Upload
aplos-software
View
107
Download
2
Embed Size (px)
Citation preview
How to Maximize Year-End GivingDan Kimball
Product Specialist at Aplos Software
DanielKimballDanKimballisaseasonedfundraiserwithovertwentyyearsofexperienceinstrategicfunddevelopmentandnonprofitmanagement.
He’scurrentlydevelopingAplos’DonorManagementPlaAormtohelpnonprofitsconnectwith(andculCvate!)theirdonorbase.
“FundraisingisarelaConshipbusiness.”
TwiJer:@fugaCvedmk@aplos_soOware
#Aploswebinar
Introduc7on
AccordingtosomeoftheleadingnonprofitfundraisingauthoriCes,yourorganizaConcouldberaisingupto40%ofitsdonaConsduringthelastsixweeksoftheyearifyouuseavarietyoffundraisingchannels.Asweapproachthefinalweeksofthecalendaryear–theCmewhenmanyAmericansmakedonaConstofulfillpledgesmadeearlierintheyearorevenjustrespondtoyear-endappeals–appealingtoandreachingouttodonorswillbekey.
NowisCmetoaJractnewdonors,collectunpaidpledgesandsolidifygiOrenewals.Itisimportantthatdonorsseeandfeeltheeffortsthatyouaretakingtotranslatedollarstoimpact.
Thiswebinarwillcoverthetheimportanceofyear-endgivingandideashowtoboostandmaximizeyouryear-endcampaigns,regardlessofthesizeorbudgetofyournonprofit.
#Aploswebinar
#Aploswebinar
Year-EndGivingSta7s7cs
#Aploswebinar
Morethan174millionadultAmericansplantogivemoneytocharitybetweenThanksgivingandyear-end.
Between35percentto42percentofonlinegivinghappensinNovemberandDecember.
About40percentofonlinegiOsaremadeinDecember.
GivinginDecemberbringsinabout1/3ofthefundraisingdollars.
Morethan20%ofallgivingfortheenCreyearoccursinthelast48hoursofthecalendaryear.
“the holidays are a time to be thankfulfor what you have, and give to those
who need it.”
#Aploswebinar
Year-EndSta7s7cs28%ofnonprofitsraisebetween26-50%oftheirannualfundsfromtheiryear-endask.
Donorsareprojectedtogivethroughavarietyofchannelsthisholiday.
Volunteersaretwiceaslikelytodonatethannon-volunteers.
Seventy-fourpercentofadultsplantomakeacharitablecontribuConthisholidayseason.
NumberoforganizaCons:22%willcontributetojustoneorganizaCon.55%willspreadtheircontribuConsacrosstwotothreeorganizaCons.23%percentwillgivetofourormorenonprofitgroups.
#Aploswebinar
TheHolidaystendtoinspirepeopletogive.Itseemstobeanaturalseasonforgivingandcharity.
DonorsaresomeCmesseekinglastminuteoryear-endtaxdeducCons.
DonorsmighthavemoneyleOoverintheirPhilanthropicbudget.Especiallytrueforbusinesses,manyofwhichhave“useitorloseit”budgetaryrules,butitisalsotrueformanyindividualsandfamilieswho“reset”theirbudgetsonJanuary1st.
Year-enddonaConstendtobelargerthangiOsmadeduringotherCmesoftheyear,includinginCmesofdisasterorcrisisresponse.
AnexcellentwaytotellyourstoryandcommunicatethemissionofyourorganizaCon.
AnexcellenttooltotelldonorshowpastgiOswereusedandhighlightsuccess.
Year-endgivingcanbeapotenCalgoldmineforyourorganizaCon.
BenefitsOfHavingAYear-EndGivingProgram
TypesOfDonors
• AnnualDonors
#Aploswebinar
• NewProspects
• LYBUNTs&SYBUNTs
• ProspecCveMajorDonors
• ConverCngVolunteerstoDonors
DonaConRequestChannels
SnailMail
#Aploswebinar
DonorGivingPage/Website
SocialMedia:Facebook/Instagram/TwiJerYouTube/Blogs/Snapchat
PhoneCalls
MobileGiving
WaysToBoostYourYear-EndGivingProgramSetaspecifictargetorgoal:(Campaign)
• Be sure that it is clear, measurable, and realistic.• What are you trying to accomplish? Picture what your ideal end result will be.• Who are you trying to reach? Decide on your key audiences before planning your• campaign.• What do I want them to do? Have a clear call to action for your supporters. Will they be asked to
donate a specific amount or pledge a recurring gift?• What is the best way to reach my audience? Once you’ve identified your audience and calls to action,
think about the best way to reach and activate your supporters.
#Aploswebinar
Use a multiple Channel Approach whenever possible Research indicates that using multiple channels — e-mail, direct mail, phone calls, Facebook and Twitter — will bring in more money than relying on one channel alone. Coordinate any direct mail with an online campaign that reinforces the message by using your website, e-newsletter and/or social media. Mention your website donation page in the direct mail piece and vice versa. If you cannot afford to do a direct mail piece or are pressed for time, make sure you mention the campaign on your web site, on social media, and in any newsletter that goes out before December 31.
WaysToBoostYourYear-EndGivingProgramUseCompellingStoriesandPhotos• IdenCfystoriesabouttheimpactyourorganizaConismakinginyourcommunityorwhereyouserve.• Keepthemshort,twotothreeparagraphsatmost.• Useonestorypermessageoverthecourseofthecampaign.• Besureandhighlighthowdonorsaremakingadifference• ThisistheCmetotoutyourachievements:Yourstoriesshouldfocusonthepeopleyouhelpandthememoriesyoucreateforpeoplewholiveandworkinthecommunity.
• Highlightoneortwodonorsorbusinessesandhowtheyarehelpingmakeadifference.
#Aploswebinar
Be Sure and Accept Online gifts-Donate now• Make sure your website can receive online gifts. Make it easy to give. Talk to your webmaster and
add this feature today. There are a number of services that can help you with this feature.• Put a “Donate Now” button on your home page. Can visitors easily find where to click to donate?
Make the button stand out (colored) and easy to see.• Make the “Donate” button BIG. Make sure the “Donate Now” button is easy to spot. There are some
good articles on the internet about this topic.• Be sure and test it a few times.
WaysToBoostYourYear-EndGivingProgramCleanUpYourMailingLists• Reviewbothyoure-mailandregularmailinglists.Determinewhichoneislarger,newer,ormorecomplete.Ideally,youwillusebothforyouryear-endcampaign.
• Segmentyourmailinglistifpossible-Knowwhoyourdonorsareandwhoyourmailingto.• Personalizeyoure-maillist.Lookatyoure-maillist,anddeterminehowmanyfirstandlastnamesareassociatedwithyoure-mailaddressessothatyoucanpersonalizeanysolicitaCon.Seeifyoucanaddmorenamestothepersonalizedlist
• Cleanupyourmailinglist.LookforduplicatesbutmakesureyoucopyinformaConintotheappropriaterecordbeforedeleCnganyaddresses.Hardandemaillistreview.
#Aploswebinar
Review giving levels, ask for recurring gifts, create simple forms.• Make the donation form simple. Don’t ask for more information than you need. Is it easy to enter
billing information? Can donors easily set up recurring payment or enter a message if they are making a contribution in someone else’s honor? Consider adding a photo and caption on the form describing a specific reason to donate.
• Link to the Donate Now button page only. Your direct mail letters and e-newsletter messages should link directly to the donation page. Don’t send them to any other page. The call to action= DONATE.
WaysToBoostYourYear-EndGivingProgramCraMAStrongAppeal• AneffecCveappealisequalpartsemoConandurgency.Youwanttopullpeopleintoyourmessagewithacompellingstory,andthenpushthemtoactwithaspecific,clear,andurgentcalltoacCon.• ShowhowdonaConswillbeused.tellthemallthegreatthingsthey’vedone—andallthewonderfulthingsthatmoresupportwillbring.
• Bespecific.Don’tassumeyourdonorsknowwhatyouwantthemtodo.AskforoneconcreteacCon.AskingpeopletoclickonabuJontodonatenowisbeJerthanaskingthemtosupportyourcampaign.
• Keepitsimple.Decemberisabusymonthforeveryone.Makeastrongcompellingyetconcisecaseforwhypeopleshouldgive.
• It’snotallaboutyou.Insteadoftalkingonlyabouthowgreat*you*are,sharestoriesaboutyourdonors,volunteers,andbeneficiaries.
• Shareaphoto.OnepowerfulphotocangoalongwayinsCrringemoCon.• Makeitpersonal.Peoplegivemorewhentheyfeelthey’rehelpinganotherpersontowhomtheycanrelate.Don’ttalkaboutthemasseswhoneedhelp—focusononeperson’sstory.
#Aploswebinar
WaysToBoostYourYear-EndGivingProgramHaveAThankYouStrategy• WriteathankyouleJernow.EveryonewhogivesagiO,whetherbycheckoronline,shouldreceiveapaperthank-youleJer.Onlinegiversshouldgetathank-youleJerthatdoesnotlookorsoundlikeareceiptwithinaweek.
• ThankdonorsatleastthreeCmes−whentheymakeadonaCon,whentheygetyoure-mailreceipt,andwhentheygetyourthank-youleJerinthemail.Assignavolunteertosendoutthank-youleJersonceaweekduringthelastsixweeksoftheyear.
• Automatethank-youe-mails.Sendanimmediatethankyoue-mailimmediatelyaOerreceivingthegiO.MakesurethedonaConexperienceisquickandeasyandgivesthedonormoreinformaConaboutyourorganizaCon.
• Tweetaboutit.OncetheyhavemadeadonaCon,makeiteasyfordonorstotweetaboutitorposttotheirFacebookpagethroughlinksonyour“ThankYou”page.InstalllinkstoFacebookandTwiJerontheautomated“ThankYou”page.GivingdonorsaneasyopportunitytotalkabouttheirinvolvementcanhelpspreadyourmessageandmightresultindonaConsfromtheirfriends.
• SendhandwriJenthank-youcardsandmakeappointments.YourmostimportantdonorsshouldnotgetaleJerorane-blast.Theyneedtobecontactedinperson.#Aploswebinar
WaysToBoostYourYear-EndGivingProgramUseatargetspecificapproach-OtherReminders• IdenCfythe10-15majordonorswhohaveyettogivethisyear.• IdenCfy50donorsandmakeface-to-facecallsonthemtoaskthemfortheiryear-endgiOs.• Don'tletreluctantvolunteersholdyouback.• Warmupyourdonorsbeforetheask.• Don'tforgettoaddtoyourprospectlist.UseavisualandemoConalhookinyourappealleJer.• MakeyourappealleJeraJracCveandeasytoread.• MakeyoursolicitaConobviousandeasytofind.• FollowuptheappealleJerwithaphonecall.• Planoneortwoe-mailfollow-upstheverylasttwodaysofDecember.
#Aploswebinar
WaysToBoostYourYear-EndGivingProgramOnlineDona7onPages•Beasshortaspossible.Ideallyyourformshouldbeonepageandincludeaminimumnumberoffields.•BebrandedtolooklikeyourorganizaCon’swebsite.YourpagewillperformbeJerifitcarriesyournonprofit’sdesign;worseifitdoesnot.•HaveoneclearcalltoacCon:Donate!•Beconcise.Ifyouhavecopyonwhytogive/wherethemoneygoes,keepitveryshort.(Youdon’twantsomeonewhohasclickedonaDonatebuJonreadytogiveplowingthroughthreeparagraphsbeforepuxngintheirpaymentinfo.)•Beeasytoread.Goeasyontheeyesandavoidoyeatfonts,clashingcolorsorunconvenConaldesignchoices.•Offerwell-posiConedrecurringgiOs.•ProvideawarmonlinethankyouaOerthedonaCon.(AndsendanemailreceiptautomaCcally.)•Beeasytoshare.EmpoweryoursupporterstoeasilytellsomeoneelseaboutyourorganizaConaOertheydonate
#Aploswebinar
FinalThoughtsandResourcesYear-Endfundraisingshouldbeanimportantpartofyouroverallfundraisingstrategyandforsomenonprofitsitcanbetheir“Superbowl”.Sadlywithallthehustleandbustleoftheholidaysmanynonprofitsgeardownandcloseshopastheyendtheiryear.Owouldproposeyourampupyouryear-endeffortswithgoodplanningandstrongmessagingforyourorganizaCon.
#Aploswebinar
Resources;• The Fundraising Authority- http://www.thefundraisingauthority.com/• Increase Your Year-End Fundraising with this Simple Strategy – by Gail Perry• 4 Rock Solid Ways to Raise More Year-End Money – by Amy Eisenstein• What Can Make or Break Your Year-End Fundraising Appeal – by Gail Perry• How to Raise More Year-End Money in Just 3 Weeks – by Amy Eisenstein• Joan Garry-• John Haydon, Founder of Inbound Zombie & Author of Facebook Marketing for
Dummies, @JohnHaydon
Conclusion/Q&A
#Aploswebinar
SAVETHEDATE:November15th:AdayinthelifeofanonprofitExecuCveDirector
AboutAplosWe’rethe#1solu7oninonlinedonormanagementsoMwarefornonprofits.
Fundraisingisimportant,butyouprobablywishyoudidn'thavetospendsomuchofyourvaluableCmeraisingmoney.Aplos'all-in-onesoluConhelpsyouraisemoney,trackgiving,andensureyourdonorshaveaposiCveexperiencewithyourorganizaCon.
Visitaplos.comformoreinformaCon.
"NonprofitsallacrossthecountryarepraisingthesoOware'seaseofuse,reasonableprice,andgreatcustomerservice."-NPTechNews
#Aploswebinar