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.
Give your donors a seamless experience with the right fit to convert visitors into
donors instantly.
Digital giving made easy

3.
12 PROVEN TACTICS
TO RAISE MORE ON DIGITAL
AT CHRISTMAS

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.
TACTICS FOR
INSTANT GIVING ON
MOBILE

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.
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.
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.
Outbound SMS
Best practice
donation page

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.
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.
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.
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.
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.
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.
TACTICS FOR CREATING
YOUR MOST BEAUTIFUL
DONATION PAGE

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.
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.
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.
Add a live thermometer bar
Show the donations updating live

21.
TACTIC #5:
Live thermometer bar
pages exceed their
goals

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.
Multiply your donations

24.
TACTICS FOR THE ULTIMATE
EMAIL DONATIONS

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.
TACTIC #7:
Clever use of mimic video on email
Watch Yvonne meet Page…
Guide Dogs
NSW/ACT took
video to the
next level

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.
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.
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.
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.
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.
$ 50
Alex
Legend
A.Legend@mymail.com
0437 000 333
Just in
time for
Christmas
Personalised
donation
pages
Hi Alex,

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.
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.
TACTICS FOR
ALL CHANNELS

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.
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.
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.
TACTIC #12: One click from any channel
Banners
TACTIC #12:
Make-A-Wish
(Website banner)

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.
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.
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.
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.
Questions?
To find out how we can
help you increase your
digital giving this
Christmas:
www.giveeasy.org