End of Year Campaigns that Measure Up! Jenny Goldberg, CFRE Vice President, Fundraising Strategy

End of Year Campaigns that Measure Up Less Than 100 Days 35-40%

What to Avoid Dear Friend A generic/vague appeal A ‘give what you can’ ask Weak call to action Making it difficult to make a gift Too much copy, too many pages, small font One ask a year. By mail We and I (not you)

What You Need Before You Mail A budget A goal A production schedule (timing is important) A strategy – what are you asking money for? A signature A donor acknowledgment protocol/policy Stewardship/communication plan Fundraising Plan (this is one piece of the plan)

End of Year Campaigns that Measure Up Five Key Measurements

End of Year Campaigns that Measure Up 1. The List: Avoid ‘one letter fits all’ Donors who have not yet made a gift this year Lapsed Donors Donors who give at a certain giving level Specific constituency

End of Year Campaigns that Measure Up 2. The Letter: Make it about the donor AVOID: This past year, XYZ Foundation provided ___ or accomplished ____. INSTEAD: You can make a great difference for our students by ….

End of Year Campaigns that Measure Up 2. The Letter: Make it about the donor Personalize it One page Limit copy Bullet points Use a P.S. Make it urgent!

End of Year Campaigns that Measure Up 4. The Ask: Make it specific Give your donors a tangible example of impact. “A $50 gift will provide xyz, a $75 will provide xyz….” Focused campaign. Join a society. Special recognition. Matching gift?

End of Year Campaigns that Measure Up 5. The Campaign: Remind your donors Mail the letter Send an E-blast or two… with video Website Social media Tie-in with Giving Tuesday – December 2, 2014 Share progress: thermometer, list donors

End of Year Campaigns that Measure Up The Thank You Make it personal Warm Prompt Think beyond the thank you letter Phone calls Involve your Board, Volunteers, Students Acknowledge your donors

End of Year Campaigns that Measure Up Most Importantly…. Map out a stewardship/communication strategy for your donors – Another thank you note in 3 months – Share a list of all donors in your next newsletter – Learn why they made a gift to YOUR Foundation. What is their connection? Interests? – Get ‘em involved! – Annual Donor Recognition Event

End of Year Campaigns that Measure Up THANK YOU!