maximizing year-end giving webinar year end giving.pdf · • year-end tax purposes • urgency...
TRANSCRIPT
Maximizing Year-End Giving
Presented by: RKD Group
Why It Matters?
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It’s the most critical time for fundraising
• Nearly 30% of all fundraising happens in the month of December• Holidays
• Spirit of giving
• Organizations are asking
• 11% of all fundraising happens in the last 3 days of December• Year-end tax purposes
• Urgency
• Get started early and prepare even earlier• For some organizations, holiday giving should kick-off at the first of November
• Others should plan to start at Giving Tuesday
Your donors are ready to give if you’re ready to ask
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Reporting
• Look at your results from last year, if you have them. Use that data to inform your strategy for this year.
• If you didn’t track results last year, make sure you are set up to do so this year.
• Many factors can positively and negatively impact results, so it’s important that you have the ability to pinpoint those.
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Use it to your advantage!
8 Tips fora Successful
Year-End Season
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#1: Use a multi-channel approach
• Don’t limit your promotion to email only – be present everywhere: • Homepage/Website• Social Media• Google Grant• Paid Media
• Keep your messaging consistent across all channels.
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#2: Finalize your schedule early
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• Plan out your communication schedule now so that you are prepared.
• Take advantage of re-sends to engage people who may have missed the original email.
• Vary your send dates and times. • This is not the time to shy away from
email volume – it’s important to be present because others will be.
#3: Secure a match or establish a goal
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• Try and secure a true match or matching challenge – they can dramatically increase performance.
• If you do have a match, try doing a special “triple it” day.
• If you can’t secure a match, you should still establish a goal to encourage people to support to help achieve it.
#4: Break through the clutter
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• Make your campaigns stand out: • Feature engaging photos. • Use bright colors. • Include multiple donate
buttons throughout. • Make your subject lines
compelling.
#5: Don’t be afraid to ask – FREQUENTLY!
• Break through the clutter• You’re competing for attention
• Commercial
• Other non-profits
• You’re thinking about your communication more than your donors
• Now is the time they will give• Segment your file
• Your donors are expecting it
• They will give multiple times
Give your donors a chance to respond – multiple times
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#6: Utilize Deadlines – Promote and Remind
• Holidays• Thanksgiving
• Giving Tuesday
• Christmas
• December 31st
• Communication• Always include
• Urgency drives action
• Creatively remind your donors
What are the deadlines you can promote?
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#7: Get Your Emails Delivered
• Timing• High send volume can delay delivery
• Schedule early
• Prioritize Segments
• Monitor
• Prepare for multiple sends
• Inbox Delivery• Understand the make-up of your file
• Consider pulling out individuals that haven’t opened in 24+ months
• Send to your most critical individuals first
Just because you send the emails doesn’t mean they’re delivered
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#8: Primary Call-to-Action – Donate
• Keep Giving at the Forefront• Avoid creating confusion
• Make it clear what you want individuals to do
• Keep Messages Simple• Don’t complicate your offer
• Reduce the copy and enhance your calls-to-action
Don’t mix your messages during this critical season
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Next Webinar: Social Media & Online Engagement
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Jarred Schremmer
VP, Digital & Media
Laura Henni
Digital Account Manager