survivor: fundraising mountain - strategies, tactics, and tips to survive year end giving
DESCRIPTION
Join Jeremy Haselwood as he presents Survivor: Fundraising Mountain. 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.TRANSCRIPT
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
#FGWebinar
by glenn
Adventure Awaits....
4
SURVIVORFUNDRAISING MOUNTAIN
#FGWebinar
5photo byAfghanistanMatters
STRATEGIES
6photo by paulhami
strat-e-gy: noun. a careful plan or method for achieving a particular goal usually for a long period of time
#FGWebinar
7photo by paulhami
See the big pictureIdentify overall goalsAsk: What will you do that will set you up for sustainable success?
Strategy at 10,000 Feet
#FGWebinar
8photo by paulhami
Strategy is NOT...
EmailFacebook
SEMRetargeting
ContentEtc...
#FGWebinar
9photo by paulhami
AWARENESS
ENGAGEMENT
DONATION
RETENTION
#FGWebinar
photo by Al_HikesAZ 10
Prepare for Fundraising MountainExternal:
Identify your donorsIdentify potential donorsIdentify trends
Internal:Identify clear rolesEstablish KPIsDocument
#FGWebinar
photo by neil alejandro 11
TACTICS
photo by stanchow 12
HumansTechnologyTacticsToolsScorecard
Considerations:
#FGWebinar
photo by stanchow 13
Giving TuesdayHoliday AppealsYear End Appeals
Campaigns:
#FGWebinar
photo by stanchow 14
EmailMobile GivingSocial MediaRetargetingWebsiteDonation PagesIntegration
Tactical List:
#FGWebinar
photo by moroccan_spirit 15
Start the trek!
FUNDRAISING MOUNTAIN
Less RiskMore Risk
photo by JefferyTurner 16
Less RiskEmailHome Website BannersSocial MediaSearch Marketing
Considerations:ContentFrequencySegmentationAcknowledgement
#FGWebinar
photo by JefferyTurner 17
Pros:Battle TestedHistorical Data Expected
Cons:Money Left on the TableLimited ReachIgnore Donor Prefs
#FGWebinar
photo by Rich Moffitt18
More RiskMobile GivingRetargeting & DisplayContent Marketing
Considerations:ContentLearning CurveSegmentationRevenue Tracking
#FGWebinar
photo by Rich Moffitt19
Pros:Omni-Channel PresenceEarly Mover AdvantageCampaign Reinforcement
Cons:TimeLess Historical DataHigher Entry BarrierTricky Tracking
#FGWebinar
photo by subflux 20
Holiday AppealsStart EarlyHolidays to Cultivate and ConvertPeer to PeerReinforce Campaign Across Channels
#FGWebinar
photo by www.metaphoricalplatypus.com 21
December 31
FUNDRAISING MOUNTAINSend or #Fail
Test for FrequencyExpress UrgencyMention Tax Break
#FGWebinar
photo by oswaldism.de 22
TRAPS
photo by benedict.adam 23
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
#FGWebinar
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
#FGWebinar
photo by benedict.adam 25
Preferred Nonprofit Communication Channel Mix (Ages 65+)
31%
57%
1%4%1%
6%
EmailMailSocial NetworkTelephoneText MessageOther
Source: DonorGraphics, 2013TM
#FGWebinar
photo by _rockinfree 26
Trap 2: No “And Then What” Thinking
Send EmailGet Facebook LikesGet More DonorsCreate Memes
Ok..and then what?
#FGWebinar
Photo by Michael Hodge 27
Trap 3: Tactics that Don’t Support Strategy
#FGWebinar
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
#FGWebinar
29photo by Smabs Sputzer#FGWebinar
30photo by Smabs Sputzer
Keep to Strategy, Change Tactics
#FGWebinar
photo by mckaysavage 31
NOW WHAT?
photo by Paxson Woelber 32
The End is Really the Beginning!
#FGWebinar
photo by akunamatata 33
Continue RelationshipConverting to SustainersGet Ready for Next YearCreate 12, 24, and 36 Month Plans
#FGWebinar
photo by jonathanpercy 34
Look at Where You’ve BeenCelebrate Your Success LearnDocument (because people change jobs)
#FGWebinar
photo by overgraeme 35
SURVIVOR
FUNDRAISING MOUNTAIN
CONQUERED!
#FGWebinar
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