Creating Successful End of Year Fundraising Campaigns

© 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

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
PRESENTERS

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

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

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

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

WHAT IS AN END OF
YEAR CAMPAIGN?

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.

WHY YOU NEED TO
LAUNCH AN END OF
YEAR CAMPAIGN

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

TOOLS OF THE TRADE

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

BEST PRACTICES AND TIPS
FOR END OF YEAR
CAMPAIGNS

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

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
Tell a Great Story - Example
.
http://www.austinfoodbank.org/hunger-is-unacceptable/

17

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

DONOR LOYALTY

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”

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

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
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
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
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
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

RESOURCES

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

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

NONPROFIT R+D - EMAIL LIST
Get updates about our upcoming
webinars and get our 5 part e-course:
www.NonprofitRD.com/of101e

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

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

THANK YOU

Creating Successful End of Year Fundraising Campaigns

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