Year-End Fundraising, Year Round

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  • Year-end Fundraising, Year Round

    #16NTCYEAREND

    MARCH 24, 2016 16NTC

  • A few housekeeping items

    #16NTCYEAREND

    Tweet along: #16NTCYearend Take notes: http://po.st/yearend-16NTC Give feedback: http://po.st/LEjsHr

    http://po.st/yearend-16NTChttp://po.st/LEjsHr

  • Nice to meet you!

    #16NTCYEAREND

    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 Earthjustices 2015 year-end

    campaign Whats next in 2016 Q&A

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    But first, a few reminders.

  • Source: BSD Tools

  • Source: Andrews 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

  • Story

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

  • Story

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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

    Data

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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 organizations 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

    Q3:Internal communication

  • 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

    Q4:Internal communication

  • 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

    Q1:Internal communication

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    How Earthjustice Increased Year-end Giving by 22%

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    ENGAGE

    IDENTIFY

    INVOLVESOLICIT

    STEWARD

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    Whats 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!

    #16NTCYEAREND

    @CHANGEORGS

    MTEICH@CHANGE.ORG

    @BSD

    AROTHMAN@BSD.COM

    @EARTHJUSTICE

    EGULSETH@EARTHJUSTICE.ORG

  • Dont forget!

    #16NTCYEAREND

    Tweet along: #16NTCYearend Take notes: http://po.st/yearend-16NTC Give feedback: http://po.st/LEjsHr

    http://po.st/yearend-16NTChttp://po.st/LEjsHr

  • #16NTCYEAREND

    Thank you!

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