webinar: eoyf: strategies that work

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Page 1: Webinar: EOYF: Strategies That Work
Page 2: Webinar: EOYF: Strategies That Work

End-of-Year Fundraising: Strategies that Work

#StrategiesThatWork

Steph DrahozalMarketing Coordinator, Salsa Labs Moderator

Page 3: Webinar: EOYF: Strategies That Work

Speakers

#StrategiesThatWork

Amy Shellenberger Director of Development and Outreach StrategiesPolar Bears International

Michael KellyCommunications DirectorClean Water Action

Page 4: Webinar: EOYF: Strategies That Work

Michael Kelly, Director of [email protected]

@michaeledkelly

#StrategiesThatWork

Page 5: Webinar: EOYF: Strategies That Work

Checklist

#StrategiesThatWork

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?

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But First…Don’t Be That Guy

#StrategiesThatWork

• 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.

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Don’t Be Afraid to Ask Again

#StrategiesThatWork

• 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.

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Track and Follow-Up

#StrategiesThatWork

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

• Thank donors throughout the campaign.

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Use Your Tools – Social Media and Blogs

#StrategiesThatWork

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

• Got a few bucks? Try social advertising

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Videos and Images

#StrategiesThatWork

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Hey Buddy – Got a Match?

#StrategiesThatWork

• 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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#StrategiesThatWork

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Are you responsive?

#StrategiesThatWork

• Are your donation forms and email templates responsive?

• It is worth the investment

Page 14: Webinar: EOYF: Strategies That Work

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

#StrategiesThatWork

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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?

#StrategiesThatWork

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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?

#StrategiesThatWork

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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

#StrategiesThatWork

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2013

#StrategiesThatWork

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2014

#StrategiesThatWork

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2014 – plus a little fun

#StrategiesThatWork

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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

#StrategiesThatWork

Page 22: Webinar: EOYF: Strategies That Work

#StrategiesThatWork

Amy Shellenberger, Director of Development and Outreach [email protected]

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Giving Tuesday 2013: Social Media Only

#StrategiesThatWork

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

#StrategiesThatWork

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

#StrategiesThatWork

70 Online Donations / $5,123

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

#StrategiesThatWork

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

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#StrategiesThatWork

Newsletter 12/17:Winter 2015:

News from the North

Holiday Card 12/19:Holiday Cheer from Polar Bears

International

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

#StrategiesThatWork

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

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

23 Donations / $1695

#StrategiesThatWork

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

#StrategiesThatWork

49 Donations / $3,411 from Email

Social Media Posts

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

#StrategiesThatWork

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Gift Premiums:Do Something Nice Day

#StrategiesThatWork

2014: Something Nice for Polar Bears!

2015: Do Something Nice Day Gift

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Gift Premiums

#StrategiesThatWork

Reminder:Today’s the Last Day!

Customized Webpage

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Questions?

#StrategiesThatWork

Amy Shellenberger [email protected]

Michael [email protected]@michaelkelly