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Holiday Online
Fundraising:
30 tips for
campaign success
*
Simren Deogun
@SimrenDeogun
+
#HolidayFundraising
Director, Digital Innovation
Stephen Thomas Ltd
Objective:
Filling
your Online
Fundraising
Toolbox!
2014?
Always start with
what you know.
What did you do in
2014? Was it
successful? And
how did you
measure success?
#1
@Si...
Giving Season
‘Season of Giving’
extends to
charities; talk to
your donors about
what it means to
give during the
“holiday...
Timing
The last 3 months
of the year
account for more
than a third of the
year’s overall
giving.
[Blackbaud Charitable Giv...
December
A huge chunk of
donations are
received in the month
of December.
January remains the
lowest month of the
year for...
December +
10% of annual
donations are made
in the last three days
of December and 5%
on December 31st.
[CanadaHelps]
#5
@...
Build a
Campaign.
A pre-planned,
structured
approach to year-
end fundraising.
One objective.
One message.
#6
@SimrenDeogu...
Team Consensus
Marketing and
Fundraising – one
team, one goal!
#7
@SimrenDeogun @CanadaHelps #HolidayFundraising
SMART Goals
Specific.
Measurable.
Achievable.
Results-oriented.
Time-limited.
#8
@SimrenDeogun @CanadaHelps #HolidayFundra...
Brand
Don’t forget about the
importance of brand
message and
consistency –
especially at the year-
end, when
competition i...
Hook
End of year is a
special time – not just
another chance to
give. Creating a hook
means offering your
audience a speci...
Case for Support
Giving for the sake
of giving motivates
only the few. Create
a compelling case
to give now that’s
specifi...
Audience
Define your top 3
audiences. These
will be your
primary target.
#12
@SimrenDeogun @CanadaHelps #HolidayFundraising
Call to Action
Be specific.
Donate? Give
monthly? Sign the
petition? Send a
note? Post a
selfie? Two-step?
#13
@SimrenDeog...
Partnerships
Leverage existing
corporate and
individual
relationships to
bolster your ask.
#14
@SimrenDeogun @CanadaHelps ...
Custom Donation
Page
A campaign doesn’t
only exist on the
frontend through
promotions. Create a
seamless experience
with a...
Multi-channel
No campaign
should be executed
in only one channel
anymore. Keep this
simple by
leveraging the
channels you’...
Email
Email is your
workhorse – please
don’t believe
anyone that tells
you otherwise.
Frequency should
be tested!
#17
@Sim...
Social
Don’t try to own
the entire
calendar.
#18
@SimrenDeogun @CanadaHelps #HolidayFundraising
Online Ads
These can be
your best friend –
don’t be afraid to
repeat the ask to
those who have
shown an interest.
#19
@Sim...
Video
Video consumption
in Canada has
increased 36%
since Jan 2014 –
it’s a great way to
increase
engagement with
your soc...
Offline
Pick one offline
channel that you
can integrate into
your online
campaign.
#21
@SimrenDeogun @CanadaHelps #Holiday...
How much?
It’s not easy to build
dynamic gift arrays
online for many of
us – be sure to
carefully consider
your minimum an...
Responsive
Invest in a
mobile-friendly
experience.
#23
@SimrenDeogun @CanadaHelps #HolidayFundraising
Giving Tuesday
Actively promote GT
and you’ll likely see a
lift in donations – an
average increase of
93% in number of
don...
Holidays
If you intend on
acknowledging
the holidays, be
sure to fully
integrate it into
your
communication.
#25
@SimrenDe...
Post-Holiday
The opportunity to
give (or ask) does
not end on
December 25th –
the very end of year
can play a crucial
role...
Tax Receipt
Tax credit at year-
end is a major
motivator for
donations.
#27
@SimrenDeogun @CanadaHelps #HolidayFundraising
2016!
January is a low
month for online
giving – this is
your opportunity
to thank
supporters and
talk about impact.
#28
@...
Analysis
Collect as much
data as you can
and get the
experts to parse it
out to find the
golden nuggets.
#29
@SimrenDeogun...
Have fun!
Encourage new
ideas. Different
execution.
Testing. Get
energized!
#30
@SimrenDeogun @CanadaHelps #HolidayFundrai...
Question time!
Simren Deogun
Director, Digital Innovation
simrend@stephenthomas.ca
416.690.8801 x246
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Holiday Online Fundraising: 30 Tips for Campaign Success

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How many times have you heard that the last few months of the year are critical to online fundraising? Simren Deogun from Stephen Thomas shares 30 online fundraising tips to help make your end of year appeal a success. December alone can bring your charity 30% of your online donations for the year, so this is one session you don’t want to miss!

Topics discussed:
How many emails should you be sending?
Is there a time and place for multiple asks?
Do donors really care about the tax deadline?
And much more!

Published in: Education
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Holiday Online Fundraising: 30 Tips for Campaign Success

  1. 1. Holiday Online Fundraising: 30 tips for campaign success * Simren Deogun
  2. 2. @SimrenDeogun + #HolidayFundraising Director, Digital Innovation Stephen Thomas Ltd
  3. 3. Objective: Filling your Online Fundraising Toolbox!
  4. 4. 2014? Always start with what you know. What did you do in 2014? Was it successful? And how did you measure success? #1 @SimrenDeogun @CanadaHelps #HolidayFundraising
  5. 5. Giving Season ‘Season of Giving’ extends to charities; talk to your donors about what it means to give during the “holidays.” #2 @SimrenDeogun @CanadaHelps #HolidayFundraising
  6. 6. Timing The last 3 months of the year account for more than a third of the year’s overall giving. [Blackbaud Charitable Giving Report, Feb 2014] #3 @SimrenDeogun @CanadaHelps #HolidayFundraising
  7. 7. December A huge chunk of donations are received in the month of December. January remains the lowest month of the year for online giving. [Blackbaud Charitable Giving Report, Feb 2014] #4 @SimrenDeogun @CanadaHelps #HolidayFundraising
  8. 8. December + 10% of annual donations are made in the last three days of December and 5% on December 31st. [CanadaHelps] #5 @SimrenDeogun @CanadaHelps #HolidayFundraising
  9. 9. Build a Campaign. A pre-planned, structured approach to year- end fundraising. One objective. One message. #6 @SimrenDeogun @CanadaHelps #HolidayFundraising
  10. 10. Team Consensus Marketing and Fundraising – one team, one goal! #7 @SimrenDeogun @CanadaHelps #HolidayFundraising
  11. 11. SMART Goals Specific. Measurable. Achievable. Results-oriented. Time-limited. #8 @SimrenDeogun @CanadaHelps #HolidayFundraising
  12. 12. Brand Don’t forget about the importance of brand message and consistency – especially at the year- end, when competition is at its peak. #9 @SimrenDeogun @CanadaHelps #HolidayFundraising
  13. 13. Hook End of year is a special time – not just another chance to give. Creating a hook means offering your audience a special reason to give. #10 @SimrenDeogun @CanadaHelps #HolidayFundraising
  14. 14. Case for Support Giving for the sake of giving motivates only the few. Create a compelling case to give now that’s specific to this campaign. #11 @SimrenDeogun @CanadaHelps #HolidayFundraising
  15. 15. Audience Define your top 3 audiences. These will be your primary target. #12 @SimrenDeogun @CanadaHelps #HolidayFundraising
  16. 16. Call to Action Be specific. Donate? Give monthly? Sign the petition? Send a note? Post a selfie? Two-step? #13 @SimrenDeogun @CanadaHelps #HolidayFundraising
  17. 17. Partnerships Leverage existing corporate and individual relationships to bolster your ask. #14 @SimrenDeogun @CanadaHelps #HolidayFundraising
  18. 18. Custom Donation Page A campaign doesn’t only exist on the frontend through promotions. Create a seamless experience with a donation page that aligns with your campaign and its message. #15 @SimrenDeogun @CanadaHelps #HolidayFundraising
  19. 19. Multi-channel No campaign should be executed in only one channel anymore. Keep this simple by leveraging the channels you’re already fundraising in. #16 @SimrenDeogun @CanadaHelps #HolidayFundraising
  20. 20. Email Email is your workhorse – please don’t believe anyone that tells you otherwise. Frequency should be tested! #17 @SimrenDeogun @CanadaHelps #HolidayFundraising
  21. 21. Social Don’t try to own the entire calendar. #18 @SimrenDeogun @CanadaHelps #HolidayFundraising
  22. 22. Online Ads These can be your best friend – don’t be afraid to repeat the ask to those who have shown an interest. #19 @SimrenDeogun @CanadaHelps #HolidayFundraising
  23. 23. Video Video consumption in Canada has increased 36% since Jan 2014 – it’s a great way to increase engagement with your social media posts. [ComScore Digital Future in Focus Canada, 2015] #20 @SimrenDeogun @CanadaHelps #HolidayFundraising
  24. 24. Offline Pick one offline channel that you can integrate into your online campaign. #21 @SimrenDeogun @CanadaHelps #HolidayFundraising
  25. 25. How much? It’s not easy to build dynamic gift arrays online for many of us – be sure to carefully consider your minimum and maximum amounts. #22 @SimrenDeogun @CanadaHelps #HolidayFundraising
  26. 26. Responsive Invest in a mobile-friendly experience. #23 @SimrenDeogun @CanadaHelps #HolidayFundraising
  27. 27. Giving Tuesday Actively promote GT and you’ll likely see a lift in donations – an average increase of 93% in number of donations for those charities that did in 2014. [CanadaHelps] #24 @SimrenDeogun @CanadaHelps #HolidayFundraising
  28. 28. Holidays If you intend on acknowledging the holidays, be sure to fully integrate it into your communication. #25 @SimrenDeogun @CanadaHelps #HolidayFundraising
  29. 29. Post-Holiday The opportunity to give (or ask) does not end on December 25th – the very end of year can play a crucial role in your case for support. #26 @SimrenDeogun @CanadaHelps #HolidayFundraising
  30. 30. Tax Receipt Tax credit at year- end is a major motivator for donations. #27 @SimrenDeogun @CanadaHelps #HolidayFundraising
  31. 31. 2016! January is a low month for online giving – this is your opportunity to thank supporters and talk about impact. #28 @SimrenDeogun @CanadaHelps #HolidayFundraising
  32. 32. Analysis Collect as much data as you can and get the experts to parse it out to find the golden nuggets. #29 @SimrenDeogun @CanadaHelps #HolidayFundraising
  33. 33. Have fun! Encourage new ideas. Different execution. Testing. Get energized! #30 @SimrenDeogun @CanadaHelps #HolidayFundraising
  34. 34. Question time!
  35. 35. Simren Deogun Director, Digital Innovation simrend@stephenthomas.ca 416.690.8801 x246

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