winter is coming!€¦ · 08/08/2019  · (founding sip) maricopa community . college district (az)...

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WINTER IS COMING! Now’s the Time to Plan Your End-of-Year Campaign Wednesday, August 21, 2019

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Page 1: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

WINTER IS COMING!Now’s the Time to Plan Your End-of-Year Campaign

Wednesday, August 21, 2019

Page 2: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

© 2019 Sanford Institute of Philanthropy

Moderator

Pearl HoeglundSr. Program Manager,Sanford Institute of Philanthropy

Page 3: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

© 2019 Sanford Institute of Philanthropy

YOU’VE GOT A CAUSE LEARN HOW TO FUND IT.

Page 4: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

© 2019 Sanford Institute of Philanthropy

City University of Seattle

(WA)

John F. Kennedy University

(CA)

National University System (Founding SIP)

Maricopa Community College District

(AZ)

OUR AFFILIATE PARTNERS

Xavier University of Louisiana

(LA)

Kentucky State University

(KY)

Howard University(D.C.)

Iowa Wesleyan University

(IA)

Texas A&M International University

(TX)

Texas A&M UniversityCentral Texas

(TX)

East Carolina University(NC)

Albany State University(GA)

St. Augustine College(IL)

Long Island University(NY)

Nova Southeastern University(FL)

Page 5: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

© 2019 Sanford Institute of Philanthropy

Tag us!

#SIPwebinar

Page 6: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

TODAY’S PRESENTER:

Katie Adams FarrellCo-founder, Kerredyn Collaborative

and Trainer, Sanford Institute of Philanthropy

Page 7: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

The Most Wonderful

Time of the Year

Good news!30% of charitable contributions to nonprofit organizations come in December

Bad news!Every organization is asking for money

Page 8: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Objectives for Today

Learn tips for crafting a successful year-end campaign

Learn how to use Cause Selling Cycle basics to strengthen your storytelling

Sample some year-end campaign formats and timelines to meet multiple objectives

Page 9: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Do you or your organization participate in Giving Tuesday?

Yes! NoWhat is Giving

Tuesday?

I have not, but I am

planning on it this year

POLL

Page 10: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

We have never

planned a Giving

Tuesday

For those of you who have participated in Giving Tuesday, how do you weave it into

your campaigns?

Giving Tuesday is the kick-offof our annual

campaigns!

We haven’t integrated

Giving Tuesday into our

campaigns

Other!(tell us in the chat

box!)

POLL

Page 11: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

The Cause Selling Cycle

Page 12: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Pieces of a Successful Campaign

• Early planning• Distinct goal• Great storytelling• Multiple touches• Involves major donors• Stewardship

Page 13: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Three Phases of a Campaign

1.Planning

2.Execution

3.Follow-up

Page 14: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Three Phases ChecklistPLANNING EXECUTION FOLLOW-UP

Evaluate past campaigns Build the campaign webpage

Double dose of gratitude

Define focus and components

Send a save-the-date Details on donor’s impact

Set target markets and segment lists

A/B test your emails Evaluate

Set a goal! Stay strong the last few weeks, day-to-day

Document

Make a detailed task map with dates

Gather assets

Page 15: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Goal SettingA campaign with a defined goal will

lead to better results.

Page 16: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Goal Setting

What to consider:• Past years’ performance • Your target markets and lists• Your major/annual gifts asks• Do you have a match?

Page 17: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Tell a Good Story

• Choose one story/focus

• Remember the story arc (connect across emails and channels)

• Structure using the Cause Selling Cycle

Page 18: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Presentation Tools

•Grab their attention•Get them involved•Paint a picture with a metaphor•Quantitative visualization

Page 19: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Multiple Touches

• Don’t be Afraid to Reach Out If you are not keeping top-of-mind, someone else is.

• Integrate your communications challenges:

• Direct mail• Email• Social media• Phone calls, etc.

Page 20: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Major Donors

• Secure year-end annual gifts• Enlist peer-to-peer fundraisers

Major Gifts Tools• Giving catalogue• Challenge/match• Upgrade loyal/long-time donors

Page 21: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Follow-up

Three keys to Donor Retention:• Think like a donor• Say Thank You like you mean it• Treat everyone like a major donor

Be sure to tell them what ’s next!

Page 22: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Sample Timeline

Month Activity

August Build the PlanEvaluateDefine focusSet targetsGet feedbackSegmentTask Map

September Stage for ExecutionGather assetsGet feedback from donorsWrite contentDesignWebsite

October ExecuteSave-the-DateMajor Gifts - Secure Match

Page 23: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Month ActivityNovember Execute

Launch!A/B Test (emails)Giving Tuesday

December Execute: Go Time!Editorial calendar that

maximizes channelsDecember 15 – MatchDecember 27 – Final blitz

January-February

Follow-upThank youOnboardDocumentEvaluate

Sample Timeline

Page 24: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

© 2019 Sanford Institute of Philanthropy

Sample eCard

Page 25: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Match / Challenge

Page 26: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Gift Giving Catalogue

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© 2019 Sanford Institute of Philanthropy

Recurring Donation

Page 28: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Your year-end campaign will

only be as successful as

your audiences

are engaged

A Few Things to Remember

Segmenting is important Donor-centric; personalized You can

excludeindividuals who have

given in the past 30-60

days

It takes about 1,000 email to

raise $36(so email

shouldn’t be your only channel)

Be sure your website

donation page is

super easy to use

Page 29: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

What Has Worked For You?

Community Share:

Page 30: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

© 2019 Sanford Institute of Philanthropy

Questions?Please send them in the

chat!

Page 31: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

What Will You Implement?

Takeaways:

Page 32: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

CONTACT KATIE!

Katie Adams [email protected]

linkedin.com/in/katieaaf/

Page 33: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

2nd Edition Cause Selling textbook

Now available on Amazon!Download the first chapter for FREE

WANT TO LEARN MORE ABOUT THE CAUSE SELLING CYCLE?

Join our Cause Selling email list:

CAUSESELLING.ORG

Page 34: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

© 2019 Sanford Institute of Philanthropy

DON’T MISS OUR NEXT WEBINAR!

Thought Leader Series: The Happy, Healthy Nonprofit with Beth Kanter

September 18, 201911:00am – 12:00pm PST

2:00pm – 3:00pm EST

Register Today!

Page 35: WINTER IS COMING!€¦ · 08/08/2019  · (Founding SIP) Maricopa Community . College District (AZ) OUR AFFILIATE PARTNERS. Xavier University . of Louisiana (LA) Kentucky State

Thank youTAKE YOUR CAUSE AND

CREATE IMPACT.