6 Secrets to Boost Your Year-End Fundraising

6 Secrets to Boost Your Year-End
Fundraising
Kyle Barkings, Tapp Network
Joseph DiGiovanni, Tapp Network
Witt Godden, Tapp Network
www.TappNetwork.com 11/19/20

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A Global Network Bridging Tech Solutions and
Services for Good.

Today’s PresentersToday’s Presenters
Nicole Jones
Content Producer,
TechSoup
Witt Godden
Director of Strategic Marketing
Tapp Network
Joseph DiGiovanni
Co-Founder
Tapp Network

5
In partnership with:
A Mission-Driven
Marketing and Technology
Agency Empowering
Organizations for Good

6
What we’ll cover today
1. Develop a last-minute year-end
fundraising strategy
2. Quickly boost donations directly on
your site
3. Increase your social media
fundraising efforts
4. Leverage email drip campaigns to
target corporate funders
5. Drive donations through virtual
year-end events online
6. Measure the effectiveness of your
campaign

. © TechSoup Global | All rights reserved7
Why Year-End
Fundraising Matters!
expected a decline
in fundraising during
the rest of 2020.
72%
of annual giving
occurs in
December
31%
of all giving happens in
the last three days of
the year
12%
raise between 26 – 50% of
their annual funds from their
year-end ask.
28%
make between 1-3 donor
“touches” for their
year-end campaign.
59.9% 2x
volunteers are
twice as likely to
donate.
Metrics as of March 2018

. © TechSoup Global | All rights reserved8 8 © TechSoup Global. All Rights Reserved.
1. Develop a last-minute year-end
fundraising strategy

Develop a last-minute year-end fundraising strategy
Prioritize Contacts with Your Most Loyal, Promising
Supporters:
1. Start with those that gave last year but not this year,
and sort according to donation size.
2. Measure cumulative annual giving.
3. Identify your member’s who bring in significant
peer-to-peer donations.
4. Include your volunteers
1

Plan Ahead to Call Your Most Important
Lapsed Donors
1. Create a script for your team or volunteers to
use when calling Lapsed Donors
2. If you are not able to call them, plan on
sending them a “We Miss You” letter or
email.
Develop a last-minute year-end fundraising strategy1

Year End Email Series
• Send a series of at least 3 emails between
December 26th and 31st.
Email Best Practices
• Subject Lines should be well thought out
• Make sure your emails are personalized
• Send fundraising emails more than once

Branch Out!
• Send your messages across
different channels
• Create an omni-channel content
calendar and timeline to track
both online and offline efforts

2. Quickly boost donations directly
on your site

Quickly boost donations directly on your site2
• Go Mobile
• Grab People’s Attention
• Brand Your Donation Platforms
• Keep It Simple
• Easy to Find on Your Site
• Minimal Form Fields

Quickly boost donations directly on your site2
● Use Tiered Donation Levels
● Allow for Monthly Giving Options
● Add Social Proof
● Leverage the Moment
○ Ask to Join your Mailing list
○ Give them the option to give you a
shout out on Social Media
○ Increase your donation option
○ Personalized Email Receipt

3. Increase Your Social Media
Fundraising

Increase Your Social Media Fundraising3
• Choose your platforms intentionally
• Functionality
• Demographics
• Messaging
• Make your graphics and other materials
accessible and/or easily shared
• Downloads on your giving page

Increase Your Social Media Fundraising3
• Invite Your Donors to Fundraise on
Your Behalf
• Challenges
• Brand Ambassadors
• Peer-to-Peer Campaigns
• Crowdfunding

4. Leverage email drip campaigns to
target corporate funders

20 Copyright © TechSoup Global. All Rights Reserved.
“A series of pre-written emails that are automatically sent to a prospect over a
period of time based on criteria determined by the sender.”
What Is An Email Drip Campaign?

Leverage email drip campaigns to target corporate funders4
1
Top Of Mind Email Drip
Campaigns
Audience: Prospects
Goals:
• Make yourself memorable
• Provide education about
your organization
2
Nurture Email Drip
Campaigns
Audience: Current Supporters
Goals:
• Update donors or volunteers
• Inviting them to become a
recurring donor
3
Re-Engagement Email
Drip Campaigns
Audience: Inactive/Former
Supporters
Goals:
• Soft messaging to bring
them back on board
• Woo them, don’t blast them

Leverage email drip campaigns to target corporate funders4
Request for
Sponsorship
Yes
No
Wait 2 days.
Open?
Same email,
new subject
line
Yes
No
Wait 1 Week.
Requested Info?
Yes
No
Wait 2 days.
Requested Info?
Thank you and
schedule call
Impact Email
Thank you and
schedule call
Impact Email
Stop
Stop
Stop
Stop

5. Drive donations through virtual
year-end events online

Drive donations through virtual year-end events online5
• Virtual Gala
• Entertainment
• Silent Auction
• Social Media Integration
• Virtual Run/Walk
• Peer-to-peer fundraising
• Virtual Community
• Social Media Integration

6. Measure the effectiveness of your
campaign

Measure the effectiveness of your campaign6
Key Metrics to Measure
1. # Donor Growth - Year-Over-Year
2. Total # Donations Received
3. Average Donation Amount
4. Donor Retention Rate
5. % Of Recurring Donation
6. Cost of Donor Acquisition
7. Conversion Rate By Channel
a. (# of donations / # of total visitors)

Visualize Your Results
• Cross Reference Data from
Multiple Sources
• Google Data Studio
Compare Against Benchmarks
• No better benchmarks than your
own
• Comparing against the
performance of other
organizations in your cause
vertical

Calculate Your ROI
• Measure the ROI of our year-end
campaigns by taking the number of
hours put into a project divided by the
number of people who derive value
from your campaign(s)

Final Takeaways
1. Don’t Wait - Start Now
2. Don’t Rely Only on Direct Mail
3. Video Will Be Big This
Year-End
4. #GivingTuesday Is Growing
5. Don’t Neglect Your Follow-Up
Strategy

Get In Touch
If you have any questions or wish to
speak a TechSoup expert about your
year end fundraising initiatives, get in
touch here or send an email to
techsoup@tappnetwork.com
GET IN TOUCH

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6 Secrets to Boost Your Year-End Fundraising

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