1. Mark Your Calendars: How to Create Holiday Fundraising Digital Campaigns… Not Just at Year-End #14NTCholiday

2. Welcome! Slide 1 #14ntcholiday Over 25 Awesome Ideas #14ntcholiday

3. Presenters Slide 2 #14ntcholiday Sue Anne Reed The Engage Group @Sue_Anne Kerri Karvetski Company K Media @karvetski Matt Seney The Lukens Company @mattseney

4. 2013 Holiday Campaign Client Type: Art Museum Campaign Tracks: Membership Gift Membership Cyber Monday (Gift Membership) Annual Fund Campaigns ran from November through end of December: Slide 3 #14ntcholiday Campaign Track Week of Nov. 4 Week of Nov. 11 Week of Nov. 18 Week of Nov. 25 Cyber Monday Week of Dec. 3 Week of Dec. 9 Week of Dec. 16 Week of Dec. 23 Week of Dec. 30 Membership Ads Gift Membership Ads Gift Membership Email Gift Membership Lightbox Cyber Monday Ads Cyber Monday Lightbox Cyber Monday Emails Annual Fund Emails Annual Fund Lightbox

5. 2013 Holiday Campaign Special Offers – It is important to provide a discount to incentivize action Membership – 20% off Gift Membership – 20% from launch through Cyber Monday; no discount after Cyber Monday through Christmas Cyber Monday – 20% off Gift Membership Annual Fund – tax deductable Slide 4 #14ntcholiday

6. 2013 Holiday Campaign Creative – It is important for creative to have a cohesive look and feel Slide 5 #14ntcholiday

7. 2013 Holiday Campaign Testing– It is important to test… but don’t over test! Test #1: Cyber Monday “early-bird” special We split randomly split our email list and the day before Cyber Monday half of the email recipients received an email reminding them to look for the Cyber Monday deal the next day. The other half received an email promoting an “early-bird” opportunity to get their Cyber Monday savings right then by clicking thru. Goal: To determine if people would respond to “Cyber Monday” offer before Cyber Monday. Test #2: Lightbox A/B From December 3 thru 25 we split tested the Gift Membership Lightbox and the Annual Fund Lightbox. Goal: To determine if organic visitors to the website would respond better to a Gift Membership promotion or an Annual Fund ask. Slide 6 #14ntcholiday

8. 2013 Holiday Campaigns Results 215 Memberships Purchases 521 Gift Membership Purchases 1,322 Cyber Monday Purchases 229 Annual Fund Donations Over $200,000 in gross revenue Other Highlights Cyber Monday “early-bird” special test nearly matched last year’s entire Cyber Monday total Cyber Monday campaign generated 4x gross revenue over 2012 campaign Generated 88% of museum’s total online goal for the Fiscal Year Slide 7 #14ntcholiday

9. 2013 Holiday Campaigns Lessons for Next Year’s Campaigns Black Friday thru Cyber Monday Special Email, Digital Advertising, Landing Pages and Lightboxes Giving Tuesday Target donors, and possibly test higher level members Annual Fund Lightbox Test Test specific $ ask v. generic ask Slide 8 #14ntcholiday

10. World Toilet Day - November Slide 9 #14ntcholiday

11. October – Halloween 2013 Halloween Pinterest Board Slide 10 #14ntcholiday

12. September – Back to School CAMPAIGN: Schools Not Slavery by Beyond Borders (w/Company K Media consultant) CONCEPT: Fundraising campaign with a match EXECUTION: 6 weeks, 7 emails (including “thank you”) 1 st email with cultivation video before Labor Day Complement to direct-mail campaign RESULTS: Raised $30k total/$9.6k online 41% of donors were new Slide 11 #14ntcholiday

13. July+August – Summer CAMPAIGN: “Healthy Summer” by American Diabetes Association (courtesy of agency Red Engine Digital) CONCEPT: Cultivation campaign to engage online constituents during summer months EXECUTION: Healthy Summer Pledge 3-part email series with tips (recipes, skin care, travel tips, exercise) Website “ads” to entice visitors to sign the pledge Soft ask in emails Slide 12 #14ntcholiday

14. June: Father’s Day Slide 13 #14ntcholiday

15. June: Father’s Day Slide 14 #14ntcholiday

16. May: Memorial Day Special Timely use of a Lightbox to promote special offer to website visitors Slide 15 #14ntcholiday

17. May: Mother’s Day Gift Catalog (2013) Slide 16 #14ntcholiday

18. May: Mother’s Day Slide 17 #14ntcholiday

19. National Audubon Society Gift Catalog Mother’s Day Promotions Two emails sent to 300,000 constituents each Email campaigns highlighted “motherly” birds Facebook posts also used to increase engagement Ads on National Audubon Society drove significant traffic to catalog Over 450 orders were placed in week before Mother’s Day Slide 18 #14ntcholiday

20. May: Mother’s Day Slide 19 #14ntcholiday

21. April: Earth Day Slide 20 #14ntcholiday

22. March – Oscars! 2014 Oscars Pinterest Board Slide 21 #14ntcholiday

23. March – Oscars! CAMPAIGN: 2014 Honesty Oscars by ONE + AccountabilityLab2014 Honesty Oscars CONCEPT: Awareness/engagement campaign to spotlight creativity of NGOs and individuals fighting global corruption EXECUTION: Nominees chosen by AccountabilityLab Nominees sent social media kits to promote to their own networks ONE handled blogger outreach No media outreach – 100% social RESULTS: More than 100,000 votes 14 million potential impressions on Twitter Slide 22 #14ntcholiday

24. February: National Audubon Society Valentine’s Day Campaigns I ♥ Heart Birds (2013 & 2014) Gift Catalog (2013) Slide 23 #14ntcholiday

25. I ♥ Heart Birds (NAS) Slide 24 #14ntcholiday

26. I ♥ Heart Birds (NAS) Results 2013 & 2014 Premium used for both 2013 & 2014 campaigns (T-shirt in 2013 & Bumper Sticker in 2014) 2014 campaign had 904 donors Bumper sticker was very successful at converting new donors and over 70% were new donors Slide 25 #14ntcholiday

27. National Audubon Society Gift Catalog Slide 26 #14ntcholiday

28. National Audubon Society Gift Catalog Valentine’s Day Promotions Gift Catalog had originally been launched for the 2012 Holiday season Holiday images were replaced with generic images “Penguins in love” were used as primary imagery for promotion Gift catalog promotions happened at same time as 2013 I ♥ Birds 160+ orders placed on 2/13 & 2/14 Slide 27 #14ntcholiday

29. January: Martin Luther King, Jr. Day Slide 28 #14ntcholiday

30. January: Martin Luther King, Jr. Day Slide 29 #14ntcholiday

31. Key Takeaways - Matt Take advantage of Black Friday thru Cyber Monday / Giving Tuesday Integrate multiple channels (Email, Advertising, Lightboxes, etc.) Early-bird email offers – give people opportunity to get the deal “before the deal” Plan your campaign early, then execute it Test… but don’t over test Slide 30 #14ntcholiday

32. Key Takeaways - Kerri PLAN Lightbox Collaborative’s 2014 Editorial Calendar2014 Editorial Calendar Nonprofit Tech for Good’s 2014 Nonprofit Cause Awareness Days2014 Nonprofit Cause Awareness Days BRAINSTORM What is the core sentiment of the holiday? What’s been done before? (nonprofits & businesses) Slide 31 #14ntcholiday

33. Key Takeaways – Sue Anne Be creative Be thoughtful … don’t target holidays that don’t match your mission Best examples are ones that take an integrated approach and combine social & email (and even direct mail) Slide 32 #14ntcholiday

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