For the advanced fundraiser, this presentation offers fresh ideas and strategies, including peer-to-peer fundraising, custom landing pages, segmented lists, A/B testing, social media integration, online video, and drip marketing.

1. Year-End Fundraising: Advanced Twitter: #YEFR Richard DietzNonprofit R+D www.nonprofitrd.com

2. Agenda Assumptions / Goals Brief Recap of the Basics Webcast Advanced Strategies Q&A

3. Assumptions For the purpose of today’s webcast I am making a few assumptions: You are currently working on an End of Year Campaign You are looking for some new ideas or strategies You don’t have a lot of time or resources Focus will be on email, website, and online fundraising If you also do direct mail, then you can incorporate it into this plan

4. Our Goals Today Give you ideas and strategies to try Not going to be able to fully train you on each strategy Show you that it’s not as difficult or time consuming as you may have thought Get you to take action and test some new ideas Only way to improve is to TRY something and test Don’t try and do them all at once Pick one or two and add it to your campaign

5. Brief Recap of Year End Fundraising Basics

6. Year End Fundraising Basics Definition: A coordinated multi-appeal fundraising campaign that capitalizes on the end of year giving cycles that is a part of a larger donor cultivation system NPO’s raise from 40% to 70% of their funds at the end of the year Up to 22% in the last two days of the year People like to give during the holiday season and get their tax breaks

7. Year End Fundraising Basics Minimum Tools Needed: Website, donation form, Email marketing, analytics Best Practices Use the eBook Download here: www.sagenonprofit.com/knows Tell a Story Follow up / Thank you Vivid Examples of how donations will be used More in the webcast recording

8. Year End Fundraising Basics Google is Your Friend Search for “End of year appeal example,” “thank you card example,” etc. Gets you off the blank page. Timeline and Templates Downloadable eBook www.sagenonprofit.com/knows

9. Advanced Strategies

10. Advanced Strategies** A/B Testing Custom Landing Pages (Contextual Giving) Drip Marketing Peer-to-Peer Fundraising Online Video Social Media Integration ** Each one is related and can be combined

12. Landing pages

13. Video or no video

14. Multiple donation forms

15. Email subject lines

16. Text vs. HTML emails

17. Entire emails

19. Drip Marketing Discussed some in the Basics webcast Welcome series Generic emails or newsletters no longer work Need to be targeted and focused rather than generic Multi-touch, multi-appeal, coordinated series is the key Does the “work” for you

20. Peer-to-Peer Fundraising Friends and Family Plan People donate more when asked by family and friends 74.6% more likely if asked by Family, 62.8% if asked by friend www.millenialdonors.com Need to make it easy for the fundraisers Great way to reach new supports, expand reach Example – Habitat for Humanity Winnipeg

21. Online Video Easier than ever - Flip camera / YouTube Video is hot YouTube #2 search engine Google loves video – ranks very high On landing page, donation page, blog, social media Reason to email, tweet, update Video has very high click-through rates Distribute to reach new audience

22. Online Video - Stories Tell a Great Story* Inspire them with your passion Individual stories are best People give to people Emotion >> Rationality Make it timely * Templates in the eBook will help you here Danariely.com Predictably Irrational Upside of Irrationality

23. Social Media Integration This one is last for a reason The other strategies most likely to be more effective and have a better ROI Maslow’s Hierarchy Chronicle of Philanthropy Though 79 of roughly 150 large charities said they were raising money through social media, only one reported raising a substantial sum Look for easy ways to add social media Sage Fundraising Online, built in sharing buttons Add sharing buttons to your website Encourage sharing of the campaign – email, DM, events

24. More Learning Each of the strategies is discussed further in some of my past webcasts Recording of Year-End Fundraising: Basic http://ow.ly/6HjN1

25. Conclusion End of year campaigns are not as difficult as they seem Take action Even small steps advance your work Only YOU can figure out what works for YOUR organization Check out the online tools like Sage Fundraising Online: www.sagefundraisingonline.com Sage eMarketing: www.swiftpage.com/sageemarketing/nps

26. Q&A