It’s almost Thanksgiving and that means people (read: your prospective donors!) are looking back on the year with gratitude and renewed feelings of generosity. If you haven’t had the time to put together a year-end giving campaign, guess what? It’s not too late to pull one off! Kate Rose went over a step-by-step look at the importance of year-end giving, advice for setting the right goal, tips on choosing a theme, and guidance to find ways (through social media) to have a successful fundraising campaign to close out 2015. Watch the webinar recording here: http://socialmedia4nonprofits.org/its-not-too-late-close-out-2015-strong-with-year-end-giving/
It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving
1. #sm4np
SM4NP – Your Social Media Consultant
to close out 2015 with strong
5 Steps
Year End Giving
2. #sm4np
@sm4nonprofits www.sm4np.org
Educational Programs
We build digital media capacity through our educational programs in thirteen cities
in three countries.
Our programs include:
• One-day Conferences
• Leadership Salons
• Free Webinars (1st and 3rd Wednesdays)
• Tweetchats (2nd and 4th Fridays)
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@sm4nonprofits www.sm4np.org
Consulting Solutions
Monthly Content
Creation and
Curation
Community
Building and
Management
Event Marketing
Strategy & Event
Storming
Social
Fundraising
Campaigns
Measurement
We craft newsletters,
blogposts, tweets,
posts, graphics
We grow the size
of your digital
community
We help promote and
capture the event with
live-tweeting, blogging,
and visual content
We provide a
simple strategy
and associated
collateral
We set you up
with an analytics
dashboard
4. #sm4np
SM4NP – Your Social Media Consultant
to close out 2015 with strong
5 Steps
Year End Giving
8. #sm4np
@sm4nonprofits www.sm4np.org
Learning Outcomes
01 02 03
Inform and educate
about the value of
annual giving
Knowledge of/
willingness to test online
practices in year-end
giving efforts
Learn to assess effectiveness of
appeals and apply lessons for
more powerful campaigns and
appeals
9. #sm4np
@sm4nonprofits www.sm4np.org
Who Should Tune-in
• Long-time development professionals
with new responsibilities in annual
giving
who would benefit from fresh
• Newcomers and intermediate-level
professionals in annual giving
10. #sm4np
@sm4nonprofits www.sm4np.org
Why Year-End Giving?
Key time to fundraise for three reasons:
01 02 03
Donors in a generous
mood
Looking to make tax-
deductible donations
Donations as gifts and online
giving both on the rise
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@sm4nonprofits www.sm4np.org
I. Step One:
Set a Goal
Meet with your team to define a measurable
and achievable objective
Decide on the metrics for the objective
(likes, shares, dollars raised?)
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@sm4nonprofits www.sm4np.org
II. Step Two:
Choose a Message/Theme
and Gather the Content
Identify the most compelling stories in your organization that
support what you are raising money towards
Build your content calendar (images, quotes, blogposts, etc)
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@sm4nonprofits www.sm4np.org
III. Step Three:
Find Out Where Your Prospects Are
Use data/surveys to find out which platforms are people
engaging the most
Clean up your lists, build lists of influencers/prospects
TEST your online donation function (mobile, too!)
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@sm4nonprofits www.sm4np.org
Test It
IV. Step Four:
Launch the Campaign and Make Adjustments
Launch it
Make
adjustments
Contact your supporters so they know the campaign is ON
Give talking points/messaging to staff and volunteers
Check-in with team (or leadership) and keep record of trends
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@sm4nonprofits www.sm4np.org
V. Step Five:
Analyze the Results > Report Out >
Rinse and Repeat
Thank each and every person who contributed (and not
just donors!)
Leverage Google Analytics, Facebook and Twitter insights to
get a pulse on the campaign
Report to your team about results and lessons learned
BUILDING BLOCKS
Monthly Content Creation and Curation - In organizations that have a limited (or time-deficient) staff and budget, content creation often becomes an afterthought. We’re your dedicated content writers, publishing and curating consistently to keep up engagement. This takes many different forms, such as crafting newsletters, blogposts, tweets, posts, graphics, etc.
Community Building and Management - We grow the size of your digital community with relevant followers, engaging with top influencers, segregating top industry influencers and cultivating relationships through a targeted multi-channel approach.
Event Marketing Strategy & Event Storming - We currently produce conferences and leadership salons in 13 cities in three countries to sold out audiences, all from our SF Bay Area offices. For your events, we provide a comprehensive social media marketing strategy around event promotion leading up to, during, and after an event. Depending on the scope of our support, we include livetweeting, blogging, photojournalism, capturing instagram and YouTube content for luncheons, and donor events. We generate high quality content to be used throughout the year to further engage your community long after the event is done.
Social Fundraising Campaigns - Want to participate in local giving days like SFGives or GivingTuesday? We provide a simple strategy and associated collateral to execute on the strategy in addition to staffing support on the day of the campaign to amplify the message and engage with supporters to rally them to your cause.
Tweetchats - Tweetchats are a great way to build online community and maintain visibility in the digital sphere. We help design, launch and manage tweetchats so you can simply show up and engage on your Twitter party and leave the rest to us!