1. Best Practices Fundraising
Holiday Campaigns for Today’s
Nonprofit
Ken Miller – Denali Fundraising Consultants
AFP Alaska Monthly Luncheon
Wednesday Sept. 17, 2014

2. 2014 Nonprofit Holiday Campaign
Goals & Plans
What are
our Goals
What are
our Plans
Calendar and Who
When do
we it?
Who does
it?
Implementation
Follow the
plan
Adjust as
needed
Follow Up & PCG
Track
results
Thank
yous
PCG

3. Goals
• Set goal for number of unique donors
• Set goal for number of transactions
• Set goal for amount in donations
(see attached worksheet)

4. Plan & Calendar
• Budget
• Offline (direct mail) calendar
• Online (digital & social media) calendar
• Marketing calendar
• PCG calendar & plan
See attached worksheet

5. Calendar
 October –
 Set goals & budget with staff & Executive Director
 Create plan & calendar
 Meet w staff, volunteers and vendors
 November –
 Misc. corporate requests for funding (11/5)
 1st holiday mailers appeal & acquisition (11/10)
 Begin online marketing campaigns (11/15)
 December –
 2nd holiday mailer appeal & acquisition (11/26)
 Misc. corporate requests for funding (12/1)
 3rd holiday appeal mailer (12/15)
 PCG marketing campaign (12/26)
 End of Year online marketing campaign & eblast (12/30 & 12/31)

6. Corporate, Foundation & Organizational
Requests for Funding
 Attempt to do 30-50 during November & December
 Create template
 Find appropriate ask amount and month
 Track results
 Thank and acknowledge appropriately

7. Direct Mail Schedule, Budget & Goals
Remits Mon Name Type Match Amount Cost Count $ Amount % Avg. $ Goal
11/20 Nov Holiday Ask 1st Appeal BP 12,000 $ 9,600 175
11/20 Nov Holiday Ask 1st Acquistion Conoco 10,000 $ 9,000 40
12/5 Dec Holiday Ask 2nd Appeal Tubular 11,000 $ 8,800 60
12/5 Dec Holiday Ask 2nd Acquisition ExxonMobil 9,000 $ 8,100 15
12/5 Dec Valpak Coupon Fairweather 90,000 $ 2,000 5
12/18 Dec Holiday Ask 3rd Appeal Wells Fargo 10,000 $ 8,000 30
142,000 $ 45,500 325
2012 24,000 1,464 $ 180,000 4.0 $ 123
2013 30,000 1,748 $ 275,000 3.5 $ 157

8. Direct Mail Best Practices – Denali FSP
 List, list, list!
 Clean up donor list
 Purchase or create best acquisition list possible
 #10’s and remits
 Make sure you have nonprofit status & mailer ID
 Start horizontal string with $50 (use remit best practices, see attached)
 But in bulk and spray
 Donor centric letter
 Always ask yourself “who is my donor?”
 Make the donor the hero (Google Jeff Brooks and Tom Ahern)
 A picture tells a thousand stories…
 Always have a match!
 The power of the PS (always offer online or website giving)

9. Direct Mail Best Practices – PIP
Printing
 Postal Design Regulations
 Sizes – Postcard, Letter, Flat
 Mailing panel
 Automation
 Mailer ID
 Non-Profit Rate
 List Management
 National Change of Address
 Endorsements

10. Online Schedule, Budget & Goals
Media Start End Budget Actual Goal Actual Inc Notes
Facebook - Fine Point 12/2 12/31 $ 3,000 $ 3,000 $ 4,000 $ 2,418
Web Retargeting 12/2 12/31 $ 500 $ 500 $ - $ -
Pandora 12/2 12/31 $ 1,500 $ 1,500 $ 1,500 $ 220
TV PSA 11/22 12/31 $ - $ - $ - $ -
Radio PSA 12/16 12/31 $ - $ - $ - $ -
YouTube Advertising 12/2 12/31 $ - $ - $ - $ - not done
Twitter targeted ads 12/2 12/31 $ - $ - $ - $ - not done
LinkedIn ads 12/2 12/31 $ - $ - $ - $ - not done
Amazon Wish List 11/22 12/31 $ - $ - $ - $ - not done
Facebook - BC promoted posts 12/15 12/31 $ 250 $ 234 $ 300 $ 275 need to do more next year
eBlast 1st 12/23 12/31 $ - $ - $ 1,000 $ 1,930
eBlast 2nd 12/30 12/31 $ - $ - $ 2,000 $ 1,220
eBlast 3rd 12/31 12/31 $ - $ - $ 4,000 $ 3,900
NCM 11/29 12/29 $ 1,920 $ 1,252 $ - $ -
NCM Mobile Ads 11/29 12/29 $ - $ - $ 500 $ - 41 clicks this year, 147 clicks last year
NCM Box Office 11/29 1/2 $ 2,580 $ 2,580 $ 5,000 $ 4,000 18,375 TCL envelopes to theaters
NCM Tabling 11/29 1/2 $ 1,650 $ 678 $ - $ -
Valpak 12/5 1/2 $ 1,800 $ 1,800 $ 2,000 $ 2,475
Online Donations (other) 12/2 12/31 $ - $ - $ 80,000 $ 106,588
Total $ 13,200 $ 11,544 $ 100,300 $ 111,588

11. “The Big 4” Online Best Practices – Denali FSP
 Website, Google, Facebook & Email
 Website is the key to all online donations
 Audit website
 Check all links and look at on mobile platform
 Create best practices landing page and donation page
 Google
 Adwords
 Display Network
 Google Grants for nonprofits
 Facebook
 Power Editor
 Custom audiences
 Look alike audiences
 Email
 List
 Subject line
 Links and buttons that work on mobile

12. Online Best Practices – Fine Point Marketing
 Facebook
 Facebook ads
 Targeted
 Tracking and adjustments
 Results (see attached)
 Facebook power editor
 Facebook audiences
 Facebook tracking and analytics
 Pandora
 LinkedIn, Twitter and YouTube

13. 2012 Online Campaign
Campaign Donations
$1,760
$900
$70
$50
$250
$6,940
$100
$5,545
$1,900
EblastDecKtuu, email,
newsletter, eblast23ktuu
Thanksgiving Eblast,
Thanksgiving Facebook,…
Last Chance to Donate,
New Year's Eve, email
KTUU, DecBlast2,
KtuuEmail, KtuuDecBlast2
KTUU, Mobile, Mobile,
KTUU Mobile
KTUU, CPM, Mobile,
Holiday
Google CPC Image Ads,
Image Ads, donate
Facebook, Optimized
CPM, Video, Holiday
eNewsletter August 2012,
August 2012…
$0 $1,000 $2,000 $3,000 $4,000 $5,000 $6,000 $7,000 $8,000
• Facebook
• Eblast “Last Chance to Donate”
• Eblast “Thanksgiving”
• Eblast “KTUU”

14. Online Checklist for Nonprofits
Name Promotion & Exposure
Google Display Network (pd) superpages.com
Google+ Nonprofits younewstv.com
Google One Today Townsquare49
Google+ Local yellowbook.com
Google Places for Business Bing Places
Google Grants YP.com
Google Adwords Express Yahoo Localworks
Facebook Promoted Page getlisted.org
Facebook Custom & Lookalike Audiences Rating & Online Portal Organizations
Soundcloud (FB mp3's) BBB
Twitter Guidestar
Twitter Ads Charity Navigator
LinkedIn Company Page Great Nonprofits
LinkedIn Ads Nonprofitlist
Groupon Grassroots Charitymap.org
Paypal Local Just Give
Paypal Here Charity Vault
YouTube One Channel Global Giving
Vimeo Charity Choice
Amazon Wishlist & Pin it http://mycharitymap.org/index/login
Amazon Smile
ebay Giving Works
Pinterest
Fundly
Bitly
Hootsuite
Constant Contact Social Share
Autocalls

15. Pick.Click.Give
 Start planning in October with holiday campaign
 Goals, calendar & plan (see attached)
 Online
 Dec 26 is kickoff of online
 Google grants
 Eblasts
 Offline
 Holiday mailers
 All remits
 Postcards

16. Pick.Click.Give. sample campaign
 Postcard mailer to 10,000 names – Lesley Dec 28
 PSA radio – Ken/Fine Point Jan 2
 PSA TV – Ken/Fine Point Dec 31
 Email eblast thru Constant Contact – Lesley Dec 31 for Jan 1 to 5,500 names
 Press Release – “Bean’s Café foresees an increase…” Ken (60 names in media)
 Winter eNewsletter mention – Lesley
 Facebook w link – Lesley Dec 31
 Facebook event page – Fine Point/Lesley Dec 31
 Google Adwords – Ken/Alaska Search Marketing Dec 31
 Email signature for all employees – Ken/Terra/Lesley Dec 31
 Incoming phone message – Lesley Jan 3
 PCG Card in all thank yous – Lesley Jan 3
 Sticky labels of Bean’s Café & Pick Click Give for envelopes – Lesley Jan 4
 Pick Click Give on website move to top location or splash page – Chris Jan 2
 Pick.Click.Give own landing page on website – Chris Jan 2
 Have clients do Permanent Fund and PCG – Kathy
 Facebook sponsored ads – Fine Point Dec 31
 Spenard Builder Supply reader board – Lesley Feb 25
 Info with year-end receipt 3,500 names – Lesley Jan 25
 GCI channel 1 – Fine Point/Lesley Jan 2
 Tweet – Lesley Dec 31
 Need to ask churches to put in church bulletin
 Picture upload upon donation on Facebook – Fine Point/Ken (2014)
 Year-end mailers with PCG card – 3,350 names Jan 23
 Twitter hash tag

17. Final Thoughts & Questions
 Thank promptly
 Facilitate the relationship between the donor and mission
 Try something new!
 Enjoy the process and the journey
 Ask for suggestions or help
 Encourage others in the field
Questions for us?

18. Presenter’s Contact Information
 Ken Miller – Denali FSP Fundraising Consultants - 250-8488 – ken@denalifsp.com
 Debbie Hahn – PIP Printing & Marketing – 265-7711 - debbie@pipalaska.com
 Ross Johnston – Fine Point Advertising – 444-1923 - ross@finept.com
Blogs and websites to favorite
Jeff Brooks – “Future Fundraising Now”
Roger Craver – “The Agitator”
Sean Triner – “Pareto Fundraising”
Jon Loomer – “Jon Loomer Digital”
Tom Ahern – “Donor Communications”