THE CLOCK IS TICKING ON
YEAR-END GIVING
Watch the full presentation here: http://hub.am/17fJNvw
What we’ll cover today
•
•
•
•
•
3 MUST-HAVE TOOLS + 1
VERY GOOD IDEA
① Accept Online Donations
•
•
•
•
•
•
•
② Use an Email
Service
Provider
(ESP)
•
•
•
•
•
•
•
③ Control Website + Donation
Process
•
•
•

•
•
GOOD IDEA: Build Your Email
List Now

•
•
•

•
•
Care2 Acquisition Campaign
PLAN IT WITH A CAMPAIGN
BRIEF
Ideally, start 6-8 weeks ahead of
time
6 Basic Elements of a Campaign
Brief
①
②
③
④
⑤
⑥
ELEMENT 1: Set a public $ goal
+ deadline
①
②

–
–
ELEMENT 2: Pick a theme
ELEMENT 3: Set 3 key messages
(no more)

We can bring animals like
C.Ment out of crisis by
assisting animal rescuers with
...
“We have made significant
progress in helping to shift the
debate…”
(focus on OUTCOMES)
“You can be that hero today…”
ELEMENT 4:
Create a strong
message arc
•
•

•

•
Year End Arc
contains
MINIMUM 6
email messages

6 Thank

5 DEC. 31

4 Inspire

3 Inspire

2 Inspire

1 Launch

Cultivate
Choosing Topics
•
•

•
•
ELEMENT 5: Coordinate
channels










EMAIL: Big, bold banner and
buttons
WEBSITE: Use your homepage
slideshow
IMPORTANT





No escape hatches
Single, clear call to action
Badges
As few fields as possible

WEBSITE: Optimize your...
TIP: Give $10 to 2 friends and ask
them to donate. Ask them to be
brutally honest about the entire
experience.
SOCIAL MEDIA:
Facebook/Twitter





STEP 6:
Schedule




Channel order (slow to fast)
Direct mail

Website

Email

Facebook

Twitter
DO’S AND DON’T OF VIDEO
DO: Sign Up for Google
Nonprofit Program

•
•

•
DO: Use Video that Shows Donor
Impact
DO: Ask for Donations in the
Video
DON’T: Embed Video on Donation
Page…Unless It’s a Closing Video
MEASURE
Basic online fundraising
campaign metrics






Benchmarks

Source: 2013 eNonprofit Benchmarks Study

•
•
DEBRIEF



MY 3 KEY TAKEAWAYS FOR
YOU
Have a clear plan
Nail
the
basics
Track the basics
Thank you

Watch the full presentation here: http://hub.am/17fJNvw
The Clock is Ticking on Year-end Giving
The Clock is Ticking on Year-end Giving
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The Clock is Ticking on Year-end Giving

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Get ready to have a great online campaign. During this presentation by Care2 and Company K Media, nonprofit communications expert Kerri Karvetski dissects the marketing and communications tactics of a multi-channel online fundraising campaign from thought to finish, revealing each step, in order, that leads to success. And you'll see real fundraising examples that even small nonprofits can emulate.

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  • The Clock is Ticking on Year-end Giving

    1. 1. THE CLOCK IS TICKING ON YEAR-END GIVING Watch the full presentation here: http://hub.am/17fJNvw
    2. 2. What we’ll cover today • • • • •
    3. 3. 3 MUST-HAVE TOOLS + 1 VERY GOOD IDEA
    4. 4. ① Accept Online Donations • • • • • • •
    5. 5. ② Use an Email Service Provider (ESP) • • • • • • •
    6. 6. ③ Control Website + Donation Process • • • • •
    7. 7. GOOD IDEA: Build Your Email List Now • • • • •
    8. 8. Care2 Acquisition Campaign
    9. 9. PLAN IT WITH A CAMPAIGN BRIEF
    10. 10. Ideally, start 6-8 weeks ahead of time
    11. 11. 6 Basic Elements of a Campaign Brief ① ② ③ ④ ⑤ ⑥
    12. 12. ELEMENT 1: Set a public $ goal + deadline ① ② – –
    13. 13. ELEMENT 2: Pick a theme
    14. 14. ELEMENT 3: Set 3 key messages (no more) We can bring animals like C.Ment out of crisis by assisting animal rescuers with urgent veterinary care
    15. 15. “We have made significant progress in helping to shift the debate…” (focus on OUTCOMES)
    16. 16. “You can be that hero today…”
    17. 17. ELEMENT 4: Create a strong message arc • • • •
    18. 18. Year End Arc contains MINIMUM 6 email messages 6 Thank 5 DEC. 31 4 Inspire 3 Inspire 2 Inspire 1 Launch Cultivate
    19. 19. Choosing Topics • • • •
    20. 20. ELEMENT 5: Coordinate channels        
    21. 21. EMAIL: Big, bold banner and buttons
    22. 22. WEBSITE: Use your homepage slideshow
    23. 23. IMPORTANT     No escape hatches Single, clear call to action Badges As few fields as possible WEBSITE: Optimize your landing page
    24. 24. TIP: Give $10 to 2 friends and ask them to donate. Ask them to be brutally honest about the entire experience.
    25. 25. SOCIAL MEDIA: Facebook/Twitter    
    26. 26. STEP 6: Schedule   
    27. 27. Channel order (slow to fast) Direct mail Website Email Facebook Twitter
    28. 28. DO’S AND DON’T OF VIDEO
    29. 29. DO: Sign Up for Google Nonprofit Program • • •
    30. 30. DO: Use Video that Shows Donor Impact
    31. 31. DO: Ask for Donations in the Video
    32. 32. DON’T: Embed Video on Donation Page…Unless It’s a Closing Video
    33. 33. MEASURE
    34. 34. Basic online fundraising campaign metrics      
    35. 35. Benchmarks Source: 2013 eNonprofit Benchmarks Study • •
    36. 36. DEBRIEF
    37. 37.   
    38. 38. MY 3 KEY TAKEAWAYS FOR YOU
    39. 39. Have a clear plan
    40. 40. Nail the basics
    41. 41. Track the basics
    42. 42. Thank you Watch the full presentation here: http://hub.am/17fJNvw
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