planning

The Year is Almost Over. Are You on Target With Your Goals?

Ann Green donor relations, fundraising, planning
The year is winding to a close. You may be busy with your fall fundraising appeal right now, but you should take some time to see if you are on target with your 2013 goals.


This is important for two reasons. One, you want to see if you are coming up short this year, and two, you can use some of this information as you plan for next year. 

Here are a couple of things you should measure.

Fundraising
Are you on target with your fundraising goals? If not, how far off are you? We are entering the “giving season”, but If you are way off, there’s not much time to fix it.

This is a good time to assess what worked and what didn’t. If your spring gala was a huge success, keep doing it. If you didn’t raise enough money and everyone on your staff wanted to go on vacation after it was over, then you need to decide whether it’s worth doing next year.

In addition, be sure to keep track of the results from your year-end appeal, so you can apply what worked to future fundraising campaigns.

Donor communications
Nonprofit organizations often don’t do a good job of communicating with their donors. Are you thanking your donors and keeping them engaged on a regular basis? 


One way to track engagement is to measure the response rates of your email messages and website pages. Another way is to get feedback by sending out a short survey or starting a conversation on social media.

It’s important that you stay connected with your donors at this time of the year. Not only with your year-end fundraising, but also with updates and thank you messages.

If your messages aren’t resonating with your supporters, figure out why. Maybe you need better email subject lines or more compelling content. Are your messages filled with gratitude and success stories about how your donors are helping you make a difference, or are you sending out something long, boring, and focused on your organization?

Looking at your number of email subscribers and social media followers is just one part of the equation. Make sure you are keeping them engaged with good content.

Another reason your response rate might be low is you are sending messages to people who aren’t strong supporters or you are trying to connect on channels they don’t use.


More on year-end measurement
The folks at Veritus Group ask Are You Ready For Q4? Most of their suggestions are focused on major donors, but we should all “start every day with donor-centered purpose.”

Here is a great tool to help you with your measurement. Library of Sample Dashboard Indicators There may be other areas you want to measure now, as well.

Make sure you are still on target for this year and start planning for next year. I’ll write more about that in a few weeks.


Photo by Frank Lindecke via Flickr

Why You Need to Plan a Multi-Channel Fundraising Campaign

Ann Green Communications, fundraising, planning
Fundraising season is here and you are probably busy getting ready for your annual appeal.


Today we have many ways to reach out to our donors – by mail, email, social media, phone calls. But your fundraising campaign will be more effective if you use a combination of these.

Some donors may respond to your direct mail piece, but donate online. Others will see your email message, but prefer to send a check. Some donors will respond to the first appeal, while others need a few reminders. This is why you need a multi-channel plan.

BEFORE YOU START

Clean up your lists
If you haven’t already done so, make sure you Clean Up and Organize Your Mailing Lists

Prepare your website
You must have a donation page that’s engaging and easy to use. Test all links in email messages and social media posts. The last thing you want is a donor contacting you about a broken link or having to hunt around on your website for the donation page.

Right before your annual appeal goes out, include a blurb on your homepage that your appeal is underway. Make sure your donate button is in a prominent place.

Here is more information on How You Can Create A Welcoming Donation Page

Consistency is key

Your messages need to be consistent across all channels. Use the same story and call to action in direct mail, email, and on your website.
Everything you send out needs to look like it’s coming from the same organization.

Which channels do your donors use?
Don’t spend a lot of time on channels your donors aren’t using. Figure out in advance where you want to focus your efforts.

SAMPLE SCHEDULE AND STRATEGY

Come up with a schedule of when the appeals will go out. I’ve created a sample schedule below. Of course, you can adjust the timeframe as needed.


October 23
Give your supporters a heads up by email and social media. Let them know that your annual appeal is underway and they should receive a letter from you soon. Encourage them to donate online right now. This means your donation page needs to be ready to serve your donors.

Week of October 28
Mail out your appeal letter.

Week of November 4
Send out follow up reminders via email and social media. If possible, don’t send reminders to people who have already donated. Otherwise, be sure to thank your recent donors. You can even phrase your reminders as more of a thank you or an update.

A big thank you to all of you who have donated to our annual appeal. We are more than half way to our goal. If you haven’t donated yet, please help us out today by visiting our website (include a link to your donation page) or sending us a check (provide address). 

Week of November 11
Send out another reminder. It’s a busy time of year and some people might need a gentle prompt. 

Week of November 18
Start making reminder calls. If time is an issue, you could just call people who have donated before. That’s probably most effective.

Week of November 25
Send a Happy Thanksgiving greeting along with a friendly reminder. Share a success story in your appeal.

Week of December 2
December 3 is Giving Tuesday so you could tie that into your reminder. 

The rest of December and beyond
Keep sending reminders throughout December. It’s tricky because you want to get your message across without annoying your supporters.
Continue to send out your newsletter and other updates. You don’t want the only messages your donors receive to be fundraising appeals.

Network for Good recommends sending a fundraising email on December 27, 29, and 31. This is especially relevant if your fiscal year ends on December 31 or your donor wants to give before the end of the calendar year.

Look to see who hasn’t contributed yet. Concentrate on people who are most likely to donate, such as past donors. 

Also, keep track of how many donors come through each channel.

We live in a multi-channel world. Take time now to plan your strategy in order to boost your fundraising results.

Here is more information to help you with your multi-channel fundraising.



Image by Daniel Iverson via Flickr