All I Want for Christmas…is a Successful Holiday Appeal! Stephen Mally, CFRE

Today

Blackbaud Confidential – Stephen Mally, CFRE 2

Today

• Giving Tuesday

• What is it?

• When is it?

• Who is it for?

• Importance of Holiday Appeal

• Planning for a Successful Holiday Appeal

• Six Do’s this Year

• Summary of the Six Do’s

• Measuring & Takeaways

• Get Involved in Giving Tuesday

• Questions

Blackbaud Confidential – Stephen Mally, CFRE 3

Today

• Tweet

• @smmally

• @bbpacific

• #givingtuesday

• iTunes gift card to top tweeter!

Blackbaud Confidential – Stephen Mally, CFRE 4

Giving Tuesday

Blackbaud Confidential – Stephen Mally, CFRE 5

Giving Tuesday

• Commenced in the United States

• Held immediately following the US Thanksgiving holiday weekend

• Purpose is to foster and encourage giving to charities in the height of the

holiday shopping season

• Day for giving thanks (US Thanksgiving Day)

• Day for getting in-store deals (Black Friday)

• Day for getting online deals (Cyber Monday)

• Day for giving back (Giving Tuesday)

• Celebrates and encourages philanthropy

• Growing impact – spreading worldwide, including Asia-Pacific!

• Power of a campaign…

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Giving Tuesday

2012

2,500 Partners in the US

Giving Tuesday

2012

Blackbaud Processed $10 Million on Giving

Tuesday

Giving Tuesday

• When is it?

• 25 days and counting

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Giving Tuesday

• Who is it for?

• Every organisation, which includes your organisation!

• Today is 8 November

• Not too late

• Let’s get started!

• Join these and 100s other organisations, including Blackbaud and Everyday

Hero!

Blackbaud Confidential – Stephen Mally, CFRE 10

Giving Tuesday

• Let’s weave Giving Tuesday in with your holiday appeal

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Importance of the Holiday Appeal

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Importance of the Holiday Appeal

• The holiday appeal is extremely significant for any organisation

• ~40-50%+ of overall direct marketing revenue for the year

• In Australia, only other equivalent is Tax Appeal

• The Christmas season starts earlier each and every year

• Stores decorate in late September/early October

• Catalogues and sales commence shortly thereafter

• Offices are having their Christmas parties in October (even September!)

• The Salvation Army has been out in the market since October with its Christmas Appeal

• Received their appeal mid – October

• Give to ~150 organisations in Asia Pacific

• No other organisation has sent their Christmas Appeal just yet

• No time to waste

• Don’t panic

• Focus!

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Importance of the Holiday Appeal

• Too late? Incorporate these ideas in your next appeal!

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Planning for a Successful Holiday

Appeal

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Planning for a Successful Holiday

Appeal • Vast amount of competition

• Shine amongst your peers

• In letterbox

• On phone

• On Email

• On social media

• Six must do’s this year

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Planning for a Successful Holiday

Appeal • Do stand out

• Be extraordinary!

• “Hand written” envelope

• Find a supplier in the marketplace who will create computer-generated “hand

written” envelopes to send to your constituents/Get letter opened!

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Planning for a Successful Holiday

Appeal • Do segment

• Don’t send the same thing to everyone

• Send different treatments/packages

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Based on average gift

Hierarchy Segment code Segment Make Up Volume Letter version Ask 1 Ask 2 Ask 3 Rules

1 HVM $1000+/2+X/0-24M 345 Active x3 x2 x1.5 Round to nearest $5

2 HVS $1000+/1X/0-24M 423 Active x2 x1.5 x1.25 Round to nearest $5

3 HVL $1000+/24-36M 224 Lapsed x1.5 x1 x0.75 Round to nearest $5

4 HVLL $1000+/37+M 67 Lapsed x1 x.75 x.50 Round to nearest $5

5 MM $100-$999/2+X/0-24M 330 Active x3 x2 x1.5 Round to nearest $5

6 MS $100-$999/1X/0-24M 228 Active x2 x1.5 x1.25 Round to nearest $5

7 ML $100-$999/24-36M 222 Lapsed x1.5 x1 x0.75 Round to nearest $5

8 MLL $100-$999/37+M 110 Lapsed x1 x.75 x.50 Round to nearest $5

9 LM $25-$99/2+X/0-24M 425 Active x3 x2 x1.5 Round to nearest $5

10 LS $25-$99/1X/0-24M 393 Active x2 x1.5 x1.25 Round to nearest $5

11 SLL $25-$99/24+M 267 Lapsed x1.5 x1 x0.75 Round to nearest $5

12 LLL $25-$99/24+M 220 Lapsed x1 x.75 x.50 Round to nearest $5

13 LTM $1-$24/2+X/0-24M 1790 Active x3 x2 x1.5 Round to nearest $5

14 LTS $1-$24/1X/0-24M 990 Active x2 x1.5 x1.25 Round to nearest $5

15 LTL $1-$24/1X/24-36M 780 Lapsed x1.5 x1 x0.75 Round to nearest $5

16 LTLL $1-$24/1X/37+M 450 Lapsed x1 x.75 x.50 Round to nearest $5

17 IM In memory 4509 In Mem $75 $50 $25 N/A

18 VOL Volunteers 645 Active $75 $50 $25 NA

19 STF Staff 300 Active $75 $50 $25 NA

20 PVOL Past Volunteers 780 Inactive $75 $50 $25 NA

Planning for a Successful Holiday

Appeal • Do include multi-media content

• Bobby Goldsmith Foundation

(www.bgf.org.au)

• It starts with a concept

• Draw it out

• Map it

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Planning for a Successful Holiday

Appeal • QR Codes

• Launch video

• Educate

• Motivate

• Track

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Planning for a Successful Holiday

Appeal • Do a multi-channel approach – a full scale CAMPAIGN!

• Learn from 2008 Barack Obama campaign

• Don’t deny donors the opportunity to give the way they want to give

• Direct mail

• E-solicitation

• Org Website

• Phone

• SMS

• Twitter

• Facebook

• Tumblr

• Pinterest

• YouTube

• Others

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Planning for a Successful Holiday

Appeal • Get your donors involved in telling their story and telling it very publicly

• Retweet it when they do!

• NBCF have just done this very well during breast cancer awareness

month - October

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Planning for a Successful Holiday

Appeal • Get your donors involved in telling their story and telling it very publicly

• Retweet it when they do!

• NBCF have just done this very well during breast cancer awareness

month - October

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Planning for a Successful Holiday

Appeal • Get your donors involved in telling their story and telling it very publicly

• Retweet it when they do!

• NBCF have just done this very well during breast cancer awareness

month - October

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Planning for a Successful Holiday

Appeal • Do offer a challenge to your constituents

• Ask a Board member or group of Board Members/existing generous donors to offer a

challenge to your donors/prospect

• Use it as a way to attract new donors

• Use it as a way to re-engage lapsed donors

• Use it as a way to keep current donors engaged

• Every new gift to your organisation will be matched

• Every gift from a lapsed donor will be matched

• Every gift given that is an increase over the donor’s previous gift will be

matched

• Doubling a person’s gift is a big motivator for a donor/prospect to give

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Planning for a Successful Holiday

Appeal

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Planning for a Successful Holiday

Appeal • Do get your constituent’s employers to match

• Double or triple the gift

• Studies show more companies are continuing this trend here in this

market

• More and more companies in Asia-Pacific are matching giving

• Track the corporate’s matching criteria in your CRM

• Track constituent’s employers as relationships

• Reciprocate (employee/employer)

• Ability to target employees/companies when a donor gives

• Acknowledgement letter

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Planning for a Successful Holiday

Appeal • Do get your constituent’s employers to match

• Double or triple the gift

• More and more companies in Asia-Pacific are matching giving

• Track the corporate’s matching criteria in your CRM

• Ability to target employees/companies when a donor gives

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Planning for a Successful Holiday

Appeal

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Planning for a Successful Holiday

Appeal

Blackbaud Confidential – Stephen Mally, CFRE 30

Planning for a Successful Holiday

Appeal

Blackbaud Confidential – Stephen Mally, CFRE 31

Planning for a Successful Holiday

Appeal

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Summary of the Six Do’s

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Summary of the Six Do’s

• Do stand out

• Hand written envelopes

• Another extraordinary treatment

• Do segment

• Packages

• Do include multi-media content

• QR codes

• Do a multi-channel approach – a full scale CAMPAIGN!

• Learn from Obama ’08

• Do offer a challenge to your constituents

• Do get your constituent’s employers to match

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Measuring & Takeaways

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Measuring & Takeaways

• MATE Approach

• Measure the results of all aspects of the 2013 holiday appeal

• Analyse until you are not able to analyse any more

• Takeaway the important messages of what results show

• Employ results to impact strategy in 2014

• Cease doing what you have always done

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Get Involved in Giving Tuesday

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Get Involved in Giving Tuesday

• Sign up…now!

• www.givingtuesday.org.au/join-movement

• Capitalise on the publicity of #givingtuesday

• Take advantage of the benefits of this campaign!

• Use social media to increase awareness and donations to your organisation

#givingtuesday

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Get Involved in Giving Tuesday

“NBCF are part of #givingtuesday

because we want to partner with other

organisations to increase the level of

philanthropy in Australia! It just makes

sense”

-Carole Renouf, Chief Executive Officer,

National Breast Cancer Foundation

Questions

• Questions?

Blackbaud Confidential – Stephen Mally, CFRE 40

Contact Me

Stephen Mally, CFRE

+61430500524 (()

stephen.mally@blackbaud.com.au (7)

@smmally

Stephenmmally

For more information,visit:

www.givingtuesday.org.au

www.givingtuesday.sg

www.everydayhero.com.au/event/givingtuesday2013