the clock is ticking on year-end giving
TRANSCRIPT
THE CLOCK IS TICKING ON
YEAR-END GIVING
Watch the full presentation here: http://hub.am/17fJNvw
What we’ll cover today
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3 MUST-HAVE TOOLS + 1
VERY GOOD IDEA
① Accept Online Donations
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② Use an Email
Service
Provider
(ESP)
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③ Control Website + Donation
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GOOD IDEA: Build Your Email
List Now
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Care2 Acquisition Campaign
PLAN IT WITH A CAMPAIGN
BRIEF
Ideally, start 6-8 weeks ahead of
time
6 Basic Elements of a Campaign
Brief
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ELEMENT 1: Set a public $ goal
+ deadline
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ELEMENT 2: Pick a theme
ELEMENT 3: Set 3 key messages
(no more)
We can bring animals like C.Ment out of crisis by
assisting animal rescuers with urgent veterinary care
“We have made significant progress in helping to shift the
debate…” (focus on OUTCOMES)
“You can be that hero today…”
ELEMENT 4:
Create a strong
message arc
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1 Launch
5 DEC. 31
3 Inspire
Cultivate
6 ThankYear End Arc
contains
MINIMUM 6
email messages
2 Inspire
4 Inspire
Choosing Topics
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ELEMENT 5: Coordinate
channels
EMAIL: Big, bold banner and
buttons
WEBSITE: Use your homepage
slideshow
WEBSITE: Optimize your landing
page
IMPORTANT No escape hatches Single, clear call to action Badges As few fields as possible
TIP: Give $10 to 2 friends and ask
them to donate. Ask them to be
brutally honest about the entire
experience.
SOCIAL MEDIA:
Facebook/Twitter
STEP 6:
Schedule
Channel order (slow to fast)
Direct mail
Website
DO’S AND DON’T OF VIDEO
DO: Sign Up for Google
Nonprofit Program
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DO: Use Video that Shows Donor
Impact
DO: Ask for Donations in the
Video
DON’T: Embed Video on Donation
Page…Unless It’s a Closing Video
MEASURE
Basic online fundraising
campaign metrics
Benchmarks
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Source: 2013 eNonprofit Benchmarks Study
DEBRIEF
MY 3 KEY TAKEAWAYS FOR
YOU
Have a clear plan
Nail
the
basics
Track the basics
Thank you
Watch the full presentation here: http://hub.am/17fJNvw