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<p class="MsoNormal">Hi all – I sat in on a great webinar on Year End Giving and wanted to share some of my key “takeaways” in case they are of help to you:<o:p></o:p></p>
<p class="MsoNormal"><o:p> </o:p></p>
<ul style="margin-top:0in" type="disc">
<li class="MsoListParagraph" style="margin-left:-.25in;mso-list:l1 level1 lfo3">A large percentage of donors give in the period between #GivingTuesday and December 31 (23% of all giving in 2019 was in December and 22% in 2018). An indicator on how mid or major
donors contribute is the Dow Jones which is performing pretty well this year so overall giving should be pretty consistent to the past. Average gas prices are the indicator for lower donors so indications are strong that these donors will still be positioned
to give this year. My note: This isn’t the time of the year many of our main street organizations give so it might be an opportunity.<o:p></o:p></li><li class="MsoListParagraph" style="margin-left:-.25in;mso-list:l1 level1 lfo3">Year end giving should start earlier this year because uncertainty impacts how donors feel about giving. What this looks like is a multi-tier approach with steps
<i>before</i> asking for support:<o:p></o:p></li><ul style="margin-top:0in" type="circle">
<li class="MsoListParagraph" style="margin-left:-.25in;mso-list:l1 level2 lfo3">Show impact made possible by donors<o:p></o:p></li><li class="MsoListParagraph" style="margin-left:-.25in;mso-list:l1 level2 lfo3">Thank donors and volunteers – communicate they are valuable and are making a difference<o:p></o:p></li><li class="MsoListParagraph" style="margin-left:-.25in;mso-list:l1 level2 lfo3">Pursue matching gifts – studies show this is a huge motivator and marketing tool<o:p></o:p></li></ul>
</ul>
<ul style="margin-top:0in" type="disc">
<li class="MsoListParagraph" style="margin-left:0in;mso-list:l3 level1 lfo6">In a study by NextAfter, Cut Through the Clutter, in year end appeals:<o:p></o:p></li></ul>
<p class="MsoListParagraph">4% comes on #GivingTuesday – don’t send just 1 email but multiple throughout the day; make heavy use of social media<o:p></o:p></p>
<p class="MsoListParagraph">36% on December 31 – have an aggressive plan to target giving on this day<o:p></o:p></p>
<p class="MsoListParagraph">17% on December 26-30<o:p></o:p></p>
<p class="MsoListParagraph">43% the rest of December<o:p></o:p></p>
<p class="MsoListParagraph">So, the bottom line is that year end campaigns can be successful by kicking off on #GivingTuesday and then followed up throughout December<o:p></o:p></p>
<ul style="margin-top:0in" type="disc">
<li class="MsoListParagraph" style="margin-left:0in;mso-list:l3 level1 lfo6">Words Matter:<o:p></o:p></li><ul style="margin-top:0in" type="circle">
<li class="MsoListParagraph" style="margin-left:0in;mso-list:l3 level2 lfo6">In the “from” line in your email; 42% look at who the email is from and 28% open when it is sent from a real person<o:p></o:p></li><li class="MsoListParagraph" style="margin-left:0in;mso-list:l3 level2 lfo6">Subject line show have three components: urgency (deadline), match (extra incentive to give now), and exclusivity (what’s exclusive to your organization – e.g., 100% of gift goes to
…)<o:p></o:p></li><li class="MsoListParagraph" style="margin-left:0in;mso-list:l3 level2 lfo6">In the email copy, keep it short, simple and focused on the urgency, matching gift, case for support, and validation<o:p></o:p></li><li class="MsoListParagraph" style="margin-left:0in;mso-list:l3 level2 lfo6">On your landing page – have compelling, well written copy (don’t use video for appeal); suggest a gift amount based on your average contributions; include a goal meter (but only post
after you have a good chunk of contributions pledged already)<o:p></o:p></li></ul>
<li class="MsoListParagraph" style="margin-left:0in;mso-list:l3 level1 lfo6">One last word of advice – if your cause was worthy before Covid, it is still important after Covid. And, if you are helping respond to pandemic, your cause is even more important.
Note: to me, your main street efforts have been incredibly important to your communities during the pandemic so are needed now more than ever.<o:p></o:p></li></ul>
<p class="MsoNormal"><o:p> </o:p></p>
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<p class="MsoNormal"><span style="font-size:7.0pt;color:#4F6228;letter-spacing:2.0pt"><o:p> </o:p></span></p>
<p class="MsoNormal"><b><span style="font-size:10.0pt;color:#4F6228"><o:p> </o:p></span></b></p>
<p class="MsoNormal"><b><span style="font-size:10.0pt;color:#4F6228">Sheri Stuart
</span></b><b><span style="font-size:8.0pt;color:#4F6228">(she, her, hers) </span>
</b><span style="font-size:10.0pt;color:gray">| Oregon Main Street Coordinator</span><b><span style="font-size:10.0pt;color:#4F6228"><o:p></o:p></span></b></p>
<p class="MsoNormal"><b><span style="font-size:3.0pt;color:#A6A6A6">___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________<o:p></o:p></span></b></p>
<p class="MsoNormal"><span style="font-size:10.0pt;color:gray">Oregon Heritage, Oregon Parks and Recreation Department<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:10.0pt;color:gray">Desk: (503)986-0679 cell: (503)551-3705<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:10.0pt;color:gray"><a href="http://www.oregonmainstreet.org">www.oregonmainstreet.org</a><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:10.0pt;color:gray">725 Summer St NE, Ste C<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:10.0pt;color:gray">Salem, Oregon 97301<o:p></o:p></span></p>
<p class="MsoNormal"><span style="color:#1F497D"><o:p> </o:p></span></p>
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