The Clock is Ticking on Year-end Giving
 

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 ...

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 The Clock is Ticking on Year-end Giving Presentation Transcript

  • 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 urgent veterinary care
  • “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 landing page
  • 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