Webinar: EOYF: Strategies That Work

End-of-Year Fundraising: Strategies that Work

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Steph DrahozalMarketing Coordinator, Salsa Labs Moderator

Speakers

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Amy Shellenberger Director of Development and Outreach StrategiesPolar Bears International

Michael KellyCommunications DirectorClean Water Action

Michael Kelly, Director of Communicationsmkelly@cleanwater.org

@michaeledkelly

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Checklist

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Don’t plan in a vacuum Clean your list Divide and tag your list – target and plan messages accordinglyMake a calendar and stick to it Embrace the uncertainty (Test, test, test. And then test again)Have you thanked your donors?Are your templates and forms responsive?

But First…Don’t Be That Guy

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• Don’t just jump right into the asks.• Kick the campaign off with a thank you

message/recap of the successes of the year.

• Let people know how awesome they are.

• A thank you message is a great way to set the table for your year end campaign.

Don’t Be Afraid to Ask Again

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• Track your stats – find out who opened the email, but didn’t respond, clicked, but didn’t donate, didn’t open – and send follow-up messages.

Track and Follow-Up

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• Thank donors and ask them to get their friends and family involved.

• Thank donors throughout the campaign.

Use Your Tools – Social Media and Blogs

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• You have multiple channels – use them to reinforce your messages

• Got a few bucks? Try social advertising

Videos and Images

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Hey Buddy – Got a Match?

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• Do you have a major donor or board member who has the capacity to give more?

• If they are willing, use a pledge for more as a match

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Are you responsive?

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• Are your donation forms and email templates responsive?

• It is worth the investment

Stay On Top of Your Data• Your year-end campaign is just one campaign – make

sure it doesn’t make it harder to activate your list in 2016

• Monitor your data• Are unsubscribes climbing and engagement dropping?• Don’t be afraid to adjust your plan

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Giving Tuesday?• It’s too big to ignore.• Prep your list for it – let them know it is coming.• Use the same tricks that retailers do on Black Friday –

make it urgent.• Make it special – is there a project or program that

Giving Tuesday donations can fund?

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Don’t just take the money and run• Ask for feedback.

• Why did they give (or not)?• What would make them likely to give?

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The End of a Clean Water Campaign• In 2013 and 2014, Clean Water Act sent 4 emails between

December 27th and December 31st

• The 2013 campaign focused on a match and a tax deductible gift

• 2014 focused on thanking the donor and acknowledging how busy the holidays are.

• The message in 2014 was reinforced with similar images and language on social media and our blog

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2013

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2014

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2014 – plus a little fun

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Results• Overall – 10% increase in 2014• Email 1 on 12/31 – 52% increase• Email 2 on 12/31 – 22% increase• Match email in 2013 performed 25% better than a no-match

email on the same day in 2014• 2014 ugly sweater email resulted in over 50 donations and 15

donations over $100

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Amy Shellenberger, Director of Development and Outreach Strategiesamy@pbears.org

Giving Tuesday 2013: Social Media Only

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Giving Tuesday 2014 (Multi-Channel):No act of Kindness, However Small, is Ever Wasted

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Giving Tuesday 2014 (Multi-Channel):No act of Kindness, However Small, is Ever Wasted

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70 Online Donations / $5,123

Year-end Appeal #1 12/12:You Made All the Difference

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27 Donations / $1,415 from email• Set a goal• Personalize• Link images to donation page

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Newsletter 12/17:Winter 2015:

News from the North

Holiday Card 12/19:Holiday Cheer from Polar Bears

International

Year-End Review 12/27: A Polar Bear’s Year17 Donations / $5,635 (Email Stats)

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• Summary of year’s achievement• Progress report towards goal• Links to donation page

Year-end Reminder #1 12/29:Three Days Left to Give in 2014

23 Donations / $1695

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Final Reminder 12/31:Bear Hugs for Polar Bears: Last Day to Donate in 2014

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49 Donations / $3,411 from Email

Social Media Posts

Donor Thank You 1/9You Helped Us Meet Our Goal, Daisy!

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Gift Premiums:Do Something Nice Day

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2014: Something Nice for Polar Bears!

2015: Do Something Nice Day Gift

Gift Premiums

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Reminder:Today’s the Last Day!

Customized Webpage

Questions?

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Amy Shellenberger amy@pbears.org

Michael Kellymkelly@cleanwater.org@michaelkelly