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Webinar -12 tactics to raise more on digital this christmas

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No matter where you are in your Christmas fundraising campaign, the truth is that the digital donations roll in during the last two weeks, if you have the right tactics in place.

The last two weeks before Christmas is one of the busiest times of the year for donations, so it’s important you take full advantage of peak giving.

In this webinar you will learn proven tactics and techniques to maximise donations close to Christmas.

We will walk through set up and implementation so you will be able to implement quickly and easily within your organisation for this Christmas campaign.

We will demonstrate live examples and case studies from small, medium and large organisations.

Published in: Government & Nonprofit
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Webinar -12 tactics to raise more on digital this christmas

  1. 1. 12 PROVEN TACTICS TO RAISE MORE ON DIGITAL AT CHRISTMAS Digital giving made easy Spoiler alert: It all happens in the last two weeks!
  2. 2. Give your donors a seamless experience with the right fit to convert visitors into donors instantly. Digital giving made easy
  3. 3. 12 PROVEN TACTICS TO RAISE MORE ON DIGITAL AT CHRISTMAS
  4. 4. 12 PROVEN TACTICS TO RAISE MORE ON DIGITAL AT CHRISTMAS TACTIC #1: Go straight to mobile TACTIC #3: Timing is everything TACTIC #4: Set a countdown clock TACTIC #5: Show your progress live TACTIC #6: Multiply your donations TACTIC #10: Unlock the power of social media TACTIC #7: Magic trick on emails TACTIC #11: PayPal goes everywhere TACTIC #2: Choose your words for impact TACTIC #9: Plan your lists in advance TACTIC #12: One click to give from any channel TACTIC #8: Tailor the experience for each donor
  5. 5. TACTICS FOR INSTANT GIVING ON MOBILE
  6. 6. Go straight to mobile SMS is truly the king of instant donations. It combines urgency, swift response and 98% read rate. That is the trifecta of direct marketing. • SMS is easy to implement • Be sure to prefill the donation page • Make it urgent SMS is the winning combination TACTIC #1: Go straight to mobile
  7. 7. Hi Alex, you can help us achieve zero deaths by 2030 this June. Last year you donated $60. Click here to donate: https://donate.nbcf. org.au/xxx Alex Legend a.legend@email.com $60 First time SMS experience Outbound SMS donations
  8. 8. Hi Sandra, Jessie here at St Kilda Mums. We still have 45 families without a safe place for their baby to sleep this Christmas. $140 provides a safe cot & mattress for a family. Help babies sleep safe & dream big! Click to donate now: [URL] uns STOP 0456941644 Hi Sandra, Jessie here at St Kilda Mums. We still have 45 families without a safe place for their baby to sleep this Christmas. $140 provides a safe cot & mattress for a family. Help babies sleep safe & dream big! Click to donate now: [URL] uns STOP 0456941644 Outbound SMS
  9. 9. Outbound SMS Best practice donation page
  10. 10. Choose your words for the season There are a few key words that create a sense of urgency quickly. • With SMS, get straight to the point with just a few powerful words. TACTIC #2: Choose your words for impact
  11. 11. Words that work well with SMS Use your characters to maximise your impact Make it easy for your donors to give by prefilling their name, email and unique giving amounts to the form. Be clear who it’s from: CHARITYNAME Make it PERSONALISED URGENT LAST CHANCE WE’RE STILL SHORT PLEASE EMERGENCY HELP
  12. 12. Alex, We're still short! Donate $50 by midnight: http://donate.asrc.org.au/ uns STOP 04xxxxxxxxx SMS is now super personal Sender ID: Max 11 characters Firstname: Use donor’s name Copy to suit tone and message Unique gift amount Remember: With GiveEasy each link is unique to the donor, with pre-filled form. Kon from ASRC Name Copy Gift amount Link: UNS: Unsubscribe number. Always included. Customise your mobile giving with highly targeted SMS
  13. 13. Create a sense of urgency Send as late as possible. Don’t be afraid to send on Monday 24th December. Particularly with SMS. TACTIC #3: Timing is everything
  14. 14. WHEN TO SEND YOUR SMS Christmas is a Tuesday this year. Option 1: (Urgency) Send Monday 24th December Option 2: (Few days to go) Send on Friday22nd December Option 3: (Split test) Send half Friday 22nd December and Send the other half Monday 24th December
  15. 15. Emotive copy Everything revolves around the emotive copy in 160 characters #1: #2: #3: #4: Pre-filled amount Prompts donors to give Send at the right time Create a sense of urgency by sending a reminder SMS close to a deadline BREAKTHROUGH:FORMULA FOR SMS Donors choose PayPal Donors prefer to have choice in giving. Be sure to add PayPal as alternative.
  16. 16. TACTICS FOR CREATING YOUR MOST BEAUTIFUL DONATION PAGE
  17. 17. Set a countdown clock This simple tool adds an element of urgency to give This is a must for Christmas, right at the last minute. TACTIC #4: Set a countdown clock
  18. 18. Count down to your event on your donation page Set a clear deadline Other great days to use a countdown timer: • Tax time • 24 hour giving day • Major appeals • Telethon
  19. 19. Motivate your donors by showing your progress towards your goal. Every donation ticks up towards your fundraising goal. Rewarding each donor for their gift, and motivating the community as a whole. Live donation progress makes all the difference TACTIC #5: Show your progress live Add a live progress bar that shows how close you are to your goal
  20. 20. Add a live thermometer bar Show the donations updating live
  21. 21. TACTIC #5: Live thermometer bar pages exceed their goals
  22. 22. Double, triple or quadruple donations Setup a matching campaign with corporate donors or generous individuals. Donations from the public are matched to increase givings Matched givings raise you more funds TACTIC #6: Multiply your donations
  23. 23. Multiply your donations
  24. 24. TACTICS FOR THE ULTIMATE EMAIL DONATIONS
  25. 25. Magic trick on emails Video play button is almost impossible to miss Use this as a tactic to get people to your donation page. TACTIC #7: Magic trick on emails
  26. 26. TACTIC #7: Clever use of mimic video on email Watch Yvonne meet Page… Guide Dogs NSW/ACT took video to the next level
  27. 27. CLEVER LINK TRICK: Actually linking to personalised donation page Alex Legend a.legend@mymail.com $38 CLEVER EMAIL TRICK: Email with play button on image Watch Yvonne meet Page…
  28. 28. WINNING COMBINATION Video + prefilling donation page LINKS TO: Personalised, pre-filled donation form. Alex Legend a.legend@mymail.com $38 CLEVER EMAIL + VIDEO TRICK: Email with play button on image Watch Yvonne meet Page…
  29. 29. Use the first name of your donors to speak to them directly Be sure to include a giving amount that they are familiar with. TACTIC #8: Tailor the giving to each donor Create a unique experience for each donor
  30. 30. Personalise at every step Tailor copy to suit donor groups • Curious • Concerned • Ready to take action • Proud supporter • Lapsed supporter It’s all in a name Use the first name throughout your communications. You can add this to the subject line, email subheading and intoduction. Unique donation amounts • First time donors • Repeat donors <$100 • Repeat donors $100 - $200 • Donors above $200 WHAT CAN YOU PERSONALISE? Write copy that is campaign specific • 10 days to go • Christmas giving
  31. 31. Even better… Effortless giving Pre-fill the donation form Words on the landing page unique to the donor – e.g. first name Make giving even easier by pre-filling the donation form Personal email Tailored donation page Personal thankyou page Pre-filled donation form Add links to pre-populated donation page Setup personalised thank you
  32. 32. $ 50 Alex Legend A.Legend@mymail.com 0437 000 333 Just in time for Christmas Personalised donation pages Hi Alex,
  33. 33. Plan your lists in advance Prepare your donor lists in advance. Segment your data to suit your audience. Staff go away on holidays, be sure to request the right data from your team to send to your donors. TACTIC #9: Plan your lists in advance
  34. 34. Social is for everyone Even if you have a small following, you can raise the funds with the right post. Ideally you want to be just one click from your homepage, or social channels to donate. TACTIC #10: Power of social media
  35. 35. TACTICS FOR ALL CHANNELS
  36. 36. Add PayPal to your giving mix TACTIC #11: PayPal goes everywhere 61% of Australians said charities would raise more money if they had the option to donate via mobile.
  37. 37. Be sure to setup PayPal As Australia shifts to a cashless society, digital payments are crucial. 54% of Australians prefer to make donations via PayPal as they feel it is more secure than credit or debit card. 42% of Australians have intended to make a donation, but have not done so because they did not have any cash on them (53% for millennials). As Australia shifts toward a cashless society, Australians 65% think online donations will outpace offline donations in the next 5 years. TACTIC #11: PayPal goes everywhere Offer donation alternatives Be sure to activate your PayPal payment options, as one in three people prefer to use this method. No need to take out your credit card, just type in your password, and you are done.
  38. 38. One click to give from any channel Website • Setup a banner on your home page • Add a popup on your website Mail pack • Setup an easy to give URL straight to your donation page Social • Pin your posts with link to donation page TACTIC #12: One click from any channel No matter the channel, make sure it is only one click to donate
  39. 39. TACTIC #12: One click from any channel Banners TACTIC #12: Make-A-Wish (Website banner)
  40. 40. Clear, visually strong banners on the front page where donors can easily give to your latest campaign are key. Banners Leukaemia Foundation (Website banner) TACTIC #12: One click from any channel TACTIC #12:
  41. 41. Pyjama Foundation (Personalised email) Will you help to brighten a foster child’s life this Christmas? TACTIC #12: One click from any channel Emails TACTIC #12:
  42. 42. Will you help to brighten a foster child’s life this Christmas? TACTIC #12: One click from any channel Donation page TACTIC #12: Pyjama Foundation (Beautiful donation page)
  43. 43. 12 PROVEN TACTICS TO RAISE MORE ON DIGITAL AT CHRISTMAS TACTIC #1: Go straight to mobile TACTIC #3: Timing is everything TACTIC #4: Set a countdown clock TACTIC #5: Show your progress live TACTIC #6: Multiply your donations TACTIC #10: Unlock the power of social media TACTIC #7: Magic trick on emails TACTIC #11: PayPal goes everywhere TACTIC #2: Choose your words for impact TACTIC #9: Plan your lists in advance TACTIC #12: One click to give from any channel TACTIC #8: Tailor the experience for each donor
  44. 44. Questions? To find out how we can help you increase your digital giving this Christmas: www.giveeasy.org

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