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Presentation by Colleen Hutchings on Year-End Fundraising Strategy.
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Year end fundraising
October 21, 2010Colleen Hutchings, Environmental Working
Group
Thursday, October 21, 2010
Set your goals
Thursday, October 21, 2010
How do you meet those goals?
• Determine the number of emails you need
• Can you count on web or offline money?
Thursday, October 21, 2010
Set your calendar
• Spacing and timing of emails
• Are there other organizational needs?
• What other calendars do you need to be mindful of?
• Diversify the content
Thursday, October 21, 2010
Use all your best tools
Thursday, October 21, 2010
Marketing tools
• Good copy
• Premiums
• Deadlines
• Matching gifts
• Have you tested?
Thursday, October 21, 2010
Effective landing pages
• Most important elements, including the button, above the fold?
• Field labels clearly aligned with the correct field? Use horizontal and drop down boxes instead of vertical alignment
• Headers to direct the eye and users
Thursday, October 21, 2010
Thursday, October 21, 2010
Graphics
• Do they contain all the information you need?
• Are they pretty?
• Does video work for your audience?
Thursday, October 21, 2010
Graphic Examples
Thursday, October 21, 2010
List segmentation
• Are ask strings appropriate for each segments giving history?
• Does the copy reflect when they last donated and how much?
Thursday, October 21, 2010
Use your web properties
• Splash pages
• Utilizing valuable real estate
• Social media
Thursday, October 21, 2010
Splash page example
Thursday, October 21, 2010