How to Maximize Year-End GivingDan Kimball

Product Specialist at Aplos Software

DanielKimballDanKimballisaseasonedfundraiserwithovertwentyyearsofexperienceinstrategicfunddevelopmentandnonprofitmanagement.

He’scurrentlydevelopingAplos’DonorManagementPlaAormtohelpnonprofitsconnectwith(andculCvate!)theirdonorbase.

“FundraisingisarelaConshipbusiness.”

TwiJer:@fugaCvedmk@aplos_soOware

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Introduc7on

AccordingtosomeoftheleadingnonprofitfundraisingauthoriCes,yourorganizaConcouldberaisingupto40%ofitsdonaConsduringthelastsixweeksoftheyearifyouuseavarietyoffundraisingchannels.Asweapproachthefinalweeksofthecalendaryear–theCmewhenmanyAmericansmakedonaConstofulfillpledgesmadeearlierintheyearorevenjustrespondtoyear-endappeals–appealingtoandreachingouttodonorswillbekey.

NowisCmetoaJractnewdonors,collectunpaidpledgesandsolidifygiOrenewals.Itisimportantthatdonorsseeandfeeltheeffortsthatyouaretakingtotranslatedollarstoimpact.

Thiswebinarwillcoverthetheimportanceofyear-endgivingandideashowtoboostandmaximizeyouryear-endcampaigns,regardlessofthesizeorbudgetofyournonprofit.

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Year-EndGivingSta7s7cs

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Morethan174millionadultAmericansplantogivemoneytocharitybetweenThanksgivingandyear-end.

Between35percentto42percentofonlinegivinghappensinNovemberandDecember.

About40percentofonlinegiOsaremadeinDecember.

GivinginDecemberbringsinabout1/3ofthefundraisingdollars.

Morethan20%ofallgivingfortheenCreyearoccursinthelast48hoursofthecalendaryear.

“the holidays are a time to be thankfulfor what you have, and give to those

who need it.”

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Year-EndSta7s7cs28%ofnonprofitsraisebetween26-50%oftheirannualfundsfromtheiryear-endask.

Donorsareprojectedtogivethroughavarietyofchannelsthisholiday.

Volunteersaretwiceaslikelytodonatethannon-volunteers.

Seventy-fourpercentofadultsplantomakeacharitablecontribuConthisholidayseason.

NumberoforganizaCons:22%willcontributetojustoneorganizaCon.55%willspreadtheircontribuConsacrosstwotothreeorganizaCons.23%percentwillgivetofourormorenonprofitgroups.

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TheHolidaystendtoinspirepeopletogive.Itseemstobeanaturalseasonforgivingandcharity.

DonorsaresomeCmesseekinglastminuteoryear-endtaxdeducCons.

DonorsmighthavemoneyleOoverintheirPhilanthropicbudget.Especiallytrueforbusinesses,manyofwhichhave“useitorloseit”budgetaryrules,butitisalsotrueformanyindividualsandfamilieswho“reset”theirbudgetsonJanuary1st.

Year-enddonaConstendtobelargerthangiOsmadeduringotherCmesoftheyear,includinginCmesofdisasterorcrisisresponse.

AnexcellentwaytotellyourstoryandcommunicatethemissionofyourorganizaCon.

AnexcellenttooltotelldonorshowpastgiOswereusedandhighlightsuccess.

Year-endgivingcanbeapotenCalgoldmineforyourorganizaCon.

BenefitsOfHavingAYear-EndGivingProgram

TypesOfDonors

• AnnualDonors

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• NewProspects

• LYBUNTs&SYBUNTs

• ProspecCveMajorDonors

• ConverCngVolunteerstoDonors

DonaConRequestChannels

SnailMail

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Email

DonorGivingPage/Website

SocialMedia:Facebook/Instagram/TwiJerYouTube/Blogs/Snapchat

PhoneCalls

MobileGiving

WaysToBoostYourYear-EndGivingProgramSetaspecifictargetorgoal:(Campaign)

• Be sure that it is clear, measurable, and realistic.• What are you trying to accomplish? Picture what your ideal end result will be.• Who are you trying to reach? Decide on your key audiences before planning your• campaign.• What do I want them to do? Have a clear call to action for your supporters. Will they be asked to

donate a specific amount or pledge a recurring gift?• What is the best way to reach my audience? Once you’ve identified your audience and calls to action,

think about the best way to reach and activate your supporters.

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Use a multiple Channel Approach whenever possible Research indicates that using multiple channels — e-mail, direct mail, phone calls, Facebook and Twitter — will bring in more money than relying on one channel alone. Coordinate any direct mail with an online campaign that reinforces the message by using your website, e-newsletter and/or social media. Mention your website donation page in the direct mail piece and vice versa. If you cannot afford to do a direct mail piece or are pressed for time, make sure you mention the campaign on your web site, on social media, and in any newsletter that goes out before December 31.

WaysToBoostYourYear-EndGivingProgramUseCompellingStoriesandPhotos• IdenCfystoriesabouttheimpactyourorganizaConismakinginyourcommunityorwhereyouserve.• Keepthemshort,twotothreeparagraphsatmost.• Useonestorypermessageoverthecourseofthecampaign.• Besureandhighlighthowdonorsaremakingadifference• ThisistheCmetotoutyourachievements:Yourstoriesshouldfocusonthepeopleyouhelpandthememoriesyoucreateforpeoplewholiveandworkinthecommunity.

• Highlightoneortwodonorsorbusinessesandhowtheyarehelpingmakeadifference.

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Be Sure and Accept Online gifts-Donate now• Make sure your website can receive online gifts. Make it easy to give. Talk to your webmaster and

add this feature today. There are a number of services that can help you with this feature.• Put a “Donate Now” button on your home page. Can visitors easily find where to click to donate?

Make the button stand out (colored) and easy to see.• Make the “Donate” button BIG. Make sure the “Donate Now” button is easy to spot. There are some

good articles on the internet about this topic.• Be sure and test it a few times.

WaysToBoostYourYear-EndGivingProgramCleanUpYourMailingLists• Reviewbothyoure-mailandregularmailinglists.Determinewhichoneislarger,newer,ormorecomplete.Ideally,youwillusebothforyouryear-endcampaign.

• Segmentyourmailinglistifpossible-Knowwhoyourdonorsareandwhoyourmailingto.• Personalizeyoure-maillist.Lookatyoure-maillist,anddeterminehowmanyfirstandlastnamesareassociatedwithyoure-mailaddressessothatyoucanpersonalizeanysolicitaCon.Seeifyoucanaddmorenamestothepersonalizedlist

• Cleanupyourmailinglist.LookforduplicatesbutmakesureyoucopyinformaConintotheappropriaterecordbeforedeleCnganyaddresses.Hardandemaillistreview.

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Review giving levels, ask for recurring gifts, create simple forms.• Make the donation form simple. Don’t ask for more information than you need. Is it easy to enter

billing information? Can donors easily set up recurring payment or enter a message if they are making a contribution in someone else’s honor? Consider adding a photo and caption on the form describing a specific reason to donate.

• Link to the Donate Now button page only. Your direct mail letters and e-newsletter messages should link directly to the donation page. Don’t send them to any other page. The call to action= DONATE.

WaysToBoostYourYear-EndGivingProgramCraMAStrongAppeal• AneffecCveappealisequalpartsemoConandurgency.Youwanttopullpeopleintoyourmessagewithacompellingstory,andthenpushthemtoactwithaspecific,clear,andurgentcalltoacCon.• ShowhowdonaConswillbeused.tellthemallthegreatthingsthey’vedone—andallthewonderfulthingsthatmoresupportwillbring.

• Bespecific.Don’tassumeyourdonorsknowwhatyouwantthemtodo.AskforoneconcreteacCon.AskingpeopletoclickonabuJontodonatenowisbeJerthanaskingthemtosupportyourcampaign.

• Keepitsimple.Decemberisabusymonthforeveryone.Makeastrongcompellingyetconcisecaseforwhypeopleshouldgive.

• It’snotallaboutyou.Insteadoftalkingonlyabouthowgreat*you*are,sharestoriesaboutyourdonors,volunteers,andbeneficiaries.

• Shareaphoto.OnepowerfulphotocangoalongwayinsCrringemoCon.• Makeitpersonal.Peoplegivemorewhentheyfeelthey’rehelpinganotherpersontowhomtheycanrelate.Don’ttalkaboutthemasseswhoneedhelp—focusononeperson’sstory.

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WaysToBoostYourYear-EndGivingProgramHaveAThankYouStrategy• WriteathankyouleJernow.EveryonewhogivesagiO,whetherbycheckoronline,shouldreceiveapaperthank-youleJer.Onlinegiversshouldgetathank-youleJerthatdoesnotlookorsoundlikeareceiptwithinaweek.

• ThankdonorsatleastthreeCmes−whentheymakeadonaCon,whentheygetyoure-mailreceipt,andwhentheygetyourthank-youleJerinthemail.Assignavolunteertosendoutthank-youleJersonceaweekduringthelastsixweeksoftheyear.

• Automatethank-youe-mails.Sendanimmediatethankyoue-mailimmediatelyaOerreceivingthegiO.MakesurethedonaConexperienceisquickandeasyandgivesthedonormoreinformaConaboutyourorganizaCon.

• Tweetaboutit.OncetheyhavemadeadonaCon,makeiteasyfordonorstotweetaboutitorposttotheirFacebookpagethroughlinksonyour“ThankYou”page.InstalllinkstoFacebookandTwiJerontheautomated“ThankYou”page.GivingdonorsaneasyopportunitytotalkabouttheirinvolvementcanhelpspreadyourmessageandmightresultindonaConsfromtheirfriends.

• SendhandwriJenthank-youcardsandmakeappointments.YourmostimportantdonorsshouldnotgetaleJerorane-blast.Theyneedtobecontactedinperson.#Aploswebinar

WaysToBoostYourYear-EndGivingProgramUseatargetspecificapproach-OtherReminders• IdenCfythe10-15majordonorswhohaveyettogivethisyear.• IdenCfy50donorsandmakeface-to-facecallsonthemtoaskthemfortheiryear-endgiOs.• Don'tletreluctantvolunteersholdyouback.• Warmupyourdonorsbeforetheask.• Don'tforgettoaddtoyourprospectlist.UseavisualandemoConalhookinyourappealleJer.• MakeyourappealleJeraJracCveandeasytoread.• MakeyoursolicitaConobviousandeasytofind.• FollowuptheappealleJerwithaphonecall.• Planoneortwoe-mailfollow-upstheverylasttwodaysofDecember.

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WaysToBoostYourYear-EndGivingProgramOnlineDona7onPages•Beasshortaspossible.Ideallyyourformshouldbeonepageandincludeaminimumnumberoffields.•BebrandedtolooklikeyourorganizaCon’swebsite.YourpagewillperformbeJerifitcarriesyournonprofit’sdesign;worseifitdoesnot.•HaveoneclearcalltoacCon:Donate!•Beconcise.Ifyouhavecopyonwhytogive/wherethemoneygoes,keepitveryshort.(Youdon’twantsomeonewhohasclickedonaDonatebuJonreadytogiveplowingthroughthreeparagraphsbeforepuxngintheirpaymentinfo.)•Beeasytoread.Goeasyontheeyesandavoidoyeatfonts,clashingcolorsorunconvenConaldesignchoices.•Offerwell-posiConedrecurringgiOs.•ProvideawarmonlinethankyouaOerthedonaCon.(AndsendanemailreceiptautomaCcally.)•Beeasytoshare.EmpoweryoursupporterstoeasilytellsomeoneelseaboutyourorganizaConaOertheydonate

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FinalThoughtsandResourcesYear-Endfundraisingshouldbeanimportantpartofyouroverallfundraisingstrategyandforsomenonprofitsitcanbetheir“Superbowl”.Sadlywithallthehustleandbustleoftheholidaysmanynonprofitsgeardownandcloseshopastheyendtheiryear.Owouldproposeyourampupyouryear-endeffortswithgoodplanningandstrongmessagingforyourorganizaCon.

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Resources;• The Fundraising Authority- http://www.thefundraisingauthority.com/• Increase Your Year-End Fundraising with this Simple Strategy – by Gail Perry• 4 Rock Solid Ways to Raise More Year-End Money – by Amy Eisenstein• What Can Make or Break Your Year-End Fundraising Appeal – by Gail Perry• How to Raise More Year-End Money in Just 3 Weeks – by Amy Eisenstein• Joan Garry-• John Haydon, Founder of Inbound Zombie & Author of Facebook Marketing for

Dummies, @JohnHaydon

Conclusion/Q&A

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SAVETHEDATE:November15th:AdayinthelifeofanonprofitExecuCveDirector

AboutAplosWe’rethe#1solu7oninonlinedonormanagementsoMwarefornonprofits.

Fundraisingisimportant,butyouprobablywishyoudidn'thavetospendsomuchofyourvaluableCmeraisingmoney.Aplos'all-in-onesoluConhelpsyouraisemoney,trackgiving,andensureyourdonorshaveaposiCveexperiencewithyourorganizaCon.

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