The Nonprofit Marketing Blog

How Did You Handle…? 2 MORE Examples of Change Ups for 2014 Year-End Campaigns

Read Part One

This post continues our new How Did You Handle…? series—specific how-tos based on your experiences.

There’s still time to make productive changes to your year-end appeal! Here are more year-end campaign change-ups, attempted for the first time this year by some of your fundraiser peers (with early results where available).

1. Change-Up: Launching matching gifts for first-time donors (including those coming in on #GivingTuesday).

We secured two donors—one who is an absolutely new donor—to offer a dollar-for-dollar match (up to $1,000) for all first-time donors. We are also offering a separate $500 match to new online donors on #GivingTuesday.

As director of development, I pushed the match approach and found supportive donors. I was thrilled when our executive director jumped on board and found a matching donor for #GivingTuesday.

But that’s not all. Our executive director pledged a $500 gift if all staff members contribute to the campaign. Great news: Our board is already at 100%!

Goal: I had used the matching challenge in other types of campaigns and found it highly successful in increasing the number of new donors and total gifts. We’re hoping to achieve the same value this year. We’ll keep you posted!

Results to Date: Just starting our year-end campaign (our executive director hand-signs all appeal letters and adds personal notes to many of them).

Source: Alan Gibby, director of development, Shelter Care Ministries

2. Change-Up: Revising our channel and format mix for year-end appeals to include direct mail for prospects who don’t read our emails.

After digging into our email database statistics, we noticed that many of our donors don’t check their emails. Direct mail is our best hope for engaging these folks; this way we know they’ll receive an appeal. We’re sending them our first-ever direct mail appeal.

Goals: We hope to strongly encourage our consistent donors to increase their gifts and reactivate our lapsed donors.

Source: Kiki Fornito, development associate, Build Change

Note from Nancy: Other fundraisers reported very different changes in their year-end channel and format mix:

· “We are moving to an 80-20 split between email and direct mail outreach to members in our fundraising campaigns; the goal is to convert members to donors. Early results are positive,” reports Laural Bowman, political affairs manager with the Ohio State Medical Association.

· “We are reaching out via phone to donors as a supplement to our direct mail year-end campaign. Of course, we’re tracking what impact these calls, which are low cost but labor intensive, have on results, and we’ll use that data to fine-tune next year’s year-end approach,” says Jayme Hayes, president of Junior Achievement of the Eastern Shore.

Whatever your organization’s mix, the crucial takeaways are to always look hard at response patterns to year-end and other fundraising campaigns and to do more of what’s working and less of what isn’t.

If one of these approaches makes sense for your organization—based on data and anecdotes, not just gut instinct—see if there’s at least some small way you can incorporate it into remaining elements of your year-end campaign. It just might make a difference!

With refreshing practicality, Nancy Schwartz rolls up her sleeves to help nonprofits develop and implement strategies to build strong relationships that inspire key supporters to action. She shares her deep nonprofit marketing insights—and passion—through consulting, speaking, and her popular blog and e-news at GettingAttention.org.

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Linda Lombardi

We’re here to help you win hearts and minds—and donations.

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