HOW TO EXCEED YOUR YEAR-END GOALS BY WORKING SMARTER, NOT HARDER With Chris Taft and Alyssa Boger

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CHRIS TAFT Account Director Chris.Taft@pursuant.com

ALYSSA BOGER Director, Client Strategy Alyssa.Boger@pursuant.com

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How do you exceed your year-end goals?

Why is year-end giving so important?

Most nonprofits receive more than 33% of their overall annual donations from October through December.

Year-end can be challenging.

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#1. DEVELOP A DATA-DRIVEN STRATEGY.

Assess past results and define goals.

Ø Assess previous year-end results. Ø Look at all the data in context to your organization and goals. Ø Set realistic goals that can be measured. Ø Use what you learn as the framework to build a customized

strategy and action plan that will get results.

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Assess previous metrics.

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1.  Number of donors by channel. Direct mail, email, social media, text, events, face-to-face visits, etc.

2.  Average gift size by channel. 3.  Number of gifts given by channel. 4.  Growth percentage increase in

dollars. 5.  Number of new names/donors

acquired. 6.  Online response metrics.

Email opens and clicks, subject line performance, website activity, social traffic, etc.

1.  Did we increase average gift size year over year?

2.  Did we increase/decrease the number of communications year over year?

3.  Which donors traditionally give at year end?

4.  What thematic messages have performed in the past?

5.  When do people give to our organization at the year end?

6.  What channels do donors prefer?

Data gives you insight.

Three data points that tell you a lot about your donors:

Ø  Giving (RFM value)

Ø  Marketplace (Wealth screenings)

Ø  Observation/Behavioral

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Give your donors a voice.

Let your donors share their inspiration.

Find resources to help get you on track.

WWW.PURSUANT.COM/INTELLIGENT-FUNDRAISER

Planning for online.

ü Send times during the day ü From name/address ü Subject lines ü One column vs. Two column

layouts ü Shopper vs. buyer language

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ü Progress bars ü Countdown timers ü Premium offers ü Matching or challenge gifts ü Form layout/placement

What should you mail?

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ü One mailing vs. two mailings ü Handwritten note cards ü Envelope designs ü  Teasers ü Christmas vs. holiday language ü Matching or challenge gifts ü Premium offers ü Use of imagery ü One page vs two pages

Identify what you’re going to measure this year…

…and how you’re going to measure it.

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Consider areas you can test.

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The Value of Testing: Ø Better understanding of your

audience Ø Learn the effects of change Ø Increase conversion rates Ø Gain actionable insights that can

improve performance of future campaigns

Test Your Intuition and Best Practices

Ø  Mail: 3 letters vs. 2 letters

Ø  Message: Hope vs. Need

Ø  Email: Less vs. More

Ø  Website: Homepage takeover

Ø  Landing Page: Gift Arrays

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#2. OPTIMIZE COMMUNICATION TO RISE ABOVE THE NOISE.

Segment your donor groups.

Create an “omni-channel” experience.

Communicate…

…and then communicate some more.

Ø How will you stand out from the crowd?

Ø Have you engaged with

your donors before asking? Ø What is your plan before

year-end AND after?

Creating catalytic events.

Creating catalytic events.

#3. CRAFT COMPELLING CAMPAIGNS THAT MAKE A PERSONAL CONNECTION.

Identify the elements of your mission that resonate with donors.

Build campaigns around individual stories.

Share compelling examples of how your nonprofit is making an impact.

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Target donors based on their interests.

Example #4: Moody 2014

#4. AUTOMATE YOUR EFFORTS FOR A STRONG YEAR-END PUSH.

Integrate #GivingTuesday into your overall strategy.

WWW.GIVINGTUESDAY.ORG

#GivingTuesday Resource

Download our free #GivingTuesday RESOURCE!

Visit: www.Pursuant.com/GivingTuesdayGuide/

Create a strong year-end push.

Develop a targeted series of messages to send during the last two weeks of the year.

Consider sending daily communications.

Reaching out with daily digital communication pieces during the last four days of the year is key.

Build a system to prevent surprises.

Example: Washington National Cathedral

Only an hour left this #GivingTuesday

Giving Tuesday: Cathedral Music

Giving Tuesday: Cathedral Preservation

Giving Tuesday: Your Cathedral

Example: Washington National Cathedral

What Next? 3 Ways to Begin Preparing Your Year-End Campaign TODAY.

1. Establish your plan using key dates:

Ø  Thanksgiving Ø  Black Friday or the Sunday following Thanksgiving Ø  #GivingTuesday Ø  Mid-December Ø  Christmas Ø  December 28th, 29th, 30th, 31st

2. Determine the focus of your strategy.

Ø  Which channels make the most sense?

Ø  How can you reach the RIGHT donor at the RIGHT time with the RIGHT message?

3. Identify a theme and develop your messaging.

Year-End Giving Resource

Download our FREE Year-End resource at:

www.Pursuant.com/YearEndInfographic

QUESTIONS?

Let Us Know How We Can Help!

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Chris Taft Account Director Chris.Taft@pursuant.com 214-866-7734

Intelligent fundraising.