Fundraising Winners: Christmas in July
Yesterday I noted the frightening lack of concern in our trade over the importance of paying attention to messaging.
I then went on to promise some mid-year recommendations that, if acted upon now, should help your bottom line six months down the line.
Recommendation #2- Use the Summer to Get Your Online House in Order So You’re Ready to Cash in on Year-End Giving.
Last week Tom focused on Blackbaud’s recent Online Giving Report that reflects $425 million in online giving to 1,792 organizations.
In addition to the trends Tom reported, there’s a key reality you need to be aware of: regardless of which sector your organization falls into, by far the greatest proportion of annual online giving occurs in the month of December.
The difference in lift is substantial. Arts and culture organizations raise 20.6% of their annual online income in December compared to the next highest month (March) at 10.3%. The Societal Benefits/Advocacy sectors raises 21.1% in December compared to the next highest month (September) at 11%. And on and on across the sectors. Download Blackbaud’s full report for 2011 for a month by month, sector by sector view of the importance of timing.
What better time than the summer doldrums to get started planning for online year-end, tuning up your donation pages and learning more about best practices so you’re ready to act when December rolls around.
So I called Steve MacLaughlin, the always helpful Director of Internet Solutions at Blackbaud, and asked him what in the planning and tune-up department he’d recommend. Without a moment’s hesitation he responded, “Even if an organization doesn’t have money or time for a lot of testing, at the very least they should do a tune-up of their donation forms.”
He then sent along one of his blog posts titled 5 Donation Form Bad Practices chock full of good and practical advice.
Frankly I was delighted with Steve’s focus on the donation page because, ever since we received Sue Woodward’s Donation Page Challenge last month, it’s been clear from the response that at least the Agitator’s prescient readers understand the importance of getting their donation page act together.
Only 167 shopping days until Christmas.
P.S. If you want to take advantage of the year-end online boomlet take time to read Steve’s post and also the wealth of great examples, experiences and suggestions that Agitator readers contributed in response to Sue’s Donation Page Challenge.
PLUS … if your copywriters and online folks are looking for something to do, have them read Steve’s other post 80 E-mail Copy Lines from Year-end Emails. It will both shock and inform you.
P.P.S. Steve, The Agitator is no Scrooge. We’ll make sure there’s something under your tree – a Christmas Agitator Raise.
Search posts by category
Position: Chief: Leadership Giving
Location: New York, USA
Closing date: 22 July 2013
To know more please click here
Position: Partnerships Development Manager
Location: London, UK. Flexible with possibility of home-based working
Closing date: 24 June 2013
To know more please click here
- Position: Head of International Fundraising
- Location: London, UK
- Closing date: 24 June 2013
- To know more please click here
If you want to publish a job on this page click to send us an email