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How to Successfully Promote Your Year-End Campaign
With Noah Barnett, CauseVoxNovember 17, 2016
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Presenters
Assisting with chat: Susan Hope Bard, TechSoup
Noah BarnettMarketing Lead
CauseVox
Becky WiegandWebinar Program Manager
TechSoup
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Objectives
• Understand year-end fundraising best practices• Discover 6 ways of segmenting your audience for results• Uncover the channels you may be overlooking and
leverage your existing supporters• Questions!
6
About TechSoup
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Live poll questions?
How To Successfully Promote Your Year-End
Campaignpresented by…
Noah Barnett@CauseVox
WEBINAR AGENDAWhy Year-End MattersSegmentation Is Key Multi-Channel Promotion TipsFree ResourcesLive Q&A
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An online fundraising platform you and your donors will love.
Easily engage your community, reach new donors, and raise more money for your cause online.
Easily launch and manage your year-end fundraising campaign with CauseVox.Create a fundraising campaign for your nonprofit or social good project.
Easy to use personal fundraising pages for events, challenges, and ongoing fundraising.
Perfect for any type of fundraising campaign
Reach new donors with the power of peer-to-peer
fundraising
Empower your supporters to raise funds through personal & team
pages for your run/walk, challenge, or event.
Create mobile-optimized donation pages without IT
or a designer
Launch annual fund, giving day, or capital crowdfunding campaigns
that match your nonprofit's brand and website.
Streamline online fundraising & reduce your
workload
Offload back-office tasks like reporting and receipting, so you
can focus on spending more time with your donors.
Powerful features for peer-to-peer fundraisingPersonal fundraising pagesSupporters can easily create their own fundraising page during year-end.
Team fundraising pagesBusinesses, schools, and other groups can fundraise through a team-based page.
Why Year-End Fundraising Matters
In 2014, over
30%of giving occurred during end of year giving.
Source: Digital Giving Index
6 Ways To Segment Your Audience
Regardless of the size of your nonprofit, donor segmentation is an important strategic process.
By segmenting your donor list you will be able to:
• Customize your tone and information to a smaller target audience• Encourage your donors to engage with your nonprofit wherever they
are in the donor continuum• Personalize communication with your donors to build rapport,
credibility, and trust• Ask for donations strategically based on empirical data• Reduce irrelevant noise to donors outside of target segments• Increase your ROI by providing meaningful content to strategic
populations of donors
1) How Your Donors Were AcquiredSegmenting based on acquisition channel or campaign can allow you to communicate more effectively through the channel or lens they initially were drawn to support your organization.
2) Giving Size or Last Gift AmountSegmenting based on giving levels allows you to ensure you’re most effectively communicating with them based on their level of investment in your nonprofit.
3) First Time Donor vs. Returning DonorDifferentiating your communication based on how familiar or committed your supporters are will allow you to craft your communication in most relevant way for each segment. New donors may need more background information than returning donors.
4) Donors Giving FrequencyBased on the frequency of giving a supporter has, you’re able to specifically target them with messaging if they *miss* a regular donation period.
Also, if you know individuals always donate at year-end, you can communicate differently then those that haven’t given during this time of year.
5) Engagement Level of the DonorThis ensures you’re presenting the right opportunity based on past engagement to them during year-end.
6) DemographicsEach generation is motivated by different fundraising techniques. For example, we know that Baby Boomers respond better to direct mail than Millennials, whereas Millennials are more likely to engage in crowdfunding.
When done effectively, donor segmentation builds trust and credibility with your audience.
Multi-Channel Promotion Tips
Email MarketingIt’s more powerful than you think.
In 2015, organizations reported a
3800%ROI on email marketing programs.
Source: dma – National client email report
4 Components of Successful Emails
1) Targeting2) Subject line3) Content4) Call-to-action
Email TargetingWhen sending out targeted emails, customize the message based on what appeals to your donor.
For example, if you know a segment of your donors responds positively to client stories or moving images, then feature these in your correspondence.
Subject LineThe first thing your audience sees when they receive an email is the subject line, so make it count by:
• Keeping it short (ideally under 50 characters)
• Not overusing capital letters• Posing a question (if
appropriate)• Personalizing with the donor’s
name (if available)
Email ContentUse emotion-evoking text and images to drive home the point of your campaign. Address the following within the email body:
• Who/what you’re helping• Why the campaign is vital to
make change in the world• How your donor’s gift plays a
role in that change (hint: the gift is essential!)
Call-to-actionLeave your reader with an action you’d like them to take, which in this case would be donating. Your call to action is what drives action, so it must
• Be clear and direct • Stand out on the page• Cause your audience want to
act immediately
Social MediaTap into your supporters networks.
Today,
65% of online adults use social networking sites
Source: Pew Internet
2002 2004 2005 2006 2008 2010 20112014 2016
A lot has changed in 15 years
More than,
Halfof social media users discover social initiatives via social media platforms
Source: Survey Monkey
In a recent survey,
64%of social media users surveyed gave $100 or more to nonprofits in the last year
Source: givingtuesday.org
THE BEST CONTENT IS:• Authentic• Emotional• Compelling• Interesting• Unique• Timely• Relevant
Stories connect us.
Of social media users who donate,
56%said that compelling storytelling is what motivated them to make a donation
Source: Nonprofit Tech For Good
Direct MailNope. Direct mail isn’t dead.
No, direct mail isn’t dead (although, it feels like it sometimes).
Personalization Goes A Long WayDirect mail letters can easily be personalized to the recipient and signed (by a real person!), both of which will help increase your ROI.
Keep it FamiliarSend requests to your current and lapsed donors, customizing content to each audience. For example, you can tell your lapsed donors about the number of lives changed over the last year since they’ve last given and express how you’ve missed them.
With direct mail you’re bound to get a better ROI when you reach out to those already familiar with your cause.
Use A/B TestingTry out a couple different fundraising letters or carriers on sample audience to figure out what types of messages work better with your donors.
Peer-to-Peer FundraisingRelationships matter.
The world you fundraise in is
changing.
Beforerent attention
• Bought lists• Sales reps• TV ads
budget + reach
Nowbuild
relationships
• Referrals• Social Media• Friends
trust + loyalty
85%of donors prefer being asked by friends and family to make a donation.
Source: Mason Academic Research System
Always connected
Standout
Buy and donate
Capture a changing world through people-based fundraising.
Source: http://mhm.themotherhoodcollective.org/
Source: http://mhm.themotherhoodcollective.org/
Source: http://mhm.themotherhoodcollective.org/
Other OpportunitiesOnly if you’ve mastered the first four.
Social AdvertisingBy using paid social media, you’re getting in front of people who may not otherwise see your posts and providing them with fuel to take action.
• Facebook: Boost page posts to your audience or try retargeting website visitors or email subscribers.
• Instagram: You can choose to promote to a targeted audience using simple pictures or videos, plus include a call-to-action.
PR & MediaContact your local or regional newspaper, news, and radio stations to spread the word about your campaigns.
If you’re running a #GivingTuesday campaign as either a one-day event or as part of your year-end annual campaign, local media may be more likely to pick up on the story because it’s now considered an international day of giving.
PartnershipsChances are, you work closely with other for-profit and not-for-profit organizations that help the same clientele or work toward a similar cause. Leverage these relationships to help spread the word about your own year-end fundraising campaign.
Food pantries, for example, often partner with churches and schools to raise additional funds and distribute their aid across multiple channels.
Free Resources
60 Day Year-End Fundraising Planning Guide
We will email you a copy of the planning guide along with the recording and slides of this presentation later this week.
Launch your year-end fundraising campaign for free with CauseVox.Create a campaign for your nonprofit or social good project using our powerful online fundraising software.
Learn more and get started at causevox.com
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