• Like
#GivingTuesday - All I want for Christmas is…a Successful Holiday Appeal with Stephen Mally & Blackbaud Pacific
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

#GivingTuesday - All I want for Christmas is…a Successful Holiday Appeal with Stephen Mally & Blackbaud Pacific

  • 504 views
Published

In this webinar Stephen Mally, Blackbaud’s International Principal Client Partner shares how you can create a holiday appeal that stands head and shoulders above any other. …

In this webinar Stephen Mally, Blackbaud’s International Principal Client Partner shares how you can create a holiday appeal that stands head and shoulders above any other.

#GivingTuesday will kick off the beginning of most non-profit organisations’ annual holiday appeals. Get a jump start on your counterparts and create a campaign that reaches for the stars. Learn how you can make the most of the upcoming day of giving and carry the giving spirit into your holiday season.

View the webinar recording: https://www.blackbaud.com.au/notforprofit-events/webinars/past

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
504
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
2
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. All I Want for Christmas…is a Successful Holiday Appeal! Stephen Mally, CFRE
  • 2. Today Blackbaud Confidential – Stephen Mally, CFRE 2
  • 3. Today • Giving Tuesday • What is it? • When is it? • Who is it for? • Importance of Holiday Appeal • Planning for a Successful Holiday Appeal • Six Do’s this Year • Summary of the Six Do’s • Measuring & Takeaways • Get Involved in Giving Tuesday • Questions Blackbaud Confidential – Stephen Mally, CFRE 3
  • 4. Today • Tweet • @smmally • @bbpacific • #givingtuesday • iTunes gift card to top tweeter! Blackbaud Confidential – Stephen Mally, CFRE 4
  • 5. Giving Tuesday Blackbaud Confidential – Stephen Mally, CFRE 5
  • 6. Giving Tuesday • Commenced in the United States • Held immediately following the US Thanksgiving holiday weekend • Purpose is to foster and encourage giving to charities in the height of the holiday shopping season • Day for giving thanks (US Thanksgiving Day) • Day for getting in-store deals (Black Friday) • Day for getting online deals (Cyber Monday) • Day for giving back (Giving Tuesday) • Celebrates and encourages philanthropy • Growing impact – spreading worldwide, including Asia-Pacific! • Power of a campaign… Blackbaud Confidential – Stephen Mally, CFRE 6
  • 7. Giving Tuesday 2012 2,500 Partners in the US
  • 8. Giving Tuesday 2012 Blackbaud Processed $10 Million on Giving Tuesday
  • 9. Giving Tuesday • When is it? • 25 days and counting Blackbaud Confidential – Stephen Mally, CFRE 9
  • 10. Giving Tuesday • Who is it for? • Every organisation, which includes your organisation! • Today is 8 November • Not too late • Let’s get started! • Join these and 100s other organisations, including Blackbaud and Everyday Hero! Blackbaud Confidential – Stephen Mally, CFRE 10
  • 11. Giving Tuesday • Let’s weave Giving Tuesday in with your holiday appeal Blackbaud Confidential – Stephen Mally, CFRE 11
  • 12. Importance of the Holiday Appeal Blackbaud Confidential – Stephen Mally, CFRE 12
  • 13. Importance of the Holiday Appeal • The holiday appeal is extremely significant for any organisation • ~40-50%+ of overall direct marketing revenue for the year • In Australia, only other equivalent is Tax Appeal • The Christmas season starts earlier each and every year • Stores decorate in late September/early October • Catalogues and sales commence shortly thereafter • Offices are having their Christmas parties in October (even September!) • The Salvation Army has been out in the market since October with its Christmas Appeal • Received their appeal mid – October • Give to ~150 organisations in Asia Pacific • No other organisation has sent their Christmas Appeal just yet • No time to waste • Don’t panic • Focus! Blackbaud Confidential – Stephen Mally, CFRE 13
  • 14. Importance of the Holiday Appeal • Too late? Incorporate these ideas in your next appeal! Blackbaud Confidential – Stephen Mally, CFRE 14
  • 15. Planning for a Successful Holiday Appeal Blackbaud Confidential – Stephen Mally, CFRE 15
  • 16. Planning for a Successful Holiday Appeal • Vast amount of competition • Shine amongst your peers • In letterbox • On phone • On Email • On social media • Six must do’s this year Blackbaud Confidential – Stephen Mally, CFRE 16
  • 17. Planning for a Successful Holiday Appeal • • • • Do stand out Be extraordinary! “Hand written” envelope Find a supplier in the marketplace who will create computer-generated “hand written” envelopes to send to your constituents/Get letter opened! Blackbaud Confidential – Stephen Mally, CFRE 17
  • 18. Planning for a Successful Holiday Appeal • Do segment • Don’t send the same thing to everyone • Send different treatments/packages Hierarchy Segment code 1 HVM 2 HVS 3 HVL 4 HVLL 5 MM 6 MS 7 ML 8 MLL 9 LM 10 LS 11 SLL 12 LLL 13 LTM 14 LTS 15 LTL 16 LTLL 17 IM 18 VOL 19 STF 20 PVOL Segment Make Up $1000+/2+X/0-24M $1000+/1X/0-24M $1000+/24-36M $1000+/37+M $100-$999/2+X/0-24M $100-$999/1X/0-24M $100-$999/24-36M $100-$999/37+M $25-$99/2+X/0-24M $25-$99/1X/0-24M $25-$99/24+M $25-$99/24+M $1-$24/2+X/0-24M $1-$24/1X/0-24M $1-$24/1X/24-36M $1-$24/1X/37+M In memory Volunteers Staff Past Volunteers Blackbaud Confidential – Stephen Mally, CFRE Volume Letter version 345 Active 423 Active 224 Lapsed 67 Lapsed 330 Active 228 Active 222 Lapsed 110 Lapsed 425 Active 393 Active 267 Lapsed 220 Lapsed 1790 Active 990 Active 780 Lapsed 450 Lapsed 4509 In Mem 645 Active 300 Active 780 Inactive 18 Based on average gift Ask 1 Ask 2 Ask 3 x3 x2 x1.5 x2 x1.5 x1.25 x1.5 x1 x0.75 x1 x.75 x.50 x3 x2 x1.5 x2 x1.5 x1.25 x1.5 x1 x0.75 x1 x.75 x.50 x3 x2 x1.5 x2 x1.5 x1.25 x1.5 x1 x0.75 x1 x.75 x.50 x3 x2 x1.5 x2 x1.5 x1.25 x1.5 x1 x0.75 x1 x.75 x.50 $75 $50 $25 $75 $50 $25 $75 $50 $25 $75 $50 $25 Rules Round to nearest $5 Round to nearest $5 Round to nearest $5 Round to nearest $5 Round to nearest $5 Round to nearest $5 Round to nearest $5 Round to nearest $5 Round to nearest $5 Round to nearest $5 Round to nearest $5 Round to nearest $5 Round to nearest $5 Round to nearest $5 Round to nearest $5 Round to nearest $5 N/A NA NA NA
  • 19. Planning for a Successful Holiday Appeal • Do include multi-media content • Bobby Goldsmith Foundation (www.bgf.org.au) • It starts with a concept • Draw it out • Map it Blackbaud Confidential – Stephen Mally, CFRE 19
  • 20. Planning for a Successful Holiday Appeal • • • • • QR Codes Launch video Educate Motivate Track Blackbaud Confidential – Stephen Mally, CFRE 20
  • 21. Planning for a Successful Holiday Appeal • Do a multi-channel approach – a full scale CAMPAIGN! • Learn from 2008 Barack Obama campaign • Don’t deny donors the opportunity to give the way they want to give • Direct mail • E-solicitation • Org Website • Phone • SMS • Twitter • Facebook • Tumblr • Pinterest • YouTube • Others Blackbaud Confidential – Stephen Mally, CFRE 21
  • 22. Planning for a Successful Holiday Appeal • Get your donors involved in telling their story and telling it very publicly • Retweet it when they do! • NBCF have just done this very well during breast cancer awareness month - October Blackbaud Confidential – Stephen Mally, CFRE 22
  • 23. Planning for a Successful Holiday Appeal • Get your donors involved in telling their story and telling it very publicly • Retweet it when they do! • NBCF have just done this very well during breast cancer awareness month - October Blackbaud Confidential – Stephen Mally, CFRE 23
  • 24. Planning for a Successful Holiday Appeal • Get your donors involved in telling their story and telling it very publicly • Retweet it when they do! • NBCF have just done this very well during breast cancer awareness month - October Blackbaud Confidential – Stephen Mally, CFRE 24
  • 25. Planning for a Successful Holiday Appeal • Do offer a challenge to your constituents • Ask a Board member or group of Board Members/existing generous donors to offer a challenge to your donors/prospect • Use it as a way to attract new donors • Use it as a way to re-engage lapsed donors • Use it as a way to keep current donors engaged • Every new gift to your organisation will be matched • Every gift from a lapsed donor will be matched • Every gift given that is an increase over the donor’s previous gift will be matched • Doubling a person’s gift is a big motivator for a donor/prospect to give Blackbaud Confidential – Stephen Mally, CFRE 25
  • 26. Planning for a Successful Holiday Appeal Blackbaud Confidential – Stephen Mally, CFRE 26
  • 27. Planning for a Successful Holiday Appeal • Do get your constituent’s employers to match • Double or triple the gift • Studies show more companies are continuing this trend here in this market • More and more companies in Asia-Pacific are matching giving • Track the corporate’s matching criteria in your CRM • Track constituent’s employers as relationships • Reciprocate (employee/employer) • Ability to target employees/companies when a donor gives • Acknowledgement letter Blackbaud Confidential – Stephen Mally, CFRE 27
  • 28. Planning for a Successful Holiday Appeal • Do get your constituent’s employers to match • Double or triple the gift • More and more companies in Asia-Pacific are matching giving • Track the corporate’s matching criteria in your CRM • Ability to target employees/companies when a donor gives Blackbaud Confidential – Stephen Mally, CFRE 28
  • 29. Planning for a Successful Holiday Appeal Blackbaud Confidential – Stephen Mally, CFRE 29
  • 30. Planning for a Successful Holiday Appeal Blackbaud Confidential – Stephen Mally, CFRE 30
  • 31. Planning for a Successful Holiday Appeal Blackbaud Confidential – Stephen Mally, CFRE 31
  • 32. Planning for a Successful Holiday Appeal Blackbaud Confidential – Stephen Mally, CFRE 32
  • 33. Summary of the Six Do’s Blackbaud Confidential – Stephen Mally, CFRE 33
  • 34. Summary of the Six Do’s • Do stand out • Hand written envelopes • Another extraordinary treatment • Do segment • Packages • Do include multi-media content • QR codes • Do a multi-channel approach – a full scale CAMPAIGN! • Learn from Obama ’08 • Do offer a challenge to your constituents • Do get your constituent’s employers to match Blackbaud Confidential – Stephen Mally, CFRE 34
  • 35. Measuring & Takeaways Blackbaud Confidential – Stephen Mally, CFRE 35
  • 36. Measuring & Takeaways • MATE Approach • Measure the results of all aspects of the 2013 holiday appeal • Analyse until you are not able to analyse any more • Takeaway the important messages of what results show • Employ results to impact strategy in 2014 • Cease doing what you have always done Blackbaud Confidential – Stephen Mally, CFRE 36
  • 37. Get Involved in Giving Tuesday Blackbaud Confidential – Stephen Mally, CFRE 37
  • 38. Get Involved in Giving Tuesday • Sign up…now! • www.givingtuesday.org.au/join-movement • Capitalise on the publicity of #givingtuesday • Take advantage of the benefits of this campaign! • Use social media to increase awareness and donations to your organisation #givingtuesday Blackbaud Confidential – Stephen Mally, CFRE 38
  • 39. Get Involved in Giving Tuesday “NBCF are part of #givingtuesday because we want to partner with other organisations to increase the level of philanthropy in Australia! It just makes sense” -Carole Renouf, Chief Executive Officer, National Breast Cancer Foundation
  • 40. Questions • Questions? Blackbaud Confidential – Stephen Mally, CFRE 40
  • 41. Contact Me Stephen Mally, CFRE +61430500524 (() stephen.mally@blackbaud.com.au (7) @smmally Stephenmmally For more information,visit: www.givingtuesday.org.au www.givingtuesday.sg www.everydayhero.com.au/event/givingtuesday2013