Mightycause has been a frontrunner within the Giving Day marketplace for over 10 years, and over these years we’ve had an opportunity to companion with among the largest and most impactful Giving Days and occasions throughout the nation. We’ve partnered to assist host lots of of giving occasions, with tens of 1000’s of nonprofits taking part to boost funds for his or her work. With all this expertise, we’ve discovered a factor or two about what it takes for a person taking part nonprofit to place collectively a profitable Giving Day marketing campaign. Learn on beneath to be taught extra in regards to the prime 5 components that the Mightycause workforce feels are essential to constructing your nonprofit’s subsequent profitable marketing campaign .
Component 1 – Set Clear Objectives
Setting clear objectives to your group is your first cease when preparing for a giving occasion marketing campaign. In case you have been going via the motions of taking part in a giving occasion yr after yr, begin by revisiting why you’re taking part in your giving occasion. Have you ever set financial and nonmonetary objectives? You wish to elevate cash on the giving day but in addition take into account non-monetary objectives to your group. Examples of non-monetary objectives embrace:
- a sure variety of distinctive donors to your marketing campaign
- activating peer to look fundraisers
- Launching a brand new program/initiative
- Re-engaging lapsed donors
- Constructing out a recurring donor base
- securing new matching grants or sponsors
Component 2 – Perceive Your Giving Occasion
Prize Construction and Marketing campaign Planning
When setting your objectives to your group, you’ll want to spend a while wanting over the foundations and prizes to your giving occasion since every giving occasion is exclusive. On Mightycause, your giving occasion website may have a web page all in regards to the guidelines and prizes for that occasion. This web page shall be cease primary on the subject of constructing your marketing campaign technique. Take a look at all of the prizes, from the golden tickets, energy hours and leaderboard prizes to every other particular prizes or grants provided by the giving occasion.
Constructed-in Advertising Instruments
Giving occasion prizes are built-in advertising instruments to your nonprofit marketing campaign. The prizes you’re aiming for supply direct calls to motion to your supporters. By letting them know what prizes you are attempting to win you’ll be able to hold them up to date in your progress and provides them a direct ask for the way to help you. These prizes additionally assist create a timeline to your objectives and technique. Figuring out when and the way to win prizes will allow you to plan a stable e mail marketing campaign, social media posts, and plan your outreach to supporters. Even when your group doesn’t finally win the prize, simply the potential for the prize ought to be sufficient to drive donation exercise out of your supporters.
Component 3 – Make the most of Partnerships
Giving occasions are an effective way to have interaction and join with neighborhood companions in a means that provides mutual advantages.
Ambassadors
Ambassadors are people who find themselves in your group’s internal circle who will help increase your marketing campaign. So, that features board members, volunteers, particularly ones who’re extremely engaged, workers members, and so forth. Using ambassadors will help you escape of your listing of present supporters and have interaction new individuals since their networks attain past who you may need entry to. Ambassadors can share hyperlinks to your web page with their social circle or, they will help by getting concerned in peer to look fundraising to your marketing campaign.
Present Companions
In case you have present companions, meet with them to see how one can work collectively to maintain your fundraising momentum going. Something from offering an identical grant, enjoyable prizes for peer-to-peer fundraisers, or a social media takeover of their enterprise accounts can interact your companions and your donors, resulting in success. It’s additionally nice publicity for these companions – exhibiting their help and engagement together with your trigger.
Board Members
Your group’s board members are extremely invested within the monetary wellbeing of your group. Contemplate asking board members to supply a joint matching grant on behalf of the board. Every board member has their very own private {and professional} community they will attain out to to assist prolong your marketing campaign attain which makes peer to look fundraising a wonderful possibility! You should utilize the Mightycause instruments to create a fundraiser template they will use to assist streamline the method. One other nice peer to look fundraising possibility is to create a Staff marketing campaign to permit the board to fundraise all collectively, bringing with it a enjoyable stage of competitors.
Take a look at our Groups and Occasions fundraising capabilities right here, together with our Occasion Fundraising handbook!
Sponsors
Contemplate reaching out to your native companies for sponsorships. Giving occasions are nice methods to realize publicity as a enterprise. They’ll present their help to your trigger in the neighborhood whereas serving to help your fundraising efforts in a wide range of methods. Take into consideration totally different sponsorship ranges and who can be open to providing what – is the enterprise concerned about supplying your trigger an identical grant or perhaps they’re extra concerned about serving to cowl a few of your prices like your advertising bills.
Component 4 – Maintain Momentum
Giving occasions have totally different time frames. Some final a month lengthy, others are 12 hour or 24 hour occasions – it doesn’t matter what the time-frame you’ll need to maintain momentum.
Map out Mini-Objectives
When setting your total objectives to your occasion, make sure you work in mini-goals all through your marketing campaign. Mini-goals are a wonderful approach to maintain momentum by conserving your marketing campaign on observe and serving to to fire up pleasure inside your donors and supporters.
If you end up setting your mini-goals you’ll want to take into account what your group’s total objectives are for the occasion – what number of {dollars} you wish to elevate, what number of donors you want through the occasion after which use that info to create a timeline of milestones, or mini-goals, to assist hold you on observe to reaching these main objectives throughout your marketing campaign.
Make the most of Prizes and Challenges
Utilizing the occasion prizes and challenges is a simple means to assist maintain momentum. Is there a prize for many early giving donations? Are there any prizes that supply built-in fundraising milestones that may allow you to attain your objectives? Look over the prizes and see if any of those will be a simple option to work into your marketing campaign to assist maintain your momentum.
Matching Grants
Lastly, matching grants are a extremely nice technique for driving donations and sustaining momentum. An identical grant is basically a big donation that your group leverages to usher in different donations. You are able to do so much throughout the Mightycause matches instrument, together with setting a cap for donation matching to assist unfold the match out over extra donations permitting extra donors to make use of the matching funds.
Why do you have to think about using a match? It creates a way of urgency and provides donors an opportunity to maximise their donation. Matches assist cash go additional, plus it’s an incredible advertising instrument to your donors! They provide a transparent name to motion, and assist empower donors who could also be solely capable of give in smaller quantities.
Be taught extra about the way to safe an identical grant!
Component 5 – Elevate Your Outreach
Reaching out to your donors is a vital half to your marketing campaign success. You’ll must let donors know when and the way to give. Asking donors to offer once more at essential occasions, crafting emails immediately to every viewers group, and fascinating volunteers to assist with private outreach will help result in success.
Observe-Up Ask
Many donors are prepared to offer to your group through the giving occasion greater than as soon as. Tying collectively what we now have already talked about, having mini objectives and milestones throughout your marketing campaign offers motive to ask your donors to offer once more that can assist you attain these objectives. In case you are near being the winner of a problem you should use that power to ask donors to think about giving once more to assist get you over the end line. You too can embrace within the ask that they or share a donation hyperlink with their associates as one other approach to help. Make sure to acknowledge their earlier donations and thank them for supporting you alongside the way in which to reaching your objectives.
E mail Segmentation & A/B Testing
To actually kick your outreach technique up a notch, begin segmenting your e mail listing. Inside Fixed Contact, Mailchimp, and different e mail advertising software program, you should have the choice to section your contact listing – this implies going via and breaking your listing into totally different teams. Contemplate segmenting teams into volunteers, workers, donors who give yearly, donors who solely gave as soon as, donors who give in giant quantities, and many others. As soon as your e mail listing is segmented now comes the actual enjoyable – tailoring your message to every group. Persons are extra more likely to interact with emails that talk on to them. Spend a while crafting compelling messages to those particular person segments. An e mail asking volunteers to donate ought to sound totally different than an e mail asking giant annual givers to donate.
In case you have the capability, you’ll be able to elevate your e mail outreach even additional by experimenting with A/B e mail testing. This implies sending the identical e mail to 2 teams of a section with one factor totally different – like your topic line, or the colour of a donate button. After sending, assessment the analytics and discover out which one obtained a greater response. Which e mail received extra engagement? Did a blue donate button obtain extra clicks than a inexperienced? You’ll be able to collect a number of invaluable info from A/B testing. Implementing what works greatest for you’ll assist you’ve the strongest engagement stage throughout your giving occasion. This can be a technique you’ll be able to work on all year long for marketing campaign success.
Private Outreach
Whereas we dwell in a digital age, there may be nothing fairly like private outreach to your donor base throughout a giving marketing campaign. Private outreach can nonetheless embrace private emails however calling donors on the telephone or leaving a form and honest voicemail carries with it a private contact that will resonate together with your supporters. Contemplate the age teams of your donor base as effectively. Whereas some supporters are very comfy with donating through the web, others could also be extra comfy writing checks after receiving a name out of your group. In case you have a restricted workers or restricted time, no downside! This can be a nice activity for volunteers.
Now that you’ve got learn via our prime Giving Occasion marketing campaign planning suggestions, it’s time to get the fundraising began! Make sure that your nonprofit is registered to take part in any native, regional or state primarily based giving days that you’re eligible for. Blissful fundraising!
