webinar: eoyf: strategies that work
TRANSCRIPT
End-of-Year Fundraising: Strategies that Work
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Steph DrahozalMarketing Coordinator, Salsa Labs Moderator
Speakers
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Amy Shellenberger Director of Development and Outreach StrategiesPolar Bears International
Michael KellyCommunications DirectorClean Water Action
Checklist
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Don’t plan in a vacuum Clean your list Divide and tag your list – target and plan messages accordinglyMake a calendar and stick to it Embrace the uncertainty (Test, test, test. And then test again)Have you thanked your donors?Are your templates and forms responsive?
But First…Don’t Be That Guy
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• Don’t just jump right into the asks.• Kick the campaign off with a thank you
message/recap of the successes of the year.
• Let people know how awesome they are.
• A thank you message is a great way to set the table for your year end campaign.
Don’t Be Afraid to Ask Again
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• Track your stats – find out who opened the email, but didn’t respond, clicked, but didn’t donate, didn’t open – and send follow-up messages.
Track and Follow-Up
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• Thank donors and ask them to get their friends and family involved.
• Thank donors throughout the campaign.
Use Your Tools – Social Media and Blogs
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• You have multiple channels – use them to reinforce your messages
• Got a few bucks? Try social advertising
Videos and Images
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Hey Buddy – Got a Match?
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• Do you have a major donor or board member who has the capacity to give more?
• If they are willing, use a pledge for more as a match
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Are you responsive?
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• Are your donation forms and email templates responsive?
• It is worth the investment
Stay On Top of Your Data• Your year-end campaign is just one campaign – make
sure it doesn’t make it harder to activate your list in 2016
• Monitor your data• Are unsubscribes climbing and engagement dropping?• Don’t be afraid to adjust your plan
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Giving Tuesday?• It’s too big to ignore.• Prep your list for it – let them know it is coming.• Use the same tricks that retailers do on Black Friday –
make it urgent.• Make it special – is there a project or program that
Giving Tuesday donations can fund?
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Don’t just take the money and run• Ask for feedback.
• Why did they give (or not)?• What would make them likely to give?
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The End of a Clean Water Campaign• In 2013 and 2014, Clean Water Act sent 4 emails between
December 27th and December 31st
• The 2013 campaign focused on a match and a tax deductible gift
• 2014 focused on thanking the donor and acknowledging how busy the holidays are.
• The message in 2014 was reinforced with similar images and language on social media and our blog
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2013
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2014
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2014 – plus a little fun
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Results• Overall – 10% increase in 2014• Email 1 on 12/31 – 52% increase• Email 2 on 12/31 – 22% increase• Match email in 2013 performed 25% better than a no-match
email on the same day in 2014• 2014 ugly sweater email resulted in over 50 donations and 15
donations over $100
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Amy Shellenberger, Director of Development and Outreach [email protected]
Giving Tuesday 2013: Social Media Only
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Giving Tuesday 2014 (Multi-Channel):No act of Kindness, However Small, is Ever Wasted
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Giving Tuesday 2014 (Multi-Channel):No act of Kindness, However Small, is Ever Wasted
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70 Online Donations / $5,123
Year-end Appeal #1 12/12:You Made All the Difference
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27 Donations / $1,415 from email• Set a goal• Personalize• Link images to donation page
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Newsletter 12/17:Winter 2015:
News from the North
Holiday Card 12/19:Holiday Cheer from Polar Bears
International
Year-End Review 12/27: A Polar Bear’s Year17 Donations / $5,635 (Email Stats)
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• Summary of year’s achievement• Progress report towards goal• Links to donation page
Year-end Reminder #1 12/29:Three Days Left to Give in 2014
23 Donations / $1695
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Final Reminder 12/31:Bear Hugs for Polar Bears: Last Day to Donate in 2014
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49 Donations / $3,411 from Email
Social Media Posts
Donor Thank You 1/9You Helped Us Meet Our Goal, Daisy!
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Gift Premiums:Do Something Nice Day
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2014: Something Nice for Polar Bears!
2015: Do Something Nice Day Gift
Gift Premiums
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Reminder:Today’s the Last Day!
Customized Webpage
Questions?
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Amy Shellenberger [email protected]
Michael [email protected]@michaelkelly