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Year End Fundraising Tips & Ideas


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Donor Experience 101 shares tips, ideas, and strategies designed to help nonprofit executives create a successful yes end fundraising campaign.

Published in: Government & Nonprofit
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Year End Fundraising Tips & Ideas

  1. 1. Bridget Brandt Donor Experience 101
  2. 2. HELLO! Bridget L. Brandt Donor Experience 101 #bridgetlbrandt I don’t know everything, but I’m usually right…and always funny! 
  3. 3.  What is a Year-End Campaign?  Why You Need to Launch a Year-End Campaign Today  5 Best Practices for Year-End Campaigns  Tools of the Trade  Q&A
  4. 4.  Convince you why you need to launch a Year-End Campaign!  Provide ideas and tips to get you going or improve your current campaign  Get you to take action and launch the campaign ASAP  No campaign is ever perfect or “ready”  Start where you are now  Only way to improve is to get something out there and test  Pick one or two ideas and add them to your campaign
  5. 5.  A coordinated multi-appeal fundraising campaign that capitalizes on the end of year giving cycles that is a part of a larger donor cultivation system  Key ideas from the definition  Coordinated  Multi-appeal  Giving cycles  Part of larger system  Also known as:  EOY Campaign  Year End Campaign  Holiday Campaign
  6. 6. Why you MIGHT NEED to launch an End of Year Campaign
  7. 7.
  8. 8.  NPO’s raise from 40% to 70% of their funds at the end of the year  Up to 22% in the last two days of the year  People like to give during the holiday season  Practice altruism. Instead of big gifts for others, buy smaller gifts and donate a portion of your budget to the needy. Sometimes reflecting on those less fortunate helps us regain perspective about how lucky we are and how commercialized our holidays can become. Dr. Janet Frank, Ph.D.  People like to get their tax breaks  Great opportunity to find new donors
  9. 9. You only need four tools to run a solid Year-End Campaign Online  Place to make your case – website  Way to take money – donation form  Way to connect with potential donors – email marketing, pen, & phone  Way to track results – online analytics But— I little creativity goes a LONG way!
  10. 10. 5 Best Practices and Tips for End of Year Campaigns
  11. 11.  Plan to connect prior to the campaign.  Make calls  Do Visits  Reach out to one person each day.  GET NOTICED
  12. 12. Tell a Great Story  Inspire them with your passion  Individual stories are best  People give to people  Emotion >> Rationality  Make it timely  Online Video  Showcase staff, volunteers, and people getting involved  Tell them what you need and why, don’t expect them to know.
  13. 13.  Multiple Touch Points (Not just one and done)  Direct mail, email, website, online form, Facebook, video, in person or committee asks  Easy Donation Process  Vivid Examples of How Donations Will be Used  Example: $10= 17 meals
  14. 14.  Plan  But keep it simple for now  Start from where you are and improve every year  Use the planning guide (end of the slide deck)  Provide  Actions for volunteers and staff to help with  Information they need to engage their personal networks
  15. 15. Samples. Templates. Projects.
  16. 16.  September – Brainstorm, research, and schedule your campaign  Review Last Year’s Campaign  What worked? What did not work?  What do the stats tell you?  What has changed for your organization in the past year?  What are your organization’s goals this year?  Complete End of Year Campaign Planning Sheet  October – Design, write, and prepare communications  Draft Email Series  Design look and feel of the campaign  Create email templates
  17. 17.  November – Finalize all communications and test the campaign  Have multiple staff members review all campaign content  Have the campaign approved by appropriate staff members  Run multiple tests of the entire campaign  Run a few tests yourself pretending to be a donor & ask volunteers to do the same  Send warm-up appeal email/letter (optional)  Monthly newsletter or separate mailing  Updates on year, preview of campaign--Send out at least one week before the first appeal  December – Launch Campaign  Appeal 1 – Campaign Kickoff – Giving Tuesday or 1st week in December--Sets up campaign and tone  eCard – For acknowledgement of support – 3rd week in December  If including a holiday greeting, send before the period most applicable to your donors  Appeal 2 – Follow Up/Reminder – Dec. 29 or 30-- Last chance to give in 2017
  18. 18.  Email, social media sent in November asking for the small thing.  Thank you
  19. 19.  Email with the first ask on Giving Tuesday or in early December
  20. 20.  Email Holiday Greeting appropriate for your audience.  Break through the clutter.
  21. 21.  Email with 2nd & 3rd ask in early December  Final ask on Dec. 31
  22. 22. Here are the overall results: Overall donor retention: 46% (average) New donor retention: 23% (average) Repeat donor retention: 60% (average) Let’s simplify: 5.5 donors out of every 10 donors do not return to give even a penny the next year! So- Thank them!!! content/uploads/2017/04/FEP2017Report421 2017.pdf
  23. 23.  Implement a Welcome Series for new donors  Keep people involved  Work on engaging them  Get them to volunteer
  24. 24. Let’s put this knowledge to work
  25. 25.  End-of-year campaigns are not as difficult as they seem  Take action – Pick one or two ideas and implement  Only YOU can figure out what works for YOUR organization
  26. 26. Bridget L. Brandt