exceed your year-end goals by working smarter, not harder
TRANSCRIPT
CHRIS TAFT Account Director [email protected]
ALYSSA BOGER Director, Client Strategy [email protected]
Your Presenters
Why is year-end giving so important?
Most nonprofits receive more than 33% of their overall annual donations from October through December.
Assess past results and define goals.
Ø Assess previous year-end results. Ø Look at all the data in context to your organization and goals. Ø Set realistic goals that can be measured. Ø Use what you learn as the framework to build a customized
strategy and action plan that will get results.
#PURSUANTWEBINAR
Assess previous metrics.
#PURSUANTWEBINAR
1. Number of donors by channel. Direct mail, email, social media, text, events, face-to-face visits, etc.
2. Average gift size by channel. 3. Number of gifts given by channel. 4. Growth percentage increase in
dollars. 5. Number of new names/donors
acquired. 6. Online response metrics.
Email opens and clicks, subject line performance, website activity, social traffic, etc.
1. Did we increase average gift size year over year?
2. Did we increase/decrease the number of communications year over year?
3. Which donors traditionally give at year end?
4. What thematic messages have performed in the past?
5. When do people give to our organization at the year end?
6. What channels do donors prefer?
Data gives you insight.
Three data points that tell you a lot about your donors:
Ø Giving (RFM value)
Ø Marketplace (Wealth screenings)
Ø Observation/Behavioral
#PURSUANTWEBINAR
Planning for online.
ü Send times during the day ü From name/address ü Subject lines ü One column vs. Two column
layouts ü Shopper vs. buyer language
#PURSUANTWEBINAR
ü Progress bars ü Countdown timers ü Premium offers ü Matching or challenge gifts ü Form layout/placement
What should you mail?
#PURSUANTWEBINAR
ü One mailing vs. two mailings ü Handwritten note cards ü Envelope designs ü Teasers ü Christmas vs. holiday language ü Matching or challenge gifts ü Premium offers ü Use of imagery ü One page vs two pages
Identify what you’re going to measure this year…
…and how you’re going to measure it.
#PURSUANTWEBINAR
Consider areas you can test.
#PURSUANTWEBINAR
The Value of Testing: Ø Better understanding of your
audience Ø Learn the effects of change Ø Increase conversion rates Ø Gain actionable insights that can
improve performance of future campaigns
Test Your Intuition and Best Practices
Ø Mail: 3 letters vs. 2 letters
Ø Message: Hope vs. Need
Ø Email: Less vs. More
Ø Website: Homepage takeover
Ø Landing Page: Gift Arrays
#PURSUANTWEBINAR
Communicate…
…and then communicate some more.
Ø How will you stand out from the crowd?
Ø Have you engaged with
your donors before asking? Ø What is your plan before
year-end AND after?
Build campaigns around individual stories.
Share compelling examples of how your nonprofit is making an impact.
#PURSUANTWEBINAR
#GivingTuesday Resource
Download our free #GivingTuesday RESOURCE!
Visit: www.Pursuant.com/GivingTuesdayGuide/
Create a strong year-end push.
Develop a targeted series of messages to send during the last two weeks of the year.
Consider sending daily communications.
Reaching out with daily digital communication pieces during the last four days of the year is key.
Example: Washington National Cathedral
Only an hour left this #GivingTuesday
Giving Tuesday: Cathedral Music
Giving Tuesday: Cathedral Preservation
Giving Tuesday: Your Cathedral
1. Establish your plan using key dates:
Ø Thanksgiving Ø Black Friday or the Sunday following Thanksgiving Ø #GivingTuesday Ø Mid-December Ø Christmas Ø December 28th, 29th, 30th, 31st
2. Determine the focus of your strategy.
Ø Which channels make the most sense?
Ø How can you reach the RIGHT donor at the RIGHT time with the RIGHT message?
Year-End Giving Resource
Download our FREE Year-End resource at:
www.Pursuant.com/YearEndInfographic
Let Us Know How We Can Help!
#PURSUANTWEBINAR
Chris Taft Account Director [email protected] 214-866-7734