It’s officially fall, and you know what that means…the holidays are coming up quick! With the holiday season comes another season as well; the season of giving. Before you get too excited about the holidays, it’s time to get excited about End-of-Year fundraising. Before 2015 comes to an end, you should know these 3 things most EOY fundraising campaigns forget.
Appeal to personas – Your company should be sure to expand on how all fundraising should be segmented by personas. Personas are important because they are a representation of who visits your website and why. To have an effective campaign, you must understand who your audience is so you can determine which communications channels you’ll use. (read more here)
Communicate your campaign calendar – Now that you have planned out the who, what and why of your campaign its time to plan the when. To keep your team on track, make sure everyone knows what the EOY campaign consists of, and when the start, middle and end of the campaign is. You can even have them add an appeal in their out-of-office message when they’re out for the holidays.
Reflect – Finally, don’t forget about the just now past all-important EOY campaign until next September. Analyze if this year was better or worse and what you did differently. One way to do this is to work backwards and create a calendar for the new year, then write notes on fun new ideas and things that seemed to work especially in the past.
Take a moment to think about any future goals for your EOY campaign you might have along with anything you would need to accomplish those goals. Remember the year is ending fast and this is the time to prepare. While you prepare keep these key things in mind, and you will have a better chance of making your fundraising goals a reality!