VIDEO: Marketing Tips for Planning a Successful Year-End Fundraising Campaign

September 8, 2018

Hi, I’m Carly Snyder, marketing manager supporting Blackbaud University and Blackbaud’s training solutions. Welcome to Real-Time Marketing for Boundary-Breachers.

With the end of the year rapidly approaching, it’s important for marketers to execute a successful fundraising campaign. Today, I’m going to share tips that will help you at each stage of the planning process. Incorporate these steps into your campaign to make an impression on your constituents and inspire them to take action.

Start with brainstorming an end-of-year campaign theme. Then create a few key points to thread through all your emails and mailings. Make sure to use consistent wording and images. For example, consider including a success story, a spokesperson, or a specific fundraising need or project in all your communications.

Additionally, provide incentives to give. A good incentive could be a matching gifts challenge— something like, “If we can raise $50,000, it will be matched by a specific donor.” This provides an easy and exciting way to double your impact. And don’t forget to report fundraising goals and progress throughout the campaign to keep constituents engaged and wanting to give.

Next, feature your campaign theme on your website’s homepage. Consider creating a lightbox, which will immediately let visitors know about your end-of-year campaign when they land on your page.

Speaking of your website, it’s time to optimize your donation forms. Did you know that 65% of nonprofits require three or more clicks to donate?1 It’s crucial to make it as easy as possible for individuals to donate online. And historically, average donations are higher in December,2 so consider increasing your donation form levels during your end-of-year campaign. Start by calculating your average donation amount. Make that the second option on your form. Then add one level below it and two to three levels above it. Designate the preset option as the average or the amount above the average.

We have just scratched the surface of ways to make your organization’s end-of-year campaign its most successful yet. To get more tips and strategies, check out Blackbaud University’s new Organizational Best Practices courses. Through case studies, class discussions, and workbook activities, you’ll leave these courses inspired with new ideas and strategies to help advance your organization’s mission.

Thanks for watching. See you next time!


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