the final 48 hours - getting your piece of the $30 billion pie
TRANSCRIPT
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HousekeepingWrite things down
Get 3 actionable outcomes
Ask lot’s of questions
@bradyjosephson
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Send an email.
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It’s a valuable but also noisy time.
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Competition for inbox space is high.
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Some resources
nextafter.com/resources/5-ways-to-cut-through-the-clutter-with-your-year-end-fundraising/
digitalcharity.canextafter.com
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Who are you talking to? For last minute donors in particular?● Last Minute Mindy
○ Wants to give but not sure how much she can afford
● Needs A Reminder Rembert○ Has committed to give in his mind but keeps forgetting
● Like Clockwork Carol○ She plans her giving every year and will give regardless
● Still Waffling Walter○ Still debating how much and to who
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Who are you talking to? For last minute donors in particular?● Last Minute Mindy
○ Wants to give but not sure how much she can afford
● Needs A Reminder Rembert○ Has committed to give in his mind but keeps forgetting
● Like Clockwork Carol○ She plans her giving every year and will give regardless
● Still Waffling Walter○ Still debating how much and to who
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What are some segments in your database?
● Have given in past year’s but not yet this one● Have given in the last week/month in past years● Have already given this year end/campaign
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Have not given
Have given
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Lower the suggested donation amounts in emails and online for lapsed, about to lapse and double
lapse donors.
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Why should they give? What is your offer & message?● Campaign
○ Continuation of your December, #GivingTuesday and/or Year End campaign
● Thanks○ For a successful campaign or year
● Case○ General case for support style ask
● Tax○ December 31, advantages of tax
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Why should they give? What is your offer & message?● Campaign
○ Continuation of your December, #GivingTuesday and/or Year End campaign
● Thanks○ For a successful campaign or year
● Case○ General case for support style ask
● Tax○ December 31, advantages of tax
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December 31 is a natural end date for a campaign to end increasing urgency and leverage goal proximity.
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Campaigns create seed funding opportunities & work great with matching funds.
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Campaign
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Thanks
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Case
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Tax
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Linking to or building a tax calculator can help add value and make the tax incentive more powerful.
digitalcharity.canextafter.com
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Have not given
Have given
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What do they receive?
● Email(s)● Postcard● Calls● Social Media
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What do they receive?
● Email(s)● Postcard● Calls● Social Media
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Great emails are relevant and offer value. Even at year end.
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Subject lines are hugely important!
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Keep it simple and focused on one action.
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Three Sample Schedules
● Option #1○ December 29th and December 31st
● Option #2○ December 29th
● Option #3○ December 29th, December 30th and December 31st
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Three Sample Schedules
● Option #1○ December 29th and December 31st
● Option #2○ December 29th
● Option #3○ December 29th, December 30th and December 31st
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Scrub those who have given between emails or send only to those who did
not open or did not click.
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Competition for inbox space is high.
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29th 31st
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Time of day… really depends.
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Where are people completing their donation?● Mail a cheque
○ Make sure your postal address is clearly available on your website○ Put it in emails
● Website○ Easy to find donation experience○ Swap out homepage image/layout for donations
● Phone○ Have someone ready to answer the phone○ Make number available online and in emails
● Social○ Use to reinforce key message○ Update progress (if goal/campaign) and can post more (countdown)
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Where are people completing their donation?● Mail a cheque
○ Make sure your postal address is clearly available on your website○ Put it in emails
● Website○ Easy to find donation experience○ Swap out homepage image/layout for donations
● Phone○ Have someone ready to answer the phone○ Make number available online and in emails
● Social○ Use to reinforce key message○ Update progress (if goal/campaign) and can post more (countdown)
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Use social for more posts, updates, countdowns. Best in relation to real campaigns
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Summary● Still good fundraising
○ Why care? Why you? December 31 helps with Why now?
● Who○ Those who already want to or forgot
● Why○ Campaign - with a stated goal and incentives
● What○ Email - relevant offer, attention grabbing subject line, simple content and one action
● When○ 29th and 31st - scrub or reduce send to lists as you go
● Where○ Website - easy to find and complete donation
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Some resources
● recharity.ca● NextAfter● Science of Giving● charity: water● classy.org/blog● CauseVox● Network for Good● MailChimp● Digital Charity Report● UGM.ca
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