show your great give campaign some love
SHOW YOUR GREAT GIVE CAMPAIGN SOME LOVE February 14, 2018
Heather Perdue
Director of Fundraising Campaigns
Rai Masuda
Director of Integrated Marketing
AGENDA • Introductions
• Why does this matter?
• Strategy and approach
• Examples
• Questions
WHY DOES THIS MATTER?
WHY DOES THIS MATTER? • Great Give 2017: $2 million • Giving Tuesday 2017: $274 million online* • Online fundraising revenue increased 10.2% in 2017* • In FY 2017, nearly 15% of constituents with email addresses donated*
*Blackbaud Luminate Online: 2017 Benchmark Report
WHY DOES THIS MATTER?
New Donor
Existing Donor
Treat the Great Give as a comprehensive campaign.
STRATEGY AND APPROACH MULTICHANNEL
STRATEGY AND APPROACH
WEBSITE • Google Analytics tracking, Enhanced Ecommerce, goal conversions, Facebook pixels (base, purchase) • Optimize campaign pages • Automated thank yous
STRATEGY AND APPROACH
GREAT GIVE CAMPAIGN • Story • Call to action (CTA) • Goals and milestones • Paid strategy for social audiences
STRATEGY AND APPROACH OBJECTIVES
Week 1 Awareness-building, concept testing & milestone communication
STRATEGY AND APPROACH OBJECTIVES
Week 1
Week 2
Awareness-building, concept testing & milestone communication
Awareness-building, concept testing, milestone communication & advanced donor cultivation
STRATEGY AND APPROACH OBJECTIVES
Week 1
Week 2
Week 3
Awareness-building, concept testing & milestone communication
Awareness-building, concept testing, milestone communication & advanced donor cultivation
Storytelling and advanced donor cultivation
STRATEGY AND APPROACH OBJECTIVES
Week 1
Week 2
Week 3
Week 4 + Great Give Day
Awareness-building, concept testing & milestone communication
Awareness-building, concept testing, milestone communication & advanced donor cultivation
Storytelling and advanced donor cultivation
Securing donations and unlocking matched funds
STRATEGY AND APPROACH BENCHMARK GOALS (EXAMPLE)
Week 1 $5,000 in donations/ pledges
STRATEGY AND APPROACH BENCHMARK GOALS (EXAMPLE)
Week 1
Week 2
$5,000 in donations/ pledges
$12,000 in donations/ pledges
STRATEGY AND APPROACH BENCHMARK GOALS (EXAMPLE)
Week 1
Week 2
Week 3
$5,000 in donations/ pledges
$12,000 in donations/ pledges
$12,000 in donations/ pledges
STRATEGY AND APPROACH BENCHMARK GOALS (EXAMPLE)
Week 1
Week 2
Week 3
$5,000 in donations/ pledges
$12,000 in donations/ pledges
$12,000 in donations/ pledges
Week 4 + Great Give Day $21,000+
EXAMPLES
CASE STUDY RESULTS
Pre-Great Give
Great Give
Donations: $37,682 (301 donors)
Donations: $30,398 (279 donors)
Pledges: $10,000 (1 donor)
Pledges: $32,000 (2 donors) Prizes (3): $2,500 In-Kind: $20,000 Match: $50,000 (1 donor)
Pre-Great Give Total: $47,682
Great Give Total: $134,898
Benchmark Goal: $29,000
Benchmark Goal: $21,000
TOTAL: $182,580 (584 donors)
RESOURCES • Great Give Nonprofit Toolkit • Blackbaud Luminate Online Benchmark Report
Questions?
SHOW YOUR GREAT GIVE CAMPAIGN SOME LOVE February 14, 2018
Heather Perdue
Director of Fundraising Campaigns
Rai Masuda
Director of Integrated Marketing
AGENDA • Introductions
• Why does this matter?
• Strategy and approach
• Examples
• Questions
WHY DOES THIS MATTER?
WHY DOES THIS MATTER? • Great Give 2017: $2 million • Giving Tuesday 2017: $274 million online* • Online fundraising revenue increased 10.2% in 2017* • In FY 2017, nearly 15% of constituents with email addresses donated*
*Blackbaud Luminate Online: 2017 Benchmark Report
WHY DOES THIS MATTER?
New Donor
Existing Donor
Treat the Great Give as a comprehensive campaign.
STRATEGY AND APPROACH MULTICHANNEL
STRATEGY AND APPROACH
WEBSITE • Google Analytics tracking, Enhanced Ecommerce, goal conversions, Facebook pixels (base, purchase) • Optimize campaign pages • Automated thank yous
STRATEGY AND APPROACH
GREAT GIVE CAMPAIGN • Story • Call to action (CTA) • Goals and milestones • Paid strategy for social audiences
STRATEGY AND APPROACH OBJECTIVES
Week 1 Awareness-building, concept testing & milestone communication
STRATEGY AND APPROACH OBJECTIVES
Week 1
Week 2
Awareness-building, concept testing & milestone communication
Awareness-building, concept testing, milestone communication & advanced donor cultivation
STRATEGY AND APPROACH OBJECTIVES
Week 1
Week 2
Week 3
Awareness-building, concept testing & milestone communication
Awareness-building, concept testing, milestone communication & advanced donor cultivation
Storytelling and advanced donor cultivation
STRATEGY AND APPROACH OBJECTIVES
Week 1
Week 2
Week 3
Week 4 + Great Give Day
Awareness-building, concept testing & milestone communication
Awareness-building, concept testing, milestone communication & advanced donor cultivation
Storytelling and advanced donor cultivation
Securing donations and unlocking matched funds
STRATEGY AND APPROACH BENCHMARK GOALS (EXAMPLE)
Week 1 $5,000 in donations/ pledges
STRATEGY AND APPROACH BENCHMARK GOALS (EXAMPLE)
Week 1
Week 2
$5,000 in donations/ pledges
$12,000 in donations/ pledges
STRATEGY AND APPROACH BENCHMARK GOALS (EXAMPLE)
Week 1
Week 2
Week 3
$5,000 in donations/ pledges
$12,000 in donations/ pledges
$12,000 in donations/ pledges
STRATEGY AND APPROACH BENCHMARK GOALS (EXAMPLE)
Week 1
Week 2
Week 3
$5,000 in donations/ pledges
$12,000 in donations/ pledges
$12,000 in donations/ pledges
Week 4 + Great Give Day $21,000+
EXAMPLES
CASE STUDY RESULTS
Pre-Great Give
Great Give
Donations: $37,682 (301 donors)
Donations: $30,398 (279 donors)
Pledges: $10,000 (1 donor)
Pledges: $32,000 (2 donors) Prizes (3): $2,500 In-Kind: $20,000 Match: $50,000 (1 donor)
Pre-Great Give Total: $47,682
Great Give Total: $134,898
Benchmark Goal: $29,000
Benchmark Goal: $21,000
TOTAL: $182,580 (584 donors)
RESOURCES • Great Give Nonprofit Toolkit • Blackbaud Luminate Online Benchmark Report
Questions?
SHOW YOUR GREAT GIVE CAMPAIGN SOME LOVE February 14, 2018
