In this webinar, Constant Contact and DonorPerfect shared practical and creative ways to fundraise on Giving Tuesday. Some of the discoveries included: * The importance and mechanics behind setting your goals * Easy-to-implement tips on standing out in a sea of communications *How to craft messages and identify segments * And more!

1. Stand Out This Giving Tuesday:
Fundraising Habits That Will Set
You Apart!
Aretha Simons
Webinar Producer
9.28. 2023

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4. Stand out this
Giving Tuesday:
Fundraising habits that will set you apart!

5. Your Speakers
Matthew Montoya
Sr. Channel Marketing &
Enablement Manager
Julia Gackenbach
Communications Manager

6. ● The importance of review and goal setting
● Segmentation ideas
● Best practices
○ Email
○ Asking for a donation
● Reviewing progress
● How DonorPerfect and Constant Contact
sync to help you grow
● Q+A
Today’s Agenda

7. Phases of Giving Tuesday
Phase 1
Review &
Goal Setting
Phase 2 Phase 3
Executing &
Stewarding
Segmenting &
Writing

8. Phases of Giving Tuesday
Phase 1
Review &
Goal Setting
Phase 2 Phase 3
Executing &
Stewarding
Segmenting &
Writing
Reporting
Goal updates
Thank-yous
Data preparation
Goal setting
Analyzing
Email marketing
Asking
Design

9. Phases of Giving Tuesday
Phase 1
Review &
Goal Setting
Phase 2 Phase 3
Executing &
Stewarding
Segmenting &
writing

10. Why set goals?
Let’s take a road trip
If I wanted to go from Boston to
Philadelphia, how would I know I
met my goal?
How do you know you’ve met your
goals if you don’t set them first?

11. Fundraising review
and goal setting

12. Review your data
● Review data from
previous campaigns to
establish a baseline for
this year’s goals
● Which efforts were
successful in the past?
Which ones were a waste
of time?

13. Review your budget
● Review campaign costs
● Review budget requirements and
upcoming initiatives
● Review progress on annual goals
● Determine how your Giving
Tuesday funds will be used
○ Operational
○ Goal-specific

14. Determine your need
● Is there a program or aspect of
your mission that could use more
support?
● Is there something happening in
your community that your team
feels strongly about?
● Is there an exciting opportunity
to expand your mission?

15. Set the stage
● Update addresses and other key
donor information.
● Appoint a designated team member
for social media posts, website
updates, and online form needs.
● Consider tools/integrations that would
lighten your workload and increase
your reach.
● Develop a communication plan for
each key donor segment. Which ones
will you prioritize and how?

16. Marketing review
and goal setting

17. Review your online
marketing efforts
Ask yourself
● Has my marketing been consistent?
● Are some methods more effective?
● Do I need additional marketing tools?

18. Review your online marketing channels
and tools
Email Website
Social

19. Social:
View this as rented land for engagement and awareness.
Focus on one main channel
Engage consistently
Encourage people to visit/connect to your owned properties:
website, email lists.
Your social media efforts should:

20. Social:
Questions to ask yourself
● Are the right people
engaging with my posts?
● Am I pointing people back
to my website?
● Is one social channel
performing better than the
others?

21. Email:
Communicate directly with your proprietary contact lists
to drive action.
Use email for relationship building and to stay top of mind
Automate repetitive emails
Segment lists based on customer interests, demographics,
and/or past donations
Your email efforts should:

22. Email:
Questions to ask yourself
● Am I sending emails
regularly?
● What is my audience
clicking on the most?
● Are subscribers taking the
actions I want them to
take?

23. Website:
This is your online home base and what people should
find when they search for you
Be mobile-responsive and have a modern design
Have at least three main pages: Homepage, About Us, Contact
Your website should:

24. Website:
Questions to ask yourself
● Does my site have complete
and up-to-date information?
● Are the right people visiting?
● Where are they coming from?
● Are visitors taking the next
step?
● Am I using free and paid tools
(search ads, review sites,
social) to get more visitors?

25. As you begin to
define your goals,
here are two
questions to ask
yourself
Plan: Set practical, real-world goals
1
Are there new things I
need to implement?
● Add website pages
● What social channel
● Can I automate?
2
Any existing things I
can improve upon?
● Grow my contact list
● Capture more sales
from my online store
● Get more year-end
donations

26. Website:
Optimize for mobile
Email
Increase click rate by 1%
Social:
Create a consistent social
media calendar
Use the guide we’ve provided
to capture your goals
Example Goals:
Write down your goals

27. Phases of Giving Tuesday
Phase 1
Review &
Goal Setting
Phase 2
Segmenting &
Writing

28. Importance of
Donor Segmentation

29. Your story is unique, so is your audience

30. Segmentation is the act of
dividing your donors into smaller
groups, or segments, based on
shared information or common
characteristics.

31. Groupings to
consider:
Demographic Geographic Behaviors & actions
• Age
• Family Status
• Marital Status
• Zip code
• City
• State
• Program Involvement
• Last gift amount
• Frequency
Groupings to consider:

32. Demographic
Depends on your fundraising goals and
communication channels
Examples:
● If you’re looking to attract new donors,
and you want to expand your reach using
the #GivingTuesday hashtag, try
targeting Millennial donors who use
Facebook often and are happy to skip
their Starbucks run for a good cause
● If you want to solicit larger gifts via
direct mail, try targeting married donors
or high-income households

33. Geographic
Depends on your fundraising needs
and campaign messaging
Example:
● If you’re highlighting the efforts
of a local program or service, like
a soup kitchen, consider targeting
donors in certain zip codes to
ensure familiarity with the cause.
This ensures that your storytelling
hits home.

34. Behavior
Which donors do you want more of?
Examples:
● Lapsed donors
● Donors who gave on Giving
Tuesday last year
● Donors who give in the last three
months of the year
● Donors who respond well to
time-sensitive causes
● Donors who respond well to social
media posts

35. Segmentation in
Email Marketing

36. Sending targeted, relevant
emails improve your results!
Less unsubscribes
More action, engagement
Higher online giving rates

37. Email groupings to consider:
Behaviors & actions
● Opens
● Clicks
● Frequency of engagement
● List membership
● Tag

38. Segmentation = higher engagement
Source: Personalized emails receive 11% higher opens, 27% more clicks Experian, 2016

39. Click segmentation is a process of having contacts self-segment, based on a link,
or links, they click on.
Learn from subscribers with Click Segmentation
While building an
email, set up click
segmentation
and send email
Subscriber is then added to a new or
existing list
Subscriber
clicks on the
email,
Potential donor

40. Including the ask

41. Segmented lists
Make each ask feel personal
● Create email lists for your specific Giving Tuesday groups
● Create a Giving Tuesday email template that you can tweak slightly to resonate
with each group
● Personalization makes them feel called to action
○ Leverage your donor data and custom reports

42. Dynamic content
Fill in the blanks with stored donor data
● Automatically pull details from your donor
records into the body of your emails using
dynamic fields
○ Recipient’s name
○ Salutation
○ The campaign they gave to
○ The amount or date of their last gift
● Builds trust in your organization

43. Email series
Keep donors in-the-know about
giving opportunities
● Trigger automated emails based
on how donors engage
● Opportunities to upgrade their gift
● Announcements for upcoming
events or giving challenges
● Invitation to your monthly giving
program

44. Email timeline
Before Giving Tuesday
● Campaign reveal: First week of November
● Crowdfunding invite: Mid-November
● Reminder: Day before Giving Tuesday
On Giving Tuesday
● Today’s the day – 8:00 – 10:00 am
● Goal update – 12:00 – 2:00 pm
● Goal update – 4:00 – 6:00 pm
● Last call – 8:00 – 10:00 pm
After Giving Tuesday
● December 1st
● December 15th
● December 31st

45. Email design best
practices

46. A mobile first layout is key to success
Design is critical

47. 1. Header
• Use a recognizable “From” name
• Assure you have a reply address that
is monitored
• Keep subject line to 4-7 words
1
1
2
2. Preheader
• Preheader should further entire
reader to open the email.
• Keep to 6-11 worlds
2
From: Mission Church <office@missionchurch.com
Reply: leadership@missionchurch.com
Subject: 5 family discussion topics this week
Preheader: Engaging family conversations for all ages
Email design
best practices
1
3. Logo and color
• Link logo to homepage
• Email color scheme should
match your brand
3
4. Images
• Images should support
message. No more than 3.
4
5. Text
• Use at least 21pt text for
headlines and 14pt text for
body
• Keep content to 25 lines of
text of less
5
6. Call to action
• Use buttons and images to
drive readers action
6
7. Footer
• Use footer for contact
information
• Include social media
links
7

48. Automate what you can
● When subscriber clicks a link*
● A contact joins or is added to a list
● Dates (Birthday and/or
Anniversary)
*may require a plan upgrade
Clicked Volunteer Link?
Send onboarding email #1
Send onboarding email #2
Send second appeal

49. Phases of Giving Tuesday
Phase 1
Review &
Goal Setting
Phase 2 Phase 3
Executing &
Stewarding
Segmenting &
Writing

50. Key fundraising
reports

51. ● Donors by Giving Level - See which donors are
contributing at different giving levels. This is useful if your
organization supports different membership levels or sends
thank-you letters for different levels.
● Giving Statement - Generate a list of donors who made
donations within a specified date range.
● Gifts by Date - Display all gifts received during a time
period that you specify.

52. ● Comprehensive Donor Revenue Analysis - A "state of the
database" analysis, including active donors, retained
donors, new donors, reactivated donors, and donor
attrition rate.
● Solicitation Analysis - See each solicitation type by the
following factors – total income generated, number of
persons contacted, response rate, average gift size, and
net profit. This report also lists the cost of each method.

53. ● Giving Summary by Selected Field - See total and
average gift amounts, total gifts, and total donors during a
specified time period, segmented by a field you specify.
● Statistical Tabulation Report - If you use solicitation
codes to track your Giving Tuesday results, this report is
an excellent resource that shows a side-by-side
comparison with last year's totals.

54. Key email reports

55. Bounces
Clicks
Spam
Unsubscribe
Opens How many people opened the email / but there’s a catch
The most important metric.
Proof the email was read and what was read
Something came back (like an out of office reply)
A subscriber has marked your email as spam
Reporting - know what’s working
A subscriber has left your list

56. Clicks
● Proof of delivery
● Proof of open
● Proof of readership
● Tells you exactly what each
subscriber was interested in
● Should be closely watched and in
some situations you should follow up
with “clickers” based on your
content

57. How DonorPerfect &
Constant Contact sync
to help you grow

58. DonorPerfect Templates
● DonorPerfect Templates tab in Constant Contact
● Pre-formatted email fundraising templates
● Leverages DonorPerfect’s 35 +years of fundraising
industry experience
● Templates cover some of the most common
fundraising campaigns
● Just drop in your logo and information about your
campaign

59. Donorperfect/Constant
Contact integration
The integration of DonorPerfect and
Constant Contact makes it easy to
share your story and mission
Constant Contact can sync nightly
with your donor information
You can use your filters set in
DonorPerfect to assure your
story/appeal reaches the most
receptive audience

60. Download DonorPerfect’s
Giving Tuesday Cheat Sheet
donorperfect.com/giving-tuesday

61. Scan the QR code to take advantage of the
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62. Q+A

63. Thank you