Year-End Fundraising, Year Round

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    12-Apr-2017

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Year-end Fundraising, Year Round#16NTCYEARENDMARCH 24, 2016 16NTCA few housekeeping items#16NTCYEAREND Tweet along: #16NTCYearend Take notes: http://po.st/yearend-16NTC Give feedback: http://po.st/LEjsHrhttp://po.st/yearend-16NTChttp://po.st/LEjsHrNice to meet you!#16NTCYEARENDAndrew RothmanHead of Creative & Delivery, West CoastMeghan TeichLead Client Manager, West CoastErica GulsethManager of Online Fundraising & EngagementYour speakers this morning.Agenda#16NTCYEAREND What makes a great year-end campaign? Quarterly to-do list A look at Earthjustices 2015 year-end campaign Whats next in 2016 Q&A#16NTCYEARENDBut first, a few reminders.Source: BSD ToolsSource: Andrews overloaded inboxSource: M+R Benchmarks 2015#16NTCYEARENDWhat makes a great year-end campaign?#16NTCYEARENDPEOPLEAn engaged and active listSTORYA compelling and cohesive narrative#16NTCYEARENDINFRASTRUCTURESolid, reliable tools DATAA robust testing strategy and system for tracking metrics#16NTCYEARENDINTERNAL COMMUNICATIONCross-departmental buy-in and clear responsibilities#16NTCYEARENDYear-Round EngagementStory#16NTCYEAREND Rich, cross-channel content Supporter stories and photos Meaningful actions Transparency Rapid-response appealsStory#16NTCYEAREND Rich, cross-channel content Supporter stories and photos Meaningful actions Transparency Rapid-response appeals#16NTCYEAREND Steady list growth Deeper insights into your supporters Ask for feedback to help shape your workPeople#16NTCYEAREND Steady list growth Deeper insights into your supporters Opportunities for them to shape your workPeople#16NTCYEARENDPeople Day 1#16NTCYEARENDPeopleDay 3#16NTCYEARENDPeopleDay 6#16NTCYEARENDPeopleDay 8#16NTCYEARENDPeopleDay 13#16NTCYEARENDPeopleDay 16#16NTCYEAREND Strategic testing plan Ongoing measurement and analysis Evolution of strategy and tacticsData#16NTCYEAREND Supporter database integration Cross-channel analytics Nimble and efficient platforms Digital-first approach Cross-departmental collaboration Streamlined approval processesInfrastructure Internal communication#16NTCYEARENDQuarterly To-Do ListQ2: Lay the Foundation#16NTCYEARENDQ2: Story#16NTCYEAREND Review and selection of supporter stories for EOY Research into donor matches, swag, and other premiums Finalization of rebranding efforts#16NTCYEAREND Mid-year fundraising campaign Email / direct mail database matchingQ2: People#16NTCYEAREND Acquisition-focused testing On-site testing and optimizationQ2: Data#16NTCYEAREND List hygiene check-up Systems review and updates Wrapper testing to ensure mobile and browser compatibility Process analysis to identify pain points and inefficiencies Selection and empowerment of cross-departmental EOY task forceQ2:InfrastructureQ2:Internal communicationQ3: Create the Plan#16NTCYEARENDQ3: Story#16NTCYEAREND Development and testing of EOY message/narrative Final decisions on EOY premiums and matches Creation of draft editorial calendar and initial assets Reminder of your organizations impact#16NTCYEAREND Re-engagement campaigns for lapsed supporters Ongoing acquisition campaignsQ3: People#16NTCYEAREND Re-engagement campaigns for lapsed supporters Ongoing acquisition campaignsQ3: People#16NTCYEAREND Testing of non-donation campaign elements Development of EOY testing plan and optimization rules EOY projections to track performanceQ3: Data#16NTCYEAREND Completion of new systems setup and migration Fundraising-focused website audit and revisions as needed Agreement on EOY approval processes Detailed project plan Tracking and reporting schedulesQ3:InfrastructureQ3:Internal communicationQ4: Execute!#16NTCYEARENDQ4: Story#16NTCYEAREND Final cross-channel editorial calendar Creation and deployment of EOY content and comms Capitalization on major moments Direct asks no need to tiptoe around it!#16NTCYEAREND Slow down acquisition campaigns Thanks to recent donors and strategic repeat asksQ4: People#16NTCYEAREND Testing plan implementation Focus on objective: dollars raised Constituent-level targeting and customization Daily performance tracking and doubling downQ4: Data#16NTCYEAREND Notification of CRM provider and web hosting service about upcoming volume On-call teams monitoring your systems to resolve any outages Finalization and communication of project plan Definition of QA processes Scheduling of status updates, standups, and iteration sessionsQ4:InfrastructureQ4:Internal communicationQ1: Close the Loop#16NTCYEARENDQ1: Story#16NTCYEAREND Demonstration of gratitude Reminders of your impact Plans for upcoming year editorial calendar#16NTCYEAREND Growth and acquisition goals for upcoming year Review/update of welcome series and autoresponders Special attention and experiences for top supportersQ1: People#16NTCYEAREND Collection and analysis of EOY performance data Identification of key insights Creation of new yearly testing planQ1: Data#16NTCYEAREND Evaluation of list health and areas for improvement Assessment of technical system performance Circulation of performance results and learnings Big thanks to your staff (and a much-needed breather)!Q1:InfrastructureQ1:Internal communication#16NTCYEARENDHow Earthjustice Increased Year-end Giving by 22%#16NTCYEARENDENGAGEIDENTIFYINVOLVESOLICITSTEWARD#16NTCYEAREND#16NTCYEAREND#16NTCYEAREND#16NTCYEAREND#16NTCYEAREND#16NTCYEAREND#16NTCYEAREND#16NTCYEAREND#16NTCYEAREND#16NTCYEAREND#16NTCYEARENDWhats next in 2016?#16NTCYEAREND Donor-centric messaging and fundraising Testing, testing, testing Mobile, mobile, mobile Investing in storytelling Optimizing email list growth efforts Targeted acquisitionQuestions? Get in touch!#16NTCYEAREND@CHANGEORGSMTEICH@CHANGE.ORG@BSDAROTHMAN@BSD.COM@EARTHJUSTICEEGULSETH@EARTHJUSTICE.ORGDont forget!#16NTCYEAREND Tweet along: #16NTCYearend Take notes: http://po.st/yearend-16NTC Give feedback: http://po.st/LEjsHrhttp://po.st/yearend-16NTChttp://po.st/LEjsHr#16NTCYEARENDThank you!