Acta Para Hogar Seguro

25 STEPS TO FALL & HOLIDAY FUNDRAISING SUCCESS
Meet (and exceed!) Your Fundraising Goals

Happy reading!
(Be sure to catch the two bonus tips—about social networking and providing “freebies” to your supporters—at the end!)

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1.888.284.7978 | fundraising123@networkforgood.org |www.networkforgood.org/npo © 2009 Network for Good | Some rights reserved.

TABLE OF CONTENTS

STEPS 1-3: Craft Your Fundraising Campaign……………………………………………………………………….p. 3 STEPS 4-8: Work Your Website………………………………………………………………………………………………p. 11 STEPS 9-15: Enhance Your Emails……………………………………………………………………………………………p. 21 STEPS 16-21: Make Your Messaging Sing………………………………………………………………………………….p. 33 STEPS 22-25:Troubleshoot Your Marketing………………………………………………………………………………p. 45 Bonus Tips in this Section: • 10 Things You Need to Do Prior to Diving into Social Media • A Four-letter Word That Won't Get You into Trouble with Supporters NEXT STEPS (including an exclusive offer for readers of this guide!)…………….p. 56 ABOUT NETWORK FOR GOOD………………………………………………………………………..p. 57 ABOUT SHARING THIS “25 STEPS”GUIDE…………………………………………………p. 59

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STEPS 1-3:
CRAFT YOUR FUNDRAISING CAMPAIGN
Do you have a campaign plan ready to go? Have you included the seven “must-haves” for your campaign? Do you understand the “4 Ps” and how they apply to nonprofit marketing?

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Step 1: Complete Your Campaign Plan

(Hat Tip: Thanks to our friends at FireFly Partners fortheir hard work and content in the “Fundraising Campaign in a Box”!) It’s time to develop your plan and goals. Follow these steps from the “Fundraising Campaign in a Box” released earlier in 2009: 1. Figure out what you’re trying to accomplish. Any campaign worth its salt is about getting results. What results are you and your organization looking to achieve? When you’re planning your outreach,remember these three tips: • There is no such thing as “the general public”… • Instead, you need to segment your communications to be effective and targeted. • Some audiences are more important than others. Think about your goals and who holds the key to your success. Lack of participation from primary groups can cause your campaign to falter or fail. 2. Determine how you’re going to accomplish yourgoals. So - you have groups of people and actions you want them to take. How are you going to tell your story in a compelling manner? What themes, messages and ideas are you going to take from your arsenal of content to encourage action? 3. Determine which communications channels you’ll use. There are a variety of online and offline channels that you can use to send the right message to the rightaudiences. Examples of online channels include your website, search marketing, email marketing and social networking. Offline channels include things like direct mail, paid advertising and public relations. 4. Decide which resources you need to get the job done. Is email an important part of your plan but you’re still communicating with supporters via Outlook (eek!)? Is your website set up to takeonline donations? Do you have a quick and easy ‘Sign Up for News’

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interface on your website? Ensure that you have all of your tools and resources in place to make your job—and the jobs of your audience(s)—as easy, effective and cost-effective as possible. 5. Determine who will execute your campaign steps. Accountability will make or break the success of acampaign. As much fun as it is to pass the buck, now is as good a time as any to decide which members of your organization, board or volunteers are responsible for the different portions of your campaign. 6. Lay out how you will measure your success. In the case of holiday fundraising, this could be as simple as a dollar sign with a number after it. But take a moment to consider...