Introduction to Year-end Online Giving Campaign

Welcome!

It’s all about relationships…

The Rules Still Apply

Online Strategies Direct or mass email marketing — 79% of nonprofits say they

are doing this, although only 58% claim their email address files have grown in the past twelve months, indicating much room for improvement.• Online fundraising — 68% of nonprofits provide the ability for a

website visitor to make a donation.• Electronic newsletters — 59% of nonprofits send out an electronic

newsletter, which means that right away, there is an obvious opportunity for the 20% who are emailing without sending e-newsletters to add one to the marketing mix.

• Website usage reports — 49% of nonprofits are utilizing this absolutely essential (and often free!) tool.

Online event registration — 43% of nonprofits allow prospective attendees to register for events online, and 78% of nonprofits send event invitations through direct mail — this wide gap between online and offline is an area that screams for better constituent service.

As reported by SONI

Why Online Campaign?

Year end campaigns are so important because they allow us to capitalize on the uptick in giving that occurs in November and December.

Between 35 percent to 42 percent of online giving happens in November and December each year

The average gift during the final quarter of the year is significantly higher — $84.51, compared to the average of $67.47 for the other three quarters.

Convio: "Plan Smart: Don't Leave Your End of Year Campaigns to Chance" in July

The Campaign Plan ~ Overview

1. Commit to participation

2. Establish your goals

3. Ensure you are technology ready

4. Friend development~ grow your online presence

5. Create fundraising appeals/timeline

6. Thank donors!

7. Evaluate

1. Commit to Participation

Complete the registration form Put webinars/campaign planning on your

calendar Recruit board members, volunteers, staff

members, parents, kids, etc. to participate in building house file

Identify potential donors to issue a challenge or provide a drawing prize.

2. Establish your Goals

Smart Goals (initial) Grow your house file (email list) # friends on facebook Raise $ Increase the number of donors Increase the number of volunteers in

your program

3. Technology

Website Donate now button Email service provider i.e. constant

contact Facebook page for the Club Other online options Offline options

Action items: Be sure your mission is clearly stated on the homepage & that the

site is current Capture email addresses by offering visitors the chance to sign up for

updates. Be sure you have a compelling reason for them to give up their email

address. Add a prominent “Donate Now” or “Give Now” button toward the top

of your homepage. Test your donation form regularly. Be sure the donate page is easy to

use and gives the donor confidence in their decision (charity ratings, testimonials, etc.).

Make sure your homepage and donation forms are in sync with the theme of your year-end campaign.

Consider driving traffic to your website through paid search on Google or paid ads on Facebook.

Optimize your Website

There Are 3 Reasons So Many Websites Lack Any Spark

Outdated information Insufficient contact information Tired design

Donate Now

Notes

•Fee•Emails and Follow up•Reports•Usability•Compliance•Integration

Greater Giving

Constant Contact: Can you get it free?

1. Give Back to Your Community with Cares4Kids  

                                       

Want to support a local organization that helps kids? With Cares4Kids, our customers are helping their neighbors. Any current Constant Contact customer can nominate a nonprofit organization that works with kids to receive a free online marketing account with Constant Contact.

2. Free Trial period

Email Service Providers

Keep your house file Gives reports on open rates and click thru’s Numerous design templates Free training/webinars support Minimal costs Additional providers: ExactTarget, icontact,

Network for Good, CampaignMonitor, some database interface with provider

Facebook gives organizations a venue to quickly broadcast a

message to a large list event-posting capabilities to advertise up-

coming events easily and efficiently interacts with other social media tools, like Twitter,

blogs, Flickr, and others can enhance and grow an organization's network and can provide a simple interface to consistently and easily update your community of supporters with news of your organization's activities.

2-way communication

4. Friend Development Give board members, volunteers etc. an email copy to send

out to all their friends, business associates Encourage board members, volunteers, etc. to post request

on their facebook Ensure the call to action is visible on website & facebook Generate excitement around the friends development with

regular announcements on progress. Issue a challenge. Dollar to Club for everyone who signs up

for emails. What is in it for me? Maybe a prize give-a-way i.e. cash, TV,

weekend vacation or….

Valued Subscriber,

Welcome to Boys and Girls Club of the CSRA. We are happy to have you as a member of our community. Your email address and interest preferences have been recorded in our database. In the future, you will receive periodic emails specific to your interests. Privacy is important to us; therefore, we will not sell, rent, or give your name or address to anyone. At any point, you can select the link at the bottom of every email to unsubscribe, or to receive less or more information. Thanks again for registering. If you have any questions or comments, feel free to contact us. Sincerely,

Julie Kennedy Boys and Girls Club of the CSRA

email: jkennedy@bgcaugusta.org phone: (706) 504-4071

To Do…F

riend

Dev

elop

men

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TASKS WHODONE

Y/N

Week 1Nov. 7

Attend Webinar and complete registration

Recruit board members, volunteers and staff members to participate in this e-campaign. Establish online goals; Identify prospective donors for a challenge gift

Week 2Nov. 14

Ensure the Club’s web-site is current and has a donate now button

Sign-up for Constant Contact. Incorporate the “sign-up for updates/newsletters” registration on web-site and Facebook (optional)

Start a Facebook fan page for your Club

Establish your challenge gift i.e. challenges to get X number of Facebook friends or registered people on your email contact list. Will someone issue a financial reward for meeting your goal. Donate $1 for every friend on FB or sign-up for e-updates by Thanksgiving

Week 3Nov. 21

Attend Webinar

Ask board members, volunteers and staff members to share their story and recruit Facebook fans or email contacts

Gather 3-6 Club stories and pictures that can be used in your e-communications

Next Webinar…

5. Create fundraising appeals/timeline

6. Thank donors!

7. Evaluate

Resources

10 week calendar www.fundraising123.org www.idealware.org www.techsoup.org www.groundwire.org www.blackbaud.com www.sofii.org www.managementhelp.org