End-of-Year Fundraising: Campaigns that Work

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Allyson Goldsmith [email protected] @allyson8765 Colleen Hutchings [email protected] Year-End Fundraising Campaigns that Work Christine Schaefer cschaefer@salsala bs.com @salsalabs

description

Planning for end of year fundraising can be stressful. How do you put together just the right mix of emails, landing pages, social media outreach, and other tactics to raise a significant chunk of money from your supporters? There are a ton of strategies out there. Which will work for your organization? We’ve got some ideas for you. Join us for a webinar where we’ll discuss end-of-year fundraising campaigns and strategies, including: - Why matching emails to landing pages is key - Utilizing multiple channels for the ask (email, social media, your website, etc…) - How #GivingTuesday can boost your end-of-year campaign - Real-life examples of successful end-of-year fundraising campaigns

Transcript of End-of-Year Fundraising: Campaigns that Work

Page 1: End-of-Year Fundraising: Campaigns that Work

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