year end charity toolkit

table of contents

2

GETTING STARTED: SCHEDULE AND TIPS 3

GETTING THE WORD OUT 4

SAMPLE RECRUITMENT EMAIL 1 5

SAMPLE RECRUITMENT EMAIL 2 6

SAMPLE ENCOURAGEMENT EMAIL 7

FUNDRAISER RESOURCES: WHO TO ASK 8

FUNDRAISER RESOURCES: 7 HABITS OF HIGHLY EFFECTIVE FUNDRAISERS 9

SOCIAL MEDIA 10

HOW TO CREATE A CAMPAIGN USING TEMPLATES 11

welcome to everydayheroWe’re happy you’re here.

At everydayhero we empower everyday people to do extraordinary things. Every day, we enable individuals to turn their passion into a force for good. Our heroes commit themselves to a personal goal and share their journey with friends and family members to raise funds and awareness for the causes they love

We know that giving isn’t just about money – it’s about time, effort, energy and voice. It all counts. So we count these things. We also know collective effort is ever more powerful than anything we could achieve alone.

everydayhero is a product of Blackbaud. Leading uniquely at the intersection point of technology and social good, Blackbaud provides software, services, expertise, and data intelligence that empowers and connects people to advance the social good movement. We serve the entire social good community, which includes nonprofits, foundations, corporations, education institutions, and the individual change agents who support them.

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GETTING STARTEDThe end of the year is a critical time for fundraising for most US nonprofit organizations. Emotionally, the holiday season creates an atmosphere of giving an people are inspired to give generously to those less fortunate and to the causes they love. Transactionally, many individuals seek to make charitable contributions before the end of the year so they can claim the tax deduction come tax time in April.

Nearly 1/3 of all charitable giving happens in December, and according to the Blackbaud 2016 Charitable Giving Report, in 2016, online giving in December increased for the second consecutive year and represented nearly a quarter of all online giving for the year. But individuals are far more likely to make a donation when they're asked by someone they know. In fact, 1 out of 4 emails from an individual results in a donation, compared to 1 out of 25 from an organization. This is the power of peer to peer fundraising. This is the power of everydayhero. So what are you waiting for?! Let's get started.

Email is a really great place to start. With just a little preparation and a lot of enthusiasm, you'll be well on your way to your best end of year campaign yet. We've provided a calendar and all the content you need to Use the samples provided to help you craft your messages. Once you've recruited your fundraising tribe, be sure to keep in touch to encourage them along the way.

EMAIL WHEN TO SEND SUBJECT

Email 1 ASAP On our wish list? Friends, family, and loved ones.

Email 2 5-7 DAYS AFTER Help us inspire others to give to [CharityName] this Holiday Season

Email 3 ONGOING Sample Encouragement Email

Email 5 SATURDAY 12/30 Help us finish the year strong!

Email 6 SUNDAY 12/31 TODAY ONLY: your donation is still tax deductible for this year! Donate now.

MORE END OF YEAR TIPSHere are some additional tips on how to ensure you make the most of your end of year ask this year..

• Use this end of year fundraising toolkit to recruit and motivate your supporters to fundraise• Encourage supporters to collect donations on your behalf in lieu of holiday gifts• Suggest fundraisers create a list of family and friends and encourage them to reach out to personally• Remind fundraisers that all donations are tax deductible, and that many people are looking to make charitable

donations before the current tax year cut off, December 31st• Create ownership and a sense of friendly competition by challenging all board members to create and share

their own fundraising page and see who can raise the most before the end of the year. They are likely among your most passionate and well connected supporters.

• Contact supporters who donated or volunteered for you this year and ask them to take it up a notch by fundraising.

• Create a THANK YOU video to share on as a holiday card from your staff, members, or constituents. Highlight the year so far, and include a CTA to give back this holiday season.

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getting the word out While your year end campaign is a great time to make a direct appeal for donations, it also presents a powerful opportunity to engage your most passionate supporters as fundraisers.

32.1 emails average emails sent by people in peer to peer fundraising

WHO TO RECRUIT• Board members

• Staff

• Past donors

• Individuals who have indicated their company will match their gift

• Active and engaged or volunteers

• Lapsed signature event (run, walk or ride) participants

• Celebrity, influencer, and social media ambassadors

• Corporate sponsors & workplace teams

HOW TO RECRUIT • Dedicated email outreach

• Personal email outreach

• Prominent placement on website

• Social media – Facebook, Twitter, Instagram, LinkedIn, Snapchat, etc.

• Phone calls

• Printed letters

1 in 4emails sent from an individual

that result in a donation compared to 1 in 250 from an organization.

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recruitment email 1

EMAIL TEMPLATES

We've included some sample emails you can send out to your potential donors and fundraisers. You can simply insert your charity and personal information where applicable.

SUBJECT LINE On our wish list? Friends, family, and loved ones.

EMAIL BODY COPY

Happy Holidays! We can hardly believe it's already December. What a year it's been. We love this time of year, especially the special time shared with friends, family, and loved ones.

It's the moments we spend together-breaking bread, exchanging gifts, creating memories, and sharing ourselves- that create the story of our lives. We know [CharityName], is important to you, which is why we're asking you to share your passion for our work your friends and family this December.

Will you support [CharityName] by creating a fundraising page to make a difference for [statement about mission]? It's simple to set up your page and share it with friends and family.

Start your fundraising page now! [Sign up link]

We hope you'll take this opportunity to give back this holiday season, and inspire your friends and family to do the same.

Sincerely, [Charity Representative Name]

P.S. Remember, all donations are tax deductible. We find that many people are looking to make charitable donations before the current tax year cut off, December 31st, so it's a great time to ask!

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sample recruitment email 2

A NOTE ABOUT SEGMENTING

Make sure you segment your emails. Specifically, take special care to remove individuals that took action after your first email and to acknowledge individuals who have made previously a gift, or volunteered their time.

SUBJECT LINE Help us inspire others to give to [CharityName] this Holiday Season

EMAIL BODY COPY

Dear [First Name],

It has been a powerful year. We're so grateful for your support as we continue to do the important work of [statement about mission]. We truly can't do it with out you.

Which is why we're asking for your help to raise [campaign goal] by December 31st.. Will you help us inspire others to give back to [CharityName] this holiday season? By creating a personal fundraising page and sharing it with your friends and family, you'll raise important funds and awareness us continue our important work in the community.

Start your fundraising page > [Sign up link]

Grab a few friends, set your own personal fundraising goal and join us. Consider collecting donations to support [impact statement] in lieu of holiday gifts. Imagine what an impact we can make together! Warm wishes, [Charity Representative Name]

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sample encouragement email for Your fundraisers

A LITTLE ATTENTION GOES A LONG WAY

Here is an example of an email template to fundraisers who have registered to support your charity. Once an individual has created a page and started fundraising, it’s important to let them know that you are grateful for them. Also consider calling every fundraiser to see what further support you can offer.

SUBJECT LINE

Some tips for fundraising more for [CharityName] this season

EMAIL BODY COPY

Dear [FundraiserName],

Thank you for fundraising on behalf of [CharityName]! The funds you raise are critical to helping continue to do the work we do in the community.

HERE ARE A FEW TIPS TO HELP YOU RAISING MORE

• Adding a profile photo to your page can help you raise 10x more than fundraisers who don't. Uploading a profile picture helps people know their giving to the right person.

• Updating a personal story can help you raise up to 74% more. People want to know why you're passionate about [CharityName] and what motivated you to start fundraising.

• Fundraising as all about sharing! Email is the best place to start, and of course, sharing on social media is key. Make sure you include a link to your personal fundraising page.

YOU ARE MAKING A DIFFERENCE

Every dollar you raise does make a difference! Keep emailing your fundraising page to your family, friends and colleagues to ask them to support your efforts this holiday season. Fundraising really is as simple as sharing your passion for [statement about mission]. You can also text, post to social media including Facebook, Twitter, Instagram and Snapchat, and make personal phone calls!

Thank you so much for making a difference and good luck.

With gratitude, [Charity Representative Name]

With your recruitment up and running, you should begin to see some passionate supporters sign up to fundraise for you. First, you'll want to acknowledge them for choosing to fundraise for you. You'll see better results if you give them a little bit of attention and encouragement along the way. You can send this email as a personal note or to the entire group.

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Accountant:

Spin/Gym Instructor:

Architect:

Bartender:

Chiropractor:

Electrician:

Financial Planner:

Nurse:

Optometrist:

Physical Therapist:

Physician (family):

Physician (OB-GYN):

Veterinarian:

Automobile:

Bicycle:

Bridal Gown:

Condominium:

House:

Bank Teller:

Children’s Friends’ Parents:

Fraternity Friends:

Sorority Friends:

Mailman:

My Parent’s Friends:

People From Past Jobs:

Play Sports With:

Camp:

Church, Synagogue, Mosque, Temple, etc.:

Clinic:

Federal Government:

Golf Course:

Health Club:

Hospital:

Hotel:

Restaurant:

School – High School:

School – College:

Volunteer Group:

WHO IS MY... I KNOW PEOPLE AT...

WHO SOLD ME MY...

OTHER PEOPLE...

YOUR SIGN UP LINK Always, always, always include your sign up link in emails and social media posts. This could be your landing page URL or get-started URL. Where ever you decide to send people, just make sure there is a prominent CTA to donate or fundraise when they get there!

fundraiser resources: who to ask

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new one each week for the next two months. We think you’ll be thrilled with the results.

1) Create or join a teamTeam captains and team members are on average more successful at raising funds than individuals

2) Donate to your own page

3) Upload a profile photo

4) Share your story and post page updates

out your journey. Adding a few words about why you're fundraising can help you raise up to 74% more.

5) Share your page

-reach tool, followed by social media.

we’ve seen include one man climbing Kilimanjaro with a washing machine strapped to his back and another walking accross Australia in a Storm Trooper costume. #EverythingCounts

7) Say thank you

everydayhero, you can write a personal thank you note to your donor directly from your supporter page. Donors who feel appreciated are more likely to donate to you again. In your thank you note, you might even ask them to join you by becoming a fundraiser or sharing your campaign with others.

fundraiser resources: 7 habits of fundraisers HIGHLY SUCCESSFUL

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SOCIAL MEDIAFacebook, Twitter, Instagram, Linked in and even Snapchat are all great channels to spread the word and encourage your supporters to join your end of year campaign. Remember to always include your sign up link. You can also use Facebook to tag, share, and highlight individual fundraisers. Consider boosting your post to help make sure lots of people see it!

It's the #SeasonofGiving. This year inspire your friends and family to give generously and help make a difference for

@XYZ by creating your own fundraiser! #GiveBack #MakeaDifference

This holiday season, consider collecting donations to support @XYZ in lieu of holiday gifts. Stuff is temporary but the impact you make for others will last a lifetime.

#GiveBack #WarmWishes

We find many people are looking to make charitable donations before the current tax year cut off on 12/31. All donations to @XYZ are tax deductible. Set up a fundraiser and encourage your friends and family to make their year

end donations to @XYZ.

A PICTURE IS WORTH A THOUSAND WORDS High quality images help tell your story and grab people's attention. Consider using the same images you use for your campaign on social. Consistency is key accross multiple touch points. Just download them and then post with your tweet or FB posts.

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HOW TO CREATE A CAMPAIGN USING TEMPLATESFor our everydayhero Pro clients, we've created some themed templates to make it even easier to launch your end of year campaign on everydayhero. If you need a refresher, here are instructions on how to build a campaign using your everydayhero Pro tool.

A few tips on using our templates:

• Choose and download your themed template • In step 3, landing page creation, select “USE BRANDED TEMPLATE” • Update and use the below landing page content in the Page Content section • In step 4 use the Supporter Page Banner and Landing Page Banner images we’ve provided • Upload your logo where it calls for Campaign Logo • We suggest using hex code #808080 or your primary brand color which is a basic grey.

Sample landing page content: It's such a special time of year. A time to come together with friends, family, and loved ones. A time to create lasting memories together - breaking bread, exchanging gifts, and sharing ourselves. A time to celebrate. A time to give generously to the ones we love, and those who are less fortunate.

This year, we invite you to join with [CharityName] to help make a difference for [Insert mission/cause].

Start your fundraising page today, and help us reach our fundraising goal of [FundraisingGoal]. Remember, all donations are tax deductible. We find that many people are looking to make charitable donations before the current tax year cut off, December 31st, so it's a great time to make your donation and encourage your friends and family to donate as well!