Mightycause has been a pacesetter within the Giving Day marketplace for over 10 years, and over these years we’ve had an opportunity to associate with a few of the greatest and most impactful Giving Days and occasions throughout the nation. We’ve partnered to assist host tons of of giving occasions, with tens of 1000’s of nonprofits collaborating to boost funds for his or her work. With all this expertise, we’ve realized a factor or two about what it takes for a person collaborating nonprofit to place collectively a profitable Giving Day marketing campaign. Learn on under to be taught extra in regards to the prime 5 components that the Mightycause staff feels are important to constructing your nonprofit’s subsequent profitable marketing campaign .
Aspect 1 – Set Clear Objectives
Setting clear targets in your group is your first cease when preparing for a giving occasion marketing campaign. When you’ve got been going by the motions of collaborating in a giving occasion yr after yr, begin by revisiting why you might be collaborating in your giving occasion. Have you ever set financial and nonmonetary targets? You wish to elevate cash on the giving day but additionally contemplate non-monetary targets in your group. Examples of non-monetary targets embrace:
- a sure variety of distinctive donors in your marketing campaign
- activating peer to see fundraisers
- Launching a brand new program/initiative
- Re-engaging lapsed donors
- Constructing out a recurring donor base
- securing new matching grants or sponsors
Aspect 2 – Perceive Your Giving Occasion
Prize Construction and Marketing campaign Planning
When setting your targets in your group, it would be best to spend a while trying over the principles and prizes in 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 might be cease primary on the subject of constructing your marketing campaign technique. Have a look at all of the prizes, from the golden tickets, energy hours and leaderboard prizes to another particular prizes or grants provided by the giving occasion.
Constructed-in Advertising Instruments
Giving occasion prizes are built-in advertising instruments in your nonprofit marketing campaign. The prizes you might be aiming for supply direct calls to motion in your supporters. By letting them know what prizes you are attempting to win you possibly can maintain them up to date in your progress and provides them a direct ask for easy methods to assist you. These prizes additionally assist create a timeline in your targets and technique. Figuring out when and easy methods 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 in the end win the prize, simply the potential for the prize must be sufficient to drive donation exercise out of your supporters.
Aspect 3 – Make the most of Partnerships
Giving occasions are an effective way to interact and join with group companions in a means that gives mutual advantages.
Ambassadors
Ambassadors are people who find themselves in your group’s inside 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 might 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 see fundraising in your marketing campaign.
Present Companions
When you’ve got 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 have interaction your companions and your donors, resulting in success. It’s additionally nice publicity for these companions – displaying their assist and engagement together with your trigger.
Board Members
Your group’s board members are extremely invested within the monetary wellbeing of your group. Take into account 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 lengthen your marketing campaign attain which makes peer to see fundraising a superb 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 see fundraising possibility is to create a Workforce marketing campaign to permit the board to fundraise all collectively, bringing with it a enjoyable degree of competitors.
Try our Groups and Occasions fundraising capabilities right here, together with our Occasion Fundraising handbook!
Sponsors
Take into account reaching out to your native companies for sponsorships. Giving occasions are nice methods to realize publicity as a enterprise. They’ll present their assist in your trigger in the neighborhood whereas serving to assist 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 curious about supplying your trigger an identical grant or perhaps they’re extra curious about serving to cowl a few of your prices like your advertising bills.
Aspect 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 will want to maintain momentum.
Map out Mini-Objectives
When setting your total targets in your occasion, make sure to work in mini-goals all through your marketing campaign. Mini-goals are a superb method to maintain momentum by preserving your marketing campaign on observe and serving to to fire up pleasure inside your donors and supporters.
When you’re setting your mini-goals it would be best to contemplate what your group’s total targets are for the occasion – what number of {dollars} you wish to elevate, what number of donors you want throughout the occasion after which use that info to create a timeline of milestones, or mini-goals, to assist maintain you on observe to reaching these main targets 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 targets? Look over the prizes and see if any of those may 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 actually a big donation that your group leverages to usher in different donations. You are able to do so much inside the Mightycause matches device, 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 affords donors an opportunity to maximise their donation. Matches assist cash go additional, plus it’s an excellent advertising device in your donors! They provide a transparent name to motion, and assist empower donors who could also be solely in a position to give in smaller quantities.
Be taught extra about easy methods to safe an identical grant!
Aspect 5 – Elevate Your Outreach
Reaching out to your donors is a vital half to your marketing campaign success. You’ll have to let donors know when and easy methods to give. Asking donors to provide once more at important occasions, crafting emails straight to every viewers group, and interesting volunteers to assist with private outreach will help result in success.
Observe-Up Ask
Many donors are prepared to provide to your group throughout the giving occasion greater than as soon as. Tying collectively what we now have already talked about, having mini targets and milestones throughout your marketing campaign offers cause to ask your donors to provide once more that can assist you attain these targets. If you’re near being the winner of a problem you need to use that vitality to ask donors to think about giving once more to assist get you over the end line. You can too embrace within the ask that they or share a donation hyperlink with their pals as one other method to assist. You’ll want to acknowledge their earlier donations and thank them for supporting you alongside the best way to reaching your targets.
Electronic 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 by and breaking your listing into totally different teams. Take into account segmenting teams into volunteers, workers, donors who give yearly, donors who solely gave as soon as, donors who give in massive quantities, and many others. As soon as your e mail listing is segmented now comes the actual enjoyable – tailoring your message to every group. Individuals are extra prone to have interaction 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 massive annual givers to donate.
When you’ve got the capability, you possibly can 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, overview the analytics and discover out which one acquired a greater response. Which e mail bought extra engagement? Did a blue donate button obtain extra clicks than a inexperienced? You possibly can collect a variety of priceless info from A/B testing. Implementing what works greatest for you’ll assist you will have the strongest engagement degree throughout your giving occasion. This can be a technique you possibly can 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 cellphone or leaving a form and honest voicemail carries with it a private contact which will resonate together with your supporters. Take into account 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. When you’ve got a restricted workers or restricted time, no downside! This can be a nice process for volunteers.
Now that you’ve got learn by our prime Giving Occasion marketing campaign planning ideas, it’s time to get the fundraising began! Make certain your nonprofit is registered to take part in any native, regional or state primarily based giving days that you’re eligible for. Joyful fundraising!
