In this webinar Stephen Mally, Blackbaud’s International Principal Client Partner shares how you can create a holiday appeal that stands head and shoulders above any other. #GivingTuesday will kick off the beginning of most non-profit organisations’ annual holiday appeals. Get a jump start on your counterparts and create a campaign that reaches for the stars. Learn how you can make the most of the upcoming day of giving and carry the giving spirit into your holiday season. View the webinar recording: https://www.blackbaud.com.au/notforprofit-events/webinars/past

1. All I Want for Christmas…is a
Successful Holiday Appeal!
Stephen Mally, CFRE

2. Today
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3. Today
• Giving Tuesday
• What is it?
• When is it?
• Who is it for?
• Importance of Holiday Appeal
• Planning for a Successful Holiday Appeal
• Six Do’s this Year
• Summary of the Six Do’s
• Measuring & Takeaways
• Get Involved in Giving Tuesday
• Questions
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4. Today
• Tweet
• @smmally
• @bbpacific
• #givingtuesday
• iTunes gift card to top tweeter!
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5. Giving Tuesday
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6. Giving Tuesday
• Commenced in the United States
• Held immediately following the US Thanksgiving holiday weekend
• Purpose is to foster and encourage giving to charities in the height of the
holiday shopping season
• Day for giving thanks (US Thanksgiving Day)
• Day for getting in-store deals (Black Friday)
• Day for getting online deals (Cyber Monday)
• Day for giving back (Giving Tuesday)
• Celebrates and encourages philanthropy
• Growing impact – spreading worldwide, including Asia-Pacific!
• Power of a campaign…
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7. Giving Tuesday
2012
2,500 Partners in
the US

8. Giving Tuesday
2012
Blackbaud Processed
$10 Million on Giving
Tuesday

9. Giving Tuesday
• When is it?
• 25 days and counting
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10. Giving Tuesday
• Who is it for?
• Every organisation, which includes your organisation!
• Today is 8 November
• Not too late
• Let’s get started!
• Join these and 100s other organisations, including Blackbaud and Everyday
Hero!
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11. Giving Tuesday
• Let’s weave Giving Tuesday in with your holiday appeal
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12. Importance of the Holiday Appeal
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13. Importance of the Holiday Appeal
• The holiday appeal is extremely significant for any organisation
• ~40-50%+ of overall direct marketing revenue for the year
• In Australia, only other equivalent is Tax Appeal
• The Christmas season starts earlier each and every year
• Stores decorate in late September/early October
• Catalogues and sales commence shortly thereafter
• Offices are having their Christmas parties in October (even September!)
• The Salvation Army has been out in the market since October with its
Christmas Appeal
• Received their appeal mid – October
• Give to ~150 organisations in Asia Pacific
• No other organisation has sent their Christmas Appeal just yet
• No time to waste
• Don’t panic
• Focus!
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14. Importance of the Holiday Appeal
• Too late? Incorporate these ideas in your next appeal!
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15. Planning for a Successful Holiday
Appeal
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16. Planning for a Successful Holiday
Appeal
• Vast amount of competition
• Shine amongst your peers
• In letterbox
• On phone
• On Email
• On social media
• Six must do’s this year
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17. Planning for a Successful Holiday
Appeal
•
•
•
•
Do stand out
Be extraordinary!
“Hand written” envelope
Find a supplier in the marketplace who will create computer-generated “hand
written” envelopes to send to your constituents/Get letter opened!
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18. Planning for a Successful Holiday
Appeal
• Do segment
• Don’t send the same thing to everyone
• Send different treatments/packages
Hierarchy
Segment code
1 HVM
2 HVS
3 HVL
4 HVLL
5 MM
6 MS
7 ML
8 MLL
9 LM
10 LS
11 SLL
12 LLL
13 LTM
14 LTS
15 LTL
16 LTLL
17 IM
18 VOL
19 STF
20 PVOL
Segment Make Up
$1000+/2+X/0-24M
$1000+/1X/0-24M
$1000+/24-36M
$1000+/37+M
$100-$999/2+X/0-24M
$100-$999/1X/0-24M
$100-$999/24-36M
$100-$999/37+M
$25-$99/2+X/0-24M
$25-$99/1X/0-24M
$25-$99/24+M
$25-$99/24+M
$1-$24/2+X/0-24M
$1-$24/1X/0-24M
$1-$24/1X/24-36M
$1-$24/1X/37+M
In memory
Volunteers
Staff
Past Volunteers
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Volume
Letter version
345 Active
423 Active
224 Lapsed
67 Lapsed
330 Active
228 Active
222 Lapsed
110 Lapsed
425 Active
393 Active
267 Lapsed
220 Lapsed
1790 Active
990 Active
780 Lapsed
450 Lapsed
4509 In Mem
645 Active
300 Active
780 Inactive
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Based on average gift
Ask 1
Ask 2
Ask 3
x3
x2
x1.5
x2
x1.5
x1.25
x1.5
x1
x0.75
x1
x.75
x.50
x3
x2
x1.5
x2
x1.5
x1.25
x1.5
x1
x0.75
x1
x.75
x.50
x3
x2
x1.5
x2
x1.5
x1.25
x1.5
x1
x0.75
x1
x.75
x.50
x3
x2
x1.5
x2
x1.5
x1.25
x1.5
x1
x0.75
x1
x.75
x.50
$75
$50
$25
$75
$50
$25
$75
$50
$25
$75
$50
$25
Rules
Round to nearest $5
Round to nearest $5
Round to nearest $5
Round to nearest $5
Round to nearest $5
Round to nearest $5
Round to nearest $5
Round to nearest $5
Round to nearest $5
Round to nearest $5
Round to nearest $5
Round to nearest $5
Round to nearest $5
Round to nearest $5
Round to nearest $5
Round to nearest $5
N/A
NA
NA
NA

19. Planning for a Successful Holiday
Appeal
• Do include multi-media content
• Bobby Goldsmith Foundation
(www.bgf.org.au)
• It starts with a concept
• Draw it out
• Map it
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20. Planning for a Successful Holiday
Appeal
•
•
•
•
•
QR Codes
Launch video
Educate
Motivate
Track
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21. Planning for a Successful Holiday
Appeal
• Do a multi-channel approach – a full scale CAMPAIGN!
• Learn from 2008 Barack Obama campaign
• Don’t deny donors the opportunity to give the way they want to give
• Direct mail
• E-solicitation
• Org Website
• Phone
• SMS
• Twitter
• Facebook
• Tumblr
• Pinterest
• YouTube
• Others
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22. Planning for a Successful Holiday
Appeal
• Get your donors involved in telling their story and telling it very publicly
• Retweet it when they do!
• NBCF have just done this very well during breast cancer awareness
month - October
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23. Planning for a Successful Holiday
Appeal
• Get your donors involved in telling their story and telling it very publicly
• Retweet it when they do!
• NBCF have just done this very well during breast cancer awareness
month - October
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24. Planning for a Successful Holiday
Appeal
• Get your donors involved in telling their story and telling it very publicly
• Retweet it when they do!
• NBCF have just done this very well during breast cancer awareness
month - October
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25. Planning for a Successful Holiday
Appeal
• Do offer a challenge to your constituents
• Ask a Board member or group of Board Members/existing generous donors to offer a
challenge to your donors/prospect
• Use it as a way to attract new donors
• Use it as a way to re-engage lapsed donors
• Use it as a way to keep current donors engaged
• Every new gift to your organisation will be matched
• Every gift from a lapsed donor will be matched
• Every gift given that is an increase over the donor’s previous gift will be
matched
• Doubling a person’s gift is a big motivator for a donor/prospect to give
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26. Planning for a Successful Holiday
Appeal
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27. Planning for a Successful Holiday
Appeal
• Do get your constituent’s employers to match
• Double or triple the gift
• Studies show more companies are continuing this trend here in this
market
• More and more companies in Asia-Pacific are matching giving
• Track the corporate’s matching criteria in your CRM
• Track constituent’s employers as relationships
• Reciprocate (employee/employer)
• Ability to target employees/companies when a donor gives
• Acknowledgement letter
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28. Planning for a Successful Holiday
Appeal
• Do get your constituent’s employers to match
• Double or triple the gift
• More and more companies in Asia-Pacific are matching giving
• Track the corporate’s matching criteria in your CRM
• Ability to target employees/companies when a donor gives
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29. Planning for a Successful Holiday
Appeal
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30. Planning for a Successful Holiday
Appeal
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31. Planning for a Successful Holiday
Appeal
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32. Planning for a Successful Holiday
Appeal
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33. Summary of the Six Do’s
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34. Summary of the Six Do’s
• Do stand out
• Hand written envelopes
• Another extraordinary treatment
• Do segment
• Packages
• Do include multi-media content
• QR codes
• Do a multi-channel approach – a full scale CAMPAIGN!
• Learn from Obama ’08
• Do offer a challenge to your constituents
• Do get your constituent’s employers to match
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35. Measuring & Takeaways
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36. Measuring & Takeaways
• MATE Approach
• Measure the results of all aspects of the 2013 holiday appeal
• Analyse until you are not able to analyse any more
• Takeaway the important messages of what results show
• Employ results to impact strategy in 2014
• Cease doing what you have always done
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37. Get Involved in Giving Tuesday
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38. Get Involved in Giving Tuesday
• Sign up…now!
• www.givingtuesday.org.au/join-movement
• Capitalise on the publicity of #givingtuesday
• Take advantage of the benefits of this campaign!
• Use social media to increase awareness and donations to your organisation
#givingtuesday
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39. Get Involved in Giving Tuesday
“NBCF are part of #givingtuesday
because we want to partner with other
organisations to increase the level of
philanthropy in Australia! It just makes
sense”
-Carole Renouf, Chief Executive Officer,
National Breast Cancer Foundation

40. Questions
•
Questions?
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41. Contact Me
Stephen Mally, CFRE
+61430500524 (()
stephen.mally@blackbaud.com.au (7)
@smmally
Stephenmmally
For more information,visit:
www.givingtuesday.org.au
www.givingtuesday.sg
www.everydayhero.com.au/event/givingtuesday2013