year-end fundraising strategies

Year end fundraising

October 21, 2010Colleen Hutchings, Environmental Working

Group

Thursday, October 21, 2010

Set your goals

Thursday, October 21, 2010

How do you meet those goals?

• Determine the number of emails you need

• Can you count on web or offline money?

Thursday, October 21, 2010

Set your calendar

• Spacing and timing of emails

• Are there other organizational needs?

• What other calendars do you need to be mindful of?

• Diversify the content

Thursday, October 21, 2010

Use all your best tools

Thursday, October 21, 2010

Marketing tools

• Good copy

• Premiums

• Deadlines

• Matching gifts

• Have you tested?

Thursday, October 21, 2010

Effective landing pages

• Most important elements, including the button, above the fold?

• Field labels clearly aligned with the correct field? Use horizontal and drop down boxes instead of vertical alignment

• Headers to direct the eye and users

Thursday, October 21, 2010

Thursday, October 21, 2010

Graphics

• Do they contain all the information you need?

• Are they pretty?

• Does video work for your audience?

Thursday, October 21, 2010

Graphic Examples

Thursday, October 21, 2010

List segmentation

• Are ask strings appropriate for each segments giving history?

• Does the copy reflect when they last donated and how much?

Thursday, October 21, 2010

Use your web properties

• Splash pages

• Utilizing valuable real estate

• Social media

Thursday, October 21, 2010

Splash page example

Thursday, October 21, 2010