Preparing for the Year-End Online Rush
by Ryan Garnett on October 3rd, 2016If you haven’t already started to think about your year-end campaign, now is the time. With less than 90 days to go until Christmas it’s important that you start ensuring your non-profit is ready for the coming storm of last minute Christmas donors.
[spacer height=”12px”]
A few tips to make your year-end giving campaigns as successful as possible:
[spacer height=”12px”]
- Use the word Christmas – Yes, I know that your organization respects all cultures and religions and ‘Holidays’ is a better word to ensure they’re all represented. But the majority of your donors are likely from a Christian background, and they celebrate Christmas. It’s true that you might put off some donors by using the word Christmas, but you’ll likely annoy many more by not using it.[spacer height=”10px”]
- Be sure your donation form is easy to complete and mobile friendly – With more and more donors moving online to make their year-end gifts having an efficient donation page is imperative. Be sure that your donation form works on mobile devices as well, and test is on multiple different devices including phones and tablets. Try to keep your form short too – ideally no more than 12 fields.[spacer height=”10px”]
- Link your online giving back to your direct mail – Many of your donors will check out your website before returning to your DM pack to make their donation. To ensure they can find the information they need when they arrive on your homepage include graphics that mirror the DM pack. And when they click through there be sure to give them a little more information about why their donation is so important and the impact they will have.
[spacer height=”12px”]Most importantly, don’t fret if you can’t do everything you want online this year. Be sure you have your donation page sorted out, but work on everything else step-by-step. Having some online presence is much better than having none at all.[spacer height=”12px”]
Template Name
This is the template you clicked for.
Oxfam Newsletter Legacy Feature
A quarterly donor newsletter for Oxfam Canada that includes a section highlighting legacy giving.
University of Alberta Legacy Survey
This was a traditional direct mail campaign leveraging a long-form survey to learn more about their donors and identify those who are interested in leaving a gift in their Will.
Plan International Legacy Microsite
HMA led on the design and implementation of a microsite focused specifically on legacy giving.
Amnesty International Legacy Campaign
This legacy package includes a booklet that features stories of families that have been reunited thanks to donor support. It also includes a survey to ask donors if they would consider leaving a gift in their will.
Children’s Health Foundation Legacy Booklet
A scrapbook-style legacy booklet featuring the history of healthcare at Children’s Health Foundation of Vancouver Island.
Template Name
This is the template you clicked for.
Lions Foundation of Canada Dog Guides Facebook Ad Campaign
A lead generation campaign including a series of Facebook ads and landing pages.
Marmot Recovery Foundation Facebook Ad Campaign
A lead generation campaign including a series of Facebook ads and landing pages.
Georgia Straight Alliance Year End Campaign
This has been a successful annual digital fundraising campaign that includes a series of seven emails.
Rare Trait Hope Society Website Redesign
HMA led on the redesign of the website for the Rare Trait Hope Society, an organization whose mission is to help children suffering from ultra-rare diseases.
Vancouver International Film Festival Email Campaign
A digital fundraising campaign including a series of four emails.
Oxfam Canada Threads of Change
This campaign was so successful it was featured in I Wish I Thought of That (IWITOT). The direct mail package includes a piece of fair-trade fabric and asks the donor to write a message of hope and send back to be included in a commemorative quilt.
Indspire Calendar
This direct mail fundraising package includes a calendar featuring artwork created by Indspire bursary recipients.
Lions Canada Dog Guides Newsletter
This direct mail package features the ‘Pawsitivity Report’, a quarterly donor newsletter that focuses on sharing the impact that donors make in providing dog guides to those who need them.
Greater Vancouver Food Bank Monthly Donor Invite
We created the design and copy for this direct mail monthly donor conversion campaign.
We also created a new monthly donor club logo. The logo consists of 12 blue hearts, representing each month the donor donates. The hearts create a circle that encompasses an orange circle, which conveys a feeling of unity and community.
This campaign included integration through direct mail, telemarketing, and e-mail. It also included a match as an incentive.
April Campaign
This is the template you clicked for.
Greater Vancouver Food Bank Holiday Campaign
This campaign continues to improve every year. From the first year they started integrating digital with direct mail, the Food Bank has seen a 227% increase in revenue. The combination of direct mail, Facebook ads, e-mails, and a campaign-specific donation page has really increased the online donations, with more than 70% of the donations to this campaign now coming online.
Amnesty International Light of Hope Campaign
This annual campaign leverages direct mail and other physical components with e-mail and other digital components, to deliver a strong integrated approach.
BC Children’s Hospital Foundation Holiday Campaign
A highly successful integrated fundraising campaign including direct mail, e-mails, and digital ads.
Template Name
This is the template you clicked for.
Template Name
This is the template you clicked for.
Template Name
This is the template you clicked for.
Template Name
This is the template you clicked for.