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Be a Year-End Superhero: A Month-by-Month Guide Slide 1 Be a Year-End Superhero: A Month-by-Month Guide Slide 2 Be a Year-End Superhero: A Month-by-Month Guide Slide 3 Be a Year-End Superhero: A Month-by-Month Guide Slide 4 Be a Year-End Superhero: A Month-by-Month Guide Slide 5 Be a Year-End Superhero: A Month-by-Month Guide Slide 6 Be a Year-End Superhero: A Month-by-Month Guide Slide 7 Be a Year-End Superhero: A Month-by-Month Guide Slide 8 Be a Year-End Superhero: A Month-by-Month Guide Slide 9 Be a Year-End Superhero: A Month-by-Month Guide Slide 10 Be a Year-End Superhero: A Month-by-Month Guide Slide 11 Be a Year-End Superhero: A Month-by-Month Guide Slide 12 Be a Year-End Superhero: A Month-by-Month Guide Slide 13 Be a Year-End Superhero: A Month-by-Month Guide Slide 14 Be a Year-End Superhero: A Month-by-Month Guide Slide 15 Be a Year-End Superhero: A Month-by-Month Guide Slide 16 Be a Year-End Superhero: A Month-by-Month Guide Slide 17 Be a Year-End Superhero: A Month-by-Month Guide Slide 18 Be a Year-End Superhero: A Month-by-Month Guide Slide 19 Be a Year-End Superhero: A Month-by-Month Guide Slide 20 Be a Year-End Superhero: A Month-by-Month Guide Slide 21 Be a Year-End Superhero: A Month-by-Month Guide Slide 22 Be a Year-End Superhero: A Month-by-Month Guide Slide 23 Be a Year-End Superhero: A Month-by-Month Guide Slide 24 Be a Year-End Superhero: A Month-by-Month Guide Slide 25 Be a Year-End Superhero: A Month-by-Month Guide Slide 26 Be a Year-End Superhero: A Month-by-Month Guide Slide 27 Be a Year-End Superhero: A Month-by-Month Guide Slide 28 Be a Year-End Superhero: A Month-by-Month Guide Slide 29 Be a Year-End Superhero: A Month-by-Month Guide Slide 30 Be a Year-End Superhero: A Month-by-Month Guide Slide 31 Be a Year-End Superhero: A Month-by-Month Guide Slide 32 Be a Year-End Superhero: A Month-by-Month Guide Slide 33 Be a Year-End Superhero: A Month-by-Month Guide Slide 34 Be a Year-End Superhero: A Month-by-Month Guide Slide 35 Be a Year-End Superhero: A Month-by-Month Guide Slide 36 Be a Year-End Superhero: A Month-by-Month Guide Slide 37 Be a Year-End Superhero: A Month-by-Month Guide Slide 38 Be a Year-End Superhero: A Month-by-Month Guide Slide 39 Be a Year-End Superhero: A Month-by-Month Guide Slide 40 Be a Year-End Superhero: A Month-by-Month Guide Slide 41 Be a Year-End Superhero: A Month-by-Month Guide Slide 42 Be a Year-End Superhero: A Month-by-Month Guide Slide 43 Be a Year-End Superhero: A Month-by-Month Guide Slide 44 Be a Year-End Superhero: A Month-by-Month Guide Slide 45 Be a Year-End Superhero: A Month-by-Month Guide Slide 46 Be a Year-End Superhero: A Month-by-Month Guide Slide 47 Be a Year-End Superhero: A Month-by-Month Guide Slide 48 Be a Year-End Superhero: A Month-by-Month Guide Slide 49 Be a Year-End Superhero: A Month-by-Month Guide Slide 50 Be a Year-End Superhero: A Month-by-Month Guide Slide 51 Be a Year-End Superhero: A Month-by-Month Guide Slide 52 Be a Year-End Superhero: A Month-by-Month Guide Slide 53 Be a Year-End Superhero: A Month-by-Month Guide Slide 54 Be a Year-End Superhero: A Month-by-Month Guide Slide 55 Be a Year-End Superhero: A Month-by-Month Guide Slide 56 Be a Year-End Superhero: A Month-by-Month Guide Slide 57 Be a Year-End Superhero: A Month-by-Month Guide Slide 58 Be a Year-End Superhero: A Month-by-Month Guide Slide 59
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Be a Year-End Superhero: A Month-by-Month Guide

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Dolores McDonagh takes you through part II of the two-part series. Guiding you through the important considerations as you craft your year-end strategy and plan, she breaks down the who, what and when tasks a fundraiser can tackle in the months leading up to your year-end campaign to insure maximum success.

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Be a Year-End Superhero: A Month-by-Month Guide

  1. 1. Be a Year End Superhero: A Month-by-Month Guide August 25, 2017
  2. 2. 2 Introduction Dolores McDonagh Principal Consultant Charity Dynamics
  3. 3. 3 Your Presenter Professor D Professor X
  4. 4. Be a Year End Superhero July: Build Your Fantastic 4 August: Truth & Money September: Super Strategy Part I: July 27 October: The Power of Empathy November: Super Speed December: The Will to Win Part II: August 26, 12pm CST 4 • Super Power: Time Travel • Your Month by Month Guide to a Super Year End
  5. 5. Super Power: Time Travel 5 Location of July webinar
  6. 6. 6 Webinar #1 Wrap Up • July - Assemble Your Team • August - Review 2016 Results & Line Up Your Matching Gift • September – Finalize Your Strategy
  7. 7. Month-by-Month Guide Part II 7 How can you have a Year End?
  8. 8. Empathy & Brain Science 8 OCTOBER SUPER POWERS:
  9. 9. 9 October Activity: Empathetic Creative
  10. 10. Use Empathy to Connect with Donors 10 It’s not about you… It’s all about your DONORS
  11. 11. What Do Donors Want? 11 • To make an impact • To feel appreciated • An effective partner • A faster than a speeding bullet experience
  12. 12. The Four Phases of Year End Campaigns 12 $0 $50,000 $100,000 $150,000 $200,000 $250,000 $300,000 $350,000 $400,000 $450,000 Pre #GivingTuesday GivingTuesday Early/Mid December Year End
  13. 13. Creative Balance through Year End Campaign 13 Show Impact Appreciate Partnership Speedy UX
  14. 14. Phase 1: Pre #GivingTuesday: Show Impact and Appreciate 14
  15. 15. How Can You Show Impact? 15 • Work hard to weave donors into your organization’s story • Articulate that gifts of all sizes matter • Digitize Annual Reports or other donor cultivation communications • Use statistics to show impact
  16. 16. Use Statistics to Show Impact 16 Test a discrete ask in your cultivation emails • Be the Match Foundation turned organizational stats into an infographic that illustrates impact • Bonus points for humanizing the email to humanize the impact
  17. 17. 17 Consider Video/Live Streaming to Cultivate
  18. 18. Phase 2: #GivingTuesday Grows Up 18 $0.00 $10,000,000.00 $20,000,000.00 $30,000,000.00 $40,000,000.00 $50,000,000.00 $60,000,000.00 2012 2013 2014 2015 2016 90% Growth 36% Growth 51% Growth 20% Growth
  19. 19. www.givingtuesday.org 19
  20. 20. • Need a #GivingTuesday Campaign – Riley’s? http://www.charitydynamics.com/project/riley-childrens-foundation-giving-tuesday/ 20
  21. 21. 21 October Activity: Brain Science Creative
  22. 22. More About Email & Personalization 22 • Campaign Monitor conducted an online survey in May of 2017 to assess generational preferences around communication. • Across generations email is the preferred channel. https://www.campaignmonitor.co m/resources/guides/insights- research-report/#five
  23. 23. Consumers Want Better Email from Nonprofits 23
  24. 24. Online Giving Preference by Generation 24 • Millennials were more than three times as likely to say they used email “always” or “most of the time” to donate (compared to 18% of 55+ respondents)
  25. 25. Brain Science: The Power of Personalization 25 • Generational Email Preferences • What’s in a name? • Getting Personalization right • Other Ways to Personalize
  26. 26. 26
  27. 27. Personalization in Subject Lines 27
  28. 28. Super (and not so super) Personalization 28 Super Not So Super
  29. 29. Email Text Personalization by Donor Segment 29 Current Donors Lapsed Donors
  30. 30. Look to Your Data to Help Define Your Segments 30 Traditional • Recency • Frequency • Giving Level Other Ways to Segment • How Acquired • Engagement Types • Interest Area Focus on segments that have the most potential to move the needle
  31. 31. Personalizing Donor Type and Donor Level 31 Sustainer Upgrade Invite leads to a customized donation from
  32. 32. Dynamic Form Shows Immediate Impact 32
  33. 33. Thank You Page Continues to Communicate Impact 33 Hitting ‘Update Gift’ button automatically updates monthly commitment. • 3 Clicks • No User Name or Password Needed • Form includes phone number if donor would prefer to talk to a Donor Services representative.
  34. 34. Super Power: Speed 34 NOVEMBER:
  35. 35. 35 November Activity: Get Out of Gate Fast
  36. 36. Be a Super Hero Test Pilot 36 Year End Testing pays year round dividends: • Some early tests can be implemented immediately, boosting year end results • For some organizations, testing in early messages is a low risk way to gain valuable information that can be used year round
  37. 37. Phase 3: More Brain Science Plays Out in November Review Your Copy Like a Brain Scientist • Trigger Words • The Consistency Principle • The Principle of Scarcity • Social Proof Early Tests • Subject Lines • Content Positioning • Asking Amounts • Sustainer Upgrade 37
  38. 38. Trigger Words • Certain words act like ‘Eye Magnets,’ increasing open rates • Once spam triggers, mailers are now finding success with words like: – FREE – NEW – SECRET – WIN • Brainstorm variants on these names and them IF they are relevant to your copy 38
  39. 39. The Consistency Principle 39
  40. 40. Using ‘Yes’: The Consistency Principle • Reminding people that they have supported in the past is a YES. • Asking a question that invites affirmation is a YES • Two part Calls to Action make a YES 40
  41. 41. The Principle of Scarcity • Urgency and Exclusivity are time-honored tactics to boost response at Year End – December 31st – Matching Grants – Impact Status 41
  42. 42. Urgency + Scarcity + IMPACT • Time is running out header communicates urgency • Animated GIF shows how close readers are to missing out on having their gift be matched • Individual buttons show how their impact will be doubled through the match 42
  43. 43. Leveraging the Hive Mind (Social Proof) 43 Humans are trained to believe authority figures. Many organizations use Better Business Bureau or Charity Navigator logos to establish credibility, but consider using early results from supporters to inspire others to give.
  44. 44. Early Email Testing Ideas 44 Emoji’s have been hot in 2017. Test early to see if they will boost results.
  45. 45. Email Subject Line Testing • If your file is large you can do a test on a small portion of the list, read results quickly and ‘rollout’ the winner to the rest of the file later in the day. • Or you can do a 50-50 split and use the winning subject line for a ‘resend.’ • Best practices call for subject lines of 35 characters or less, but test longer ones to see if ‘teasing’ out your idea generates more opens. – Make sure ‘Trigger Words’ are in first 35 characters – Pay attention to ‘Sub Subject’ lines and use as additional content to entice donors • Try to test “replicable” tactics such as sending email from your org vs. a ‘real’ person. • Test Positioning of Match 45
  46. 46. Testing Inside Email • Impact Positioning (use STC example again?) • Simple Text Design vs. Graphical Emails • Interactive GIFs or video vs. static graphics • Ask Strings – One Size fits all vs. different asks for groups of donors vs. individual asks driven by MRC or HPC 46 Don’t test re- sponsive emails. Just do it!
  47. 47. Simple emails 47 Subject line: If not you, then who? Subject Line: Your last chance
  48. 48. 48
  49. 49. It’s Not Just About Email • Lightbox – give % of $ from website – Can talk about testing here as well – Talk about timing settings (# of times to see during the different phases) • Sites Ads • Try to get a match large enough that you can use in all channels (remember, people are omni channel) • Social – supporting channel • SMS – would love to hear if anyone is planning an 12/31 last minute texts • Ads – Remember, many of your donors have opted out of email, but that doesn’t mean they’re not online. Consider retargeting ads and SEM ads to opted-out donors so that you stay ‘top of mind’ at year end. 49
  50. 50. Super Power: Willpower 50 DECEMBER:
  51. 51. 51 December Activities: Campaign Tracking & Adjustments
  52. 52. 52
  53. 53. 53 Wishing you a wonderful holiday season
  54. 54. 54
  55. 55. 55
  56. 56. 56
  57. 57. 57
  58. 58. ©2017 Charity Dynamics THANK YOU

Dolores McDonagh takes you through part II of the two-part series. Guiding you through the important considerations as you craft your year-end strategy and plan, she breaks down the who, what and when tasks a fundraiser can tackle in the months leading up to your year-end campaign to insure maximum success.

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