Prepare for the Holiday Giving Season Presented by : Tim - PowerPoint PPT Presentation

Prepare for the Holiday Giving Season Presented by : Tim Sarrantonio, NeonCRM Matthew Montoya, Constant Contact

Agenda Key topics: • End of year giving basics #GivingTuesday’s role in EOY • • Campaign Design - Email Appeals Campaign Design - Donation Pages • • Retention and Stewardship NeonCRM / Constant Contact Integration • • Q&A

About us Tim Sarrantonio Matt Montoya Director of Business Development Partner Enablement and Training Manager NeonCRM Constant Contact

Why is it so important? End of year giving

Lots of donations While creating your action plan, think about budget , scope , your team , and a comprehensive timeline + milestones .

Multi-Channel ● 92% of nonprofits use email Personalize appeal by dusting off your merge skills ● ○ Include name, last gift amount + date, any other engagement

Donor engagement How are you going to follow-up with prospects? ● ● How will you recognize and thank your donors? ● Will you use donor events for outreach?

What you say matters 53% 53% of donors cite poor communication with the nonprofit as part of their decision to stop supporting an organization.

Should you participate? #GivingTuesday + end of year

What is #GivingTuesday? November 27, 2018

By the numbers

So should you do it? Pros ● Global movement ● Branding ready ● Active community ● Easy to join ● Falls within high giving time of the year

So should you do it? Pros Cons ● Global movement ● Still not universal ● Branding ready ● Can get lost in the noise ● Active community ● Yet another appeal to do ● Easy to join ● More strategy involved ● Falls within high giving time ● Possibility of donor fatigue of the year

Let’s excite our donors Preparing your email appeals

Schedule ahead A Reminder Last Chance An Announcement Plot emails into your calendar For time-based communications, like a holiday giving campaign, we recommend sending a series of at least three emails

Each email… Know the audience Make it ridiculously easy Make it mobile Make it match Make it urgent Show where it went/goes Monitor “Give me six hours to chop down a tree and I will spend the first four sharpening the axe. ” - Abraham Lincoln

Personalize to increase giving 11%…higher ✓ Brings to the heart, the open rates. purpose of your email. ✓ WIIFM ✓ Makes problem/solution, theirs 27%…higher CLICK rates. Hi Matt ,

Don’t “bury the lead” 10 sec The Email is not the message. It’s an “ad” for the message.

Successful design Make call to action easy to Be sure to personalize (if click on. Use buttons. possible) the subject line, use “you” or “your” and use compelling teaser text USE AN MOBILE RESPONSIVE EMAIL TEMPLATE Make sure to use social sharing tools Communicate through pictures and make them clickable. No more than 3 images Keep key call-to-action Make sure you have a clear above the scroll line timely ask. Personalize your and optimize your links. content. Less is more. Focus on relevant content. 20 lines of text have the highest click-through Use your brand colors rates. Keep obvious calls to action to 3 or less.

Let’s get that money Appeal landing pages

Key Items

Key Items

Let’s keep that money Retention and stewardship

Asking is not enough ASK R THANK E P O R T

Donor Surveys

Track your effectiveness!

Data integrations are key to success Constant Contact + NeonCRM

Thank you!

Learn More neon.constantcontact.com