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• Sr. Product Marketing Manager • Strengths: Peer-‐to-‐Peer
Campaigns, Karaoke, Coffee • Weaknesses: Coffee, Chocolate • Nonprofit tech nerd:
Implementing, Participating Writing, Marketing for 9+ years
@tshankcycles Email: [email protected]
Taylor Shanklin, “T-‐Shank”
• Founder: Girlstart • Strengths: Fundraising,
parenting twins • Weakness: Queso • Featured on: Oprah, CNN, the
Today Show • AFP Outstanding Fundraiser of
the Year
@rachelmuir [email protected] www.rachelmuir.com
Rachel Muir, CFRE
Agenda:#GT planned in 1 hour
2!
Your #Giving Tuesday questions
ANSWERED Donation forms to
boost conversion
#Giving Tuesday goodies
Q & A
@rachelmuir @Tshank
How to retain & upgrade
#Giving Tuesday donors
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
Poll: Is this your 1st #GivingTuesday?
1. I’m a newbie!
2. This is my 2nd time
3. This is my 3rd time
4. I’m an old timer! Been doing it since 2012.
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
Things We’ve Mastered In 1 Hour
� Dressing up like Flo for Halloween � Lots of great fundraising podcasts � Last minute disco costumes for charity � Getting babies to nap anywhere!
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
Avg Online Gift Size By Timing
Source: Network for Good Digital Giving Index 2015
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
Year-End(ish) Email FAQs
How many emails should we send? What are the best dates & times to send emails? What is the best subject line to get someone to open and give? What is the benefit of a match? Should I ask for monthly giving? How do I coordinate it with my end-of-year ask?
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
Stand Out From The Noise
npEngage 450 Email Subject Lines From End of Year Fundraising January 2016
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
Key Dates for Communication
1. Thanksgiving à Engagement
2. Black Friday / Cyber Monday
3. #GivingTuesday
4. Mid-December
5. Christmas (Give Thanks)
6. December 28th, 29th, 30th, 31st (Urgency Is Key)
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
Should I Even Do This?
Pros Cons
§ Only accounted for 3% of giving in December*
§ In its lowest form can be a noisy unwelcome cash grab
§ Online giving continues to outpace the growth of giving overall
§ Avg size of online gifts skew higher ($65) than direct mail gifts ($32) and telemarketing ($42)*
§ Kicks off end-of-year fundraising
*Sources: Target Analytics donorCentrics Q4 and M&R End-of-Year Online Fundraising Round up Jan 2016)
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
Other Things To Consider
Prime Your Network BEFORE Year-End Have you reported back on your donor’s most recent gift? What do your donors want to hear from you MOST?
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
Your #GivingTuesday
� Evaluate interests (survey), segment & build a story for each group
� Plan content & donation amounts
� Plan social media campaign
� Identify ambassadors
� Identify match or sponsor
� Pick Platform
� Get Mobile Friendly
� Countdown
� Social
� Incorporate into your year-‐end
My biggest pet peeve is when I don’t know how my gift will make an impact.
“ The Millenial Impact Report
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
5 Thank You Letter “Do’s”
• Goal: 24-48 hrs (“thank before you bank”) • Don’t exceed 5 days (but late is better than
never) • Make it personal, i.e. stories, visuals • Allocate MORE time and staff during the
holidays • Daily stewardship “power hour”
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
7 Thank You Letter “Don’ts”
• Don’t start with a “Thank you” • Don’t be predictable • Don’t ask for another gift in the thank you • Don’t continue to “sell” • Don’t recycle the same copy indefinitely • Don’t use pre-printed mass addresses cards • Don’t give them homework
Source: Donor Centered Fundraising, Penelope Burke
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
Steal This!
“You made your gift just one (week, month) ago and already you’ve… (insert amazing accomplishment here)
Donors don’t give because you’re excellent. They give because they are excellent and
you help them realize their awesome selves.
“ Jeff Brooks,
How to Turn Your Words into Money
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
MAKEOVER: Before
When you give to ____________ , you’re making a major difference in the lives of children in your community. Each year, nearly 25,000 patients come to us. Your gifts not only support our core medical, surgical and rehabilitative services, but also allow us to offer support to struggling families.
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
MAKEOVER: After
“You gave a worried mom of a child with cancer a home away from home tonight.”
The donor is the customer. They’re buying the experience of feeling good.
Make them feel that, you get rewarded.
“
Tom Ahern
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
Thoughtful, inexpensive follow-ups that wow
Check out Feltapp.com
#kimbiawebinars @kimbiainc @rachelmuir @tshankcycles
Thank You!
Get the FREE Guide: rachelmuir.com/guides Free webinars: Kimbia.com rachelmuir.com [email protected] [email protected]
Facebook.com/KimbiaInc Facebook.com/RachelMuirFundraising
Want to Do a #GivingTuesday Event With Kimbia? Or More Webinars?
Insert next webinar date or ebook or something
Register for Kimbia webinars at kimbia.com/resources/webinars/ Join Rachel and T-Shank again
on December 8th!
Run a #GivingTuesday
campaign. It’s not too late! Email
On The Way – It’s Coming To Your Inbox!
All the questions you should ask
before committing to a giving day
partner