The Final 48 hours - Getting Your Piece of the $30 Billion Pie
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Transcript of The Final 48 hours - Getting Your Piece of the $30 Billion Pie
HousekeepingWrite things down
Get 3 actionable outcomes
Ask lot’s of questions
@bradyjosephson
Send an email.
It’s a valuable but also noisy time.
Competition for inbox space is high.
Some resources
nextafter.com/resources/5-ways-to-cut-through-the-clutter-with-your-year-end-fundraising/
digitalcharity.canextafter.com
Who are you talking to? For last minute donors in particular?● Last Minute Mindy
○ Wants to give but not sure how much she can afford
● Needs A Reminder Rembert○ Has committed to give in his mind but keeps forgetting
● Like Clockwork Carol○ She plans her giving every year and will give regardless
● Still Waffling Walter○ Still debating how much and to who
Who are you talking to? For last minute donors in particular?● Last Minute Mindy
○ Wants to give but not sure how much she can afford
● Needs A Reminder Rembert○ Has committed to give in his mind but keeps forgetting
● Like Clockwork Carol○ She plans her giving every year and will give regardless
● Still Waffling Walter○ Still debating how much and to who
What are some segments in your database?
● Have given in past year’s but not yet this one● Have given in the last week/month in past years● Have already given this year end/campaign
Have not given
Have given
Lower the suggested donation amounts in emails and online for lapsed, about to lapse and double
lapse donors.
Why should they give? What is your offer & message?● Campaign
○ Continuation of your December, #GivingTuesday and/or Year End campaign
● Thanks○ For a successful campaign or year
● Case○ General case for support style ask
● Tax○ December 31, advantages of tax
Why should they give? What is your offer & message?● Campaign
○ Continuation of your December, #GivingTuesday and/or Year End campaign
● Thanks○ For a successful campaign or year
● Case○ General case for support style ask
● Tax○ December 31, advantages of tax
December 31 is a natural end date for a campaign to end increasing urgency and leverage goal proximity.
Campaigns create seed funding opportunities & work great with matching funds.
Campaign
Thanks
Case
Tax
Linking to or building a tax calculator can help add value and make the tax incentive more powerful.
digitalcharity.canextafter.com
Have not given
Have given
What do they receive?
● Email(s)● Postcard● Calls● Social Media
What do they receive?
● Email(s)● Postcard● Calls● Social Media
Great emails are relevant and offer value. Even at year end.
Subject lines are hugely important!
Keep it simple and focused on one action.
Three Sample Schedules
● Option #1○ December 29th and December 31st
● Option #2○ December 29th
● Option #3○ December 29th, December 30th and December 31st
Three Sample Schedules
● Option #1○ December 29th and December 31st
● Option #2○ December 29th
● Option #3○ December 29th, December 30th and December 31st
Scrub those who have given between emails or send only to those who did
not open or did not click.
Competition for inbox space is high.
29th 31st
Time of day… really depends.
Where are people completing their donation?● Mail a cheque
○ Make sure your postal address is clearly available on your website○ Put it in emails
● Website○ Easy to find donation experience○ Swap out homepage image/layout for donations
● Phone○ Have someone ready to answer the phone○ Make number available online and in emails
● Social○ Use to reinforce key message○ Update progress (if goal/campaign) and can post more (countdown)
Where are people completing their donation?● Mail a cheque
○ Make sure your postal address is clearly available on your website○ Put it in emails
● Website○ Easy to find donation experience○ Swap out homepage image/layout for donations
● Phone○ Have someone ready to answer the phone○ Make number available online and in emails
● Social○ Use to reinforce key message○ Update progress (if goal/campaign) and can post more (countdown)
Use social for more posts, updates, countdowns. Best in relation to real campaigns
Summary● Still good fundraising
○ Why care? Why you? December 31 helps with Why now?
● Who○ Those who already want to or forgot
● Why○ Campaign - with a stated goal and incentives
● What○ Email - relevant offer, attention grabbing subject line, simple content and one action
● When○ 29th and 31st - scrub or reduce send to lists as you go
● Where○ Website - easy to find and complete donation
Some resources
● recharity.ca● NextAfter● Science of Giving● charity: water● classy.org/blog● CauseVox● Network for Good● MailChimp● Digital Charity Report● UGM.ca
