Year-End Fundraising Advanced 2011

Year-End Fundraising: Advanced
Twitter:
#YEFR
Richard DietzNonprofit R+D
www.nonprofitrd.com

Agenda
Assumptions / Goals
Brief Recap of the Basics Webcast
Advanced Strategies
Q&A

Assumptions
For the purpose of today’s webcast I am making a few assumptions:
You are currently working on an End of Year Campaign
You are looking for some new ideas or strategies
You don’t have a lot of time or resources
Focus will be on email, website, and online fundraising
If you also do direct mail, then you can incorporate it into this plan

Our Goals Today
Give you ideas and strategies to try
Not going to be able to fully train you on each strategy
Show you that it’s not as difficult or time consuming as you may have thought
Get you to take action and test some new ideas
Only way to improve is to TRY something and test
Don’t try and do them all at once
Pick one or two and add it to your campaign

Brief Recap of
Year End Fundraising
Basics

Year End Fundraising Basics
Definition:
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
NPO’s raise from 40% to 70% of their funds at the end of the year
Up to 22% in the last two days of the year
People like to give during the holiday season and get their tax breaks

Minimum Tools Needed:
Website, donation form, Email marketing, analytics
Best Practices
Use the eBook
Download here: www.sagenonprofit.com/knows
Tell a Story
Follow up / Thank you
Vivid Examples of how donations will be used
More in the webcast recording

Google is Your Friend
Search for “End of year appeal example,” “thank you card example,” etc. Gets you off the blank page.
Timeline and Templates
Downloadable eBook
www.sagenonprofit.com/knows

Advanced Strategies

Advanced Strategies**
A/B Testing
Custom Landing Pages (Contextual Giving)
Drip Marketing
Peer-to-Peer Fundraising
Online Video
Social Media Integration
** Each one is related and can be combined

A / B Testing
Probably the most important idea today – Testing is Key
Always be asking, “What can we test?”
Only way to know what works in YOUR organization
“Good Enough” > Launch > Test > Improve
Ideas of items to test
Donation amounts
Landing pages
Video or no video
Multiple donation forms
Email subject lines
Text vs. HTML emails
Entire emails
Call to action

Custom Landing Pages (Contextual Giving)
Keep the “conversation” going
Email >> Landing Page >> Donation
Targeted for each appeal / Campaign
Contextual Landing Pages with Segmented List
Cat vs. Dog OR Adult Literacy vs. Childhood Literacy
Drip marketing can extend the “conversation”
Video increases the context and connection

Drip Marketing
Discussed some in the Basics webcast
Welcome series
Generic emails or newsletters no longer work
Need to be targeted and focused rather than generic
Multi-touch, multi-appeal, coordinated series is the key
Does the “work” for you

Peer-to-Peer Fundraising
Friends and Family Plan
People donate more when asked by family and friends
74.6% more likely if asked by Family, 62.8% if asked by friend
www.millenialdonors.com
Need to make it easy for the fundraisers
Great way to reach new supports, expand reach
Example – Habitat for Humanity Winnipeg

Online Video
Easier than ever - Flip camera / YouTube
Video is hot
YouTube #2 search engine
Google loves video – ranks very high
On landing page, donation page, blog, social media
Reason to email, tweet, update
Video has very high click-through rates
Distribute to reach new audience

Online Video - Stories
Tell a Great Story*
Inspire them with your passion
Individual stories are best
People give to people
Emotion >> Rationality
Make it timely
* Templates in the eBook will help you here
Danariely.com
Predictably Irrational
Upside of Irrationality

Social Media Integration
This one is last for a reason
The other strategies most likely to be more effective and have a better ROI
Maslow’s Hierarchy
Chronicle of Philanthropy
Though 79 of roughly 150 large charities said they were raising money through social media, only one reported raising a substantial sum
Look for easy ways to add social media
Sage Fundraising Online, built in sharing buttons
Add sharing buttons to your website
Encourage sharing of the campaign – email, DM, events

More Learning
Each of the strategies is discussed further in some of my past webcasts
Recording of Year-End Fundraising: Basic
http://ow.ly/6HjN1

Conclusion
End of year campaigns are not as difficult as they seem
Take action
Even small steps advance your work
Only YOU can figure out what works for YOUR organization
Check out the online tools like
Sage Fundraising Online:
www.sagefundraisingonline.com
Sage eMarketing:
www.swiftpage.com/sageemarketing/nps

Year-End Fundraising Advanced 2011

by Sage Nonprofit Solutions

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Year-End Fundraising Advanced 2011 Presentation Transcript