end of year campaigns that measure up! jenny goldberg, cfre vice president, fundraising strategy
TRANSCRIPT
End of Year Campaigns that Measure Up!
Jenny Goldberg, CFREVice President, Fundraising Strategy
End of Year Campaigns that Measure Up
Less Than 100 Days
35-40%
What to Avoid
• Dear Friend
• A generic/vague appeal
• A ‘give what you can’ ask
• Weak call to action
• Making it difficult to make a gift
• Too much copy, too many pages, small font
• One ask a year. By mail
• We and I (not you)
What You Need Before You Mail
• A budget
• A goal
• A production schedule (timing is important)
• A strategy – what are you asking money for?
• A signature
• A donor acknowledgment protocol/policy
• Stewardship/communication plan
• Fundraising Plan (this is one piece of the plan)
End of Year Campaigns that Measure Up
Five Key Measurements
End of Year Campaigns that Measure Up
1. The List: Avoid ‘one letter fits all’Donors who have not yet made a gift this year
Lapsed Donors
Donors who give at a certain giving level
Specific constituency
End of Year Campaigns that Measure Up
2. The Letter: Make it about the donorAVOID:
This past year, XYZ Foundation provided ___ or accomplished ____.
INSTEAD:
You can make a great difference for our students by ….
End of Year Campaigns that Measure Up
2. The Letter: Make it about the donorPersonalize it
One page
Limit copy
Bullet points
Use a P.S.
Make it urgent!
End of Year Campaigns that Measure Up
4. The Ask: Make it specificGive your donors a tangible example of impact. “A $50 gift will provide xyz, a $75 will provide xyz….”
Focused campaign.
Join a society.
Special recognition.
Matching gift?
End of Year Campaigns that Measure Up
5. The Campaign: Remind your donorsMail the letter
Send an E-blast or two… with video
Website
Social media
Tie-in with Giving Tuesday – December 2, 2014
Share progress: thermometer, list donors
End of Year Campaigns that Measure Up
The Thank YouMake it personal
Warm
Prompt
Think beyond the thank you letter
Phone calls
Involve your Board, Volunteers, Students
Acknowledge your donors
End of Year Campaigns that Measure Up
Most Importantly….Map out a stewardship/communication strategy for your donors
– Another thank you note in 3 months– Share a list of all donors in your next newsletter– Learn why they made a gift to YOUR Foundation. What is their connection?
Interests?– Get ‘em involved!– Annual Donor Recognition Event
