Year-End Fundraising, Year Round

Year-end Fundraising, Year Round

#16NTCYEAREND

MARCH 24, 2016 · 16NTC

A few housekeeping items…

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Nice to meet you!

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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

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‣ 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

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But first, a few reminders.

Source: BSD Tools

Source: Andrew’s overloaded inbox

Source: M+R Benchmarks 2015

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What makes a great year-end campaign?

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PEOPLEAn engaged and active list

STORYA compelling and cohesive

narrative

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INFRASTRUCTURESolid, reliable tools

DATAA robust testing strategy and system for tracking metrics

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INTERNAL COMMUNICATION

Cross-departmental buy-in and clear responsibilities

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Year-Round Engagement

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• Rich, cross-channel content• Supporter stories and photos• Meaningful actions• Transparency• Rapid-response appeals

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• Rich, cross-channel content• Supporter stories and photos• Meaningful actions• Transparency• Rapid-response appeals

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• Steady list growth• Deeper insights into your

supporters• Ask for feedback to help

shape your work

People

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• Steady list growth• Deeper insights into your

supporters• Opportunities for them to

shape your work

People

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People Day 1

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PeopleDay 3

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PeopleDay 6

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PeopleDay 8

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PeopleDay 13

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PeopleDay 16

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• Strategic testing plan

• Ongoing measurement and analysis

• Evolution of strategy and tactics

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• Supporter database integration

• Cross-channel analytics

• Nimble and efficient platforms

• Digital-first approach• Cross-departmental

collaboration• Streamlined approval

processes

Infrastructure Internal communication

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Quarterly To-Do List

Q2: Lay the Foundation

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Q2: Story

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• Review and selection of supporter stories for EOY

• Research into donor matches, swag, and other premiums

• Finalization of rebranding efforts

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• Mid-year fundraising campaign

• Email / direct mail database matching

Q2: People

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• Acquisition-focused testing

• On-site testing and optimization

Q2: Data

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• 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

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Q3: Story

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• 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

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• Re-engagement campaigns for lapsed supporters

• Ongoing acquisition campaigns

Q3: People

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• Re-engagement campaigns for lapsed supporters

• Ongoing acquisition campaigns

Q3: People

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• Testing of non-donation campaign elements

• Development of EOY testing plan and optimization rules

• EOY projections to track performance

Q3: Data

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• 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

Q4: Execute!

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Q4: Story

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• 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!

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• Slow down acquisition campaigns

• Thanks to recent donors and strategic repeat asks

Q4: People

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• Testing plan implementation

• Focus on objective: dollars raised

• Constituent-level targeting and customization

• Daily performance tracking and doubling down

Q4: Data

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• 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

Q1: Close the Loop

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Q1: Story

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• Demonstration of gratitude

• Reminders of your impact

• Plans for upcoming year editorial calendar

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• Growth and acquisition goals for upcoming year

• Review/update of welcome series and autoresponders

• Special attention and experiences for top supporters

Q1: People

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• Collection and analysis of EOY performance data

• Identification of key insights

• Creation of new yearly testing plan

Q1: Data

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• 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

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How Earthjustice Increased Year-end Giving by 22%

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ENGAGE

IDENTIFY

INVOLVESOLICIT

STEWARD

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What’s next in 2016?

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‣ 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!

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@CHANGEORGS

MTEICH@CHANGE.ORG

AROTHMAN@BSD.COM

@EARTHJUSTICE

EGULSETH@EARTHJUSTICE.ORG

Don’t forget!

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Thank you!

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