Last week, I mentioned that summer can be a slower time for fundraising. The good news is that this lull provides ample time to plan your end-of-year fundraising campaign.
It’s an Election Year, so navigating it can be challenging. However, new research offers a glimmer of hope, presenting significant opportunities to attract, engage, and connect people to your mission.
Ready for your end-of-year starter kit? Check out this week’s resources, which include checklists, marketing how-tos, and campaign optimizations.
Stay tuned because this kicks off our Year-End in July series, where we'll dive into other EOY topics like channel integration, audience segmentation, and messaging frameworks 🎉
Snackable snippets |
|
8 best practices for end-of-year marketing campaigns 📖 Our team shares a best-practice checklist to consider as you plan your year-end campaign. While it can be overwhelming to determine where to start, remember to start small and build from there. There's time! Allegiance Group + Pursuant outlines five principles for year-end success in this guide. But I wanted to pull our focus to #2: the strength of email segmentation. Email remains one of the most effective channels for connecting with supporters despite inboxes getting more crowded. The key is personalization. This article walks you through essential segments to target and offers tips for maximizing your success.
|
In the news |
The latest Giving USA report has ignited some much-needed optimism for the rest of 2024. Total giving in the US increased by 1.9%, reaching an estimated $557.16 billion. However, when adjusted for inflation, giving still experienced a 2.1% decline.
Despite this, the growth before inflation is encouraging, particularly compared to last year's significant drop of 3.4% (10.5% after inflation adjustment).
*****
Google recently rolled out four major updates to its Ads platform, improving query matching and offering better brand control for advertisers.
According to Search Engine Land, updates include:
For your inspiration folder |
Rainforest Trust promotes its most urgent campaign by giving it prime homepage placement. Upon arrival, visitors are greeted with a compelling headline about the Peru project: “Protect Half a Million Acres of the Amazon in Peru.”
They are then directed to a CTA button encouraging them to double their impact. On the checkout screen, visitors see a brief summary of the matching gift fund, including details about the funder, the matching amount, and additional context about the urgent need.
The beauty of this campaign is that it tells potential supporters everything they need to know in one click. Put a pin in this one — it's a good strategy to remember during Giving Tuesday!
Source: Rainforest Trust