© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
CREATING SUCCESSFUL
END OF YEAR
FUNDR...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
PRESENTERS
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
RICH DIETZ
3
Founder of Nonprofit R+D -
Technology Training for Nonprofit Profe...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
JAMY SQUILLACE
4
Sr. Product Manager - Abila
Responsible for Sage Fundraising 5...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
AGENDA
5
• What is a Year-End Campaign?
• Why You Need to Launch a Year-End Cam...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
OUR GOALS TODAY
6
• Convince you why you need to launch a Year-End Campaign
• P...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
WHAT IS AN END OF
YEAR CAMPAIGN?
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
DEFINITION – END OF YEAR CAMPAIGN
8
A coordinated multi-appeal fundraising camp...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
WHY YOU NEED TO
LAUNCH AN END OF
YEAR CAMPAIGN
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
WHY AN END OF YEAR CAMPAIGN?
10
• NPO’s raise from 40% to 70% of their funds at...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
TOOLS OF THE TRADE
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
TOOLS OF THE TRADE
12
You only need four tools to run a solid Year-End Campaign...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
BEST PRACTICES AND TIPS
FOR END OF YEAR
CAMPAIGNS
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
BEST PRACTICES - BASICS
14
Prepare and Plan
• But keep it simple for now
• Star...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
COMPELLING CAMPAIGNS
15
Tell a Great Story*
• Inspire them with your passion
• ...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
COMPELLING CAMPAIGNS
16
Tell a Great Story - Example
.
http://www.austinfoodban...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
COMPELLING CAMPAIGNS
17
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
GET YOUR MESSAGE HEARD
18
The end of year can be crowded and noisy….
• Timing
•...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
DONOR LOYALTY
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
DONOR LOYALTY
20
• Definition:
• “the ongoing process of engaging with your don...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
WHY IS DONOR LOYALTY IMPORTANT?
21
Easy way to stand out from the crowd
Vital f...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
STRATEGIES FOR DONOR LOYALTY
22
Welcome Series
• Automated emails sent to new d...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
STRATEGIES FOR DONOR LOYALTY
23
Thank you, thank you, thank you
• The power of ...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
STRATEGIES FOR DONOR LOYALTY
24
Customer Service
• Yes, you need to think of do...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
STRATEGIES FOR DONOR LOYALTY
25
Communication
• Go beyond the welcome/thank you...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
STRATEGIES FOR DONOR LOYALTY
26
Engage donors in multiple ways
• Don’t just do ...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
RESOURCES
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
RESOURCES
Start Where You Are
Google is Your Friend
 Search for “End of year a...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
RESOURCES
Fundraising Online –
http://www.abila.com/solutions/fundraising-onlin...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
NONPROFIT R+D - EMAIL LIST
Get updates about our upcoming
webinars and get our ...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
CONCLUSION
End-of-year campaigns are not as difficult as they seem
Take action ...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
Q & A
Download the Year-End Fundraising eBook
http://bit.ly/1du3y6X
Learn about...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
THANK YOU
Upcoming SlideShare
Loading in …5
×

Creating Successful End of Year Fundraising Campaigns

2,202 views

Published on

A successful campaign can make or break your fundraising goals for the year. Close out the year on a high note and implement your campaign the right way.

Published in: Technology, News & Politics
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,202
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
56
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Creating Successful End of Year Fundraising Campaigns

  1. 1. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA CREATING SUCCESSFUL END OF YEAR FUNDRAISING CAMPAIGNS DIAL IN : 1-877-860-3058 | PASS CODE : 609702
  2. 2. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA PRESENTERS
  3. 3. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA RICH DIETZ 3 Founder of Nonprofit R+D - Technology Training for Nonprofit Professionals Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley. @nonprofitrd www.NonprofitRD.com/FB www.NonprofitRD.com/IN www.NonprofitRD.com/gplus
  4. 4. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA JAMY SQUILLACE 4 Sr. Product Manager - Abila Responsible for Sage Fundraising 50, Sage Fundraising Online, Sage Nonprofit Online and Sage e-Marketing. Jamy has 16 years experience in product planning and management. Her goal is to create and evolve solutions that fulfill customer desires and exceed expectations. @jrsquillace www.linkedin.com/in/jamysquillace
  5. 5. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA AGENDA 5 • What is a Year-End Campaign? • Why You Need to Launch a Year-End Campaign Today • Tools of the Trade • Best Practices for Year-End Campaigns • Donor Loyalty • Q&A
  6. 6. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA OUR GOALS TODAY 6 • Convince you why you need to launch a Year-End Campaign • Provide ideas and tips to get you going or improve your current campaign • Get you to take action and launch the campaign ASAP • No campaign is ever perfect or “ready” • Only way to improve is to get something out there and test • Pick one or two ideas and add them to your campaign
  7. 7. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA WHAT IS AN END OF YEAR CAMPAIGN?
  8. 8. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA DEFINITION – END OF YEAR CAMPAIGN 8 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 Key ideas from the definition • Coordinated • Multi-appeal • Giving cycles • Part of larger system (Donor Engagement) Also known as: EOY Campaign, Year End Campaign, Holiday Campaign, etc.
  9. 9. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA WHY YOU NEED TO LAUNCH AN END OF YEAR CAMPAIGN
  10. 10. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA WHY AN END OF YEAR CAMPAIGN? 10 • 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 • People like to get their tax breaks • Great way to update your supporters about the year’s accomplishments and what you have planned for the new year • Great opportunity to find new donors
  11. 11. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA TOOLS OF THE TRADE
  12. 12. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA TOOLS OF THE TRADE 12 You only need four tools to run a solid Year-End Campaign Online • Place to make your case – website • Way to take money – donation form(s) • Way to connect with donors – email marketing • Way to track results – online analytics
  13. 13. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA BEST PRACTICES AND TIPS FOR END OF YEAR CAMPAIGNS
  14. 14. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA BEST PRACTICES - BASICS 14 Prepare and Plan • But keep it simple for now • Start from where you are and improve every year • Use the Year End Campaign Planning Guide eBook
  15. 15. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA COMPELLING CAMPAIGNS 15 Tell a Great Story* • Inspire them with your passion • Individual stories are best • People give to people • Emotion >> Rationality • Make it timely • Online Video * Templates in the eBook will help you here.
  16. 16. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA COMPELLING CAMPAIGNS 16 Tell a Great Story - Example . http://www.austinfoodbank.org/hunger-is-unacceptable/
  17. 17. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA COMPELLING CAMPAIGNS 17
  18. 18. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA GET YOUR MESSAGE HEARD 18 The end of year can be crowded and noisy…. • Timing • Be compelling, Be First, Be Often • Event Fundraising – The 890% Difference • Another way to engage and stand out • Tie the events into your end of year fundraising • eBook – Event Fundraising Best Practices • Create a “Signature” event or campaign • Peer to Peer Fundraising
  19. 19. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA DONOR LOYALTY
  20. 20. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA DONOR LOYALTY 20 • Definition: • “the ongoing process of engaging with your donors so that they contribute with donations and time to your organization over the long term”. • Also called – donor retention, donor engagement, donor cultivation • Key is to think about the “lifetime value” of your donors • Build relationships with those donors • Maximizing lifetime value is something you do FOR donors • Increase “use”
  21. 21. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA WHY IS DONOR LOYALTY IMPORTANT? 21 Easy way to stand out from the crowd Vital for long-term health of your organization • Much harder and more expensive to get first time donors • 10% improvement in attrition can create a 200% increase in projected value (Sargeant and Shang – Growing Philanthropy in the United States – 2011) Real life example – NJ Institute of Technology • Lifetime value is not always obvious
  22. 22. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA STRATEGIES FOR DONOR LOYALTY 22 Welcome Series • Automated emails sent to new donors, subscribers, volunteers, etc. • Can be sent automatically using your email service provider • Easy way to • Increase number of touch points • Let folks get to know you and your organizations impact • Also very effective with “recurring” donors • Keep them engaged and interested
  23. 23. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA STRATEGIES FOR DONOR LOYALTY 23 Thank you, thank you, thank you • The power of “thanks” • 21% of donors say they were never thanked, most others only get the generic receipt thank you. • 10% decrease in attrition, 200% increase in projected value • Thank them multiple times throughout the year • Create a thank you series (like the welcome series) • Think of “next level” thank you strategies • Calls, hand written notes, cards from the kids, etc. • Stand out >> Increase donor loyalty
  24. 24. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA STRATEGIES FOR DONOR LOYALTY 24 Customer Service • Yes, you need to think of donors as customers • “Cancellation” is the finale but starts much earlier in the relationship • “Very satisfied” donors are 2x more likely to engage again (10% >> 200%) • Spend some time focusing on “customer satisfaction” • Donors need to be personally invested with your organization
  25. 25. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA STRATEGIES FOR DONOR LOYALTY 25 Communication • Go beyond the welcome/thank you series and communicate • Engage on a regular basis, great content • Give supporters more of what they WANT to hear about • Organizational impact (80%) • Success stories (74%) • More details about the organization (71%) • Information on financial accountability (41%) (Community Philanthropy 2.0 Survey) • Show the impact you have made with their help (donations)
  26. 26. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA STRATEGIES FOR DONOR LOYALTY 26 Engage donors in multiple ways • Don’t just do what you have always done • Think of new ways to engage • attend live events, volunteer, sign a petition, peer-to-peer fundraising, ask them to tell friends and family about your cause, post about you on social media, etc. • Get them to take small actions and do favors
  27. 27. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA RESOURCES
  28. 28. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA RESOURCES Start Where You Are 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
  29. 29. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA RESOURCES Fundraising Online – http://www.abila.com/solutions/fundraising-online 6 Ways Fundraising Online Helps with Year End 1. Easy, simple and clean donation and registration forms 2. Create multiple forms and deploy them quickly 3. Event Fundraising 4. Contextual Giving – Tell a great story 5. Keep control and ownership of your data and money 6. Peer-to-Peer Fundraising
  30. 30. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA NONPROFIT R+D - EMAIL LIST Get updates about our upcoming webinars and get our 5 part e-course: www.NonprofitRD.com/of101e
  31. 31. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA CONCLUSION End-of-year campaigns are not as difficult as they seem Take action – Pick one or two ideas and implement Only YOU can figure out what works for YOUR organization
  32. 32. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA Q & A Download the Year-End Fundraising eBook http://bit.ly/1du3y6X Learn about Abila Fundraising Online http://www.abila.com/solutions/fundraising-online Contact Rich Dietz www.NonprofitRD.com rich@nonprofitrd.com Contact Jamy Squillace www.Abilia.com jamy.squillace@abila.com
  33. 33. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA THANK YOU

×