This was a 45 minute presentation on effective holiday campaigns for nonprofits in Alaska. Topics included were corporate requests, direct mail for individual donations and the use of social media and digital for online donations.
2. 2017 Nonprofit Holiday CampaignGoals&Plans
What are
our Goals
What are
our Plans CalendarandWho
When do
we it?
Who does
it?
Implementation
Follow the
plan
Adjust as
needed
FollowUp&PCG
Track
results
Thank
yous
PCG
3. Goals (What)
• Set goal for number of unique donors
• Set goal for number of transactions
• Set goal for amount in donations
4. Calendar (When) & Plan (Who & How)
• Budget
• Offline (direct mail) calendar
• Online (digital & social media) calendar
• Marketing plan & calendar
• PCG plan & calendar
• End of year plan & calendar
5. Calendar
November –
Set goals & budget with staff & Executive Director
Create plan & calendar
Meet w staff, volunteers and vendors (contracts in place)
Update Facebook, Guidestar & Moz Local
Test all digital platforms
Order envelopes for direct mail
Find corporate match for all mailers
Clean up appeal and affinity lists
Misc. corporate requests for funding (11/15)
1st holiday mailers appeal/affinity & acquisition drops (11/15)
Begin online fundraising campaigns (11/15)
Begin marketing campaigns (11/15)
6. Calendar
December –
2nd holiday mailer appeal/affinity & acquisition drops (12/1)
Misc. corporate requests for funding (12/1)
Marketing campaigns (12/1)
PSAs
NCM
Valpak
Pick.Click.Give plan & checklist (12/5)
3rd holiday appeal mailer drops (12/15) optional
End of Year plan & checklist (12/15)
PCG marketing campaign begins (12/26)
End of Year online marketing campaign & eblast (12/30 & 12/31)
7. Corporate, Foundation & Organizational
Requests for Funding
Attempt to do 20-30 during November & December
Create a template in MS Word for offline requests sent by email
Cover Sheet & Letter
Request – what we are asking for
History, Services Provided, Beneficiaries
Recognition & Benefit to funder, Program Cost, Geographic
At least 2 photos, EIN and Thank You
Do at least 5 online requests done at organizations website
Find appropriate ask amount and month
Track results - dashboard
Thank and acknowledge appropriately
8. Corporate, Foundation & Organizational
Requests for Funding
Do at least 5 online requests done at organizations website
At least 47 online funders in Alaska
AK Business Monthly Power List 1,000
BP, GCI, FNBA, Tesoro, TOTE etc.
Find appropriate ask amount and month
Track results - dashboard
Thank and acknowledge appropriately
9. Direct Mail Best Practices –
List, list, list!
Clean up donor list – September or October
Find all missing addresses
Remove all dups
National Change of Address thru mail house
Create affinity (connected/like organization but have not donated) list
Email names
Facebook names
Event signups
Volunteer lists
Purchase best acquisition list possible
Demographics – older local women with wealth
Autocalls
#10’s and remits
Make sure you have nonprofit status & mailer ID
Start horizontal string with $50
But in bulk and spray 5K or 10K
10. Direct Mail Best Practices –
Donor centric letter
Always ask yourself “who is my donor?”
“Because” – shown to be very effective
We need your support because…
The power of “You”
With your help…
With your support…
Without you…
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 giving)
Signed by ED or Board Chair
11. “The Big 4” Online Best Practices –
Website, Google, Facebook & Email
Website is the key to all online donations
Moz Local - https://moz.com/local
Audit website: check all links and look at on mobile platform – October
Email signup
Donate button is large and thumbable
Create best practices landing page and donation page – October
Does donation page have trust marks?
Do dummy donation for $10, track process
Google Analytics for website – in place in October
Tag donation page
Look at where website traffic is coming from – invest more there
Google
Google for Nonprofits – signup in October
Google My Business - https://www.google.com/business
Google Ads: Adwords and Display Network
Google Grants for nonprofits - https://www.google.com/grants/
12. “The Big 4” Online Best Practices –
Facebook
Facebook “About Us” – fill out completely - October
Facebook donate button in header
Message in Facebook header for support/giving
“Please support us this holiday season” click on header sends to website donate page
Boost posts and Ads Manager - https://www.facebook.com/business
Custom audiences
FB Donations from Page - https://www.facebook.com/donate/signup
Email
Best online channel for donations
Check all links and buttons before sending out
Check how email looks on mobile phone – 50-60%
List – clean up unsubscribes and bounces
Subject line –
Numbers, Please support…, “This Holiday Season”
Make sure email has social share links
13. Online Best Practices – Other
Twitter
Connect to Facebook
Couple of twitter ads - $20
Picture
Offer
Send to website
LinkedIn
One or two online ads - $20
Different demographic
YouTube
Video is very powerful
YouTube nonprofit program - https://www.youtube.com/nonprofits
14. Marketing
Public Service Announcements - PSAs
Radio – Cut in October/November
30 sec general & 30 sec holiday specific ask – drop approx Nov 15
Create written version for DJs
Send to radio stations by email
Direct to website or phone
TV – Produce in October/November
30 sec holiday specific ask
Name in intro and outro
Direct to website or phone
Put on website
Use for FB, Twitter and all social media
National CineMedia - First look in movie theaters
200K impressions for $2500
15. Marketing
Valpak – Coupon
Approx. 90,000 households for $2,200
Acquisition donations – all new donors 3-10K during holiday season
Great exposure and marketing for online
Spenard Builders Supply
Signup now – Holiday ask for support and send to website
Press Release –
announce accomplishments and goals met
announce future campaign goals – “XYZ nonprofit expects to raise… this holiday
season”
Incoming phone message –
Thank you for calling… we would be very appreciative of your support this holiday
season
change to PCG on Dec 26
All email signatures have holiday ask –
change to PCG on Dec 26
16. End of Year Campaign – December 30-31
Incoming phone message – Dec 26-31
Website splash page – Dec 26-31
Eblast – Dec 30
Scheduled with link to website donation page
Eblast – Dec 31
Scheduled with link
Facebook promoted post - Dec 30/31
Google AdWords or Grant – Dec 30/31
Twitter Ad – Dec 30/31
17. Pick.Click.Give. – December 26
Start planning in October with holiday campaign
Goals, calendar & plan
Online
Dec 26 is kickoff of online
Google grants
Eblasts
Offline
Holiday mailers
All remits
Postcards
Phone message – also use for holiday season starting November
18. Pick.Click.Give. Sample Check list
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
19. 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?
20. Presenter’s Contact Information
Ken Miller – Denali FSP Fundraising Consultants - 250-8488 – ken@denalifsp.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”