year-end fundraising advanced 2011
DESCRIPTION
For the advanced fundraiser, this presentation offers fresh ideas and strategies, including peer-to-peer fundraising, custom landing pages, segmented lists, A/B testing, social media integration, online video, and drip marketing.TRANSCRIPT
Year-End Fundraising: Advanced
Richard Dietz Nonprofit R+Dwww.nonprofitrd.com
Twitter:#YEFR
Agenda• Assumptions / Goals
• Brief Recap of the Basics Webcast
• Advanced Strategies
• Q&A
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AssumptionsFor the purpose of today’s webcast I am making a few assumptions:
• You are currently working on an End of Year Campaign
• You are looking for some new ideas or strategies
• You don’t have a lot of time or resources
• Focus will be on email, website, and online fundraising– If you also do direct mail, then you can incorporate it into this
plan
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Our Goals Today
• Give you ideas and strategies to try– Not going to be able to fully train you on each strategy
• Show you that it’s not as difficult or time consuming as you may have thought
• Get you to take action and test some new ideas– Only way to improve is to TRY something and test– Don’t try and do them all at once– Pick one or two and add it to your campaign
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Brief Recap ofYear End Fundraising
Basics
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Year End Fundraising Basics• Definition:
– A coordinated multi-appeal fundraising campaign that capitalizes on the end of year giving cycles that is a part of a larger donor cultivation system
• NPO’s raise from 40% to 70% of their funds at the end of the year
• Up to 22% in the last two days of the year
• People like to give during the holiday season and get their tax breaks
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Year End Fundraising Basics
Minimum Tools Needed:
• Website, donation form, Email marketing, analytics
Best Practices– Use the eBook
• Download here: www.sagenonprofit.com/knows – Tell a Story
– Follow up / Thank you
– Vivid Examples of how donations will be used
– More in the webcast recording
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Year End Fundraising Basics• Google is Your Friend
– Search for “End of year appeal example,” “thank you card example,” etc. Gets you off the blank page.
• Timeline and Templates – Downloadable eBook– www.sagenonprofit.com/knows
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Advanced Strategies
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Advanced Strategies**
• A/B Testing
• Custom Landing Pages (Contextual Giving)
• Drip Marketing
• Peer-to-Peer Fundraising
• Online Video
• Social Media Integration
** Each one is related and can be combined
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A / B Testing• Probably the most important idea today – Testing is Key
– Always be asking, “What can we test?”
• Only way to know what works in YOUR organization
• “Good Enough” > Launch > Test > Improve
• Ideas of items to test
• Email subject lines• Text vs. HTML emails• Entire emails• Call to action
• Donation amounts• Landing pages• Video or no video• Multiple donation forms
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Custom Landing Pages (Contextual Giving)• Keep the “conversation” going
– Email >> Landing Page >> Donation
• Targeted for each appeal / Campaign
• Contextual Landing Pages with Segmented List– Cat vs. Dog OR Adult Literacy vs. Childhood Literacy
• Drip marketing can extend the “conversation”
• Video increases the context and connection
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Drip Marketing• Discussed some in the Basics webcast
– Welcome series
• Generic emails or newsletters no longer work– Need to be targeted and focused rather than generic
• Multi-touch, multi-appeal, coordinated series is the key
• Does the “work” for you
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Peer-to-Peer Fundraising• Friends and Family Plan
– People donate more when asked by family and friends– 74.6% more likely if asked by Family, 62.8% if asked by friend
– www.millenialdonors.com
• Need to make it easy for the fundraisers
• Great way to reach new supports, expand reach
• Example – Habitat for Humanity Winnipeg
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Online Video• Easier than ever - Flip camera / YouTube
• Video is hot– YouTube #2 search engine– Google loves video – ranks very high
• On landing page, donation page, blog, social media
• Reason to email, tweet, update– Video has very high click-through rates
• Distribute to reach new audience
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Online Video - Stories
• Tell a Great Story*– Inspire them with your passion
– Individual stories are best• People give to people
– Emotion >> Rationality
– Make it timely
* Templates in the eBook will help you here
Danariely.comPredictably IrrationalUpside of Irrationality
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Social Media Integration• This one is last for a reason
– The other strategies most likely to be more effective and have a better ROI
– Maslow’s Hierarchy
• Chronicle of Philanthropy– Though 79 of roughly 150 large charities said they were raising
money through social media, only one reported raising a substantial sum
• Look for easy ways to add social media– Sage Fundraising Online, built in sharing buttons– Add sharing buttons to your website– Encourage sharing of the campaign – email, DM, events
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More Learning• Each of the strategies is discussed further in some of my
past webcasts
Recording of Year-End Fundraising: Basic
http://ow.ly/6HjN1
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Conclusion• End of year campaigns are not as difficult as they seem
• Take action– Even small steps advance your work
• Only YOU can figure out what works for YOUR organization
• Check out the online tools like– Sage Fundraising Online:
– www.sagefundraisingonline.com– Sage eMarketing:
– www.swiftpage.com/sageemarketing/nps
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Q&ADownload the Year-End Fundraising eBook
www.sagenonprofit.com/knows
Learn about Sage Fundraising Onlinewww.sagefundraisingonline.com
Recording of Year-End Fundraising: Basichttp://ow.ly/6HjN1
Contact Richard Dietz:www.nonprofitrd.com
Contact Sage:www.sagenonprofit.com
www.twitter.com/sagenonprofit800-811-0961