Start planning your holiday appeals now

Posted on by Christine DeLooze | No Comments »

Christmas in July is a common refrain from retailers trying to promote summer sales and drive business in what can be a slow month. But this holiday focus can also be useful for service providers, especially those who are targeting nonprofits or higher education institutions that conduct fundraising campaigns. Now is the time to build donor relationships and plan for holiday appeal campaigns.

2014APPforumHenze-b-5Lawrence Henze, Principal Consultant at Target Analytics, spoke at PODi’s last AppForum conference and shared donation trends from Blackbaud’s 2013 Charitable Giving Report. The last three months of the year account for more than a third (33.6%) of charitable giving, with the highest percentage (17.5%) coming in December. Online giving also reached the year’s high in December – accounting for 18.8% of 2013’s online gifts.

Service providers should approach prospects now with ideas for strengthening donor relationships in advance of holiday donation appeals. Consider making these communications specifically relevant to the donor based on their relationship with the institution. And with online giving growing 13.5% in 2013, according to Blackbaud, make sure your communications via print and email offer personalized URL response mechanisms for maximum participation.

SFU_Email_NONDonorOne of our newest additions to the PODi case study database features work that Pacesetter Enterprises did for Saint Francis University in a multi-touch campaign that ran from June 2012 through August 2013. The campaign segmented messages based on donor status including active donors, non-donors, society members (larger donors), and pledges (donors who were fulfilling a promised donation throughout the year). The campaign achieved a 20.4% participation rate and 85% of donors either increased or matched their previous gift.

Kim Gross, Director of Sales & Marketing for Pacesetter Enterprises, will be continuing this month her webinar series on sales stories that resonate with development directors at higher education institutions. The next webinar will be Wednesday, July 23rd at 2:00pm Eastern Time.

The series has been very positively received. “I watched Kim’s webinar today and thought it was great!  She’s sharp as a tack, and Rab’s input and point clarification was helpful as well.  He obviously has a strong grasp of the sales process and does a great job distilling it down.  Found myself laughing several times as he described the typical rambling pitch – so true.  Being able to hear Kim’s talk track is invaluable.  Hope to see more like this!” Don Blais, President, Accuprint.

Register for the webinar on PODi’s site.

PODi offers several other resources to help you start those conversations with development directors at higher education institutions and non-profit organizations:

For all readers:

PODi members:

  • Access Lawrence Henze’s AppForum presentation “How to Win Business with Nonprofits” on the Zenarate platform. If you have not yet enabled your Zenarate access complete the Contact Us form.
  • Review the recording of last month’s webinar “Breaking into the Fundraising Market” and the sample talk tracks prepared by Kim Gross – also on the Zenarate platform
  • Review case studies in the non-profit and education markets in our online database.

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