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Holiday Planning in June?!

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Get a head start on your year end campaigns!

Learn our tips and tricks to come up on top

Published in: Government & Nonprofit
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Holiday Planning in June?!

  1. 1. Holiday Planning in June? hjcWebinar Jessica Lewis & Zach Zimmel June 23, 2016
  2. 2. 1 Who Are We? 2 Why Holiday Planning in June? 3 Campaign Planning and How It Fits 4 Don’t Forget About These Things 5 Online Advertising – Doing It Right AGENDA
  3. 3. WHO ARE WE?
  4. 4. hello! Jessica Lewis Senior Consultant, Strategic Services ca.linkedin.com/in/jessicakl ewis Fun fact: ran the New York marathon and raised money for Team4Kids
  5. 5. hello! Zach Zimmel Development and Marketing Consultant, Strategic Services ca.linkedin.com/in/zachzi mmelFun fact: farm kid living in the big city
  6. 6. WHAT WE DO STRATEGY & CHANGE MANAGEMENT CLASSIC DIGITAL AGENCY TECHNOLOGY
  7. 7. WHO WE WORK WITH STRATEGY & CHANGE MANAGEMENT CLASSIC DIGITAL AGENCY TECHNOLOGY
  8. 8. WHY HOLIDAY PLANNING IN JUNE?
  9. 9. Winter is coming…
  10. 10. WHY YOU NEED TO START EARLY! • In December, the average donation amount increases by 65% • The last 3 days of December bring in 10.6% of annual donations • December donors are worth more! Donors who gave first in December had a 3 year cumulative value that’s 51.8% higher than donors in the other 11 months.
  11. 11. DECEMBER ACCOUNTS FOR 33% OF ONLINE GIVING
  12. 12. CAMPAIGN PLANNING AND HOW IT FITS
  13. 13. WHAT IS YOUR OBJECTIVE? • Define goals • Define KPIs • Determine measurements of success • Understand industry benchmarks, but most importantly your own!
  14. 14. WHO IS YOUR AUDIENCE? • Determine your target audience • Identify their needs • Understand their behaviours • Match your value proposition – one size does not fit all
  15. 15. WHAT IS YOUR TIMING? • When will you start and end your campaign? • How will you start developing your holiday campaign? • How does the Summer and Fall play into your holiday plans? Will you start at Thanksgiving? • Who are your storytellers? When do you need to start gathering stories?
  16. 16. Find your storytellers
  17. 17. Fall pledge to holiday donor conversion
  18. 18. DON’T FORGET ABOUT THESE THINGS
  19. 19. 1 GOAL DIVERSITY • Think about your organization’s overall business objectives • How can this campaign strategy satisfies your annual goals • Revenue is always important, but LTV means: • Acquisition • Stewardship • Conversion
  20. 20. 2 INTEGRATION • Holiday is often seen as a standalone, which sometimes mean channels get lost in the dust. • Integration is not about being in every channel – it’s about how channels work together to add value to the overall results
  21. 21. 3 LEVERAGE YOUR ECARDS • Incentivizing • Stewardship • Lead Generation
  22. 22. 4 DON’T STOP TESTING • A/B subject lines • A/B copy vs imagery • A/B landing page CTAs
  23. 23. whichtestwon.co m
  24. 24. 5 SEND OUT THOSE TAX EMAILS – BUT DON’T BE LAZY! • The last 3 days of December bring in 10.6% of annual donations • This means, don’t stop asking on December 26 • Words of Wisdom: • Many organizations send out stale, tax-driven messaging but forget to loop this back to overall mission and campaign value proposition. • Ensure that your offer is consistent with what truly motivates your audience.
  25. 25. ONLINE ADVERTISING – DOING IT RIGHT
  26. 26. MARKETING TACTICS • Custom audience matching • Remarketing • Look alike audiences • Conversion optimization • Multi-variate testing
  27. 27. THANK YOU!

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