Top 10 Ideas for Year End Fundraising Success

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1 Top 10 Ideas for Year End Fundraising Success This is the time when most non-profit organizations are looking for year-end fundraising ideas to raise more money. If your organization hasn t started its fundraising planning, it s not too late, but there s no time to waste. Ideally, your year-end fundraising activities should raise enough funding to finish the year strong and provide some reserves to start next year with money in the bank. Here are the top 10 ideas to make your year-end fundraising more productive: 1. What s Your Funding Goal? Identify how much you need to raise by December 31 st and communicate that amount. 2. What Will These Funds Accomplish? Remember, Money follows vision and the more clearly you communicate to your constituents what these funds will accomplish, the easier it will be to reach your goal. Put your donor hat on for a moment. What would you want to know if you were considering making a donation? How may people s lives will be impacted if the total amount is raised and in what way? Once this is crystal clear for you, then you re ready to go to the next step 3. Monetize Your Mission I m a believer in Stephen Covey s principle, Begin with the End in Mind. Start developing your response card and the landing page for your appeal first. Regardless of how much you re raising, identify the monthly and special gift sizes and then identify the impact of each gift. Donors will be moved to give and at higher levels if they know what their gift will accomplish. Do not skip this step! Do the math to determine the cost to serve one person on the program you are featuring. If you prefer, calculate the total number of people you re serving in all your programs in a 12-month period. Take the annual expense budget for your organization and divide the total dollars spent in 1-year by the number of people served. That will generate the Cost per person served. For example, if your annual budget is $600,000 and you served 1,000 people in the same 12-month period, that s a cost of $600 per person annually or $50 per month per life impacted. With all the nonprofits I ve worked with over the years, I only ran across one that wasn t able to identify their numbers and only because they were new and had no service history. 4. Answer these two questions for your donors? Every donor wants to know the answer to these two questions: Why is your cause so important? And Why is it important to give now? or Why Now? Gregg J. Pawlowski, PCC, CLTMC Gregg@BreakThruFundraising.com 1

2 The key is to create a sense of urgency, as every nonprofit is attempting to prove their cause is the most important need and that need is RIGHT NOW! Provide the answers to these questions in your campaign communications to engage the donors at a heart and emotional level. 5. Theme It Think outside of the box on this one. If you re stuck on how to clearly explain your organization s work, ask trusted friends, board members, family members and donors for their input. Recently, a client I was working with was not able to clearly explain his organization s work. I asked him these questions: What is the impact of this program or what will be different in their lives because of your work or this specific program? Essentially, what will be different because of your intervention in the lives of those you serve? And lastly, what would that ultimately lead to? After a few follow up questions, we quickly netted out the bottom line and captured what raising these funds would do to impact their lives. We uncovered a few trigger words that were the catalyst for creating the theme. Capture the key concept and then Word Smith it for a compelling theme. 6. Grab the Reader Think headline, billboard or book cover - 7 words or less. Your appeal needs to stop people in their tracks to grab their attention so they want to hear more. This principle is universal whether communicating face-to-face, online, via , snail mail or social media. Make your messaging an emotional appeal. We all know people give when their heart is attached to the need or cause. Make it easy for people to connect. 80% of the giving decision is based on an emotional response! It s one thing to ask for help for a water well project and another to give the gift of life through fresh water. Use pictures and the stories of those whose lives are changed as representations of what their gift will do for others in need. Conversely, some nonprofits prefer to show the needy that are waiting for their help and with the funding how many lives can be impacted. Also, consider using a staggering statistic to validate how great the need is. Keep the numbers reasonable for people to comprehend the magnitude of the problem, without overwhelming them with making it so big, it s not solvable. For example: 5 million people without clean water are sick and will die prematurely versus In (geographical area) there are 4,000 adults and children who are sick and in desperate need of fresh water. Now that s a problem we can get our hearts and wallets around. Bottom line; keep the problem to no more than the size of a large stadium. Gregg J. Pawlowski, PCC, CLTMC Gregg@BreakThruFundraising.com 2

3 7. Tell a Heart Griping Story Now that you ve grabbed the reader, tell a compelling story either of someone whose life your nonprofit has impacted or conversely, the numbers or waiting list of people that need your help. Thread the story throughout the appeal and use 1-3 photo s, each with captions. People will first read the pictures to grasp if this is worth reading, and if you ve engaged them emotionally, they ll read the rest. Remember, they should be able to read the headline, theme, pictures and captions to get the gist of your story and appeal. Test your appeal to makes sure it accomplished this for you. Add a Call to Action in every letter, and Social Media updates (think Multichannel). In your letters / s, remember the most read section is the PS. It should encapsulate the entire appeal and point the reader to the Call to Action next step. 8. See It Through the Eyes of a Potential Donor. Click your Donate Now button to see what donors will experience. Is it clear and easy to understand the appeal and donate a gift? If not, it s not hard to make corrections before it s too late. Need help? One organization I suggest you consider is Network for Good. ( Recently, a client realized they needed help in this area and within 2 days, they were up and running with a much improved Donate Now solution at a competitive price. If in doubt, ask for help. Remember, online giving picks up significantly this time of the year. A small investment of time can have a big payoff. In addition, once donors make their gift, ask them why they gave. This is invaluable information. Keep track of this information for the overall campaign and also include this into their record in your donor management system. 9. Think Segment, Segment, Segment (Hint Who are you approaching and What is the best media to reach them? Media can be you, a board member, or peer (face-to-face), phone, , snail mail, Social Media, etc.) Segmentation can be simple or complex. Some examples of segmentation options are past giving history based on different gift levels, estimated capacity, level of relationship, level of interest in your work, lapsed donors (LYBUNTS - Last Year But Not This Year and SYBUNTS Some Year But Not This Year), volunteers, clients, parents of clients, and names on your newsletter list. Understanding that fundraising is in its simplest form is more about having an effective communication strategy will help you take the next step. Since your fundraising strategy is also a communication strategy, then ask yourself Which media is the best method to communicate with each segment? For example, your major donors should be reached personally by the person in your organization who has the best relationship with that donor. Likewise, prospective donors of the highest capacity warrant a personal appeal by the person in your organization closest to that person or have a third party make an introduction. Remember, face-to-face fundraising is the most effective, as 1 out of 2 people will give when asked face-to-face and their gift on average will be 7 times greater than through mail, or other media! Additionally, other segments can be reached through a combination of calls and follow up s or snail mail appeals. Use an campaign software system like Constant Contact ( or Mail Chimp ( to deliver your appeal and to track your results. The more specifically you can segment your donors and prospective donors for your year-end campaign, the better your results. This article is primarily addressing those you are reaching via or snail mail. Gregg J. Pawlowski, PCC, CLTMC Gregg@BreakThruFundraising.com 3

4 10. The Rule of 3 s: Send your first campaign appeal the 1 st or 2 nd week of November to introduce the campaign and make the initial appeal. The initial drop (delivery date whether snail or ) should be Oct. 31 st, Nov. 1 st, or 2 nd or 7 th, 8 th or 9 th. Depending upon the combination of media you ve chosen, this can include another snail mail letter, postcard and or touch. The second November drop should hit the 14 th, 15 th or 16 th. s should land in donor s inboxes at 6:00 AM. Follow up with an update appeal in late November or early December to those that didn t respond. Those drop dates are November 28 th, 29 th or 30 th and another option for follow up is appropriate on the 5 th, 6 th or 7 th. Most nonprofits have found it beneficial to also drop another reminder in the 2-week window before Christmas to land on the 12 th, 13 th or 14 th of the 19 th, 20 th or 21 st. Rule of 3 s: This is the countdown phase of the campaign. A thermometer is VERY helpful here and also earlier in the campaign. Send a series of 3 s scheduled to land on Wednesday, Dec. 27 th and Friday, Dec. 29 th an optional drop on Saturday the 30 th and the lastly and the MOST IMPORTANT DROP DATE IS Sunday the 31 st! Drop at 6:00 AM and 6:00 PM. This is the to reach the remainder of your goal and capture those last minute gifts. The 31 st will by far be your largest fundraising day of the campaign DO NOT MISS THIS DATE! In summary, regardless of what you ve done to prepare for your year-end fundraising, you can apply some of these ideas to increase your results. Stay focused and don t stop until you reach your goal. Then take time to celebrate and liberally thank your donors for their generosity. Have fun fundraising! Coaches Corner: Let s apply these year-end fundraising ideas. Ask yourself these questions: What s my fundraising goal between now and December 31 st? Who can I recruit to help make this year-end fundraising season a success? What s the timing for our appeals to arrive via or snail mail? What do I need to do next? What s the next action after that? Who can hold me accountable to stay focused? Gregg J. Pawlowski, PCC, CLTMC Gregg@BreakThruFundraising.com 4

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27 Monetize Your Mission Cost Per Person Served Worksheet Table 1 Programs The Numbers Outcomes 1. Transitional Housing Program Phase Phase 1 - Women Counseled 2. Transitional Housing Program Phase YES Decisions Phase Women Chose Help (90%) Table 2 Operating Budget Previous Year Actual Percentage 1. Program a. Transitional Housing Program $400,000 80% $100,000 25% b. c. d. e. $40,000 8% 2. Fundraising $60,000 12% 3. Management Subtotal = $500, Gregg J. Pawlowski, PCC, CLTMC Gregg@BreakThruFundraising.com 2017 BreakThru Fundraising All Rights Reserved Revised: July 2017

28 Monetize Your Mission Cost Per Person Served Worksheet Table 3 Col Prog. No. Program Cost $100,000 (Transitional Housing Program) % of Total Program Expenses + Fundraising in $ (Multiply fundraising expense total by program expense %) 25% + $40,000 x.25 (25%) = $10,000 + Mngt. in $ (Multiply Admin. Expense total by Program Expense %) + $60,000 x.25 (25%) = $15,000 = Total Program Cost Add cols $100,000 $10,000 $15,000 $125,000 Divide by number Served / Outcomes Divided by 104 Women Choosing Help = Cost Per Person Served (The amount to generate 1 Outcome) $1, per Woman Restored Table 4 Program Name Outcomes Cost Per Person Serviced 1. Transitional Housing Program Women receiving Transitional Help Divide by 12 months for possible monthly funding appeal $1, $100.00/month to Restore 1 Woman s Life! Gregg J. Pawlowski, PCC, CLTMC Gregg@BreakThruFundraising.com 2017 BreakThru Fundraising All Rights Reserved Revised: July 2017

29 Year-End Fundraising Drop Dates 31 DROP #1 OPTION 1: OCT 31-NOV 2 DROP #1 OPTION 2: NOVEMBER 7-9 Georgia Gives Day Introduce campaign Can include snail mail letter, postcard, and/or Drop date = Delivery date s should drop between 6:00 a.m. and 8:00 a.m. DROP #2: NOVEMBER Giving Tuesday GIVING TUESDAY: NOVEMBER 28 DROP #3 OPTION 1: NOVEMBER DROP #3 OPTION 2: DECEMBER 5-7 DROP #4 OPTION 1: DECEMBER DROP #4 OPTION 2: DECEMBER FINAL APPEAL #1: DEC 27 (COUNTDOWN) FINAL APPEAL #2: DEC 29 (COUNTDOWN) FINAL #3 (OPTIONAL): DEC 30 (COUNTDOWN) 31 FINAL APPEAL #4: DEC 31 (6am & 6pm) Gregg@BreakThruFundraising.com 2017 BreakThru Fundraising All Rights Reserved Revised: August 2017

30 Design Donation Page Checklist Responsive in its design (mobile-friendly) Branded to match your nonprofit and the campaign Minimal fields Limited Navigation (no distracting links) Content Features a compelling headline Compelling message about impact and the urgency of gift Compelling, emotional images A call-to-action button (use words such as Donate Now rather than Submit ) Monthly giving option Tribute giving option Suggested giving levels (with one highlighted) Option to designate gift for a specific purpose Newsletter opt-in Technical Secure (SSL certificate) Trust logos to demonstrate the site s security For donors One-step process Phone and listed for donors that have questions or need help Remember donors when they return Alternate payment methods such as e-checks or invoice me Option for donors to help you cover the transaction fees Saying thank you Feature a branded, customized, printer-friendly thank you screen after donation Social media sharing opportunities on the thank you screen Matching gift opportunities on the thank you screen Customized, automatic thank you to donor from your director Bonus administrative checklist for your nonprofit staff Automated alerts to communicate new donations to staff Easy donation page creation process available for non-technical staff Simple reporting with easy exports Integration with web analytics (such as Google Analytics) Integration with other apps you use every day, such as marketing software 4agoodcause.com

31 Sample Timeline: Integrated Year-End Campaign VIDEO PRODUCTION 10/01/14-10/25/14 DIRECT-MAIL 8/26-9/30 10/1-10/25 ONLINE ELEMENTS 10/1-10/31 WEB DEV. 11/1-11/15 MAILING 11/04-11/ Development Team Meeting 8/15 Comm/Marketing Team 8/21 Finalize Mail Lists 10/23 Drop Leader 11/12 Reminder 12/2 Giving Tuesday 12/3 Last Chance Aug Sep Oct Nov Dec /31 Develop Timeline 8/12 Select Featured Donors 8/22 Letter To Printer 10/25/2014 Finalize Letter 10/21/2014 Mail Letters 11/15 Magazine w/ Ad Drops 11/25 First Facebook Post 11/21

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