Year-end giving is the most critical time of the year for fundraisers. How can you make the most of calendar year-end and earn your donors' attention when so many other organizations are jockeying for a chance to shine? These proven tips and tricks will help you finish the year strong.

1. HOW TO EXCEED YOUR
YEAR-END GOALS BY WORKING
SMARTER, NOT HARDER
With Chris Taft and Alyssa Boger

2. Interact with us today!
@pursuant
#pursuantwebinar
GoToMeeting® Chat

3. CHRIS TAFT
Account Director
Chris.Taft@pursuant.com
ALYSSA BOGER
Director, Client Strategy
Alyssa.Boger@pursuant.com
Your Presenters

4. How do you exceed your year-end goals?

5. Why is year-end giving so important?
Most nonprofits receive more than
33% of their overall annual donations from
October through December.

6. Year-end can be challenging.
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7. #1. DEVELOP A DATA-DRIVEN
STRATEGY.

8. Assess past results and define goals.
Ø Assess previous year-end results.
Ø Look at all the data in context to your organization and goals.
Ø Set realistic goals that can be measured.
Ø Use what you learn as the framework to build a customized
strategy and action plan that will get results.
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9. Assess previous metrics.
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1. Number of donors by channel.
Direct mail, email, social media, text, events,
face-to-face visits, etc.
2. Average gift size by channel.
3. Number of gifts given by channel.
4. Growth percentage increase in
dollars.
5. Number of new names/donors
acquired.
6. Online response metrics.
Email opens and clicks, subject line
performance, website activity, social traffic, etc.
1. Did we increase average gift size year
over year?
2. Did we increase/decrease the number
of communications year over year?
3. Which donors traditionally give at year
end?
4. What thematic messages have
performed in the past?
5. When do people give to our
organization at the year end?
6. What channels do donors prefer?

10. Data gives you insight.
Three data points that tell you a lot about your donors:
Ø Giving (RFM value)
Ø Marketplace (Wealth screenings)
Ø Observation/Behavioral
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11. Give your donors a voice.

12. Let your donors share their inspiration.

13. Find resources to help get you on track.
WWW.PURSUANT.COM/INTELLIGENT-FUNDRAISER

14. Planning for online.
ü Send times during the day
ü From name/address
ü Subject lines
ü One column vs. Two column
layouts
ü Shopper vs. buyer language
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ü Progress bars
ü Countdown timers
ü Premium offers
ü Matching or challenge gifts
ü Form layout/placement

15. What should you mail?
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ü One mailing vs. two mailings
ü Handwritten note cards
ü Envelope designs
ü Teasers
ü Christmas vs. holiday language
ü Matching or challenge gifts
ü Premium offers
ü Use of imagery
ü One page vs two pages

16. Identify what you’re going to measure this year…
…and how you’re going to measure it.
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17. Consider areas you can test.
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The Value of Testing:
Ø Better understanding of your
audience
Ø Learn the effects of change
Ø Increase conversion rates
Ø Gain actionable insights that can
improve performance of future
campaigns

18. Test Your Intuition and Best Practices
Ø Mail: 3 letters vs. 2 letters
Ø Message: Hope vs. Need
Ø Email: Less vs. More
Ø Website: Homepage takeover
Ø Landing Page: Gift Arrays
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19. #2. OPTIMIZE
COMMUNICATION TO RISE
ABOVE THE NOISE.

20. Segment your donor groups.

21. Create an “omni-channel” experience.

22. Communicate…
…and then communicate some more.
Ø How will you stand out
from the crowd?
Ø Have you engaged with
your donors before asking?
Ø What is your plan before
year-end AND after?

23. Creating catalytic events.

24. Creating catalytic events.

25. #3. CRAFT COMPELLING
CAMPAIGNS THAT MAKE A
PERSONAL CONNECTION.

26. Identify the elements of your
mission that resonate with donors.

27. Build campaigns around individual stories.
Share compelling
examples of how
your nonprofit is
making an impact.
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28. Target donors based on their interests.

29. Example #4: Moody 2014

30. #4. AUTOMATE YOUR EFFORTS
FOR A STRONG YEAR-END
PUSH.

31. Integrate #GivingTuesday
into your overall strategy.
WWW.GIVINGTUESDAY.ORG

32. #GivingTuesday Resource
Download our free #GivingTuesday
RESOURCE!
Visit:
www.Pursuant.com/GivingTuesdayGuide/

33. Create a strong year-end push.
Develop a targeted
series of messages to
send during the last two
weeks of the year.

34. Consider sending daily communications.
Reaching out with daily
digital communication
pieces during the last
four days of the year is
key.

35. Build a system to prevent surprises.

36. Example: Washington National Cathedral
Only an hour left this
#GivingTuesday
Giving Tuesday: Cathedral
Music
Giving Tuesday: Cathedral
Preservation
Giving Tuesday: Your
Cathedral

37. Example: Washington National Cathedral

38. What Next?
3 Ways to Begin Preparing Your Year-End Campaign TODAY.

39. 1. Establish your plan using key dates:
Ø Thanksgiving
Ø Black Friday or the Sunday following Thanksgiving
Ø #GivingTuesday
Ø Mid-December
Ø Christmas
Ø December 28th, 29th, 30th, 31st

40. 2. Determine the focus of your strategy.
Ø Which channels make the most sense?
Ø How can you reach the RIGHT donor at the RIGHT time with
the RIGHT message?

41. 3. Identify a theme and develop your messaging.

42. Year-End Giving Resource
Download our FREE
Year-End resource at:
www.Pursuant.com/YearEndInfographic

43. QUESTIONS?

44. Let Us Know How We Can Help!
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Chris Taft
Account Director
Chris.Taft@pursuant.com
214-866-7734

46. Intelligent fundraising.