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Holiday Fundraising

Holiday Fundraising






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    Holiday Fundraising Holiday Fundraising Presentation Transcript

    • Holiday Fundraising Pp available Pass out handout
    • Hi! I’m Jeanette Director of Outreach jnet@democracyinaction.org 406-880-jnet
    • Create a Holiday Plan 1. What is success? 2. What’s your story? 3. Communication schedule
    • Success may include • Increase new donors by x% • Total end of year giving by x% • Increase average gift amount • Use Salsa reports -what is success? Activists to donors, web visitors, higher dollar amount or better than last year
    • Free stuff Because we rock Unique role services Thanks Victories Member benefits - Use November as the month of member appreciation. -- How can you show your appreciate to your members? Have free stuff to offer? -- Consider not sending a list of accomplishments in the typical end of year letter. Instead do this in November, THEN create a fundraising campaign for December.
    • Example of member benefits from NTEN
    • 1sky offers their end of year report, before the end of the year. A great way to excite folks about your cause.
    • They included the report in the their Salsa donation page.
    • -Tell your organization’s story (in Nov). Include photos and emotion when possible. -Put real people behind organization -Think about sending a url with a short video from staff telling about accomplishments in a conversational way
    • Tell your members why your staff,board or volunteers give to the organization. This is the Executive Director of Wild South telling her story about why she donates.
    • Example excellent fundraising hook and arc. - A $5 donation perks your interests because its so low AND you get a free magnet - The email subject line “hand sanitizers” is a great hook for their audience because their members are concerned with toxic chemicals. - The next few emails play off this campaign...the subject line and contents changes slightly.
    • Subject line “safe holiday gifts” continues to perk the interests of their members and is part of the same campaign.
    • A classic fundraising appeal format. - only include urls that direct folks to make a donation - include 2 donation urls in the the content body - the donation landing page (when they click to donate), should have the same look and feel as the email.
    • Example of their Salsa landing page
    • Great example of Oceana’s end of year campaign. - The email format is perfect. They make ask in second paragraph and again at the end. - Simple layout
    • Example of a donation pop-up splash page
    • - Pick the creature you can adopt - Used Salsa’s shopping checkout
    • Q. Example of a hard creature to adopt (Snowflakes represent global warming) You get a cookie cutter of a snowflake for $35 or 4 cutters for $75 or set and oven mit
    • Framing it as “adoption” = we’re going to send you target communication about what YOU told us you like.
    • See subject line. Good example of how to continue to market your campaign to folks who havenʼt donated just by changing the subject line and adjusting content a bit.
    • Continuation of email arc (new subject line and content)
    • Holiday landing page - 3 ways you can give
    • Gift membership - The holidays are a great time to ask supporters to become recurring donors, give in honor of, Support a child in someone’s name, etc
    • Branded with holiday theme (not general donation form)
    • This the the thank you page after a supporter donations. Notice they ask again for donations. When folks are in the giving/shopping mode, consider striking while the iron is hot.
    • End of year appeal. Notice the cheetahs
    • They included an animation in the email which boosted their response rate.
    • Their holiday campaign landing page on website
    • Gift with purchase example
    • You can pre-mark a gift amount in Salsa.
    • Simple holiday idea
    • Many people don’t complete forms Make it easy, not too much info. Make finding your address/phone easy - and on donation page
    • Sending Email Who? What? When?
    • Multi-Appeal Series vs Stand Alone Average Response Rate Average Gift Series 1.3% $90 Stand Alone 0.3% $55 Typical results (from M+R research) - www.mrss.com
    • Ask online donors to give offline and viceversa. Multiple opportunities = multiple gifts Send email appeal during last 5 days of the year- most important time to send. Integration – indicate when snail mail goes out.
    • High Donors Report using the query builder that pulls up your high donors
    • Should be donors
    • Add Dynamic Content How to drop a donation history in the body of an email
    • Holiday Subject Lines • More children need your help in 2010 • Last chance for tax-deductible donation • Cheetahs will die if you don’t give! How do you know what’s a good subject line?
    • You donʼt! Use the A/B tester to find out.
    • Reporting Consider using Tags to run reports .... see the far upper left hand corner.
    • Tags How to run a report using “tags” in the query builder.
    • Want more?