Holiday Planning in June? hjc WebinarJessica Lewis & Zach ZimmelJune 23, 2016

1 Who Are We?

2 Why Holiday Planning in June?

3 Campaign Planning and How It Fits

4 Don’t Forget About These Things

5 Online Advertising – Doing It Right

AGENDA

WHO ARE WE?

hello! Jessica LewisSenior Consultant, Strategic Servicesca.linkedin.com/in/jessicaklewisFun fact: ran the New York marathon and raised money for Team4Kids

hello! Zach ZimmelDevelopment and Marketing Consultant, Strategic Servicesca.linkedin.com/in/zachzimmelFun fact: farm kid living in the big city

WHAT WE DO

STRATEGY & CHANGE

MANAGEMENTCLASSIC DIGITALAGENCY

TECHNOLOGY

WHO WE WORK WITHSTRATEGY &

CHANGE MANAGEMENT

CLASSIC DIGITALAGENCY

TECHNOLOGY

WHY HOLIDAY PLANNING IN JUNE?

Winter is coming…

WHY YOU NEED TO START EARLY!• In December, the average

donation amount increases by 65%

• The last 3 days of December bring in 10.6% of annual donations

• December donors are worth more! Donors who gave first in December had a 3 year cumulative value that’s 51.8% higher than donors in the other 11 months.

DECEMBER ACCOUNTS FOR 33% OF ONLINE GIVING

CAMPAIGN PLANNING AND HOW IT FITS

WHAT IS YOUR OBJECTIVE? • Define goals• Define KPIs• Determine measurements of

success• Understand industry

benchmarks, but most importantly your own!

WHO IS YOUR AUDIENCE?

• Determine your target audience

• Identify their needs• Understand their behaviours• Match your value

proposition – one size does not fit all

WHAT IS YOUR TIMING?

• When will you start and end your campaign?

• How will you start developing your holiday campaign?

• How does the Summer and Fall play into your holiday plans? Will you start at Thanksgiving?

• Who are your storytellers? When do you need to start gathering stories?

Find your storytellers

Fall pledge to holiday donor conversion

DON’T FORGET ABOUT THESE THINGS

1 GOAL DIVERSITY• Think about your

organization’s overall business objectives

• How can this campaign strategy satisfies your annual goals

• Revenue is always important, but LTV means:• Acquisition• Stewardship• Conversion

2 INTEGRATION

• Holiday is often seen as a standalone, which sometimes mean channels get lost in the dust.

• Integration is not about being in every channel – it’s about how channels work together to add value to the overall results

3 LEVERAGE YOUR ECARDS• Incentivizing

• Stewardship

• Lead Generation

4 DON’T STOP TESTING• A/B subject lines

• A/B copy vs imagery

• A/B landing page CTAs

whichtestwon.com

5 SEND OUT THOSE TAX EMAILS – BUT DON’T BE LAZY!• The last 3 days of

December bring in 10.6% of annual donations

• This means, don’t stop asking on December 26

• Words of Wisdom:• Many organizations send out

stale, tax-driven messaging but forget to loop this back to overall mission and campaign value proposition.

• Ensure that your offer is consistent with what truly motivates your audience.

ONLINE ADVERTISING – DOING IT RIGHT

MARKETING TACTICS• Custom audience matching• Remarketing• Look alike audiences• Conversion optimization• Multi-variate testing

THANK YOU!