Tips for a great year-end fundraising campaign

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Roughly 50% of a nonprofit’s fundraising happens within the last month of the year, so it’s vital to make sure you have everything in order and start preparing as early as possible.

Media Cause has helped us put together some top tips on fundraising, designed for maximum impact whether it’s fundraising to save the rainforests, recruiting technologists to fight human trafficking or rallying supporters for clean energy. Media Cause helps worthy organizations build digital relationships enabling them to do even more good.

Here are some of the top recommendations from Media Cause, to help you plan ahead of time and ensure your year-end fundraising campaign runs smoothly.

Analyze Your Fundraising Data

Online data is your MOST valuable asset. Evaluate data from the past 6 to 12 months to determine what is resonating currently with your audience. Then, re-evaluate past year-end campaigns to determine what the appropriate strategy will be for this year. Don’t make assumptions, listen to your data.

Review Your Lists for Cross-Platform Opportunities

Look at your various newsletter, donor and supporter email lists. Look for crossovers, redundancies and unsubscribes. Take your cleaned up lists and leverage these for your campaign using tools to target your specific email file on high-performance digital advertising platforms (FacebookGoogle DisplayTwitter).

Use Remarketing. Now.

If you are not already using remarketing, now is the time to get started. Placing remarketing code on your website will allow you to segment your social media advertising. You want to identify people who are already engaging with you and are therefore are more likely to donate to your organization.

Remarketing will also be helpful throughout the course of the campaign itself. Especially because it will help you identify, segment and communicate with those who come in to donate but did not complete a transaction.

Start brainstorming your year-end theme

Off on your summer holidays? Spend some time thinking about your year-end theme, so you can get your team on board and start to optimize for specific audiences and channels. 

Be sure to pick a topic that will resonate with multiple audiences and departments. It’s important to have a big enough topic to be able to customize and segment your messaging across several audience, but still be consistent.

Start production early!

We all know how busy year-end fundraising can be. So make sure you start your campaigns early. Think about your landing pages first, then build out all your imagery, then your copy. Factor in variations and testing metrics.

Use this list to help prepare the right elements for your fundraising campaign:

  • Email:
    • 2-Week Activation & Ask Series
    • Accomplishment & Gratitude Series
  • Social:
    • Custom audiences based on your lists
    • Lookalike audiences based on your lists
    • Remarketing advertising
    • Current followers
    • Targeted potential supporters
  • Display:
    • Custom audiences based on your lists
    • Remarketing advertising
    • Targeted potential supporters
  • Ad Grants:
    • Keyword based campaigns
    • Branded campaigns
  • Onsite Content:
    • Clear accomplishment pages
    • Lightboxes and slide-ins with CTAs (calls to action)
    • Optimized transaction pages

Remember: when in doubt, rely on your data!

Have you come up with your year-end campaign ideas already? Tell us what you’ll be doing in the comments or pass on your tips for a great campaign.

About Media Cause
Media Cause is a digital marketing and communications agency which accelerates the growth of those doing good around the world. With offices in San Francisco, Boston and Washington D.C., the Media Cause team is a group of online organizers, digital marketers, creative designers and passionate techies helping changemakers leverage the power of digital to create a better world. To learn more, visit mediacause.org.

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About the author

Sara Trubiano

Sara Trubiano

Sara works on Strategy, Integrated Marketing, Data Analysis and Campaign Development for mediacause.org. She has always been inspired by the Desmond Tutu quote “Do your little bit of good where you are; it's those little bits of good put together that overwhelm the world.” and hopes to do her little bit of good by helping mission-focused organizations grow and increase their impact through effective digital strategies.

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