Visit http://www.techsoup.org for donated technology for nonprofits and libraries! After seeing thousands of campaigns, our presenters from CauseVox know that promoting your fundraiser the right way can help to ensure a successful campaign. This is especially the case as the year comes to an end and your fundraising efforts ramp up. During this free webinar, we will share what we've learned over the years as the most effective ways to promote your year-end fundraising campaigns. Following, we'll have a live Q&A session to answer your questions and help you uncover the best promotion tatics for your campaign. Here's what you'll learn: -- The best ways to segment your supporters during year-end -- Why you need a multi-channel approach to drive success -- Best practices to leveraging email, social media, advertising, and more to promote your campaign

1. How to Successfully Promote Your Year-End Campaign
With Noah Barnett, CauseVox
November 17, 2016

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Presenters
Assisting with chat: Susan Hope Bard, TechSoup
Noah Barnett
Marketing Lead
CauseVox
Becky Wiegand
Webinar Program Manager
TechSoup

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Objectives
• Understand year-end fundraising best practices
• Discover 6 ways of segmenting your audience for results
• Uncover the channels you may be overlooking and
leverage your existing supporters
• Questions!

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About TechSoup

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Live poll questions?

11. How To Successfully Promote
Your Year-End Campaign
presented by…
Noah Barnett
@CauseVox

12. WEBINAR AGENDA
Why Year-End Matters
Segmentation Is Key
Multi-Channel Promotion Tips
Free Resources
Live Q&A
1
2
3
4
5

13. An online fundraising platform
you and your donors will love.
Easily engage your community, reach new donors,
and raise more money for your cause online.

14. Easily launch and manage
your year-end fundraising
campaign with CauseVox.
Create a fundraising campaign for your
nonprofit or social good project.
Easy to use personal fundraising pages
for events, challenges, and ongoing
fundraising.

15. Perfect for any type of fundraising campaign
Reach new donors with the
power of peer-to-peer
fundraising
Empower your supporters to raise
funds through personal & team pages
for your run/walk, challenge, or event.
Create mobile-optimized
donation pages without IT or a
designer
Launch annual fund, giving day, or
capital crowdfunding campaigns that
match your nonprofit's brand and
website.
Streamline online fundraising
& reduce your workload
Offload back-office tasks like reporting
and receipting, so you can focus on
spending more time with your donors.

16. Powerful features for
peer-to-peer fundraising
Personal fundraising pages
Supporters can easily create their own
fundraising page during year-end.
Team fundraising pages
Businesses, schools, and other groups
can fundraise through a team-based
page.

17. Why Year-End
Fundraising
Matters

18. In 2014, over
30%
of giving occurred during end of year giving.
Source: Digital Giving Index

19. 6 Ways To Segment
Your Audience

20. Regardless of the size of your
nonprofit, donor
segmentation is an important
strategic process.

21. By segmenting your donor list you will be able to:
• Customize your tone and information to a smaller target audience
• Encourage your donors to engage with your nonprofit wherever they
are in the donor continuum
• Personalize communication with your donors to build rapport,
credibility, and trust
• Ask for donations strategically based on empirical data
• Reduce irrelevant noise to donors outside of target segments
• Increase your ROI by providing meaningful content to strategic
populations of donors

22. 1) How Your Donors
Were Acquired
Segmenting based on acquisition
channel or campaign can allow you to
communicate more effectively through
the channel or lens they initially were
drawn to support your organization.

23. 2) Giving Size or Last
Gift Amount
Segmenting based on giving levels
allows you to ensure you’re most
effectively communicating with them
based on their level of investment in
your nonprofit.

24. 3) First Time Donor vs.
Returning Donor
Differentiating your communication
based on how familiar or committed
your supporters are will allow you to
craft your communication in most
relevant way for each segment. New
donors may need more background
information than returning donors.

25. 4) Donors Giving
Frequency
Based on the frequency of giving a
supporter has, you’re able to specifically
target them with messaging if they
*miss* a regular donation period.
Also, if you know individuals always
donate at year-end, you can
communicate differently then those that
haven’t given during this time of year.

26. 5) Engagement Level of
the Donor
This ensures you’re presenting the
right opportunity based on past
engagement to them during year-end.

27. 6) Demographics
Each generation is motivated by
different fundraising techniques. For
example, we know that Baby Boomers
respond better to direct mail than
Millennials, whereas Millennials are
more likely to engage in crowdfunding.

28. When done effectively, donor
segmentation builds trust and
credibility with your audience.

29. Multi-Channel
Promotion Tips

30. Email Marketing
It’s more powerful than you think.

31. In 2015, organizations reported a
3800%
ROI on email marketing programs.
Source: dma – National client email report

32. 4 Components of
Successful Emails
1) Targeting
2) Subject line
3) Content
4) Call-to-action

33. Email Targeting
When sending out targeted emails,
customize the message based on what
appeals to your donor.
For example, if you know a segment of
your donors responds positively to
client stories or moving images, then
feature these in your correspondence.

34. Subject Line
The first thing your audience sees
when they receive an email is the
subject line, so make it count by:
• Keeping it short (ideally under 50
characters)
• Not overusing capital letters
• Posing a question (if appropriate)
• Personalizing with the donor’s name
(if available)

35. Email Content
Use emotion-evoking text and images
to drive home the point of your
campaign. Address the following within
the email body:
• Who/what you’re helping
• Why the campaign is vital to make
change in the world
• How your donor’s gift plays a role in
that change (hint: the gift is
essential!)

36. Call-to-action
Leave your reader with an action you’d
like them to take, which in this case
would be donating. Your call to action
is what drives action, so it must
• Be clear and direct
• Stand out on the page
• Cause your audience want to act
immediately

37. Social Media
Tap into your supporters networks.

38. Today,
65%
of online adults use social networking sites
Source: Pew Internet

39. 2002 2004 2005 2006 2008 2010 2011 2014 2016
A lot has changed in 15 years

40. More than,
Half
of social media users discover social
initiatives via social media platforms
Source: Survey Monkey

41. In a recent survey,
64%
of social media users surveyed gave
$100 or more to nonprofits in the last year
Source: givingtuesday.org

42. THE BEST CONTENT IS:
• Authentic
• Emotional
• Compelling
• Interesting
• Unique
• Timely
• Relevant

43. Stories connect us.

46. Of social media users who donate,
56%
said that compelling storytelling is what
motivated them to make a donation
Source: Nonprofit Tech For Good

48. Direct Mail
Nope. Direct mail isn’t dead.

49. No, direct mail isn’t dead
(although, it feels like it
sometimes).

50. Personalization Goes A
Long Way
Direct mail letters can easily be
personalized to the recipient and
signed (by a real person!), both of
which will help increase your ROI.

51. Keep it Familiar
Send requests to your current and
lapsed donors, customizing content to
each audience. For example, you can
tell your lapsed donors about the
number of lives changed over the last
year since they’ve last given and
express how you’ve missed them.
With direct mail you’re bound to get a
better ROI when you reach out to those
already familiar with your cause.

52. Use A/B Testing
Try out a couple different fundraising
letters or carriers on sample audience
to figure out what types of messages
work better with your donors.

53. Peer-to-Peer Fundraising
Relationships matter.

54. The world you
fundraise in is
changing.

55. Before
rent attention
• Bought lists
• Sales reps
• TV ads
budget + reach
Now
build relationships
• Referrals
• Social Media
• Friends
trust + loyalty

56. 85%
of donors prefer being asked by friends
and family to make a donation.
Source: Mason Academic Research Syste

57. Always
connected
Stand
out
Buy and
donate
Capture a changing
world through
people-based
fundraising.

58. Source: http://mhm.themotherhoodcollective.org/

59. Source: http://mhm.themotherhoodcollective.org/

60. Source: http://mhm.themotherhoodcollective.org/

61. Other Opportunities
Only if you’ve mastered the first four.

62. Social Advertising
By using paid social media, you’re getting in
front of people who may not otherwise see your
posts and providing them with fuel to take
action.
• Facebook: Boost page posts to your
audience or try retargeting website visitors
or email subscribers.
• Instagram: You can choose to promote to a
targeted audience using simple pictures or
videos, plus include a call-to-action.

63. PR & Media
Contact your local or regional newspaper,
news, and radio stations to spread the word
about your campaigns.
If you’re running a #GivingTuesday campaign
as either a one-day event or as part of your
year-end annual campaign, local media may
be more likely to pick up on the story because
it’s now considered an international day of
giving.

64. Partnerships
Chances are, you work closely with other for-
profit and not-for-profit organizations that help
the same clientele or work toward a similar
cause. Leverage these relationships to help
spread the word about your own year-end
fundraising campaign.
Food pantries, for example, often partner with
churches and schools to raise additional funds
and distribute their aid across multiple channels.

65. Free Resources

66. 60 Day Year-End Fundraising
Planning Guide
We will email you a copy of the planning
guide along with the recording and
slides of this presentation later this
week.

67. Launch your year-end
fundraising campaign for
free with CauseVox.
Create a campaign for your nonprofit or
social good project using our powerful
online fundraising software.
Learn more and get started at
causevox.com

68. Have a Question?
Type it in the chat pane, now!

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CauseVox Discount Program

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