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Creating Successful Year-End Fundraising Campaigns
Richard Dietz Nonprofit R+Dwww.nonprofitrd.com@nonprofit_rd
#YEFR
Agenda• What is a Year-End Campaign?
• Why You Need to Launch a Year-End Campaign Today
• Tools of the Trade
• Best Practices for Year-End Campaigns
• Q&A
3#YEFR
Our Goals Today• Convince you why you need to launch a Year-End
Campaign
• Provide ideas and tips to get you going or improve your current campaign
• Get you to take action and launch the campaign ASAP– No campaign is ever perfect or “ready”
• Start where you are now– Only way to improve is to get something out there and test– Pick one or two ideas and add them to your campaign
4#YEFR
New Information?• “I already know that” / “I’ve heard that before”
• The key is what have you DONE with the information.
• Use the information here today and Take Action
5#YEFR
What is an End of Year Campaign?
6#YEFR
Definition for End of Year Campaign• A coordinated multi-appeal fundraising campaign that
capitalizes on the end of year giving cycles that is a part of a larger donor cultivation system
• Key ideas from the definition– Coordinated– Multi-appeal– Giving cycles– Part of larger system (Donor Engagement)
• Also known as:– EOY Campaign– Year End Campaign– Holiday Campaign
7#YEFR
Why you NEED to launch an End of Year Campaign
8#YEFR
Why an End of Year Campaign?• NPO’s raise from 40% to 70% of their funds at the end
of the year– Up to 22% in the last two days of the year
• People like to give during the holiday season
• People like to get their tax breaks
• Great way to update your supporters about the year’s accomplishments and what you have planned for the new year
• Great opportunity to find new donors
9#YEFR
Tools of the Trade
10#YEFR
Tools of the Trade*
You only need four tools to run a solid Year-End Campaign Online
• Place to make your case – website
• Way to take money – donation form
• Way to connect with potential donors – email marketing
• Way to track results – online analytics
11#YEFR
Best Practices and Tipsfor End of Year Campaigns
12#YEFR
Best Practices - Basics• Prepare and Plan
– But keep it simple for now– Start from where you are and improve every year– Use the Year End Campaign Planning eBook
13#YEFR
Best Practices - Basics
• Multiple Touch Points– Multi-channel if possible
• Easy Donation Process
• Vivid Examples of How Donations Will be Used– Example: 100 will provide 25 new books for the library
14#YEFR
Compelling Campaigns
• Tell a Great Story*– Inspire them with your passion
– Individual stories are best• People give to people• Emotion >> Rationality
– Make it timely
– Online Video
* Templates in the eBook will help you here.
15#YEFR
Compelling Campaigns
16#YEFR
Get Your Message HeardThe end of year can be crowded and noisy….
• Timing– Be compelling, Be First, Be Often
• Event Fundraising – The 890% Difference– Another way to engage and stand out– Tie the events into your end of year fundraising– eBook – Event Fundraising Best Practices
• Create a “Signature” event or campaign
• Peer to Peer Fundraising
17#YEFR
Follow Up / Cultivate Donors• Follow Up
– Easy way to stand out from the crowd– Develop donor engagement (Two Way Communication)– Welcome email or series– Small favors
• Multiple thank you notes throughout the year– Thank You Update– Thank You and Small Favor– Thank You and Success Story– Thank You.. But still work to do
• Measure and test throughout the year
18#YEFR
Resources and Templates for End of Year Campaigns
19#YEFR
Resources• Start Where You Are
• Google is Your Friend– Search for “End of year appeal example,” “thank you card
example,” etc. Gets you off the blank page.
• Sage E-marketing– http://bit.ly/MjnYBC
• Timeline and Templates – Downloadable eBook
20#YEFR
ResourcesSage Fundraising Online
– www.sagefundraisingonline.com
6 Ways Sage Fundraising Online Helps with Year End
1. Easy, simple and clean donation and registration forms2. Create multiple forms and deploy them quickly3. Event Fundraising4. Contextual Giving – Tell a great story5. Keep control and ownership of your data and money6. Peer-to-Peer Fundraising
21#YEFR
Conclusion
• End-of-year campaigns are not as difficult as they seem
• Take action – Pick one or two ideas and implement
• Only YOU can figure out what works for YOUR organization
22#YEFR
Q&A / ResourcesDownload the Year-End Fundraising eBook
http://bit.ly/YearEndFundraisingeBook
Download the Event Fundraising eBookhttp://bit.ly/EventFundraisingeBook
Download the Year-End Fundraising Webcast Slideshttp://bit.ly/yearendwebcast
Learn about Sage Fundraising Onlinewww.sagefundraisingonline.com
Contact Richard Dietz:www.nonprofitrd.com
Contact Sage:www.sagenonprofit.com
www.twitter.com/sagenonprofit800-811-0961