Brooks – “Future Fundraising Now”
Roger Craver – “The Agitator”Sean Triner – “Pareto Fundraising”Jon Loomer – “Jon Loomer Digital”
Tom Ahern – “Donor Communications”