Embed Size (px)
Citation preview
Year-end Fundraising, Year Round
#16NTCYEAREND
MARCH 24, 2016 · 16NTC
A few housekeeping items…
#16NTCYEAREND
‣ Tweet along: #16NTCYearend‣ Take notes: http://po.st/yearend-16NTC‣ Give feedback: http://po.st/LEjsHr
Nice to meet you!
#16NTCYEAREND
Andrew Rothman
Head of Creative & Delivery, West Coast
Meghan TeichLead Client Manager,
West Coast
Erica GulsethManager of Online
Fundraising & Engagement
Your speakers this morning.
Agenda
#16NTCYEAREND
‣ What makes a great year-end campaign?‣ Quarterly to-do list‣ A look at Earthjustice’s 2015 year-end
campaign‣ What’s next in 2016‣ Q&A
#16NTCYEAREND
But first, a few reminders.
Source: BSD Tools
Source: Andrew’s overloaded inbox
Source: M+R Benchmarks 2015
#16NTCYEAREND
What makes a great year-end campaign?
#16NTCYEAREND
PEOPLEAn engaged and active list
STORYA compelling and cohesive
narrative
#16NTCYEAREND
INFRASTRUCTURESolid, reliable tools
DATAA robust testing strategy and system for tracking metrics
#16NTCYEAREND
INTERNAL COMMUNICATION
Cross-departmental buy-in and clear responsibilities
#16NTCYEAREND
Year-Round Engagement
Story
#16NTCYEAREND
• Rich, cross-channel content• Supporter stories and photos• Meaningful actions• Transparency• Rapid-response appeals
Story
#16NTCYEAREND
• Rich, cross-channel content• Supporter stories and photos• Meaningful actions• Transparency• Rapid-response appeals
#16NTCYEAREND
• Steady list growth• Deeper insights into your
supporters• Ask for feedback to help
shape your work
People
#16NTCYEAREND
• Steady list growth• Deeper insights into your
supporters• Opportunities for them to
shape your work
People
#16NTCYEAREND
People Day 1
#16NTCYEAREND
PeopleDay 3
#16NTCYEAREND
PeopleDay 6
#16NTCYEAREND
PeopleDay 8
#16NTCYEAREND
PeopleDay 13
#16NTCYEAREND
PeopleDay 16
#16NTCYEAREND
• Strategic testing plan
• Ongoing measurement and analysis
• Evolution of strategy and tactics
Data
#16NTCYEAREND
• Supporter database integration
• Cross-channel analytics
• Nimble and efficient platforms
• Digital-first approach• Cross-departmental
collaboration• Streamlined approval
processes
Infrastructure Internal communication
#16NTCYEAREND
Quarterly To-Do List
Q2: Lay the Foundation
#16NTCYEAREND
Q2: Story
#16NTCYEAREND
• Review and selection of supporter stories for EOY
• Research into donor matches, swag, and other premiums
• Finalization of rebranding efforts
#16NTCYEAREND
• Mid-year fundraising campaign
• Email / direct mail database matching
Q2: People
#16NTCYEAREND
• Acquisition-focused testing
• On-site testing and optimization
Q2: Data
#16NTCYEAREND
• List hygiene check-up• Systems review and
updates• Wrapper testing to
ensure mobile and browser compatibility
• Process analysis to identify pain points and inefficiencies
• Selection and empowerment of cross-departmental EOY task force
Q2:Infrastructure
Q2:Internal communication
Q3: Create the Plan
#16NTCYEAREND
Q3: Story
#16NTCYEAREND
• Development and testing of EOY message/narrative• Final decisions on EOY premiums and matches• Creation of draft editorial calendar and initial assets• Reminder of your organization’s impact
#16NTCYEAREND
• Re-engagement campaigns for lapsed supporters
• Ongoing acquisition campaigns
Q3: People
#16NTCYEAREND
• Re-engagement campaigns for lapsed supporters
• Ongoing acquisition campaigns
Q3: People
#16NTCYEAREND
• Testing of non-donation campaign elements
• Development of EOY testing plan and optimization rules
• EOY projections to track performance
Q3: Data
#16NTCYEAREND
• Completion of new systems setup and migration
• Fundraising-focused website audit and revisions as needed
• Agreement on EOY approval processes
• Detailed project plan• Tracking and reporting
schedules
Q3:Infrastructure
Q3:Internal communication
Q4: Execute!
#16NTCYEAREND
Q4: Story
#16NTCYEAREND
• Final cross-channel editorial calendar
• Creation and deployment of EOY content and comms
• Capitalization on major moments
• Direct asks — no need to tiptoe around it!
#16NTCYEAREND
• Slow down acquisition campaigns
• Thanks to recent donors and strategic repeat asks
Q4: People
#16NTCYEAREND
• Testing plan implementation
• Focus on objective: dollars raised
• Constituent-level targeting and customization
• Daily performance tracking and doubling down
Q4: Data
#16NTCYEAREND
• Notification of CRM provider and web hosting service about upcoming volume
• On-call teams monitoring your systems to resolve any outages
• Finalization and communication of project plan
• Definition of QA processes• Scheduling of status updates,
standups, and iteration sessions
Q4:Infrastructure
Q4:Internal communication
Q1: Close the Loop
#16NTCYEAREND
Q1: Story
#16NTCYEAREND
• Demonstration of gratitude
• Reminders of your impact
• Plans for upcoming year editorial calendar
#16NTCYEAREND
• Growth and acquisition goals for upcoming year
• Review/update of welcome series and autoresponders
• Special attention and experiences for top supporters
Q1: People
#16NTCYEAREND
• Collection and analysis of EOY performance data
• Identification of key insights
• Creation of new yearly testing plan
Q1: Data
#16NTCYEAREND
• Evaluation of list health and areas for improvement
• Assessment of technical system performance
• Circulation of performance results and learnings
• Big thanks to your staff (and a much-needed breather)!
Q1:Infrastructure
Q1:Internal communication
#16NTCYEAREND
How Earthjustice Increased Year-end Giving by 22%
#16NTCYEAREND
ENGAGE
IDENTIFY
INVOLVESOLICIT
STEWARD
#16NTCYEAREND
#16NTCYEAREND
#16NTCYEAREND
#16NTCYEAREND
#16NTCYEAREND
#16NTCYEAREND
#16NTCYEAREND
#16NTCYEAREND
#16NTCYEAREND
#16NTCYEAREND
#16NTCYEAREND
What’s next in 2016?
#16NTCYEAREND
‣ Donor-centric messaging and fundraising‣ Testing, testing, testing‣ Mobile, mobile, mobile‣ Investing in storytelling‣ Optimizing email list growth efforts‣ Targeted acquisition
Questions? Get in touch!
#16NTCYEAREND
@CHANGEORGS
@BSD
@EARTHJUSTICE
Don’t forget!
#16NTCYEAREND
‣ Tweet along: #16NTCYearend‣ Take notes: http://po.st/yearend-16NTC‣ Give feedback: http://po.st/LEjsHr
#16NTCYEAREND
Thank you!
