- Hello, hello, Joy Olson, BlockBuster Fundraising.
Got some great little tips for you
that can make a big difference for year-end fundraising.
So stay tuned and get ready for some good ideas
because I know that you want to have a great year-end plan
ready to go and you want some great results.
First thing's first and every expert will agree on this,
including myself,
evaluate past campaign performance.
Because you must analyze your metrics
and analyze your feedback always
to find out what you need to be doing, what worked,
what didn't work and you've gotta
make sure that you don't do again,
what things that you did that you can absolutely use again
maybe in a little bit different way,
repurpose, and achieve a great result.
All right?
First thing's first then,
after you analyze,
you want to establish your focus this year.
What is the focus of your campaign?
Talk about it, get your development gurus together,
your team, and describe with each other
what you hope to achieve beyond donations
by explaining how your financial goal
is going to impact your mission.
Because that's what you need to do
and you wanna describe it to one another
and you want to brainstorm
and you wanna get the most exciting way
of explaining how meeting these
financial year-end goals will impact your mission.
What a difference those donors are going to be making.
So, first thing's first, get that in your mind.
You want to now describe why.
Get your team together
and talk about the tangible impact stories,
the stories that you can share in your communications
that will really motivate your supporters to give.
And I'm serious about this.
Each of you might have a different idea
on which story meant the most to them,
or perhaps the most to the volunteers that they work with,
or the most to the major donors that they're working with,
or the most to people that just drop by
and talk to you about your mission.
What resonates?
Which stories have resonated?
And then make sure that you pick a story
that will absolutely resonate with heart moving appeal
and motive your supporters to give this year.
You want your story,
or stories if you pick a couple, to be strong.
All right, now what do you do?
I'll tell you what you do.
You create a timeline and you want to give
and assign a due date and an owner for each of the tasks
or the sub-tasks to ensure that you have covered
every possible detail
and that everybody knows
what they need to have ready on a particular date.
They can't let the team down,
because whatever needs to get out,
what needs to get to the printer,
what needs to be up on the website,
what testimonials need to be in-house,
everyone has to stay on the timeline
and be accountable for their task and getting that in.
Next what are you gonna do?
You're going to set your goal.
Now, many experts say outline your campaign goals
using the SMART method,
the SMART method.
Be smart and use the SMART method
so that your financial goal is number one, specific.
It's measurable, it's ambitious and attainable,
it's relevant and time based.
SMART. SMART.
Next, we talked about this a lot
and we hopefully that you cleaned up your database
and got started on this this summer,
but segment your donors.
You must right now get that taken care of.
You wanna create a list of donor groups,
your individual donors, your major gift donors,
your reoccurring donors,
and you want to start crafting,
formatting a customized ask for each group.
Different testimonials possibly,
a different story possibly,
and then you want to gather these assets
and create or collect whatever you need
for these individual asks,
the copy, the images, the design,
and do this as early as possible.
Remember, personalization is such a huge deal with donors.
And if you're not doing it, believe me,
every other non-profit out there is doing it.
Donors want to know that you know a little bit about them
and so you craft an ask that says to them hey,
I knew you were a new donor this year, we are so thrilled
and here's what we can do together year-end.
Or they wanna know how much you appreciate
the fact that they have been there for you
through thick and thin for a number of years
and you have so appreciated their loyalty.
Or they want to know that you realize
how fortunate your mission is to have their major gifts
and that you absolutely could not do what you do,
what you wanna do together, without their continued support.
You get it.
Make them feel like you know them,
like you are walking a mile in their shoes
and you have some idea of what
they've reacted to previously,
what they like about the mission,
what particular project of yours
have they responded generously to.
And let them know you know that,
you appreciate them, you like them,
and you really appreciate the fact that they like you.
You want to use this checklist
to plan a successful year-end fundraising campaign strategy.
So from goal setting to campaign follow up,
these tips will get your team ready
for the most lucrative time of year,
the year-end fundraising.
Okay, so first thing's first, communications,
that is the big deal that we all
face as development directors.
And we know this and we know our letters
are gonna be out preferably before Thanksgiving
and we know that we're gonna do
a message for Giving Tuesday and not let that drop
and hopefully have something really compelling planned,
especially for new donors too.
And then our December letters, our gratitude letters.
So you want to have your,
a good thing to do is after you have
gotten together with your team
and you've decided on your focus
and what your big project is gonna be,
then you can actually use your social media
or to send a postcard and announce like a save the date.
Instead of an announcing in the event,
announce the excitement that you have
over your year-end project.
And this is what you've picked,
you've got an image, a story that backs up
this particular project pick
and you're telling them save the date, save your money,
and hey, how about early gifts or fundraising?
This is gonna be great.
So, send the save to date,
send an email in October to notify your donors
of your campaign launch date
and this is gonna build excitement.
And you know what?
It's gonna build excitement too with you and your team.
You're getting ready for something big,
year-end fundraising is big.
So don't dread it, make it exciting
and go for it and build this excitement.
Next you wanna build in enough time
right now for your direct mail.
Oh, this is so important.
And you certainly want to really maintain
your brand for your mission and for your campaign,
for everything you print.
And you wanna make sure that your web address is there
and you wanna make sure that your website
year-end campaign page is ready to go.
You wanna pull all these pieces together,
the focus, the goal, the story, that project,
what you're going to achieve with this year-end campaign,
and make it very, very tangible and logical
and compelling for your donor to see.
Next you are definitely,
definitely gonna send more than one appeal.
You know that.
You know that and you must do that
to stay on the top of your donors' minds
during this really busy holiday season coming up.
You must send emails and post on social media
more often than normal about this.
I know, I'm excited for you.
And as a development director, I love this time of year.
I would just thrive on getting
our very best stories together
and how we were gonna present them
and who was gonna present them
and how we were gonna follow up,
and even from the beginning to the end,
how those last e-blasts of the year were gonna look
and the stories we were gonna use.
So you really want to get all of this down.
I want to remind you too that you
really have time right now to transform
your Giving Tuesday campaign for year-end.
And this is really so important
and if you don't have a lot of money,
just use one campaign page
for all of your year-end fundraising.
But I really do think that right now
with all of the assets and resources you got
for Giving Tuesday out there in terms
of software and social media,
you can really do something fun
and possibly smaller, a smaller project for Giving Tuesday.
And maybe go after,
maybe make it more of your acquisition mailing.
I think that that is really good
and you wanna make it colorful
and compelling and heartwarming.
And just get it out there in an exciting way.
And make sure of course like we mentioned
that it's well branded with your non-profit
so they know exactly to whom they are giving.
And make it a excitement for them
to begin this new relationship with you.
Make it personal.
Everything that you do this time of year
from segmentation all the way through
needs to be customized.
Whether it's your webpage, whatever,
you wanna customize with your storytelling elements
that and the photos,
anything that you can do that's
going to really engage potential donors.
And all your donors that you have already,
it's going to engage them and want them to give again
and to give more to up their giving.
They feel so good about what you're doing.
Remember, I think a lot of people
get really worried this time of year,
especially if they're thinking about a Thanksgiving letter
and they're thinking about Giving Tuesday
and they're thinking about their December
gratitude year-end letter
and then the year-end final three or four e-blasts,
don't stress about donors getting tired of you.
This is holiday time, everyone gets in the giving mode.
This has been a relatively great year,
so make your stories wonderful and compelling.
And I don't think that you're going to have trouble
getting your donors to really want
to support what you're doing.
And you know, since you are segmenting
your year-end campaign,
try to have maybe two different letters to each segment.
See what works best.
Testing is so important
and so many of us just don't take the time to do it.
But hey, it's still September, so you've got some time.
Think it through.
And maybe especially when you're brainstorming
and one of you thinks one story'll work
and the other things the other story is better,
try both of them.
Do a test, do a split test, figure out.
You'll find out which letter works best.
And remember this too that donors acquired on Giving Tuesday
are three times more likely to become
fundraisers for your organization.
They like that.
So turn these new donors into lifelong supports
by continuing to steward them
after the rush of giving season.
You wanna have that welcome packet ready to go.
You wanna say thank you again and again.
Send a second personalized thank you note
separate from that automated email
that is sent out on Giving Tuesday
right after a donation is made.
And remember, follow up telephone calls are wonderful too.
You're gonna say Joy, I don't have time to make phone calls.
Get a telephone committee.
You'll find that these calls
make a huge amount of difference.
All year long, but especially this time of year
there are gonna be a lot of people
that are going after the same donors,
so you want to be at the forefront of their mind
thinking I love these people, they appreciate my gifts,
they're out there doing so much
and I feel the gratitude.
So they'll feel good about giving again.
You want to, well, I hope you want to,
create thank you videos featuring
the people or the pets that you serve
and send to your recurring donors,
your volunteers, and your biggest donors.
I think these thank you videos are fabulous idea,
just fabulous.
I mean with our iPhones we can personalize them so easily
and I think it would just be a wonderful,
wonderful thing to do.
You wanna finish the story that you started
by showing how the campaign
made a difference for your mission.
Get the numbers out, demonstrate the impact,
and share the beneficiaries' stories.
And when it comes to segmentation,
segment the donor thank yous the very same way
that you segmented your appeals,
large gift donors should get a phone call,
a handwritten note or some other special acknowledgment.
So, that was a good checklist, right?
All right, so I wanted to show you something too
that I absolutely love and adore
and I'm gonna put it up on the screen.
And I think this is a really good tip for a thank you note.
I'm going to pick it up here
and hold it up to the camera,
but I will put it up on the screen too.
Recently I had a friend that lost her greyhound rescue dog
and she'd had this rescue dog for years,
I mean since the time the dog was I think nine weeks old.
And the dog just recently died at 10
and so I made a donation to the Greyhound Rescue Group.
So my little thank you card,
and it was a handwritten envelope
and then this was the picture,
and I opened it up and it was a beautiful short,
but sweet handwritten note.
But on the back of it it told the story of Sabina.
And it said, Sabina was rescued
from a race track on December 9th, 2015,
and she was adopted on December 28th.
She is the home companion of a Maine Coon cat, Gossamer.
Isn't that nice?
And then they have the rest of their information
and how you can donate and their website.
But isn't that lovely?
So does that give you a good idea
for getting your thank you notes ready?
I think it's wonderful, so I wanted to share that with you.
Well, I hope you have a great week.
This is, again, Joy Olson of BlockBuster Fundraising.
Joyolsongroup.com, blockbusterfundraising.com,
you can find out lots more information.
And hey, we have over 300 free
fundraising video tips on our YouTube channel.
I think you'll find last year and I think the year before
we did the full 100 days from
I think it's September 23rd or 21st,
the countdown throughout year-end
what you could be doing each and every day.
So we've got lots of great tips there.
We won't be doing that each and every day this year,
but anyhow, we try to really give you lots of inspiration,
exciting ideas, the latest from the greatest
here in the fundraising world all in one place.
That's us.
So, thanks for having been here today.
We're Facebook Live Tuesdays 1:00 p.m.
And also you can find us on the IGTV on Instagram.
So buh-bye, have a great week.
Thanks.
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