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Year-End Fundraising, Year Round
- 1. Year-end Fundraising, Year Round #16NTCYEAREND MARCH 24, 2016 · 16NTC
- 2. A few housekeeping items… #16NTCYEAREND ‣ Tweet along: #16NTCYearend ‣ Take notes: http://po.st/yearend-16NTC ‣ Give feedback: http://po.st/LEjsHr
- 3. Nice to meet you! #16NTCYEAREND Andrew Rothman Head of Creative & Delivery, West Coast Meghan Teich Lead Client Manager, West Coast Erica Gulseth Manager of Online Fundraising & Engagement Your speakers this morning.
- 4. Agenda #16NTCYEAREND ‣ What makes a great year-end campaign? ‣ Quarterly to-do list ‣ A look at Earthjustice’s 2015 year-end campaign ‣ What’s next in 2016 ‣ Q&A
- 5. #16NTCYEAREND But first, a few reminders.
- 7. Source: Andrew’s overloaded inbox
- 8. Source: M+R Benchmarks 2015
- 9. #16NTCYEAREND What makes a great year-end campaign?
- 10. #16NTCYEAREND PEOPLE An engaged and active list STORY A compelling and cohesive narrative
- 11. #16NTCYEAREND INFRASTRUCTURE Solid, reliable tools DATA A robust testing strategy and system for tracking metrics
- 12. #16NTCYEAREND INTERNAL COMMUNICATION Cross-departmental buy-in and clear responsibilities
- 14. Story #16NTCYEAREND • Rich, cross-channel content • Supporter stories and photos • Meaningful actions • Transparency • Rapid-response appeals
- 15. Story #16NTCYEAREND • Rich, cross-channel content • Supporter stories and photos • Meaningful actions • Transparency • Rapid-response appeals
- 16. #16NTCYEAREND • Steady list growth • Deeper insights into your supporters • Ask for feedback to help shape your work People
- 17. #16NTCYEAREND • Steady list growth • Deeper insights into your supporters • Opportunities for them to shape your work People
- 24. #16NTCYEAREND • Strategic testing plan • Ongoing measurement and analysis • Evolution of strategy and tactics Data
- 25. #16NTCYEAREND • Supporter database integration • Cross-channel analytics • Nimble and efficient platforms • Digital-first approach • Cross-departmental collaboration • Streamlined approval processes Infrastructure Internal communication
- 27. Q2: Lay the Foundation #16NTCYEAREND
- 28. Q2: Story #16NTCYEAREND • Review and selection of supporter stories for EOY • Research into donor matches, swag, and other premiums • Finalization of rebranding efforts
- 29. #16NTCYEAREND • Mid-year fundraising campaign • Email / direct mail database matching Q2: People
- 30. #16NTCYEAREND • Acquisition-focused testing • On-site testing and optimization Q2: Data
- 31. #16NTCYEAREND • List hygiene check-up • Systems review and updates • Wrapper testing to ensure mobile and browser compatibility • Process analysis to identify pain points and inefficiencies • Selection and empowerment of cross-departmental EOY task force Q2: Infrastructure Q2: Internal communication
- 32. Q3: Create the Plan #16NTCYEAREND
- 33. Q3: Story #16NTCYEAREND • Development and testing of EOY message/narrative • Final decisions on EOY premiums and matches • Creation of draft editorial calendar and initial assets • Reminder of your organization’s impact
- 34. #16NTCYEAREND • Re-engagement campaigns for lapsed supporters • Ongoing acquisition campaigns Q3: People
- 35. #16NTCYEAREND • Re-engagement campaigns for lapsed supporters • Ongoing acquisition campaigns Q3: People
- 36. #16NTCYEAREND • Testing of non- donation campaign elements • Development of EOY testing plan and optimization rules • EOY projections to track performance Q3: Data
- 37. #16NTCYEAREND • Completion of new systems setup and migration • Fundraising-focused website audit and revisions as needed • Agreement on EOY approval processes • Detailed project plan • Tracking and reporting schedules Q3: Infrastructure Q3: Internal communication
- 39. Q4: Story #16NTCYEAREND • Final cross-channel editorial calendar • Creation and deployment of EOY content and comms • Capitalization on major moments • Direct asks — no need to tiptoe around it!
- 40. #16NTCYEAREND • Slow down acquisition campaigns • Thanks to recent donors and strategic repeat asks Q4: People
- 41. #16NTCYEAREND • Testing plan implementation • Focus on objective: dollars raised • Constituent-level targeting and customization • Daily performance tracking and doubling down Q4: Data
- 42. #16NTCYEAREND • Notification of CRM provider and web hosting service about upcoming volume • On-call teams monitoring your systems to resolve any outages • Finalization and communication of project plan • Definition of QA processes • Scheduling of status updates, standups, and iteration sessions Q4: Infrastructure Q4: Internal communication
- 43. Q1: Close the Loop #16NTCYEAREND
- 44. Q1: Story #16NTCYEAREND • Demonstration of gratitude • Reminders of your impact • Plans for upcoming year editorial calendar
- 45. #16NTCYEAREND • Growth and acquisition goals for upcoming year • Review/update of welcome series and autoresponders • Special attention and experiences for top supporters Q1: People
- 46. #16NTCYEAREND • Collection and analysis of EOY performance data • Identification of key insights • Creation of new yearly testing plan Q1: Data
- 47. #16NTCYEAREND • Evaluation of list health and areas for improvement • Assessment of technical system performance • Circulation of performance results and learnings • Big thanks to your staff (and a much-needed breather)! Q1: Infrastructure Q1: Internal communication
- 50. #16NTCYEAREND
- 51. #16NTCYEAREND
- 52. #16NTCYEAREND
- 53. #16NTCYEAREND
- 54. #16NTCYEAREND
- 55. #16NTCYEAREND
- 56. #16NTCYEAREND
- 57. #16NTCYEAREND
- 58. #16NTCYEAREND
- 59. #16NTCYEAREND
- 60. #16NTCYEAREND What’s next in 2016?
- 61. #16NTCYEAREND ‣ Donor-centric messaging and fundraising ‣ Testing, testing, testing ‣ Mobile, mobile, mobile ‣ Investing in storytelling ‣ Optimizing email list growth efforts ‣ Targeted acquisition
- 62. Questions? Get in touch! #16NTCYEAREND @CHANGEORGS MTEICH@CHANGE.ORG @BSD AROTHMAN@BSD.COM @EARTHJUSTICE EGULSETH@EARTHJUSTICE.ORG
- 63. Don’t forget! #16NTCYEAREND ‣ Tweet along: #16NTCYearend ‣ Take notes: http://po.st/yearend-16NTC ‣ Give feedback: http://po.st/LEjsHr