How To Make Your #GivingTuesday + Year-End Fundraising Campaigns Standout
End-of-Year Fundraising: Campaigns that Work
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Transcript of End-of-Year Fundraising: Campaigns that Work
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Allyson [email protected]@allyson8765
Colleen [email protected]
Year-End Fundraising Campaigns that Work
Christine [email protected]@salsalabs
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Premium Gifts Campaign
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Advocacy & Fundraising Combined Campaign
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Overarching Things to Remember
• Be Responsive
• Create a timeline
• Have daily check in meetings
• Think of end of year fundraising as a cohesive campaign
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#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
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Next Year When You Have More Time
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A Change in Design Improving Response
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Tactic #1:Creating Your
Countdown Calendar
1.The Last Week
2.Dec. 31st
3.Creativity is Key
4.Break Up $ Askswith Other Actions
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Emails in The Last Week and December 31st
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Creativity is Key
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Break Up $ Asks with Other Actions
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Tactic #2:Plan Follow-up
Before You Start
1.Post-EOYFNewsletter
2.TY Email in January
3.Automated Nurture
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Post EOYF Newsletter
January TY Email
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Nurture Program – Preferably Automated
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Tactic #3:Go Smaller for Big
Results
1.CleanYour List!
2.Segmentation
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Clean my
List!
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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
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Don’t Personalize, Individualize
244%e-mail opens
161% click through
330% revenue per mailing
*Janrain
E-mail segmentation by demographics and interests
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SomeTips & Tricks for Success
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What Should You Do When an Email Fails?
• Write extra emails beforeend of year fundraising begins
• Quickly analyze what went wrong
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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)
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Clean my
List!
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Analytics!
• Data to track: • Email signers• Email level data• Weekly data by platform
• Remember to have a debrief meeting in January
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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.
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Top 4 Fundraising Rules for Social Media
1. Demonstrate tangible ROI
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Top 4 Fundraising Rules for Social Media
2. Communicate an aspirational yet achievable goal
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Top 4 Fundraising Rules for Social Media
Use “RT Plz” and “#ff” – they have power
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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)
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Shockingly easy repeat
donations
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One More Tool for Success:
QuickFill
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Allyson [email protected]@allyson8765
Colleen [email protected]
Get In Touch!
Christine [email protected]@salsalabswww.salsalabs.com