As the winter holidays begin to sneak up on us, many nonprofits are already well underway in planning for that season of seasons — year-end giving. The creative concepts are down on paper, the artwork has been chosen, the copy has been written, and the presses are whirring with millions of mail pieces hoping to solicit that year-end gift. It's all or nothing in this high-stakes game, and organizations hope for the best as packages find their way into the mailboxes of current, prospective, and lapsed donors.
Certainly, a few brave mail recipients may wander onto the organization's Web site since the URL is likely printed on each direct mail piece. A few may even give online. But many nonprofits have begun asking the question: "Can't we be doing more to leverage our technology investment for holiday fundraising — perhaps more than once a year?"
Fortunately, yes. Seasonal holidays — be it Hanukkah, Christmas, Kwanzaa, Easter, or even Mothers' Day — afford nonprofits wonderful opportunities to open a dialogue with likely constituents online. Organizations are seeing incredible results from direct emails to constituents, integrated direct mail messages, rich online content, customized creative campaign landing pages, pass-along Flash movies, and so much more.
So why should holiday campaigning inspire you and your organization to look differently at your calendar hanging on the wall?
It's flexible. Think outside the (gift) box and consider "off-season" holidays for giving donations as gifts. Reconsider your definition of "holiday." Events related to your mission, such as the anniversary of landmark legislation or the birthday of your movement's hero, are opportunities for meaningful giving. You might even consider enabling the user to create a "holiday" by enabling them to ask for donations in honor of their own birthday or anniversary. I've even seen birthday emails from friends asking friends to support their favorite presidential candidate!
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It's fun. That's right, fun. Holidays give organizations the chance to "loosen up" creatively and develop campaigns that are as rich in creative as they are in message and meaning. From the heart-warming to the belly-laughing, these are opportunities to show a little personality. They can help further endear your constituents or inspire entirely new audiences.
It's fast. The Internet's nimble nature enables nonprofits to develop email messages, test segments of a list, and — within hours —adjust direction to maximize return. "All or nothing" decisions that last the duration of the campaign are ancient history.
It fits. As part of your existing communications calendar, online holiday campaigns are the perfect complement to re-inspire and reinforce messages used in other marketing channels.
It's free. Got your attention, did I? Maybe it's not free, but the medium does provide economies of scale that decrease per-donor acquisition costs and increase average gifts and new donors. I'm no math whiz, but that's good marketing.
It's the future. As more and more audiences seek fresh and frequent content from nonprofits, the bar is raised higher for your own organization to think differently. Philanthropists at all giving levels are becoming increasingly selective with their contributions. in tough times, and while we are all a part of the greater good, the competition is tight for their affection and dollars.
Plan now to make any time of year a good time for holiday giving. |
