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Certainly at some point in the past 13 years, you’ve caught an episode of Survivor. The landscape is rough, unpredictable, and humans scramble to form the right alliances and use the right tools to reach their goal. Did you ever think about how that relates to year-end giving for nonprofits? The digital fundraising landscape is riddled with traps, wild animals, and random elements. This webinar will explore digital strategies, tactics, and tips to survive year-end giving. Make it through the important holiday season and set your organization up for fundraising success into the next year. Come January 1, will your strategy get you voted off Fundraising Mountain? In other words, will donors give to another organizations instead of yours? Don’t let that happen. Find out how your organization can acquire and cultivate more passionate donors and finish this year strong.
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photo by AlphaTangoBravo / Adam Bakerphoto by AlphaTangoBravo / Adam Baker
SURVIVORFUNDRAISING MOUNTAIN
by glenn
Introduction Strategies Tactics Traps Now What?
SURVIVOR
FUNDRAISING MOUNTAIN
#FGWebinar
by glenn 3
Partnerships with more than 1,400 nonprofits in North America Raised $4 billion 200 associates nationwideWe help clients improve results by building passionate and loyal donors. We do that through better messaging, digital integration, and multi-channel fundraising strategies
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by glenn
Adventure Awaits....
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SURVIVORFUNDRAISING MOUNTAIN
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STRATEGIES
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strat-e-gy: noun. a careful plan or method for achieving a particular goal usually for a long period of time
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See the big pictureIdentify overall goalsAsk: What will you do that will set you up for sustainable success?
Strategy at 10,000 Feet
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Strategy is NOT...
EmailFacebook
SEMRetargeting
ContentEtc...
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AWARENESS
ENGAGEMENT
DONATION
RETENTION
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Prepare for Fundraising MountainExternal:
Identify your donorsIdentify potential donorsIdentify trends
Internal:Identify clear rolesEstablish KPIsDocument
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TACTICS
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HumansTechnologyTacticsToolsScorecard
Considerations:
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Giving TuesdayHoliday AppealsYear End Appeals
Campaigns:
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EmailMobile GivingSocial MediaRetargetingWebsiteDonation PagesIntegration
Tactical List:
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Start the trek!
FUNDRAISING MOUNTAIN
Less RiskMore Risk
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Less RiskEmailHome Website BannersSocial MediaSearch Marketing
Considerations:ContentFrequencySegmentationAcknowledgement
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Pros:Battle TestedHistorical Data Expected
Cons:Money Left on the TableLimited ReachIgnore Donor Prefs
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More RiskMobile GivingRetargeting & DisplayContent Marketing
Considerations:ContentLearning CurveSegmentationRevenue Tracking
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Pros:Omni-Channel PresenceEarly Mover AdvantageCampaign Reinforcement
Cons:TimeLess Historical DataHigher Entry BarrierTricky Tracking
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Holiday AppealsStart EarlyHolidays to Cultivate and ConvertPeer to PeerReinforce Campaign Across Channels
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photo by www.metaphoricalplatypus.com 21
December 31
FUNDRAISING MOUNTAINSend or #Fail
Test for FrequencyExpress UrgencyMention Tax Break
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photo by oswaldism.de 22
TRAPS
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Trap 1: Ignoring Data
Daily Time Spent Online By Age:50-61: 5 hours, 42 minutes62-75: 4 hours, 36 minutes
39% used mobile devices to access digital content Source: McAfee, “Fifty Plus Booms Online,” 2013
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photo by benedict.adam 24
Preferred Nonprofit Communication Channel Mix (Ages 18-29)
47%
22%
14%
6%
5%7%
EmailMailSocial NetworkTelephoneText MessageOther
Source: DonorGraphics, 2013TM
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photo by benedict.adam 25
Preferred Nonprofit Communication Channel Mix (Ages 65+)
31%
57%
1%4%1%
6%
EmailMailSocial NetworkTelephoneText MessageOther
Source: DonorGraphics, 2013TM
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photo by _rockinfree 26
Trap 2: No “And Then What” Thinking
Send EmailGet Facebook LikesGet More DonorsCreate Memes
Ok..and then what?
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Photo by Michael Hodge 27
Trap 3: Tactics that Don’t Support Strategy
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Photo by Michael Hodge 28
Trap 3: Tactics that Don’t Support Strategy
Example: A strategy to acquire more mobile donors, but no mobile optimized website or donation page
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29photo by Smabs Sputzer#FGWebinar
30photo by Smabs Sputzer
Keep to Strategy, Change Tactics
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NOW WHAT?
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The End is Really the Beginning!
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Continue RelationshipConverting to SustainersGet Ready for Next YearCreate 12, 24, and 36 Month Plans
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photo by jonathanpercy 34
Look at Where You’ve BeenCelebrate Your Success LearnDocument (because people change jobs)
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SURVIVOR
FUNDRAISING MOUNTAIN
CONQUERED!
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36
www.FirstGiving.com@FirstGiving
www.Grizzard.com@GrizzardComm
Jeremy Haselwood@JeremyHaselwood
Images used in presentation are authorized under creative commons of the credited Flickr users.
SURVIVOR
FUNDRAISING MOUNTAIN
