Writing at Connection Cafe recently, Sara Spivey offered these suggestions for getting your year-end fundraising act together … now! As Sara outlines …
September
- Conduct a database audit: make sure supporter records are up to date and identify any missing data records and amend them
- Make sure you have email, street addresses and phone numbers for supporters—when you get ready to run a multi channel campaign is NOT the time to discover you don’t have more than one way to reach a supporter. Plenty of appending services out there that can help you with that NOW.
October
- Identify campaign concept and case for support
- Write campaign copy and design creative
- Define segmentation strategy
- Discuss matching program with board members
- Plan messaging within other stewardship pieces and website
This is pretty basic, but critical, Year-End 101 stuff.
To graduate to Year-End 201, you must also be thinking about your entire contact stream, especially over the November-December period. You weren’t planning to ask just once, were you?
And to graduate to Year-End 301, you need to be planning how you will integrate all your marketing channels — mail, online, phone.
Get started. And get your data right.
Tom
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Tom goes to the head of the class! Year-end 301 should include some analytic analysis on last year’s campaign. What performed? What didn’t? What channels deserve more investment this year and which channels don’t? Make every dollar work harder in 2012…