Jessica Lewis, Fundraising Innovation Consultant, hjc
November is here, the leaves have changed colours and the air is crisp and cool. Most people are starting to think about the holiday season and shopping. Not fundraisers, many of us have been thinking of the year-end holiday season for the past few months. As a fundraising consultant at hjc, my office is in full swing helping our clients launch their holiday campaigns.
If you haven’t started planning yet, don’t fret! Here are 5 tips to help you get started:
Determine your goals for this year. Start by looking at last year’s results. Was your holiday campaign a success? What worked well and what didn’t? Establish benchmarks this year, so you can measure your results and improve year over year.
Develop your creative concept. What is the main focus of your campaign? Create your key messaging and calls to action. Don’t forget to make it personal and leverage stories, imagery and video content to illustrate the mission of your organization.
Leverage symbolic giving. Symbolic giving is an easy and interactive way for people to support you, give gifts and send cards to their loved ones during the holidays. Do you have an existing symbolic gift program? There are multiple ways that you can transition your traditional giving program to online, either with a simple campaign landing page and custom donation form or a more robust e-commerce microsite like The Redwood’s Safe Haven Store.
Integrate your campaign across channels. What is your DM team planning? How can you integrate your offline and online holiday program? Make sure you have consistent messaging across your end of year DM letter, email appeals and social media communications.
Promote your campaign online. Invest in online advertising. Have you thought about Google AdWords, Facebook Ads or blogger outreach? Leverage your Google Grant, but also invest in paid ads as the holiday season is a competitive time of year for popular key words.
The best thing about symbolic giving is that it’s the gift that keeps on giving! You can change up the design and messaging and use the catalogue all year-round. For more helpful tips on symbolic giving and how to launch a new program online check out my session with Wendy Bray from The Redwood at Congress called “Small Shop Success: Traditional Gift Giving Program Transitions to Online Symbolic Gift Store.”
Jessica Lewis is a Fundraising Innovation Consultant at hjc, a global consulting agency in the nonprofit sector. She helps her clients us web technologies to market, fundraise, advocate and build brand awareness. Jessica will be presenting at Congress 2014 and you can follow her on Twitter @jessklewis.