This document outlines an agenda for a webinar on holiday planning in June. The webinar will be presented by Jessica Lewis and Zach Zimmel and will cover why nonprofits should start holiday planning early in June, how to plan an effective campaign through setting objectives and understanding audiences, and tips for online advertising and testing. Key points to be discussed include starting campaigns in the summer to convert fall donors and leverage ecards and tax emails while continually testing messaging.

1. Holiday
Planning in
June?
hjcWebinar
Jessica Lewis & Zach Zimmel
June 23, 2016

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. WHO ARE WE?

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. hello!
Zach Zimmel
Development and
Marketing Consultant,
Strategic Services
ca.linkedin.com/in/zachzi
mmelFun fact: farm kid living in the
big city

6. WHAT WE DO
STRATEGY &
CHANGE
MANAGEMENT
CLASSIC DIGITAL
AGENCY
TECHNOLOGY

7. WHO WE WORK WITH
STRATEGY &
CHANGE
MANAGEMENT
CLASSIC DIGITAL
AGENCY
TECHNOLOGY

8. WHY HOLIDAY
PLANNING IN
JUNE?

9. Winter is
coming…

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. DECEMBER ACCOUNTS FOR 33% OF
ONLINE GIVING

12. CAMPAIGN
PLANNING
AND HOW IT
FITS

13. WHAT IS YOUR
OBJECTIVE?
• Define goals
• Define KPIs
• Determine measurements of
success
• Understand industry
benchmarks, but most
importantly your own!

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. 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. Find your
storytellers

17. Fall pledge to holiday donor
conversion

18. DON’T
FORGET
ABOUT THESE
THINGS

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. 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. 3 LEVERAGE
YOUR ECARDS
• Incentivizing
• Stewardship
• Lead Generation

22. 4 DON’T STOP
TESTING
• A/B subject lines
• A/B copy vs imagery
• A/B landing page CTAs

24. whichtestwon.co
m

25. 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.

26. ONLINE
ADVERTISING
– DOING IT
RIGHT

27. MARKETING
TACTICS
• Custom audience matching
• Remarketing
• Look alike audiences
• Conversion optimization
• Multi-variate testing

28. THANK YOU!