https://bloomerang.co/resources/webinars/ Chris Hammond & Brittany LaGanke will cover the necessary marketing components of a successful year end fundraising campaign and the importance of thinking outside of the box in order to cut through the noise of the giving season.

1. The Keys to Building a
Successful End-of-Year
Giving Campaign
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Before we get started »

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https://bloomerang.co/demo/video

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Our guest presenters »
Chris Hammond
Brittany LaGanke
@CGCGiving

5. The Keys to Building a Successful End-of-Year Giving
Campaign
October 25, 2018
Presented by Chris Hammond and Brittany LaGanke
Corporate Giving Connection
Contact:
chris@cgcgiving.com
323.238.5431
cgcgiving.com

6. END-OF-YEAR GIVING STATISTICS
• November (46.2%) and December (30.8%) are the most popular months for making
year end asks.
• Most nonprofit organizations start planning for their campaigns in October!
• 28% of nonprofits raise between 26%-50% of their funds from end of year giving.
• Volunteers are twice as likely to donate to end of year campaigns then non
volunteers.
• Nearly 60% of nonprofits make up to 3 different touch points when making a year
end ask.
• Direct Mail is the most popular medium of end of year asks, followed by email,
website, and in person.

7. CAMPAIGN THEME
Your Campaign should be:
• Consistent with your mission
• Memorable
• Easy to understand
• Able to storytell

8. SAMPLE CAMPAIGN
THEME
GWHFC
Sycamore
& Romaine
Campaign

9. Storytelling
Your storytelling should:
• Personify your campaign
• Be consistent with your
campaign theme
• Create empathy
• Inspire your donors to act

10. STORYTELLING THROUGH
EMAIL EXAMPLE
Charity
Water

11. STORYTELLING THROUGH WEBSITE
Pencils for Promise

12. STORYTELLING THROUGH WEBSITE EXAMPLE

13. STORYTELLING THROUGH WEBSITE EXAMPLE

14. Compile Content
Compile the following
items for your
campaign:
- Testimonials
- Video
- Images

15. Sample Content

16. Identify Call-to-Action
Clear Call to Action
• Keep It Simple!
• Donate Now = Email/
mail/web
○ Encourage recurring
donations

17. Sample Call to Action

18. Call to Action
with Options

19. Messaging
• Create urgency
• Clear call to action
• Include quotes/testimonials
• Impact Ratio

20. CREATING URGENCY
MESSAGING EXAMPLE

21. IMPACT RATIO
EXAMPLE

22. Email Marketing
• Create Email Calendar
• Create copy in advance
• Design the emails
• Keep emails short and to the
point
• Have a clear call to action
• Email tools:
- Mail Chimp
- Constant Contact

23. WWF Sample Email

24. GRAPHIC DESIGN
Graphic design can
be used for the
following :
• Email banners
• Social Media banners
• Canva is our
preferred tool

25. SOCIAL MEDIA
• Should be used to support/
add a touch point
• Can be targeted
• Limited donor data
• Create social calendar
• Very direct calls to action
• Imagery heavy (photos/
videos)

26. SAMPLE SOCIAL MEDIA CALENDAR
Social Schedule Recommendation
! Monday: Faces of the Familia (students) (use a quote as a caption) (image or
video); include CTA of “support our SHPE Familia students and give today” with
mini-site link
! Tuesday: Weekly videos of What the Organization mean to me.
! Wednesday: Request a donation use a photo and infographic of students (“Help
us hit our goal of $5K so we can receive a $5K match”)
! Thursday: Faces of the Familia (professional members); include CTA of
“support our SHPE Familia professionals and give today” with mini-site link
! Friday: Fun Fridays (Boomerangs, Videos, Silly Photos of the Familia)
! Saturday: This can be a good day to include any current updates or current
events/article that are relevant to SHPE
! Sunday: Faces of the Familia (staff) (use a quote as a caption); include mini-site
link

27. Direct Mail
• Preferred by older
donors
• Target key donors
• Able to personalize
• A great final touchpoint
after email, social,
website.

28. WEBSITE
Campaign should be on your website’s homepage

29. Holiday Fundraiser
Create a mini fundraising event:
• Cocktail Party
• Hosted by a board member
or dedicated donor/
volunteer
• Happy Hour
• Attract young professionals
• Percentage of the bar sales

30. Broadcast Your Goals and Progress
• Nothing is possible
without your donors
• Give regular updates on
your progress
• Send thank you letters
• Always publicly recognize
the individuals who’ve
helped make the
campaign happen

31. Celebrate Your Success
After a long
campaign
never forget to
celebrate your
success!

32. Questions?
October 25, 2018
Contact:
chris@cgcgiving.com
323.238.5431
cgcgiving.com

33. Questions?

34. https://bloomerang.co/resources
•Nonprofit Wrap-Up
•Bloomerang TV
•Bloomies
•eBooks
•Daily blog post
•Weekly webinars
•Templates
•Guides

35. Upcoming free webinars »
11/6, 2pm eastern
Missionizing Your Year-End Fundraising Events
Terry Axelrod
11/8, 1pm eastern
A Motorcycle Ride to the Land Of Nonprofit Impact
Larry C Johnson
https://bloomerang.co/resources/webinars