Maximize year end fundraising with Classy and Heller

Maximizing Year-End Fundraising (Getting the most return from your year-end campaigns)

Webinar • 10/30/2014 #ClassyEDU

Mike Spear Classy

Bryan Giese Heller Consulting

Jenn Smith Heller Consulting

Your Presenters

Agenda

1. Year-End Fundraising Overview 2. 5 Key Phases 3. Questions

Holiday Fundraising Overview

It’s the most wonderful time�

of the year

of  annual    fundraising  happens  in    

November  and  December  

GIV

Donate

Help donate

give support

support

GIVE give

aid

Help do suppor

5 Key Phases

5 Phases

Planning  &  Prep   Launch   Engage   Finish   Followup  

Phase 1: Planning

Prepare Thoroughly

•  Develop a theme •  Identify target supporters •  Set a fundraising goal •  Approach potential sponsors •  Create a calendar •  Stockpile incentives •  Create campaign collateral •  Design your pages

Start Recruiting

The Engagement Hourglass

Get as many people into the hourglass as possible, and help them have as much impact as possible.

Prospects

Inactive Fundraisers

Donors

Active Fundraisers

Goal Reached

Top Fundraisers

Set up Engagement Emails

Info Captured

Donor Only

Inactive Inactive 2 Inactive 3

Active Active 2 Active 3 Active 4 Active 5

Idle Idle 2 Idle 3

Phase 2: Launch

Launch in Stages

Launch Phase

Soft Launch Hard Launch

Launch in Stages

Everyone

All Supporters

Top Volunteers

Key Influencers

Your Team: Board, Staff,

Partners

The Kiva Study

•  Cryder, Lowenstein, Seltman (2008) •  Measured rate of contributions to projects on

Kiva.org •  3 Groups: •  0-33% < 33-66% < 66-100% •  Heightened feeling of impact as campaign

proceeds towards goal •  People like to be part of a success story •  Reinforces the importance of goal setting!

Don’t be afraid of the ask

Have some perspective

Most  important  message?  

Phase 3: Engage

Phase 3: Engage

•  Focus on getting people to raise that 1st dollar

•  Identify Power Fundraisers

•  Keep people motivated, connected, and armed with tools and information

•  Use content to keep inspiration high

•  Roll out those incentives!

Phase 3: Engage

Push through the fundraising “trough”

Phase 3: Engage

Make it fun!

Phase 3: Engage

•  Keep supporters interested and up to date

•  Roll out those incentives •  Create mission moments •  Plan in-person meetups & volunteer

opportunities

Phase 3: Emails

Info Captured

Donor Only

Inactive Inactive 2 Inactive 3

Active Active 2 Active 3 Active 4 Active 5

Idle Idle 2 Idle 3

Phase 3: Emails

Info Captured

Donor Only

Inactive Inactive 2 Inactive 3

Active Active 2 Active 3 Active 4 Active 5

Idle Idle 2 Idle 3

Optimize & Test

Mobile  Responsive?   Photo  or  Video?  Yay  or  nay?  

Our  Mission  

Our  Results  

Copy  Length?   Thermometer?  

Phase 4: Finish Strong

Phase 4: Finish Strong

•  Keep eyes on the prize •  Increase your goal •  Roll out the big incentives •  Plan post-campaign engagement and

celebrations

Phase 5: Followup

Mind your Manners

5.  Follow  Up  

You’ve  planted  a  seed,  

now  nurture  it    and  it  will    grow.  

And show what they have done.

Opportunity for Engagement

•  Look at each donor as a lead for future gifts

•  Have a strategy in place •  Leverage technology to

help you out.

Supporter

Donor

Recurring Donor

Fundraiser

Lifelong Fundraising

& Major

Gifts

Thank You!!!! (Please ask us anything.)

Mike Spear Classy

mike@classy.org

Bryan Giese Heller Consulting

bgiese@teamheller.com

Jenn Smith Heller Consulting

jsmith@teamheller.com

Thank you!!