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Webinar -12 tactics to raise more on digital this christmas
- 1. 12 PROVEN TACTICS TO RAISE MORE ON DIGITAL AT CHRISTMAS Digital giving made easy Spoiler alert: It all happens in the last two weeks!
- 3. 12 PROVEN TACTICS TO RAISE MORE ON DIGITAL AT CHRISTMAS
- 4. 12 PROVEN TACTICS TO RAISE MORE ON DIGITAL AT CHRISTMAS TACTIC #1: Go straight to mobile TACTIC #3: Timing is everything TACTIC #4: Set a countdown clock TACTIC #5: Show your progress live TACTIC #6: Multiply your donations TACTIC #10: Unlock the power of social media TACTIC #7: Magic trick on emails TACTIC #11: PayPal goes everywhere TACTIC #2: Choose your words for impact TACTIC #9: Plan your lists in advance TACTIC #12: One click to give from any channel TACTIC #8: Tailor the experience for each donor
- 5. TACTICS FOR INSTANT GIVING ON MOBILE
- 6. Go straight to mobile SMS is truly the king of instant donations. It combines urgency, swift response and 98% read rate. That is the trifecta of direct marketing. • SMS is easy to implement • Be sure to prefill the donation page • Make it urgent SMS is the winning combination TACTIC #1: Go straight to mobile
- 8. Hi Sandra, Jessie here at St Kilda Mums. We still have 45 families without a safe place for their baby to sleep this Christmas. $140 provides a safe cot & mattress for a family. Help babies sleep safe & dream big! Click to donate now: [URL] uns STOP 0456941644 Hi Sandra, Jessie here at St Kilda Mums. We still have 45 families without a safe place for their baby to sleep this Christmas. $140 provides a safe cot & mattress for a family. Help babies sleep safe & dream big! Click to donate now: [URL] uns STOP 0456941644 Outbound SMS
- 10. Choose your words for the season There are a few key words that create a sense of urgency quickly. • With SMS, get straight to the point with just a few powerful words. TACTIC #2: Choose your words for impact
- 11. Words that work well with SMS Use your characters to maximise your impact Make it easy for your donors to give by prefilling their name, email and unique giving amounts to the form. Be clear who it’s from: CHARITYNAME Make it PERSONALISED URGENT LAST CHANCE WE’RE STILL SHORT PLEASE EMERGENCY HELP
- 12. Alex, We're still short! Donate $50 by midnight: http://donate.asrc.org.au/ uns STOP 04xxxxxxxxx SMS is now super personal Sender ID: Max 11 characters Firstname: Use donor’s name Copy to suit tone and message Unique gift amount Remember: With GiveEasy each link is unique to the donor, with pre-filled form. Kon from ASRC Name Copy Gift amount Link: UNS: Unsubscribe number. Always included. Customise your mobile giving with highly targeted SMS
- 13. Create a sense of urgency Send as late as possible. Don’t be afraid to send on Monday 24th December. Particularly with SMS. TACTIC #3: Timing is everything
- 14. WHEN TO SEND YOUR SMS Christmas is a Tuesday this year. Option 1: (Urgency) Send Monday 24th December Option 2: (Few days to go) Send on Friday22nd December Option 3: (Split test) Send half Friday 22nd December and Send the other half Monday 24th December
- 16. TACTICS FOR CREATING YOUR MOST BEAUTIFUL DONATION PAGE
- 18. Count down to your event on your donation page Set a clear deadline Other great days to use a countdown timer: • Tax time • 24 hour giving day • Major appeals • Telethon
- 19. Motivate your donors by showing your progress towards your goal. Every donation ticks up towards your fundraising goal. Rewarding each donor for their gift, and motivating the community as a whole. Live donation progress makes all the difference TACTIC #5: Show your progress live Add a live progress bar that shows how close you are to your goal
- 20. Add a live thermometer bar Show the donations updating live
- 21. TACTIC #5: Live thermometer bar pages exceed their goals
- 22. Double, triple or quadruple donations Setup a matching campaign with corporate donors or generous individuals. Donations from the public are matched to increase givings Matched givings raise you more funds TACTIC #6: Multiply your donations
- 24. TACTICS FOR THE ULTIMATE EMAIL DONATIONS
- 26. TACTIC #7: Clever use of mimic video on email Watch Yvonne meet Page… Guide Dogs NSW/ACT took video to the next level
- 30. Personalise at every step Tailor copy to suit donor groups • Curious • Concerned • Ready to take action • Proud supporter • Lapsed supporter It’s all in a name Use the first name throughout your communications. You can add this to the subject line, email subheading and intoduction. Unique donation amounts • First time donors • Repeat donors <$100 • Repeat donors $100 - $200 • Donors above $200 WHAT CAN YOU PERSONALISE? Write copy that is campaign specific • 10 days to go • Christmas giving
- 31. Even better… Effortless giving Pre-fill the donation form Words on the landing page unique to the donor – e.g. first name Make giving even easier by pre-filling the donation form Personal email Tailored donation page Personal thankyou page Pre-filled donation form Add links to pre-populated donation page Setup personalised thank you
- 36. Add PayPal to your giving mix TACTIC #11: PayPal goes everywhere 61% of Australians said charities would raise more money if they had the option to donate via mobile.
- 37. Be sure to setup PayPal As Australia shifts to a cashless society, digital payments are crucial. 54% of Australians prefer to make donations via PayPal as they feel it is more secure than credit or debit card. 42% of Australians have intended to make a donation, but have not done so because they did not have any cash on them (53% for millennials). As Australia shifts toward a cashless society, Australians 65% think online donations will outpace offline donations in the next 5 years. TACTIC #11: PayPal goes everywhere Offer donation alternatives Be sure to activate your PayPal payment options, as one in three people prefer to use this method. No need to take out your credit card, just type in your password, and you are done.
- 38. One click to give from any channel Website • Setup a banner on your home page • Add a popup on your website Mail pack • Setup an easy to give URL straight to your donation page Social • Pin your posts with link to donation page TACTIC #12: One click from any channel No matter the channel, make sure it is only one click to donate
- 41. Pyjama Foundation (Personalised email) Will you help to brighten a foster child’s life this Christmas? TACTIC #12: One click from any channel Emails TACTIC #12:
- 42. Will you help to brighten a foster child’s life this Christmas? TACTIC #12: One click from any channel Donation page TACTIC #12: Pyjama Foundation (Beautiful donation page)
- 43. 12 PROVEN TACTICS TO RAISE MORE ON DIGITAL AT CHRISTMAS TACTIC #1: Go straight to mobile TACTIC #3: Timing is everything TACTIC #4: Set a countdown clock TACTIC #5: Show your progress live TACTIC #6: Multiply your donations TACTIC #10: Unlock the power of social media TACTIC #7: Magic trick on emails TACTIC #11: PayPal goes everywhere TACTIC #2: Choose your words for impact TACTIC #9: Plan your lists in advance TACTIC #12: One click to give from any channel TACTIC #8: Tailor the experience for each donor