Holiday Campaigns – 5 Key Steps
At this time of the year, most people aren’t even thinking about the holidays, but for nonprofits and charities, this is peak time for planning and executing holiday campaigns.
This is not only the busiest time, but for most organization it’s the time they can expect to receive many of their largest donations. Nearly 20% of all annual online donations are made in December, and donors tend to give 80% larger gifts during this month too. (Classy: http://www.classy.org/)
Hjc has developed a simple 5-Step Guide on how to be ready to maximize on your holiday campaign:
1. Optimize your homepage
Your homepage is often the first online touch point for most people aside from online ads.
Make sure there is real estate saved above the fold for your holiday campaign that helps get your supporters exited while providing details of the goals, and how the donations will be used.
Even if you aren’t running a holiday campaign, having holiday-centric messaging such as “Merry Christmas” or “Happy Holidays from us” allows users to associate your organization with the positive emotions of the holidays.
2. Create an email series
With minds on love, gifts, good food, and family, the holidays are the best time to send fundraising emails to your supporters.
When considering a holiday email series, focus on storytelling and a clear reason why the funds are so important at this particular time of year. This is also a great time to segment the messages you are sending to your various audiences.
3. Say something nice
Even if you’re not asking for a donation, you can still take advantage of the holidays to send a positive message to your supporters.
A simple way to give back to donors and go beyond your regular e-mail communications is through a bespoke holiday e-card.
4. Get Social
E-mails are great for talking to your supporters whose e-mails you’ve acquired, but you can’t neglect Social Media.
The holidays are a perfect time to leverage social media. Consider running an acquisition campaign to grow your e-mail list, creating a fundraising campaign with a holiday-centric ask, or just a “thank you” for to your donors highlighting achievements in the past year. Get creative!
5. Revamp your donation forms
Just like your homepage, your donation forms deserve a holiday makeover, too. The holidays are a good way to encourage a major gift or tribute gift, so think about creative ways and opportunities to leverage those fuzzy feelings in your donation forms.
There is still plenty of time to get in touch with us to plan an awesome holiday campaign. But just like buying gifts, don’t wait until the last minute!
To learn about revamping your holiday campaign to get results, contact us at: firstname.lastname@example.org