All I Want for Christmas…is a Successful Holiday Appeal! Stephen Mally, CFRE
May 10, 2015
All I Want for Christmas…is a Successful Holiday Appeal! Stephen Mally, CFRE
Today
Blackbaud Confidential – Stephen Mally, CFRE 2
Today
• Giving Tuesday
• What is it?
• When is it?
• Who is it for?
• Importance of Holiday Appeal
• Planning for a Successful Holiday Appeal
• Six Do’s this Year
• Summary of the Six Do’s
• Measuring & Takeaways
• Get Involved in Giving Tuesday
• Questions
Blackbaud Confidential – Stephen Mally, CFRE 3
Today
• Tweet
• @smmally
• @bbpacific
• #givingtuesday
• iTunes gift card to top tweeter!
Blackbaud Confidential – Stephen Mally, CFRE 4
Giving Tuesday
Blackbaud Confidential – Stephen Mally, CFRE 5
Giving Tuesday
• Commenced in the United States
• Held immediately following the US Thanksgiving holiday weekend
• Purpose is to foster and encourage giving to charities in the height of the
holiday shopping season
• Day for giving thanks (US Thanksgiving Day)
• Day for getting in-store deals (Black Friday)
• Day for getting online deals (Cyber Monday)
• Day for giving back (Giving Tuesday)
• Celebrates and encourages philanthropy
• Growing impact – spreading worldwide, including Asia-Pacific!
• Power of a campaign…
Blackbaud Confidential – Stephen Mally, CFRE 6
Giving Tuesday
2012
2,500 Partners in the US
Giving Tuesday
2012
Blackbaud Processed $10 Million on Giving
Tuesday
Giving Tuesday
• When is it?
• 25 days and counting
Blackbaud Confidential – Stephen Mally, CFRE 9
Giving Tuesday
• Who is it for?
• Every organisation, which includes your organisation!
• Today is 8 November
• Not too late
• Let’s get started!
• Join these and 100s other organisations, including Blackbaud and Everyday
Hero!
Blackbaud Confidential – Stephen Mally, CFRE 10
Giving Tuesday
• Let’s weave Giving Tuesday in with your holiday appeal
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Importance of the Holiday Appeal
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Importance of the Holiday Appeal
• The holiday appeal is extremely significant for any organisation
• ~40-50%+ of overall direct marketing revenue for the year
• In Australia, only other equivalent is Tax Appeal
• The Christmas season starts earlier each and every year
• Stores decorate in late September/early October
• Catalogues and sales commence shortly thereafter
• Offices are having their Christmas parties in October (even September!)
• The Salvation Army has been out in the market since October with its Christmas Appeal
• Received their appeal mid – October
• Give to ~150 organisations in Asia Pacific
• No other organisation has sent their Christmas Appeal just yet
• No time to waste
• Don’t panic
• Focus!
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Importance of the Holiday Appeal
• Too late? Incorporate these ideas in your next appeal!
Blackbaud Confidential – Stephen Mally, CFRE 14
Planning for a Successful Holiday
Appeal
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Planning for a Successful Holiday
Appeal • Vast amount of competition
• Shine amongst your peers
• In letterbox
• On phone
• On Email
• On social media
• Six must do’s this year
Blackbaud Confidential – Stephen Mally, CFRE 16
Planning for a Successful Holiday
Appeal • Do stand out
• Be extraordinary!
• “Hand written” envelope
• Find a supplier in the marketplace who will create computer-generated “hand
written” envelopes to send to your constituents/Get letter opened!
Blackbaud Confidential – Stephen Mally, CFRE 17
Planning for a Successful Holiday
Appeal • Do segment
• Don’t send the same thing to everyone
• Send different treatments/packages
Blackbaud Confidential – Stephen Mally, CFRE 18
Based on average gift
Hierarchy Segment code Segment Make Up Volume Letter version Ask 1 Ask 2 Ask 3 Rules
1 HVM $1000+/2+X/0-24M 345 Active x3 x2 x1.5 Round to nearest $5
2 HVS $1000+/1X/0-24M 423 Active x2 x1.5 x1.25 Round to nearest $5
3 HVL $1000+/24-36M 224 Lapsed x1.5 x1 x0.75 Round to nearest $5
4 HVLL $1000+/37+M 67 Lapsed x1 x.75 x.50 Round to nearest $5
5 MM $100-$999/2+X/0-24M 330 Active x3 x2 x1.5 Round to nearest $5
6 MS $100-$999/1X/0-24M 228 Active x2 x1.5 x1.25 Round to nearest $5
7 ML $100-$999/24-36M 222 Lapsed x1.5 x1 x0.75 Round to nearest $5
8 MLL $100-$999/37+M 110 Lapsed x1 x.75 x.50 Round to nearest $5
9 LM $25-$99/2+X/0-24M 425 Active x3 x2 x1.5 Round to nearest $5
10 LS $25-$99/1X/0-24M 393 Active x2 x1.5 x1.25 Round to nearest $5
11 SLL $25-$99/24+M 267 Lapsed x1.5 x1 x0.75 Round to nearest $5
12 LLL $25-$99/24+M 220 Lapsed x1 x.75 x.50 Round to nearest $5
13 LTM $1-$24/2+X/0-24M 1790 Active x3 x2 x1.5 Round to nearest $5
14 LTS $1-$24/1X/0-24M 990 Active x2 x1.5 x1.25 Round to nearest $5
15 LTL $1-$24/1X/24-36M 780 Lapsed x1.5 x1 x0.75 Round to nearest $5
16 LTLL $1-$24/1X/37+M 450 Lapsed x1 x.75 x.50 Round to nearest $5
17 IM In memory 4509 In Mem $75 $50 $25 N/A
18 VOL Volunteers 645 Active $75 $50 $25 NA
19 STF Staff 300 Active $75 $50 $25 NA
20 PVOL Past Volunteers 780 Inactive $75 $50 $25 NA
Planning for a Successful Holiday
Appeal • Do include multi-media content
• Bobby Goldsmith Foundation
(www.bgf.org.au)
• It starts with a concept
• Draw it out
• Map it
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Planning for a Successful Holiday
Appeal • QR Codes
• Launch video
• Educate
• Motivate
• Track
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Planning for a Successful Holiday
Appeal • Do a multi-channel approach – a full scale CAMPAIGN!
• Learn from 2008 Barack Obama campaign
• Don’t deny donors the opportunity to give the way they want to give
• Direct mail
• E-solicitation
• Org Website
• Phone
• SMS
• Tumblr
• YouTube
• Others
Blackbaud Confidential – Stephen Mally, CFRE 21
Planning for a Successful Holiday
Appeal • Get your donors involved in telling their story and telling it very publicly
• Retweet it when they do!
• NBCF have just done this very well during breast cancer awareness
month - October
Blackbaud Confidential – Stephen Mally, CFRE 22
Planning for a Successful Holiday
Appeal • Get your donors involved in telling their story and telling it very publicly
• Retweet it when they do!
• NBCF have just done this very well during breast cancer awareness
month - October
Blackbaud Confidential – Stephen Mally, CFRE 23
Planning for a Successful Holiday
Appeal • Get your donors involved in telling their story and telling it very publicly
• Retweet it when they do!
• NBCF have just done this very well during breast cancer awareness
month - October
Blackbaud Confidential – Stephen Mally, CFRE 24
Planning for a Successful Holiday
Appeal • Do offer a challenge to your constituents
• Ask a Board member or group of Board Members/existing generous donors to offer a
challenge to your donors/prospect
• Use it as a way to attract new donors
• Use it as a way to re-engage lapsed donors
• Use it as a way to keep current donors engaged
• Every new gift to your organisation will be matched
• Every gift from a lapsed donor will be matched
• Every gift given that is an increase over the donor’s previous gift will be
matched
• Doubling a person’s gift is a big motivator for a donor/prospect to give
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Planning for a Successful Holiday
Appeal
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Planning for a Successful Holiday
Appeal • Do get your constituent’s employers to match
• Double or triple the gift
• Studies show more companies are continuing this trend here in this
market
• More and more companies in Asia-Pacific are matching giving
• Track the corporate’s matching criteria in your CRM
• Track constituent’s employers as relationships
• Reciprocate (employee/employer)
• Ability to target employees/companies when a donor gives
• Acknowledgement letter
Blackbaud Confidential – Stephen Mally, CFRE 27
Planning for a Successful Holiday
Appeal • Do get your constituent’s employers to match
• Double or triple the gift
• More and more companies in Asia-Pacific are matching giving
• Track the corporate’s matching criteria in your CRM
• Ability to target employees/companies when a donor gives
Blackbaud Confidential – Stephen Mally, CFRE 28
Planning for a Successful Holiday
Appeal
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Planning for a Successful Holiday
Appeal
Blackbaud Confidential – Stephen Mally, CFRE 30
Planning for a Successful Holiday
Appeal
Blackbaud Confidential – Stephen Mally, CFRE 31
Planning for a Successful Holiday
Appeal
Blackbaud Confidential – Stephen Mally, CFRE 32
Summary of the Six Do’s
Blackbaud Confidential – Stephen Mally, CFRE 33
Summary of the Six Do’s
• Do stand out
• Hand written envelopes
• Another extraordinary treatment
• Do segment
• Packages
• Do include multi-media content
• QR codes
• Do a multi-channel approach – a full scale CAMPAIGN!
• Learn from Obama ’08
• Do offer a challenge to your constituents
• Do get your constituent’s employers to match
Blackbaud Confidential – Stephen Mally, CFRE 34
Measuring & Takeaways
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Measuring & Takeaways
• MATE Approach
• Measure the results of all aspects of the 2013 holiday appeal
• Analyse until you are not able to analyse any more
• Takeaway the important messages of what results show
• Employ results to impact strategy in 2014
• Cease doing what you have always done
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Get Involved in Giving Tuesday
Blackbaud Confidential – Stephen Mally, CFRE 37
Get Involved in Giving Tuesday
• Sign up…now!
• www.givingtuesday.org.au/join-movement
• Capitalise on the publicity of #givingtuesday
• Take advantage of the benefits of this campaign!
• Use social media to increase awareness and donations to your organisation
#givingtuesday
Blackbaud Confidential – Stephen Mally, CFRE 38
Get Involved in Giving Tuesday
“NBCF are part of #givingtuesday
because we want to partner with other
organisations to increase the level of
philanthropy in Australia! It just makes
sense”
-Carole Renouf, Chief Executive Officer,
National Breast Cancer Foundation
Questions
• Questions?
Blackbaud Confidential – Stephen Mally, CFRE 40
Contact Me
Stephen Mally, CFRE
+61430500524 (()
@smmally
Stephenmmally
For more information,visit:
www.givingtuesday.org.au
www.givingtuesday.sg
www.everydayhero.com.au/event/givingtuesday2013