maximize year end fundraising with classy and heller
TRANSCRIPT
Maximizing Year-End Fundraising (Getting the most return from your year-end campaigns)
Webinar • 10/30/2014 #ClassyEDU
Mike Spear Classy
Bryan Giese Heller Consulting
Jenn Smith Heller Consulting
Your Presenters
Agenda
1. Year-End Fundraising Overview 2. 5 Key Phases 3. Questions
Holiday Fundraising Overview
It’s the most wonderful time�
of the year
of annual fundraising happens in
November and December
GIV
Donate
Help donate
give support
support
GIVE give
aid
Help do suppor
5 Key Phases
5 Phases
Planning & Prep Launch Engage Finish Followup
Phase 1: Planning
Prepare Thoroughly
• Develop a theme • Identify target supporters • Set a fundraising goal • Approach potential sponsors • Create a calendar • Stockpile incentives • Create campaign collateral • Design your pages
Start Recruiting
The Engagement Hourglass
Get as many people into the hourglass as possible, and help them have as much impact as possible.
Prospects
Inactive Fundraisers
Donors
Active Fundraisers
Goal Reached
Top Fundraisers
Set up Engagement Emails
Info Captured
Donor Only
Inactive Inactive 2 Inactive 3
Active Active 2 Active 3 Active 4 Active 5
Idle Idle 2 Idle 3
Phase 2: Launch
Launch in Stages
Launch Phase
Soft Launch Hard Launch
Launch in Stages
Everyone
All Supporters
Top Volunteers
Key Influencers
Your Team: Board, Staff,
Partners
The Kiva Study
• Cryder, Lowenstein, Seltman (2008) • Measured rate of contributions to projects on
Kiva.org • 3 Groups: • 0-33% < 33-66% < 66-100% • Heightened feeling of impact as campaign
proceeds towards goal • People like to be part of a success story • Reinforces the importance of goal setting!
Don’t be afraid of the ask
Have some perspective
Most important message?
Phase 3: Engage
Phase 3: Engage
• Focus on getting people to raise that 1st dollar
• Identify Power Fundraisers
• Keep people motivated, connected, and armed with tools and information
• Use content to keep inspiration high
• Roll out those incentives!
Phase 3: Engage
Push through the fundraising “trough”
Phase 3: Engage
Make it fun!
Phase 3: Engage
• Keep supporters interested and up to date
• Roll out those incentives • Create mission moments • Plan in-person meetups & volunteer
opportunities
Phase 3: Emails
Info Captured
Donor Only
Inactive Inactive 2 Inactive 3
Active Active 2 Active 3 Active 4 Active 5
Idle Idle 2 Idle 3
Phase 3: Emails
Info Captured
Donor Only
Inactive Inactive 2 Inactive 3
Active Active 2 Active 3 Active 4 Active 5
Idle Idle 2 Idle 3
Optimize & Test
Mobile Responsive? Photo or Video? Yay or nay?
Our Mission
Our Results
Copy Length? Thermometer?
Phase 4: Finish Strong
Phase 4: Finish Strong
• Keep eyes on the prize • Increase your goal • Roll out the big incentives • Plan post-campaign engagement and
celebrations
Phase 5: Followup
Mind your Manners
5. Follow Up
You’ve planted a seed,
now nurture it and it will grow.
And show what they have done.
Opportunity for Engagement
• Look at each donor as a lead for future gifts
• Have a strategy in place • Leverage technology to
help you out.
Supporter
Donor
Recurring Donor
Fundraiser
Lifelong Fundraising
& Major
Gifts
Thank You!!!! (Please ask us anything.)
Mike Spear Classy
Bryan Giese Heller Consulting
Jenn Smith Heller Consulting
Thank you!!