WINTER IS COMING:

GET READY FOR YEAR-

END GIVING, PART 1

Webinar ~ November 17, 2017

Presented by Michael Stein

Digital strategist to

nonprofits nationwide, including:

Today’s presenter:

Michael SteinDigital Strategist, Oakwood Digital

What we’ll cover in this Webinar

1. Plan for Giving Tuesday

2. Freshen up your website

3. Get your donation pages ready

4. Create an email messaging series

5. Engage on social media

6. Measure everything

PLAN FOR GIVING TUESDAY

- Find a unique campaign

theme

- Focus on new donors & small

gifts

- Get the timing right

- Inspire millennials to give

- Recruit social ambassadors

- Use video to inspire giving

- Think multi-channel

FRESHEN UP YOUR WEBSITE

- Promote appeal on home page

- Clear headline, value prop, image, button

- Other website content to strengthen your appeal

- Check your website on mobile

- Pop-up lightbox on top 20 pages

- Special d-page

- Multiple giving options

- Track everything

GET YOUR DONATION PAGES READY

- Clear headline, value prop, image, button

- Multiple giving options

- Tracking

- Need some

screenshots

CREATE EMAIL MESSAGING SERIES

- Series of messages

- Increase urgency

- Segment for different audiences

- Check on mobile

- What worked last year?

- How many during last 7 days?

- Multi-channel

CREATE EMAIL MESSAGING SERIES

CREATE EMAIL MESSAGING SERIES

CREATE EMAIL MESSAGING SERIES

- Tie in social messaging with email

campaigns

- Trackable links

- Use same visuals

- Create unique campaign

ENGAGE ON SOCIAL MEDIA

ENGAGE ON SOCIAL MEDIA

Facebook:

- Boost your content

to increase reach

- Create “custom

campaigns” to

target appeals

- What worked last year?

- Revenue, donors, average gift

- Performance by audience segment

- Traffic to donation pages

- Does social media bring revenue?

MEASURE EVERYTHING

- Show example

of metrics

dashboard

THANK YOU FOR JOINING US

- Please share your feedback

- Follow Twitter on Twitter

(@techsoup)

- Visit the TechSoup Fundraising

Channel

techsoup.org/fundraisingchannel