Giving Tuesday. Colorado Gives Day. One Island Giving Day. Arizona Gives Day. New York Gives Day. Illinois Day of Giving. Giving to the Max Day. All – and there are many more — are founded with a single goal of bringing awareness to the importance of philanthropy and giving back to the local community.
The Giving Tuesday idea is simple, piggybacking on the post-Thanksgiving sales cycle of “Black Friday” and “Cyber Monday”. The other state-wide giving days simply pick a date – ranging from sometime in October to early December – and are generally championed by a community foundation which provides an online portal and often, an incentive fund.
So what can you do to make the most of this? After all, many nonprofits rely on year-end giving for a large portion of their philanthropic budget.
Some simple ideas:
- Plan ahead. It’s just about impossible to mount a successful giving day effort without beginning to plan as early as spring or early summer.
- Pick a financial goal. Do you want to raise $10,000 or $50,000? More?? Make sure the goal is feasible and not pulled out of thin air.
- Create a communications plan using all possible channels: your newsletter, social media, your website, your blog and email blasts.
- Do you have an online giving portal on your website? It’s essential.
- Segment your donors and prospects by their P2G score (lower is better) and giving history.
- Make it personal. Engage your board and other key volunteers to send the message to their friends and colleagues.
- Plan a live event and on the day, tweet out your results as they come in. Make sure it’s fun and festive. If you can get one of your corporate donors to help underwrite it or if you can secure donations of food and drinks, so much the better.
- Be thankful. Show your gratitude using all your communication channels and share your results. Consider a simple You Tube-type video communicating the thanks of your team and those you serve.
- Steward your donors, new and old. Be sure to get all gift acknowledgement forms out within 48 hours. Set aside an entire day to do so and make it a team effort.
For more tips, as well as some planning guides, visit your sponsoring community foundation’s website, https://www.givingtuesday.org/organizations#block–the-complete-toolkit , www.razoo.com/givingdays and http://givingdayplaybook.org/planning — a service of the Knight Foundation
As summer comes to a close, the holiday season is fast approaching! What is your brand doing to prepare for the holiday rush? Consumers will be ready to spend. What data are you using to segment your customer base and supercharge your marketing efforts? Do you know the customers or prospects that can afford the products you sell?
Below are some helpful tips from WealthEngine for marketers to execute a flawless holiday season marketing campaign:
- Start you holiday marketing early to raise awareness ahead of the holiday season. This way when customers are ready to purchase, your brand is top of mind!
- Segment your audiences using wealth and lifestyle intelligence to ensure the appropriate message goes to the right consumer.
- Create multi-channel marketing campaigns (email, snail mail, banner ads, etc.) that have continuous impressions to achieve maximum results.
- It’s never too late to put together an effective marketing campaign. Using relevant data to inform your decision making will supercharge your efforts. Don’t be afraid to get other departments in your company psyched about the holiday push and let them know how they can help you best.
- While considering new market trends, always review what worked well last holiday season and plan to replicate your previous successes. How can you optimize what already works using new data?
- Finally, don’t be afraid to be bold and take chances. The holiday season can be a frantic rush of consumer decisions and the brands that stand out will win the consumer’s attention.
For more information and help preparing for your Holiday season, contact WealthEngine today.
Gearing up for the end-of-year campaigns? Let’s talk about your list.
As the fall season kicks into high gear, most nonprofits are also gearing up for the best time to reach out to donors for those holiday and year-end campaigns. On average, most nonprofits receive at least 40% of their annual donations during this time and for some, that percentage is nearly 70%.
Getting properly prepared to maximize year-end fundraising efforts and reach donors is the first step and that starts with good data. According to direct marketing experts, there are three critical elements to a direct mail or email appeal: the list, the design and the copy. The quality of a list can make or break a campaign. It is the biggest and most important investment in your campaign. Caring for a list should be a top priority when it comes to fundraising. But how do you care for a list?
Good question. On a regular basis, whether you choose to do it annually, quarterly or more often, audit the database to be sure data is being entered consistently and accurately. A few simple questions about the data can get you started in the right direction. Are salutation fields being populated properly? Is giving history correct and up-to-date? Are returned mail and email bounce backs noted and updated where possible? You might even consider running a spell check on the entire file. Based on the outcome, consider creating an internal “data stylebook” – for more, download our Data-Driven Annual Campaign workbook here.
Next, when was the last time you ran a National Change of Address (NCOA) on your mailing list? Did you know WE can help with that? With our WE Clean product, you’ll not only get information on the 10-20% of your constituents who have moved in a given year, but email addresses, phone number and a deceased append. The price is literally pennies per record – and, you’ll be saving a lot of additional money on returned mail and print overages.
To help get you started on getting your list ready, take our Data Readiness Challenge by downloading this free data hygiene checklist.
If you want more information on data appends, contact WealthEngine today.