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It's 11 weeks until the end of the year. Are your year-end email campaigns ready to rock and roll? Or are they sounding more like a polka? Four email fundraising pros present fresh ideas and case studies in this October 2013 DMFA (www.dmfa.org) Strategy Clinic to help you turn your online fundraising up to "11" in these critical final weeks of the year. Speakers: Dane Grams Director of Direct Response and Monthly Giving Human Rights Campaign (http://www.hrc.org/) Marc Abanto Senior Communications Strategist Blue State Digital (http://www.bluestatedigital.com/) Lesley Hostetter Director of Integrated Marketing Lautman Maska Neill & Company (http://lautmandc.com/) Moderator: Moira Kavanagh Crosby MKDM (http://www.mkdmc.com/)
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Year-End Fundraising Strategies to
TURN IT UP (Online)DMFA DC Brown Bag Lunch 10.21.13
• Lesley Hostetter LAUTMAN MASKA NEILL & COMPANY
• Dane Grams HUMAN RIGHTS CAMPAIGN
• Marc Abanto BLUE STATE DIGITAL
Moderator: Moira Kavanagh Crosby MKDM
Reinforce a Sense of Community and Interaction at Year-end
Improve Response Rates by Engaging Donors BEFORE the Ask
Create a 1-1 connection. Authenticity works.
Not best practice: emails sent in Outlook!
Blue State DigitalEnd of Year successes and strategies
How to break through in EOY
• Volume• Urgency• Optimization
Volume: Send a lot of email
• The more you send, the more chances to give• Try different tactics to engage• Ramp up to big pushes in the final days of the
year
Urgency: Do it NOW
• Goals and deadlines: They work– Vietnam Veterans Memorial Fund: 500 donors in
four days• Beat goal by 46.8%
– Civil rights organization: One day, $12,000 fundraising goal.
• Beat goal by 48.6%
Testing urgency
• A health organization tested two emails:– Email 1: A story about the great work they do
around the world– Email 2: An urgent ask focused on a potential
budget shortfall• The winner: Email 2 brought in 11 TIMES as many
donors, and raised 20 TIMES as much revenue.
Optimization
Quick donate
Streamline the user flow
Optimize landing pages
Email segmentation
VVMF: Bringing it all togetherFirst sustained EOY campaign
Eight emails and website optimizations
100% increase in donations
83% increase in donors
New Way Forward Campaign
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• 34 total versions• $462,515 raised• 3,533 new donors• 5,227 renewals
• 44 total versions• $492,387 raised• 3,700 new donors• 6,622 renewals
• 40 total versions• $482,288 raised• 3,321 new donors• 6,657 renewals
• 38 total versions• $515,987 raised• 2,297 new donors• 6,568 renewals
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Message #1 (12/27)
Message #2 (12/31)
Message #3 (1/8)
Message #4 (1/14)
Message #5 (1/17)
Message #6 (1/21)
Message #7 (1/22)
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
2013: New Day New FightRevenue by Message
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Promotion Results
New Day New Fight (2013)
# Gifts Avg. Gift Total Raised
HRCnews (Dec) 28 $75 $2,105
HRCnews (Jan) 58 $51 $2,935
Web 4 $48 $190
Lightbox 793 $94 $74,514
Social Networks 305 $32 $9,878
Text Message 121 $41 $4,948
Facebook Remarketing 6 $33 $195
TOTAL 1,315 $72 $94,765
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Lightbox
20
Text Message
More from Lesley
Logistics
• Our clients send 4-5 December emails
• In November, emails tend to support year-end
mailing. In December, emails “stand alone” and
focus on 12/31.
• Simple segmentation is helpful:
• Donor vs. Non donor
• DM vs. Non DM recipient
• Low Dollar vs. High Dollar vs. Sustainer
• By Affinity
More from Marc
End of Year: How we plan
Why do we test?
Worth $7,000 more PER MONTH
More from Moira
As part of your multipart year-end campaign be sure to email on the last day of the year. (Or campaign.)
Twice.(10% of total revenue to this campaign came in to the 8:26pm resend.)
Subject line je ne sais quoi
• Campaign deadline today VS. Last day
• Quick question VS. Watch my video message
• 8 days left VS. Merry and bright
• Choose your membership VS. What works for you?
• 10 reasons VS. Ten reasons
• It only takes one word VS. A message of love and support VS. One word
• A big night to cap off a big week VS. Tonight
Subject line je ne sais quoi
• Campaign deadline today VS. Last day
• Quick question VS. Watch my video message
• 8 days left VS. Merry and bright
• Choose your membership VS. What works for you?
• 10 reasons VS. Ten reasons
• It only takes one word VS. A message of love and support VS. One word
• A big night to cap off a big week VS. Tonight
Subject line je ne sais quoi• Light touch• A little unusual• A little mysterious• A little casual (“Hey”)• Short• Doesn’t scream fundraising• Something a real person would really write in an
email subject line• Different vernacular & pacing applies to body copy
too
Home Page Sync-Up
Home Page Sync-Up
No lightbox? No sweat.
THANK YOU!
• Lesley Hostetter [email protected] LAUTMAN MASKA NEILL & COMPANY
• Dane Grams [email protected] HUMAN RIGHTS CAMPAIGN
• Marc Abanto [email protected] BLUE STATE DIGITAL
• Moira Kavanagh Crosby [email protected] MKDM
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