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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 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

  1. 1. THE CLOCK IS TICKING ON YEAR-END GIVING Watch the full presentation here: http://hub.am/17fJNvw
  2. 2. What we’ll cover today • • • • •
  3. 3. 3 MUST-HAVE TOOLS + 1 VERY GOOD IDEA
  4. 4. ① Accept Online Donations • • • • • • •
  5. 5. ② Use an Email Service Provider (ESP) • • • • • • •
  6. 6. ③ Control Website + Donation Process • • • • •
  7. 7. GOOD IDEA: Build Your Email List Now • • • • •
  8. 8. Care2 Acquisition Campaign
  9. 9. PLAN IT WITH A CAMPAIGN BRIEF
  10. 10. Ideally, start 6-8 weeks ahead of time
  11. 11. 6 Basic Elements of a Campaign Brief ① ② ③ ④ ⑤ ⑥
  12. 12. ELEMENT 1: Set a public $ goal + deadline ① ② – –
  13. 13. ELEMENT 2: Pick a theme
  14. 14. 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
  15. 15. “We have made significant progress in helping to shift the debate…” (focus on OUTCOMES)
  16. 16. “You can be that hero today…”
  17. 17. ELEMENT 4: Create a strong message arc • • • •
  18. 18. Year End Arc contains MINIMUM 6 email messages 6 Thank 5 DEC. 31 4 Inspire 3 Inspire 2 Inspire 1 Launch Cultivate
  19. 19. Choosing Topics • • • •
  20. 20. ELEMENT 5: Coordinate channels        
  21. 21. EMAIL: Big, bold banner and buttons
  22. 22. WEBSITE: Use your homepage slideshow
  23. 23. IMPORTANT     No escape hatches Single, clear call to action Badges As few fields as possible WEBSITE: Optimize your landing page
  24. 24. TIP: Give $10 to 2 friends and ask them to donate. Ask them to be brutally honest about the entire experience.
  25. 25. SOCIAL MEDIA: Facebook/Twitter    
  26. 26. STEP 6: Schedule   
  27. 27. Channel order (slow to fast) Direct mail Website Email Facebook Twitter
  28. 28. DO’S AND DON’T OF VIDEO
  29. 29. DO: Sign Up for Google Nonprofit Program • • •
  30. 30. DO: Use Video that Shows Donor Impact
  31. 31. DO: Ask for Donations in the Video
  32. 32. DON’T: Embed Video on Donation Page…Unless It’s a Closing Video
  33. 33. MEASURE
  34. 34. Basic online fundraising campaign metrics      
  35. 35. Benchmarks Source: 2013 eNonprofit Benchmarks Study • •
  36. 36. DEBRIEF
  37. 37.   
  38. 38. MY 3 KEY TAKEAWAYS FOR YOU
  39. 39. Have a clear plan
  40. 40. Nail the basics
  41. 41. Track the basics
  42. 42. Thank you Watch the full presentation here: http://hub.am/17fJNvw

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