Date post: | 12-Jan-2017 |
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Government & Nonprofit |
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AMPLIFY YOUR YEAR-ENDFUNDRAISING
Presented by Rachel Muir & Chris Taft
INTERACT WITH US TODAY!
@pursuant#pursuantwebinar
GoToMeeting® Chat
Pursuant Resources
Ready to Rise Above the Noise of Year-End Fundraising? Download the infographic at pursuant.com/riseabovethenoise
YOUR PRESENTERS
Rachel MuirVice President, Training [email protected]@rachelmuir
Chris TaftVice President, Client [email protected]@chrisdtaft
Year-End Fundraising by the Numbers
ü 30% of annual online giving occurs in December.
ü 10% of annual giving occurs in the last 3 days of the year.
ü During these last few days, average giving spikes by as much as 50%, especially online.
Source: http://www.fundraising123.org/files/NFG%20Year%20End%20Fundraising%20Survival%20Guide%202014%20FINAL.pdf
Year-end fundraising is crucial, but that doesn’t make it easy…
ü It’s a lot of work in a short amount of time.
ü Competition for donors’ attention.
ü Busy holiday season.
Challenges Faced by Fundraisers at Year-End
So, how do you stand out?
Create an Immersive Experience
Example: Alabama Plant Your Flag
Results:
ü 18,000 new names
ü $288,000 raised in 14 days
Inspire Donors with a Compelling Case for Support
Example: FamilyLife Year-End Campaign
Results:Ø 10% increase in donorsØ 8% increase in revenue
YOY
Set a Challenge Goal to Drive Momentum
Example: Washington National Cathedral
Results: ü Raised more than 2x the goalü Started early with
#GivingTuesday
Example: Washington National Cathedral
Only an hour left this #GivingTuesday
Giving Tuesday: Cathedral Music
Giving Tuesday: Cathedral Preservation
Giving Tuesday: Your Cathedral
Example: Washington National Cathedral
Example: Pepperdine University
Delivered on 12/30 to increase urgency to give by
year-end
Delivered in early December
Year-End FAQs: Email
How many emails should we send?
What are the best dates & times to send emails?
What is the best subject line to get someone to open and give?
Key Dates for Communication
1. Thanksgiving à Engagement
2. Black Friday / Cyber Monday
3. #GivingTuesday4. Mid-December
5. Christmas (Give Thanks)6. December 28th, 29th, 30th, 31st
(Urgency Is Key)
Year-End FAQs: Planning
When should I start planning?
How do I coordinate my campaign with #GivingTuesday?
What are the benefits of a match campaign?
What about a monthly giving ask?
5 Tips to Get and KEEP Year-End Donors
#1 Homepage takeover, anyone?
Make donation page the homepage or do a “lightbox” (also known as pop up’s or shadowboxes)
Most urgent message is front and center
Makes it easy to act
@rachelmuir
3 pop up truth bombs
Your homepage donate button is competing with a LOT of other noise
You might find them irritating but they work
#1 place your donors are going is to your website
@rachelmuir
If you use a lightbox….
#1 Use compelling imagery
#2 Have a strong call to action
#3 Be brief. (i.e. 3-4 weeks)
#4 Offer easy exit to homepage
Source: CDR Fundraising Group Blog
#2 Prime Your Network BEFORE Year-End
Have you reported back on your donor’s most recent gift?
What do your donors want to hear from you MOST?
@rachelmuir
Source: Penelope Burk, 2013 Donor Survey
Source: Blue Frog
�About our mission
What you want to say
�Why we think you should support us�What our values are�Why we need your money�How you can support us�Our new approach �Why we’re different �We’ve been in the news! �How great we are �We’re on
Facebook/Twitter
The donor is the customer. They’re buying the experience of feeling good.
Make them feel that, you get rewarded.”
“Tom Ahern
“It’s (only) been ____ and ALREADY you…”
#3 Be prepared to thank incoming gifts.
ü More gifts = more staff time receipting and thanking
ü Allocate enough resources
ü An autoresponder tells me you got it. A thank you tells me why it mattered.
@rachelmuir
Say thanks WITH PASSION!
Thank you makeover - Before
When you give to ____________ , you’re making a major difference in the lives of children in your community. Each year, nearly 25,000 patients come to us.
Your gifts not only support our core medical, surgical and rehabilitative services, but also allow us to offer support to struggling families.
Thank you makeover - After
“You gave a worried mom of a child with cancer a home away from home tonight.”
Take them to the action with feeling
Donors don’t give because you’re excellent. They give because they are excellent and
you help them realize their awesome selves.
“Jeff Brooks,
How to Turn Your Words into Money
@rachelmuir
Innovative stewardship: digital stationary
Check out Feltapp.com
@feltapp @rachelmuir
Sample personalized stationary Feltapp.com
Craft a baseline plan to make EVERY donor feel heroic
Download at Pursuant.com/StewardshipPlan
Fundraisers rely too heavily on gift value as a determinant of future potential. ”
“Penelope Burk, The 2014 Burk Donor Survey
@rachelmuir
2
When & how they’ll be contacted
Annual, mid, major,
planned, lapsed and
new
How much you can
spend on them
The messages and offers they’ll get
Plan for donors who
upgrade/downgrade
#4 Craft a plan for every donor group
Source: Jeff Brooks, The Money Raising Nonprofit Brand
71% of donors feel more engaged whenthey receive content that’s personalized. ” “
Abila Donor Loyalty Study, 2016
@rachelmuir
#5 Plan the donor journey
Consider a survey to learn more about your donors and what they care about.
Bonus tip: Going out of the office?
Set a memorable auto-responder (include cell)
Spotlight your campaign
Let us help you rise above the noise this year.
www.pursuant.com/yearendaccelerator
Meet Pursuant’s Year-End Accelerator:
ü Digital Fundraising Campaignü Proven Best Practicesü Innovative Acquisition &
Cultivation Strategies
Rise above the noise and raise more money at year-end.
Let us help you rise above the noise this year.
QUESTIONS?
Pursuant ResourcesDownload our latest fundraising resources at pursuant.com/resources
www.pursuant.com/training
4 PART WEBINAR SERIESTUESDAYS: JAN 18, JAN 25, FEB 1, FEB 8 | 12PM-1PM CST
Fundraising Bootcamp Oct 26th Dallas, Texas
Overcome fundraising objections
Master board recruitment & structure
Qualify, retain & upgrade donors
The art of storytelling
Pursuant.com/training
Intelligent fundraising.