Maximizing Year-End Giving

Presented by: RKD Group

Why It Matters?

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It’s the most critical time for fundraising

• Nearly 30% of all fundraising happens in the month of December• Holidays

• Spirit of giving

• Organizations are asking

• 11% of all fundraising happens in the last 3 days of December• Year-end tax purposes

• Urgency

• Get started early and prepare even earlier• For some organizations, holiday giving should kick-off at the first of November

• Others should plan to start at Giving Tuesday

Your donors are ready to give if you’re ready to ask

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Reporting

• Look at your results from last year, if you have them. Use that data to inform your strategy for this year.

• If you didn’t track results last year, make sure you are set up to do so this year.

• Many factors can positively and negatively impact results, so it’s important that you have the ability to pinpoint those.

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Use it to your advantage!

8 Tips fora Successful

Year-End Season

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#1: Use a multi-channel approach

• Don’t limit your promotion to email only – be present everywhere: • Homepage/Website• Social Media• Google Grant• Paid Media

• Keep your messaging consistent across all channels.

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#2: Finalize your schedule early

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• Plan out your communication schedule now so that you are prepared.

• Take advantage of re-sends to engage people who may have missed the original email.

• Vary your send dates and times. • This is not the time to shy away from

email volume – it’s important to be present because others will be.

#3: Secure a match or establish a goal

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• Try and secure a true match or matching challenge – they can dramatically increase performance.

• If you do have a match, try doing a special “triple it” day.

• If you can’t secure a match, you should still establish a goal to encourage people to support to help achieve it.

#4: Break through the clutter

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• Make your campaigns stand out: • Feature engaging photos. • Use bright colors. • Include multiple donate

buttons throughout. • Make your subject lines

compelling.

#5: Don’t be afraid to ask – FREQUENTLY!

• Break through the clutter• You’re competing for attention

• Commercial

• Other non-profits

• You’re thinking about your communication more than your donors

• Now is the time they will give• Segment your file

• Your donors are expecting it

• They will give multiple times

Give your donors a chance to respond – multiple times

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#6: Utilize Deadlines – Promote and Remind

• Holidays• Thanksgiving

• Giving Tuesday

• Christmas

• December 31st

• Communication• Always include

• Urgency drives action

• Creatively remind your donors

What are the deadlines you can promote?

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#7: Get Your Emails Delivered

• Timing• High send volume can delay delivery

• Schedule early

• Prioritize Segments

• Monitor

• Prepare for multiple sends

• Inbox Delivery• Understand the make-up of your file

• Consider pulling out individuals that haven’t opened in 24+ months

• Send to your most critical individuals first

Just because you send the emails doesn’t mean they’re delivered

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#8: Primary Call-to-Action – Donate

• Keep Giving at the Forefront• Avoid creating confusion

• Make it clear what you want individuals to do

• Keep Messages Simple• Don’t complicate your offer

• Reduce the copy and enhance your calls-to-action

Don’t mix your messages during this critical season

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Next Webinar: Social Media & Online Engagement

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Jarred Schremmer

VP, Digital & Media

jschremmer@robbinskersten.com

Laura Henni

Digital Account Manager

lhenni@robbinskersten.com