Online Fundraising in 7 Basic Steps: 1. Time it right. 2. Build an awesome Donate Page. 3. Plan user navigation 4. Schedule promotion 5. Send emails. 6. Share on social media. 7. Ring in the money!!! http://eSocialMediaShop.com

1. Online
Fundraising
7 Steps to a Smashing
End-of-Year Donation Campaign

2. Why End-of-Year?
The end of the year is a huge
time for non-profit fundraising.
Big donors will decide who to give
tax-deductible donations.
A few small choices will make a big
difference in your fundraising.

3. YOU HAVE 6 WEEKS!
1. Time it right.
2. Build an awesome Donate page.
3. Plan the perfect navigation.
4. Schedule promotion.
5. Send emails.
6. Share on social media.
7. Ring in the money.

4. 1. Time it Right
DECEMBER TIPS
Many people
choose where to
donate at the very
end of the year.
Many people will decide
where to donate on the last
Be ready to put your
days of the year.
organization and its
work front and
center.
Build a great Donate
page, plan the
perfect navigation,
schedule your
promotion, send
emails, and share
on social media!

5. 2. Website Donate Page

6. Donate Page TIPS
Minimize text.
Say "tax-deductible".
Pre-select a specific donation amount.
Pre-select email sign-up.
Show how money is spent.
Give specific examples.
Include credit card fields directly on page.
Make donate button clear to click.
Show security authentication next to donate button.

7. 3. Plan User Navigation
TIPS Direct people to a "Thank You" page.
Include Facebook "Like" + Twitter "Follow" buttons.
Include Facebook + Twitter share buttons, and email
forward fields on the Thank You page.

8. 4. Schedule Promotion
Website
Dec. 1: Complete Landing Page + Thank You Page.
Email
Dec. 7: Email to all previous donors.
Dec. 21: Email to entire email list.
Dec. 28: Email to previous donors, special ask to
previous large donors.
Dec. 29: Personal emails from staff + board members
to previous large donors.
Social Media
Dec. 21: Post Donate Page on social outlets: Ask -
When we meet our donation goal, what do you think
we should do first?
Dec 28: Post Donate Page on social outlets: How
close are you to your donation goal, how much more
do you need per supporter to reach it?

9. 5. Send Emails
TIPS
Make buttons and links
obvious to click.
Say it's tax-deductible!
Say "Donate" !! -- Don't say:
"Give", "Contribute",
"Support", "Help", etc.
Segment previous donors
and large donors.
Ask for a specific amount.
Make it "from" a real person.

10. 6. Share on Social Media
Ask people: "what would you do?"
TIPS Engage with people directly.

11. 7. Ring in the Money

12. Thanks!!!
Eric Shutt, eSocialMediaShop.
Email: eric.shutt@gmail.com
Phone: (202) 569-3175
Twitter: @eshutt