Year-End Fundraising Basic 2011

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For fundraisers new to year-end campaign strategies and planning, this presentation covers the basics. Learn what year-end fundraising is, why organizations should do it and best practices, including preparation, creating multiple touch points, simplifying the donation process, and telling a great story.

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Year-End Fundraising Basic 2011

  1. 1. Year-End Fundraising: Basic<br />Richard DietzNonprofit R+D<br />www.nonprofitrd.com<br />
  2. 2. Agenda<br />What is a Year-End Campaign?<br />Why You Need to Launch a Year-End Campaign Today<br />Tools of the Trade<br />Best Practices for Year-End Campaigns<br />Templates and Examples<br />Q&A<br />
  3. 3. Basic vs. Advanced<br />Basic<br />Get you up and running<br />Advanced<br />Ideas and strategies to improve your results<br />Peer-to-Peer fundraising<br />A/B Testing<br />Social Media<br />Online Video<br />Drip email marketing<br />Register Here: http://ow.ly/6zB70<br />
  4. 4. Assumptions<br />For the purpose of today’s webcast I am making a few assumptions:<br />You currently do not have an End of Year Campaign ready to launch or not happy with what you have<br />You are looking for some help getting one launched<br />You don’t have a lot of time or resources<br />Focus will be on email, website and online fundraising<br />If you also do direct mail then you can incorporate it into this plan<br />
  5. 5. Our Goals Today<br />Convince you why you need to launch a Year-End Campaign<br />Show you that its not as difficult or time consuming as you may have thought<br />Get you to take action and launch the campaign ASAP<br />No campaign is ever perfect or “ready”<br />Only way to improve is to get something out there and test<br />
  6. 6. What is an End of Year Campaign?<br />
  7. 7. Definition for End of Year Campaign<br />A coordinated multi-appeal fundraising campaign that capitalizes on the end of year giving cycles that is a part of a larger donor cultivation system<br />Key ideas from the definition<br />Coordinated<br />Multi-appeal<br />Giving cycles<br />Part of larger system (Donor Engagement)<br />Also known as:<br />EOY Campaign<br />Year End Campaign<br />Holiday Campaign<br />
  8. 8. Why you NEED to launch <br />an End of Year Campaign<br />
  9. 9. Why an End of Year Campaign?<br />NPO’s raise from 40% to 70% of their funds at the end of the year<br />Up to 22% in the last two days of the year<br />People like to give during the holiday season<br />People like to get their tax breaks<br />Great way to update your supporters about the year’s accomplishments and what you have planned for the new year<br />Great opportunity to find new donors<br />
  10. 10. Tools of the Trade<br />
  11. 11. Tools of the Trade*<br />You only need four tools to run a solid Year-End Campaign Online<br />Place to make your case – website<br />Way to take money – donation form<br />Way to connect with potential donors – email marketing<br />Way to track results – online analytics<br />* More advanced tools will be discussed in next week’s advanced webcast.<br />
  12. 12. Best Practices and Tips<br />for End of Year Campaigns<br />
  13. 13. Best Practices<br />Prepare and Plan<br />But keep it simple for now<br />Start from where you are and improve every year<br />Use the eBook<br />Download here: www.sagenonprofit.com/knows<br />Multiple Touch Points<br />Easy Donation Process<br />Vivid Examples of How Donations Will be Used <br />
  14. 14. Best Practices<br />Tell a Great Story*<br />Inspire them with your passion<br />Individual stories are best<br />People give to people<br />Emotion >> Rationality<br />Make it timely<br /> * Templates in the eBook will help you here<br />Danariely.com<br />Predictably Irrational<br />Upside of Irrationality<br />
  15. 15. Best Practices<br />Follow Up<br />Your New Year’s resolution<br />Develop donor engagement<br />Welcome email or series<br />Multiple thank you notes throughout the year<br />Measure and test throughout the year <br />
  16. 16. Resources and Templates for End of Year Campaigns<br />
  17. 17. Resources and Templates<br />Google is Your Friend<br />Search for “End of year appeal example,” “thank you card example,” etc. Gets you off the blank page.<br />Sage Fundraising Online<br />www.sagefundraisingonline.com<br />Sage eMarketing<br />www.swiftpage.com/sageemarketing/nps/<br />Timeline and Templates <br />Downloadable eBook<br />
  18. 18. Conclusion<br />End-of-year campaigns are not as difficult as they seem<br />Take action<br />Only YOU can figure out what works for YOUR organization<br />Check out the new online tools like<br />Sage Fundraising Online:<br />www.sagefundraisingonline.com<br />Sage eMarketing:<br />www.swiftpage.com/sageemarketing/nps<br />
  19. 19. Q&A<br />

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