View
353
Download
1
Category
Preview:
DESCRIPTION
Presentation from 2014 Nonprofit Technology Conference (#14ntc) describing some great holiday fundraising, engagement and acquisition campaigns throughout the year.
Citation preview
Mark Your Calendars: How to Create Holiday Fundraising Digital Campaigns… Not Just at Year-End
#14NTCholiday
Welcome!
Slide 2#14ntcholiday
Over 25 Awesome Ideas
#14ntcholiday
Presenters
Slide 3#14ntcholiday
Sue Anne ReedThe Engage Group
@Sue_Anne
Kerri Karvetski Company K Media
@karvetski
Matt SeneyThe Lukens Company
@mattseney
2013 Holiday CampaignClient Type: Art MuseumCampaign Tracks:
• Membership• Gift Membership• Cyber Monday (Gift Membership)• Annual Fund
Campaigns ran from November through end of December:
Slide 4#14ntcholiday
Campaign TrackWeek of
Nov. 4Week of Nov. 11
Week ofNov. 18
Week ofNov. 25
Cyber Monday
Week ofDec. 3
Week ofDec. 9
Week ofDec. 16
Week ofDec. 23
Week ofDec. 30
Membership Ads Gift Membership Ads
Gift Membership Email Gift Membership Lightbox
Cyber Monday Ads Cyber Monday Lightbox Cyber Monday Emails Annual Fund Emails
Annual Fund Lightbox
2013 Holiday CampaignSpecial Offers – It is important to provide a discount to incentivize action
• Membership – 20% off
• Gift Membership – 20% from launch through Cyber Monday; no discount after Cyber Monday through Christmas
• Cyber Monday – 20% off Gift Membership
• Annual Fund – tax deductable
Slide 5#14ntcholiday
2013 Holiday CampaignCreative – It is important for creative to have a cohesive look and feel
Slide 6#14ntcholiday
2013 Holiday CampaignTesting– It is important to test… but don’t over test!
Test #1: Cyber Monday “early-bird” specialWe split randomly split our email list and the day before Cyber Monday half
of the email recipients received an email reminding them to look for the Cyber Monday deal the next day. The other half received an email promoting an “early-bird” opportunity to get their Cyber Monday savings right then by clicking thru.
Goal: To determine if people would respond to “Cyber Monday” offer before Cyber Monday.
Test #2: Lightbox A/B From December 3 thru 25 we split tested the Gift Membership Lightbox and
the Annual Fund Lightbox. Goal: To determine if organic visitors to the website would respond better
to a Gift Membership promotion or an Annual Fund ask.
Slide 7#14ntcholiday
2013 Holiday CampaignsResults
• 215 Memberships Purchases • 521 Gift Membership Purchases• 1,322 Cyber Monday Purchases • 229 Annual Fund Donations• Over $200,000 in gross revenue
Other HighlightsCyber Monday “early-bird” special test nearly matched last year’s entire
Cyber Monday total
Cyber Monday campaign generated 4x gross revenue over 2012 campaign
Generated 88% of museum’s total online goal for the Fiscal Year
Slide 8#14ntcholiday
2013 Holiday CampaignsLessons for Next Year’s Campaigns
• Black Friday thru Cyber Monday Special Email, Digital Advertising, Landing Pages and Lightboxes
• Giving Tuesday Target donors, and possibly test higher level members
• Annual Fund Lightbox Test Test specific $ ask v. generic ask
Slide 9#14ntcholiday
World Toilet Day - November
Slide 10#14ntcholiday
October – Halloween2013 Halloween Pinterest Board
Slide 11#14ntcholiday
September – Back to SchoolCAMPAIGN: Schools Not Slavery by Beyond Borders (w/Company K Media
consultant)
CONCEPT: Fundraising campaign with a match
EXECUTION:• 6 weeks, 7 emails (including
“thank you”)• 1st email with cultivation video
before Labor Day• Complement to direct-mail campaign
RESULTS:• Raised $30k total/$9.6k online• 41% of donors were new
Slide 12#14ntcholiday
July+August – SummerCAMPAIGN: “Healthy Summer” by American Diabetes Association
(courtesy of agency Red Engine Digital)
CONCEPT: Cultivation campaign to engage online constituents duringsummer months
EXECUTION: • Healthy Summer Pledge• 3-part email series with tips (recipes, skin care, travel tips, exercise)• Website “ads” to entice visitors to sign the pledge • Soft ask in emails
Slide 13#14ntcholiday
June: Father’s Day
Slide 14#14ntcholiday
June: Father’s Day
Slide 15#14ntcholiday
May: Memorial Day Special Timely use of a Lightbox to promote special offer to website visitors
Slide 16#14ntcholiday
May: Mother’s DayGift Catalog (2013)
Slide 17#14ntcholiday
May: Mother’s Day
Slide 18#14ntcholiday
National Audubon Society Gift CatalogMother’s Day Promotions
• Two emails sent to 300,000 constituents each • Email campaigns highlighted “motherly” birds • Facebook posts also used to increase engagement • Ads on National Audubon Society drove significant traffic to catalog
• Over 450 orders were placed in week before Mother’s Day
Slide 19#14ntcholiday
May: Mother’s Day
Slide 20#14ntcholiday
April: Earth Day
Slide 21#14ntcholiday
March – Oscars!2014 Oscars Pinterest Board
Slide 22#14ntcholiday
March – Oscars!CAMPAIGN: 2014 Honesty Oscars by
ONE + AccountabilityLab
CONCEPT: Awareness/engagement campaign to spotlight creativity of NGOs and individuals fighting global corruption
EXECUTION: • Nominees chosen by AccountabilityLab• Nominees sent social media kits to promote to their own networks • ONE handled blogger outreach• No media outreach – 100% social
RESULTS: • More than 100,000 votes• 14 million potential impressions on Twitter
Slide 23#14ntcholiday
February: National Audubon SocietyValentine’s Day Campaigns
• I ♥ Heart Birds (2013 & 2014) • Gift Catalog (2013)
Slide 24#14ntcholiday
I ♥ Heart Birds (NAS)
Slide 25#14ntcholiday
I ♥ Heart Birds (NAS)Results 2013 & 2014
• Premium used for both 2013 & 2014 campaigns (T-shirt in 2013 & Bumper Sticker in 2014)
• 2014 campaign had 904 donors • Bumper sticker was very successful at converting new donors and
over 70% were new donors
Slide 26#14ntcholiday
National Audubon Society Gift Catalog
Slide 27#14ntcholiday
National Audubon Society Gift CatalogValentine’s Day Promotions
• Gift Catalog had originally been launched for the 2012 Holiday season• Holiday images were replaced with generic images • “Penguins in love” were used as primary imagery for promotion • Gift catalog promotions happened at same time as 2013 I ♥ Birds • 160+ orders placed on 2/13 & 2/14
Slide 28#14ntcholiday
January: Martin Luther King, Jr. Day
Slide 29#14ntcholiday
January: Martin Luther King, Jr. Day
Slide 30#14ntcholiday
Key Takeaways - Matt• Take advantage of Black Friday thru Cyber Monday / Giving Tuesday• Integrate multiple channels (Email, Advertising, Lightboxes, etc.)• Early-bird email offers – give people opportunity to get the deal
“before the deal”• Plan your campaign early, then execute it• Test… but don’t over test
Slide 31#14ntcholiday
Key Takeaways - KerriPLAN•Lightbox Collaborative’s 2014 Editorial Calendar•Nonprofit Tech for Good’s 2014 Nonprofit Cause Awareness Days
BRAINSTORM•What is the core sentiment of the holiday?•What’s been done before? (nonprofits & businesses)
Slide 32#14ntcholiday
Key Takeaways – Sue Anne • Be creative • Be thoughtful … don’t target holidays that don’t match your mission• Best examples are ones that take an integrated approach and
combine social & email (and even direct mail)
Slide 33#14ntcholiday
What did you think?
Evaluate this session!Search by #14ntcholiday at www.nten.org/ntc/eval
When you evaluate a session, you will be entered to win a prize!
Recommended