Best Practices Fundraising

Holiday Campaigns for Today’s

Nonprofit

Ken Miller – Denali Fundraising Consultants

AFP Alaska Monthly Luncheon

Wednesday Sept. 17, 2014

2014 Nonprofit Holiday CampaignG

oals

& P

lans

What are our Goals

What are our Plans

Cale

ndar

and W

ho When do

we it?

Who does it?

Imple

menta

tion Follow the

plan

Adjust as needed

Follow

Up &

PCG Track

results

Thank yous

PCG

Goals• Set goal for number of unique donors

• Set goal for number of transactions

• Set goal for amount in donations(see attached worksheet)

Plan & Calendar• Budget

• Offline (direct mail) calendar

• Online (digital & social media) calendar

• Marketing calendar

• PCG calendar & planSee attached worksheet

Calendar October –

Set goals & budget with staff & Executive Director

Create plan & calendar

Meet w staff, volunteers and vendors

November –

Misc. corporate requests for funding (11/5)

1st holiday mailers appeal & acquisition (11/10)

Begin online marketing campaigns (11/15)

December –

2nd holiday mailer appeal & acquisition (11/26)

Misc. corporate requests for funding (12/1)

3rd holiday appeal mailer (12/15)

PCG marketing campaign (12/26)

End of Year online marketing campaign & eblast (12/30 & 12/31)

Corporate, Foundation & Organizational

Requests for Funding

Attempt to do 30-50 during November & December

Create template

Find appropriate ask amount and month

Track results

Thank and acknowledge appropriately

Direct Mail Schedule, Budget & Goals

Remits Mon Name Type Match Amount Cost Count $ Amount % Avg. $ Goal

11/20 Nov Holiday Ask 1st Appeal BP 12,000 $ 9,600 175

11/20 Nov Holiday Ask 1st Acquistion Conoco 10,000 $ 9,000 40

12/5 Dec Holiday Ask 2nd Appeal Tubular 11,000 $ 8,800 60

12/5 Dec Holiday Ask 2nd Acquisition ExxonMobil 9,000 $ 8,100 15

12/5 Dec Valpak Coupon Fairweather 90,000 $ 2,000 5

12/18 Dec Holiday Ask 3rd Appeal Wells Fargo 10,000 $ 8,000 30

142,000 $ 45,500 325

2012 24,000 1,464 $ 180,000 4.0 $ 123

2013 30,000 1,748 $ 275,000 3.5 $ 157

Direct Mail Best Practices – Denali FSP List, list, list!

Clean up donor list

Purchase or create best acquisition list possible

#10’s and remits

Make sure you have nonprofit status & mailer ID

Start horizontal string with $50 (use remit best practices, see attached)

But in bulk and spray

Donor centric letter

Always ask yourself “who is my donor?”

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 or website giving)

Direct Mail Best Practices – PIP

Printing

Postal Design Regulations

Sizes – Postcard, Letter, Flat

Mailing panel

Automation

Mailer ID

Non-Profit Rate

List Management

National Change of Address

Endorsements

Online Schedule, 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 $ - $ - $ - $ - not done

Twitter targeted ads 12/2 12/31 $ - $ - $ - $ - not done

LinkedIn ads 12/2 12/31 $ - $ - $ - $ - not done

Amazon Wish List 11/22 12/31 $ - $ - $ - $ - not done

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 $ - 41 clicks this year, 147 clicks last year

NCM Box Office 11/29 1/2 $ 2,580 $ 2,580 $ 5,000 $ 4,000 18,375 TCL 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

“The Big 4” Online Best Practices – Denali FSP Website, Google, Facebook & Email

Website is the key to all online donations

Audit website

Check all links and look at on mobile platform

Create best practices landing page and donation page

Google

Adwords

Display Network

Google Grants for nonprofits

Facebook

Power Editor

Custom audiences

Look alike audiences

Email

List

Subject line

Links and buttons that work on mobile

Online Best Practices – Fine Point Marketing Facebook

Facebook ads

Targeted

Tracking and adjustments

Results (see attached)

Facebook power editor

Facebook audiences

Facebook tracking and analytics

Pandora

LinkedIn, Twitter and YouTube

2012 Online Campaign

$250

$6,940

$100

$50

$70

$900

$5,545

$1,900

$1,760

eNewsletter August 2012,August 2012…

Facebook, OptimizedCPM, Video, Holiday

Google CPC Image Ads,Image Ads, donate

KTUU, CPM, Mobile,Holiday

KTUU, Mobile, Mobile,KTUU Mobile

KTUU, DecBlast2,KtuuEmail, KtuuDecBlast2

Last Chance to Donate,New Year's Eve, email

Thanksgiving Eblast,Thanksgiving Facebook,…

EblastDecKtuu, email,newsletter, eblast23ktuu

$0 $1,000 $2,000 $3,000 $4,000 $5,000 $6,000 $7,000 $8,000

Campaign Donations

• Facebook

• Eblast “Last Chance to Donate”

• Eblast “Thanksgiving”

• Eblast “KTUU”

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

Pick.Click.Give Start planning in October with holiday campaign

Goals, calendar & plan (see attached)

Online

Dec 26 is kickoff of online

Google grants

Eblasts

Offline

Holiday mailers

All remits

Postcards

Pick.Click.Give. sample campaign 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 for us?

Presenter’s Contact Information

Ken Miller – Denali FSP Fundraising Consultants - 250-8488 – ken@denalifsp.com

Debbie Hahn – PIP Printing & Marketing – 265-7711 - debbie@pipalaska.com

Ross Johnston – Fine Point Advertising – 444-1923 - ross@finept.com

Blogs and websites to favorite

Jeff Brooks – “Future Fundraising Now”

Roger Craver – “The Agitator”

Sean Triner – “Pareto Fundraising”

Jon Loomer – “Jon Loomer Digital”

Tom Ahern – “Donor Communications”