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Please Suggest Questions Throughout the Conversation(We’ll answer as many as we can at the end.)
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Note:
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Twitter: @classy | Hashtag: #classyedu
Twitter: @GuideStarUSA
Meet Your Hosts
Megan Davidson
Account Manager,Classy
Arielle Gart
Marketing and Outreach Manager, GuideStar
Today’s Agenda:
● Data dive: Insights into the 2017 giving season
● How to create a detailed planning calendar
● How to develop a strong promotional strategy
● Why donor segmentation is key
● Why Giving Tuesday is an opportunity you can’t miss
The 2017 Giving Season
● In 2017, over 25% of annual donation volume occurred from Giving
Tuesday through the end of the year on the Classy platform
● On the Classy platform, conversion rates across campaigns, peak in
November and December
● Throughout year-end, the use of donation and crowdfunding pages increases
dramatically, with donation pages having more than 50% of gross
transaction volume and crowdfunding campaigns accounting for roughly
30% of gross donation volume
The New Tax Law and Year-End Giving**Disclaimer: We cannot predict how the new tax law will impact year-end giving, BUT we can share what we know and what our team is thinking through.
● The Chronicle of Philanthropy has reported, “It’s predicted there will be a $16.3
billion drop in giving this year due to the tax cut”
● The Chronicle of Philanthropy also reported that an estimated 21 million
fewer households will itemize their deductions
● People will have more cash in their hands because of lower federal rates.
What are they going to do with it? Will they donate that extra cash back to a
nonprofit?
Key dates to flag in your calendar
● Thanksgiving: Nov. 22
● Black Friday: Nov. 23
● Cyber Monday: Nov. 26
● Giving Tuesday: Nov. 27
● Last day of the year: Dec. 31
● Religious holidays:
○ Hanukkah: Dec. 2-10
○ Christmas: Dec. 25
○ Kwanzaa: Dec. 26 - Jan. 1
How to start planningUse your data 1. Review last year’s campaign results. What worked well? What
didn’t? 2. Look at your donor data and understand who donated to your
campaign last year. 3. Start to identify key segments of donors you can target based off
different characteristics.
Learn from others What other organizations do you admire or support? Look back at emails from last year for inspiration and find new ideas to try this year.
Secure matching gift funds
Matching gifts are a common way to incentivize donors. Get creative—matching gifts can come from corporate partners, board members or major donors.
Identify your campaign theme
Build a story arc and focus on the language you want to use to appeal to supporters.
By September … ● Aim to have your story arc completed
● Start to prepare your campaign assets— materials for your website, social media, and
● Determine how you’ll integrate your online portion of your campaign with your offline
presence
● If you your year-end campaign has a direct mail component, your story should be
integrated across all mediums
By October … ● Year-end campaigns should be live and ready to deploy in October
● Define your target audience, how will you segment your donor appeals?
● Map out your marketing schedule, outline what messages are going out and
when across all your respective channels
● Develop marketing creative and promotional assets
● PRO TIP: Keep things donor-centric. Think through how you’ll tap into your donor’s
emotions AND convey the impact of their contribution
By November … ● Build excitement for your campaign and kick off donor communications in
early November
● Launch your campaign and schedule donor communications
● Send at least three to four emails to your donors to create some buzz
● Capitalize on Giving Tuesday as the start of year-end
Key promotional channels ● Email
● Organic social media Facebook, LinkedIn, Twitter, Instagram
● Direct mail
● Radio advertisement spots
● Online paid advertisements, Facebook, Google, etc.
● FREE GuideStar Profile
Update your FREE GuideStar Profile1. Visit www.GuideStar.org
2. Select “Update your Nonprofit Profile
3. Select “Get Started Now”
4. Begin telling your nonprofit’s story
5. Get rewarded for your transparency
Characteristics of a successful
promotional campaign● Cohesive messaging and branding across all mediums of communication
● Multi-channel communications, don’t just rely on one channel to communicate with donors
● Ask more than once! Stand out during the year-end giving season and adopt a for-profit
communication strategy
● Don’t just ask for donations, emphasize the impact
● Use personalization
What we love about
this campaign ● Build Giving Tuesday and year-end
communications to include October
awareness month
● Maintain consistent story arc and
communications to carry momentum through
December
● Strategically incorporate corporate matches to
generate early success
What we love about
this campaign ● Early strategic communications to engage
supporters
● Multiple matches to challenge donors
throughout the day
● Compelling story arc featuring families they
serve
What we love about
this campaign ● Strong branding for the shoe that grows
(#Giving Shoesday)
● Specific goal to provide 600 pairs of shoes to
children
● Segmented communications according to
supporter behavior
Donor segmentation cuts through the
noise ● In today’s digital age, your donors get more email than ever before!
● When the content of your email and asks are tailored to a strategic subset of donors,
you’ll drive higher open and click through rates
Quick tips on how to segment your
donor base ● Gift size: donors who give less than $100 shouldn’t receive the same donation appeal as
those who give more than $100
● Frequency: recurring donors or donors who have given more than one time may receive a
different appeal than brand new supporters
● Programmatic: if supporters give to a specific program, ask them to donate again or
consider funding another program
● Giving History: look for opportunities to engage lapsed donors, volunteers, and/or
supporters on your blog or email list who have not yet donated
Personalize your donor stewardship ● If a donor gives to a specific program, your thank you should highlight that impact
○ Explain how their money is being used and establish a consistent cadence to
share impact
● Recurring donors should receive consistent communications underscoring the impact
of their gift
● Don’t stop at thank you!
○ New donor retention rate is only 25%
○ Returning donor retention rate is 60%
● After receiving a donors year-end gift, launch a two-three part email series to nurture
that relationship
Giving Tuesday by the numbers ● In 2017, 3.4% of all transactions on Classy occured on Giving Tuesday––that’s 13
times more than a regular day on the platform
● Organizations acquire 3 to 5 times more new donors on Giving Tuesday than on a
regular day
● 15% of donors acquired on Giving Tuesday give again before the next Giving Tuesday
● Giving Tuesday donors are 3 to 4 times more likely to become fundraisers than year-
end donors
Giving Tuesday as a launch pad for
year-end ● Build excitement for the day (again, think for-profits’ approach to Black Friday!)
● Continue and develop the same story through both Giving Tuesday and year-end( and
segment communications!)
● Engage supporters strategically with matching gifts, competitions, and/or incentives
Our favorite Giving
Tuesday campaigns ● Strong imagery
● Creative match prominently featured on
campaign page
● Present different suggested gift amounts to
engage segments of donors
Our favorite Giving
Tuesday campaigns ● Creative use of graphic elements
● Story and layout reminiscent of a microsite
● Fixed background images give life and variety
to the page
Our favorite Giving
Tuesday campaigns ● Builds on Thanksgiving holiday and sentiment
to further spread their organization’s mission
● Fosters personal connection with donors by
featuring “individual” turkey stories
● Sends donors turkey swg: card, photo, and bio