With 17 weeks left until Giving Tuesday, the time to start planning your End of Year campaign is now. Our fundraising and user experience experts discuss tips, trends, and strategies to jump-start your End of Year planning.

1. Trends in End of Year Fundraising
August 3, 2016
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Dolores McDonagh
Principal Consultant
Colleen Legge
Senior Consultant

3. ① End of Year Starts Today
② Video: King of Digital Media
③ Leveraging Celebrities
④ Start a Trend: End of Year Potential for SMS Programs
Agenda

4. End of Year Giving
Starts Today!
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5. Why Now?
• Many non-profits tend to start planning for EOY once summer is over.
• However, summer can typically be a down time for major fundraising
campaigns, so why not start planning for EOY now?
• To get you started we are taking our summer trends to help you think about
different channels that may help you achieve your goals.
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2017

7. Anatomy of a Digital End of Year Campaign
Strategy
• Audience analysis
• Fundraising audit
and review of
past results
• Messaging
calendar
• A/B testing
strategies
• Post-campaign
analysis and
recommendations
Creative/Content
Development
• Stationery design
• Copywriting for
messages and
thank you pages
• Graphical asset
design and
production
Implementation
• Stationery
development
• Donation form
configuration
• Autoresponder
set-up
• Create HTML/Text
versions of each
message
• Q/A testing
Campaign
Management
• Audience
segmentation
• Message targeting
(including
suppression)
• Schedule/send
messages
• Post-campaign
reporting and
analysis
Extras
• Lightboxes
(Homepage
Hijack)
• Infographics and
memes
• Social messaging
• Social
ambassador
programs
• Text-to-Give
Project Management
• Project plan and timelines • Status reports/meetings• Resource allocation

8. Video: King of Digital Content

9. Video: King of Digital Media
• Including video in an email leads to a 200-
300% increase in click-through rate*
• By 2017, video will account for 69% of all
consumer internet traffic**
• Mobile Video Consumption rises by 100%
each year***
• 92% of mobile video consumers share
videos***
• People Spend more time on video than
any other medium online”
What is it?
• Tell great stories – content is king
in video too
• Understand what effect you want
to accomplish and the type of
video you need
• Make the right investment – not all
video is created equal
• Make an ask
How to respond
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Storytelling

11. 11
First World Problems Campaign
Phase 1:
7 MM YouTube views

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Phase 2:
Real Time Response

13. 13
Phase 2:
155,000 YouTube views

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Phase 2:
Focuses on making the ask to more
qualified audience.

15. Types of Videos
• Impact Stories
– Tell the story of an individual whose life
has been changed by your organization
– Let that individual tell their own story
– Creates credibility and emotional
connections.
• Campaign video
– Released at the launch of a fundraising or
advocacy campaign,
– Features an impact story or movement
portrait, a description of your campaign
goal, and a vivid or inspiring call to action.
• Vision Videos
– These are videos that reveal why you exist
and what impact you have on the world.
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• Movement Portraits
– Feature a collage of your fundraising and advocacy audiences
describing why they care or how they’ve been impacted.
– Creates sense of belonging
– Invites people to a movement
• Event stories
– Events are great places to create videos, because they bring large
groups of people passionate about your organization/cause to the
same place.
– The significance of the event or people who are there
• Thank You
– Staff, volunteers, or beneficiaries thanking donors for their support
– Can never say thank you too much
– Include a compelling reason to give again

16. Live Video
• Periscope (Launched in 2015)
• Meerkat
• Hang w/
• Livestream
• Ustream
• Stringwire
• Facebook Live – Early 2016

17. CSPAN broadcasts House Sit-In live from Periscope
and Facebook Live
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19. Lift Your End of Year with Video
• Start Now – much longer and more expensive to produce than other digital
assets
• Repurpose what you have - recut to fit your campaign
• Create Urgency
• Use annotations of video add-ons that link to donation pages
• Use them to say thank you – and to make an extra gift
• Make them sharable
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20. Leveraging Your Celebrities
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21. Celebrities at End of Year
• More than 2,100 charities have
celebrity supporters
• A recent study from the Rutgers School
of Business finds data suggesting that
celebrities offer a “credibility signal” to
donors
• A competing research study cites
multiple surveys finding that 66%
percent of people were unable to name
a celebrity linked with any one of seven
high-profile causes
What is it?
• Think about your brand
• Think Global, Regional,
Individual
• Focus on Current Supporters
How to respond
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22. Global Celebrities
Celebrities can enhance …
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23. Global Celebrities
or damage…
your brand
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24. Global Celebrities
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Celebrities
can
enhance…
or damage…
your brand

25. Authenticity Matters
A celebrity for celebrity’s sake is generally a non starter:
“Audiences are incredibly savvy and sophisticated—they can spot a dilettante a
mile away…”
--Colleen Dilenschneider, Chief Market Engagement Officer, IMPACTS
Board Member, National Aquarium in Baltimore
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Charity:Water highlighted national celebrities to promotes its birthday campaigns.
Focus on Current Donors

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Regional/Local Celebrities
• Local celebrities, led by
Indianapolis
quarterback, Andrew
Luck, agreed to
participate in digital
chats on Giving
Tuesday.
• Riley’s more than
doubled its 2014 Giving
Tuesday results with its
2015 Campaign.

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29. Andrew Luck Giving Tuesday Lightbox
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30. Celebrities Can be Shy
• If your celebrities (or your boss) is shy,
consider just asking for a Social Media
mention.
• Many celebrities have large social
followings that can help drive traffic to
your site – where they will most
assuredly see an ask!
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• Everybody is famous
to someone!
• Leverage your loyal
donors to activate
their family, friends
and colleagues at
Year End!
Social Ambassadors – Individual Celebrities

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• Early November effort kicks off year end
season for this Cincinnati area foodbank.
• After running out of “matching grant”
monies in the previous year, Freestore
reached out to its most loyal donors to ask
them to create an even bigger grant fund for
for 2015.
• Effort boosted email campaign revenue by
20% WITHOUT negatively impacting results
on actual Giving Day.
• Identified several new 4 and 5-figure
donors.
Freestore Foodbank – Double Your Dollars Day

33. Finding Your Celebrities
• Klear can help you find Twitter influencers who are already engaging with
you and those within your network. The tool gives you the ability to filter
influencers by Celebrities, Power Users, Casual & Novice.
• Kred and Klout help marketers identify, prioritize and engage influencers.
• Luminate® users can use Attentive.ly to identify and tag the social media
influencers on your file so that you can target them for email outreach
around specific campaigns.
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34. Lift Your End of Year with Celebrity Endorsements
• Start Now to identify celebrities (for 2016 & 2017)
• Work closely with your Marketing and Major Gift Offices
• Be true to your brand
• Use social media tools to identify the hidden celebrities in your file
• Develop the value proposition for all your celebrity asks – “What’s in it for
them?”
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35. SMS Programs
Start a Trend in End of Year Giving

36. American Red Cross
• When a 7.0 Richter scale earthquake hit Haiti, the Red Cross implemented
one of the most successful text-to-donate campaigns to date
• The outpouring of support for Haiti made it standard for nonprofits to launch
text-to-give campaigns as a way to make giving back in the wake of a disaster
instantaneous and uncomplicated
• In total, the campaign raised $487.6 million
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37. SMS Programs
• Allows donors to give to
nonprofits of their choice directly
through their text messaging app
on their mobile devices
• This way of mobile fundraising
gives organizations the
opportunity to raise money any
time, anywhere
• Give or Ask for gifts through text
messaging – both are making an
impact
What is it?
• Faith-Based Organizations
• Animal Rights Organizations
• Disaster Relief Organizations
• Educational Advocacy
Organizations
• Environmental Awareness
Organizations
• Arts and Cultural Organizations
Who is using it?
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38. How Does it Work?
1. Donors Are Given a Number to Text To
2. Donor Texts that Number with a shortcode like
GIVE
3. Number Will Text Back with a Link to Follow
4. Donor receives confirmation email

39. Giving Preference and Channel
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40. Online Donors Using Mobile Phones to Make Online Gifts
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41. What are the Benefits?
• Raise funds swiftly
• Gather donor data efficiently
• Integrate with other fundraising
techniques.
Benefits for Nonprofits
• Donate quickly and on-the-move
• Give in a recognizable format
• Feel secure about sharing their
information
Benefits for Donors
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Examples of Text to Give

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SMS and P2P Boundless Fundraising

44. SMS and P2P Fundraising
• Amount raised per share
channel in 2015 for
Blackbaud/Boundless
Fundraising clients
• SMS revenue grew by 2.3X
over 2014
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Application Revenue
Direct Link Email Facebook SMS Twitter Unknown

45. Why is this a trend?
1. We are living in a fast-paced, technology-driven society
2. Mobile fundraising is easy, user-friendly, and requires next to nothing of the
donor or the organization
3. Millennials love it
4. It’s already done a tremendous amount of good in the world
5. You can easily integrate into your existing efforts and/or EOY
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47. Charity Dynamics
512-241-0561
info@charitydynamics.com