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Last Minute Holiday Fundraising Strategies


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Make the most of the all-important holiday giving season. Online donations peak the last two days of the year, and these gifts tend to be larger. In this webinar, I’ll share over 26 simple strategies to help you capitalize on the best time of the year for asking.

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Last Minute Holiday Fundraising Strategies

  1. 1. Hello  and   Welcome!   25 Year Veteran Monthly Webinars Weekly NewsletterGail Perry CFRE Guidestar ColumnistConsultant, Coach, Free Fundraising ResourcesAuthor, Speaker “Fired-Up Fundraising” 1
  2. 2. Housekeeping  •  Use  headphones  for  best  sound  •  Call  Kris4na  334-­‐246-­‐1712  if  you  need  help:  •  Use  an  ethernet  cable  instead  of  wireless.  •  Shut  down  Internet  programs  (email,  instant  messaging,   browsing,  uploads/downloads)  •  Switch  to  the  phone  number  (may  be  a  toll  call  depending  on   your  calling  plan)     2
  3. 3. Last  Minute  Holiday  Giving  Strategies   to  Put  Your  Over  Goal     What  You’ll  Get  Today  •  Help  you  maximize  those  last  two  days  of  the  year  when  on-­‐line  giving   spikes.      •  Exactly  what  to  say  in  your  year-­‐end    appeals.      •  Who  makes  last  minute  giBs,  and  what  they  want  to  hear.  •   Specific  strategies  that  are  proven  to  work  at  the  very  end  of  the  year.  •  Last  minute  tweaks  to  your  web  site  to    strengthen  your  call  to  acHon  and   your  last  minute  giBs.     3
  4. 4. Send in Your Questions at Any Time 4
  5. 5. The Good News!Expect holiday giving to be over $48 billion from more than 179 million US donors.On line gifts will be over $6 billion – based on a survey by Convio, the FR software company. 74% of Americans will make a year-end gift. 5
  6. 6. The Good News!People who already gave $1k this yearwill give an average of $952 this month. Convio 6
  7. 7. The Good News!66% intend to donatesame as last year12% will increase theirdonations 7
  8. 8. How Will They Give?•  43% of donors via direct mail•  25% from a charity gift shop orcatalog•  21% from online appeals•  4% Facebook twitter or othersocial network Convio 8
  9. 9. Will Online Donors Give More? YES!Average donations will be - $281But if they are planning to give on line - $378 Convio 9
  10. 10. Will Online Donors Give More? YES!In ’08 – 38 orgs received online gifts of $20k21% of the years transaction volume, but 48%of the total dollars raised.Online donors are younger and have higherincomes. Blackbaud 10
  11. 11. Your Year-End Fundraising Campaign Email   Incoming  Web  site   solicita4ons   donors   11
  12. 12. Your Web Site8 Seconds to Score 12
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  14. 14. 1. Start Out By Thanking 14
  15. 15. Consider a mystery year-end campaignRonald McDonald House of Spokane WA 15
  16. 16. 3. What Donors Want to HearWhy me? Why now? What for? Who says? Katya Andreson and Jeff Brooks Network for Good 16
  17. 17. 3. What Donors Want to Hear74% respond to emotional solicitations thatprovide info on the people in need53% respond to messages about your trackrecord51% respond to strategies for the coming year28% respond to tax deduction 17
  18. 18. 4. Send Plenty of RemindersPeople Are BusyMultiple Asks Are OK! 18
  19. 19. 5. Send a 3-part Email Appeal 1.  Early Dec appeal “Sponsor a Child” 2.  Season’s greetings from a cute kid 3.  Dec 31 – last chance to give 19
  20. 20. Alternative 3-Part Email Appeal 1.  Send on Monday 27th. 2.  Second one on the 29th. 3.  Final Email on the 31st. 20
  21. 21. Wed, Oct 21, 2009 5:36 AMSubject: A humble ask (and no I have not been hacked)Date: Tuesday, September 22, 2009 1:16 PMFrom: Margaret Battistelli <>Reply-To: Margaret Battistelli <>To: Roger Craver <>Conversation: A humble ask (and no I have not been hacked)Dear Roger ....Ive learned a lot about fundraising in the past six years -- most of it frompeople like you. (Yes, this is a form letter of sorts, but its gone to a verycarefully selected "list.") Email AppealFirst and foremost: If you dont ask, you dont get. And secondly, if youregoing to ask ... ask boldly and with outrageous hope. And thats why Imasking you to help me help a friend.My friend Don lost his eyesight two years ago due to complications from •  Personaldiabetes. As you can imagine, it wreaked havoc in his life. Hes on the roadback to some semblance of normalcy ˜ despite recurring diabetes-related •  From the heartsetbacks and other medical problems ˜ with the help of a few good friends(including me). •  AuthenticGoing forward, he can make due on what income he has. But I want verymuch to help him pay off a relatively small amount of debt thats weighing •  Conversationalheavily on his mind -- mainly bills like utilities and a credit card that wentunpaid in the turmoil after he first lost his sight and when he didnt havethe help he needed in keeping things in order.I want to do it before it builds to a point where its impossible for him tocatch up.The total is $3,000 -- not a lot by many peoples standards. But it is bymine, and certainly by Dons. Im planning a small fundraiser, but I thoughtI could complement whatever that brings by just ... well ... asking.So Im doing just that ... asking for your financial help so that I can helpDon get back on steady financial ground and restore some part of hispeace of mind. My hope was to get 30 people or businesses to give $100 Page 1 of 4 21
  22. 22. 6. Appeal in Different Formats Emails – text and/or pictures, print, phone 7. Show Different Ways They Can Support You.Memberships. . . Gifts . . . E-cards. . . Contributions. . . Stock. . .Memorials. . . . Honoring someone. . . 22
  23. 23. 8.  Promote Gift-Giving By Your On-Line Donors- Last minute holiday gifts- “Avoid the crowds and shop at home” – shop online and we’ll ship.- Gift memberships that your donors cangive to others.- encourage family gifts- The World Wildlife Fund:"Last Minute Ways to Say Happy Holidays" e-mailAdopt an animal on someones behalf online. 23
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  26. 26. 9. Offer Multiple Options and Gift Ranges 26
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  28. 28. 10. Create a Theme for Your Online Appeals World Wildlife FundMost online donations are from animal “adoptions.”And 70% of animal adoptions happen in December 28
  29. 29. 11. Vary Your Themes and Messages#1 A compelling emotional story#2 Recap your accomplishments#3 Ask for repeat gifts#4 Emphasize what’s next 29
  30. 30. 12. Set a Firm Dollar Goal and a DeadlineOur goal is to raise$XXX by the end of theyear so we can helpXXXX people. 30
  31. 31. 13. Create a Deadline-Driven Matching ChallengeMatching challengesWORK!“Can we make thegoal?” 31
  32. 32. 14.Re-Make YourWeb Site into aGiving Site the Last Week of the YearOptimize your home page 32
  33. 33. 15. Ask for Monthly Gifts A regular donation will help us plan our services for vulnerable children more effectively:£2 a month could help answer even more calls to ChildLine. Last yearwe received 2.3 million calls from vulnerable children.£5 a month could pay for a school counsellor and give a child who isbullied or abused someone to turn to right now.£10 a month could pay towards therapy to help an abused childovercome the effects of abuse, such as depression and anxiety. 33
  34. 34. 16. Segment Your Appeals! Lapsed  donors     • We  s4ll  need  your  help   Recent  Donors     • Thank  then  ask  again   Last  Year’s  Donors     • Can  they  give  again?  Major  Donors  ($1k)   • Special  honor  then  ask  Volunteers/parents/ • A  challenge  to  this  group   clients     34
  35. 35. 17. Last Chance Email WHEN?Dec. 31, 2009 – largest online giving day ever.Will Friday, Dec. 31 be as good?Play it safe. Send your final message in theDec 28-30th window. 35
  36. 36. 18. What To Say in the Last Chance Email• Be explicit• Subject line is specific about the ask Convio Holiday Giving Research Study 36
  37. 37. 19. Show Your Goal and Your Progress on Your Web Site 37
  38. 38. 20. Make Their Gift as Tangible as Possible 38
  39. 39. Make Their Gift as Tangible as PossibleHoliday Gift Certificates – Just Like RetailStores$10 buys a seedling$200 buys a forest$50 buys # vaccines, children’s coats, etc 39
  40. 40. 21. Use a BIG GREEN Donate Button 40
  41. 41. 22. Add Pictures to Your Donate Page 41
  42. 42. 23. Walk Through Your Donate PageMake a gift and check it outBe sure it’s easy to use!Eliminate unnecessary buttons 42
  43. 43. 24. Promote Holiday E-Cards for Family and Friends Promote your nonprofit AND bring in a donation to your organization. 43
  44. 44. Holiday E-Cards FromSOS Children’s Orphanage 44
  45. 45. 25. Share Your GiftOpportunities on Facebook Put gift ideas on Facebook! 45
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  47. 47. 26. Use Facebook to EngageDonorsShare the spirit of the season“With the holidays upon us, were looking forward tothose great TV specials filled with heart-warmingstories. Wed like you to share in that festive spiritby submitting your own video to our Facebookpage.All you need to do is tell us what the Jimmy Fundand Dana-Farber mean to you.Learn about sharing your video. . . The Jimmy Fund 47
  48. 48. 27. Send a Charming Thank You 48
  49. 49. Sign  Up  For  My  Newsleer    Free  Audio  Download:  Asking  for  GiBs,  How  to  Never,   Ever  Get  Turned  Down   Lots  of  Free  Fundraising  Resources   And   Never  a  Dull  Moment!