Webinar: Digital fundraising for beginners | Christmas Edition
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No matter where you are in the planning of your Christmas fundraising, there is still time to get a digital fundraising campaign up and running. After all, Christmas is a time of giving! Digital makes it simple and easy, if you have the right tactics in place. At GiveEasy, we have worked with over 1,000 charities in the last few years, and we know what works at this crucial time. Especially for those that are just starting out. HOW TO START FUNDRAISING FOR BEGINNERS In this webinar you will learn proven tactics and techniques to maximise donations close to Christmas. We will walk through set up and implementation so you will be able to implement quickly and easily within your organisation for this Christmas campaign.
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Webinar: Digital fundraising for beginners | Christmas Edition
- 1. Digital giving made easy STEP-BY-STEP GUIDE Digital fundraising for beginners CHRISTMAS EDITION THIS CHRISTMAS:
- 3. The game plan For your digital fundraising STEP #1: Tell your story STEP #5: Content checklist 1 2 3 4 5 STEP #2: Tap into your audience STEP #3: Map out your channels STEP #4: Set your fundraising goals
- 5. Start with a theme, and find a hero to tell your story STEP #1: Tell your story WHY? Start with a clear story about who donors are supporting this Christmas. WHO: Find a hero to tell your story. HOW: Gather eye catching graphics that bring your impact to life. WHAT: Choose a powerful tagline and simple introduction. TELLING YOUR STORY Be sure to use emotive copy to get donors involved in your cause 1
- 6. Give your donors an experience this Christmas Give plenty of context on what you need funds for Make donors feel valued • No matter what gift they give Pin your giving post to your social channels • It makes a big difference Make is simple and easy to donate • Secure online donation STEP #1: Make giving an experience1 TELLING YOUR STORY Be sure to use emotive copy to get donors involved in your cause
- 8. AGE GROUP This will give you an idea of the tone and style of your messaging. INTERESTS • Mothers groups • Environment • Animal rescue FAVOURITE CHANNEL • Social: Facebook • Email • TV/Radio Your Ideal Donor • Who are your supporters this Christmas? • Clarify your personas for this campaign, remember, it could be more than one audience. RETENTION vs ACQUISITION STRATEGY Differentiate between acquiring new donors and retaining current donors. STEP #2: Tap into your audiences2
- 10. With digital, you can make a huge impact with just a few channels. Think about which channel will reach your target audience: • Email • Social media • Website • SMS Where do your donors live online? MULTI-CHANNEL STRATEGY Be sure to stay visible across all your channels, and keep your approach consistent with your brand, theme, dollar handles and donation page. STEP #3: Map out your channels3
- 12. STEP #4: Set your fundraising goals What are your goals? Set achievable targets to start your Christmas campaign, then adjust your goals as you reach your milestones! INTERNAL TARGETS Think about how much you need to keep you going for the next six months. You can talk about this total in your posts, and on the copy of the page. CLEAR MOTIVATION Choose whether to show your target on the donation page, by adding a thermometer bar. EXTERNAL TARGETS If you want to motive your supporters to a particular goal, then include a total that updates live on the page. 4
- 13. STEP #4: Set your fundraising goals How much to ask for? Set achievable targets to start your Christmas campaign, Then adjust your goals as you reach your milestones! YOUR FIRST CAMPAIGN If you are still finding your feet, get clear on what donations will help to do. Set tangible giving amounts CLEAR MOTIVATION Choose whether to show your target on the donation page, by adding a thermometer bar. ONGOING CAMPAIGNS If you have past data to work with, and a CRM to manage your donor lists. Use past giving history across all channels 4
- 15. COHESIVE CONTENT Mimic your dollar handles across all channels, from direct mail to email and SMS, to give your donors the chance to gift more. WEBSITE 1 main donation page SOCIAL Plan for 2 to 4 social posts IF YOU HAVE AN EMAIL LIST WEBSITE Setup 1 main donation page SMS Send 1 SMS as your last call to donate EMAIL Plan for 1 to 3 email waves SOCIAL Plan for 1 to 3 social posts FOR SOCIAL MEDIA Tempo of content across your channels STEP #5: Content checklist5
- 16. COHESIVE CONTENT Mimic your dollar handles across all channels, from direct mail to email and SMS, to give your donors the chance to gift more. Countdown calendar for Christmas Timeline until Christmas this year GIVING TUESDAY TWO WEEKS TO GO ONE WEEK TO GO Tuesday 3rd December Thursday 12th December Wednesday 18th December 5 DAYS TO GO Friday 20th December Setup donation page. Intro email + social Update email. Progress on social One week to go email + social post Email Email Email SMS Final SMS to give before Christmas
- 17. TECH TOOLKIT: + Bringing it all together
- 18. Digital giving allows full flexibility across your channels. How to make an impact on each channel. • Setup a smart donation page. • Send emails that are pre-filled for easy donations. • Post on social to update your donors. • Send a final reminder. Pre-filled emails SMS donationsDonation pages Social media
- 19. Start with your branded donation page Easy to create your own branded donations page, just choose a few great images, tell your story and go live. TECH TOOLKIT: Bringing it all together+ Keep it simple
- 20. Tell your story on donation page Banner: Choose an emotive image to tell your story Easy donation form: Simple to give. Payment options: Pay by credit card or PayPal Unique gift amount Branded banner Why to give Easy giving form Why to give: Tell your story very briefly.
- 22. Emotive email with donation options If you have donor emails. Send out an email to your supporters. Keep it simple
- 23. 18 sleeps to go… Emotive email with donation options
- 24. Alex, baby orangutans need your help Personalised email with video
- 26. Smart countdown timer Smart tools Live thermometer bar: Dynamically shows % or total amount Automatically counts down Fully customisable
- 27. Live donation tracker Smart tools Live thermometer bar: Adds a fun element, that counts up to the total. Dynamically shows % or total amount Automatically counts down Payment options: Offer more than one way to pay. Fully customisable
- 28. Comments Smart tools Live thermometer bar: Adds a fun element, that counts up to the total. Dynamically shows % or total amount Timer automatically counts down Payment options: Offer more than one way to pay. Add comments to build community
- 29. Double your donations Smart tools Matched giving amount: Adds a multiplier to each donation, to match dollars from matcher Payment options: Offer more than one way to pay. Fully customisable donation page
- 30. Alex, We're still short! Donate $50 by midnight: http://donate.oxfam.org.au/ unsSTOP 04xxxxxxxxx SMS is now super personal Sender ID: Max 11 characters Firstname: Use donor’s name Copy to suit tone and message Unique gift amount Remember: With GiveEasy each link is unique to the donor, with pre-filled form. CEO from Oxfam Name Copy Gift amount Link: UNS: Unsubscribe number. Always included. Customise your mobile giving with highly targeted SMS PersonalisedSMS
- 31. Outbound SMS Personalised donation page From: Youth Off The Streets [Firstname], we're still short! Help homeless kids in crisis this Xmas! Please donate $[Amount] now: [URL]Uns STOP 0429038552 Emotive SMS with donation optionsEXAMPLE: Personalised SMS From: YOTS[Firstname], we're still short! Help homeless kids in crisis this Xmas! Please donate $[Amount] now: [URL] Uns STOP 0429038552
- 32. Outbound SMS Personalised donation page Emotive SMS with donation optionsEXAMPLE: Personalised SMS Firstname: Use donor’s name Unique gift amount Remember: With GiveEasy each link is unique to the donor, with pre-filled form.
- 33. Donors truly appreciate a thoughtful thank you. EVEN BETTER: Saying thanks
- 34. Say thanks at every stage. At the moment someone gives, you want to reward them immediately. Saying thank you is the start of a communications journey to bring new donors into your community. Saying thank you is the easiest thing to do. EVEN BETTER: Saying thanks
- 35. Personalise at every step Thank you at time of donation On donation screen. Receipt sent email Give context on how the funds will help your community. [Firstname], we reached the $100,000 target for our Intensive Care Unit upgrade, which means more critically ill patients like Erin will receive the life-saving care they so desperately need. We just wanted to keep you up to date, and let you know that we could not be more appreciative of the role our supporters played in this fantastic result.uns STOP 0417672291 Thanks You can now tailor your journey at each thank you stage with GiveEasy. EVEN BETTER: Saying thanks Follow up on SMS with milestones Send a thank you SMS.
- 36. COHESIVE CONTENT Mimic your dollar handles across all channels, from direct mail to email and SMS, to give your donors the chance to gift more. Countdown calendar for Christmas Timeline until Christmas this year GIVING TUESDAY TWO WEEKS TO GO ONE WEEK TO GO Tuesday 3rd December Thursday 12th December Wednesday 18th December 5 DAYS TO GO Friday 20th December Setup donation page. Intro email + social Update email. Progress on social One week to go email + social post Email Email Email SMS Final SMS to give before Christmas