Grab your coffee and make sure your laptop is fully charged, the end of the first quarter 2010 is upon us!
Why do we all fundraise at the End of the Quarter? To people outside of the business it could seem like finance staffers are lazy… waiting until the last minute and then making up for it in a mad frenzy of fundraising reminiscent of cramming for that Biology 101 final your freshman year. The truth is that donors respond to urgency and the end of the quarter finance disclosures provide a convenient urgent deadline four times a year.
At ActBlue we've seen plenty of EOQ deadlines come and go. The campaigns that consistently do the best are the ones who savvily use goals. Here are a couple of tips for running a goal based EOQ fundraising campaign.
Set an attainable public goal
You should really have two goals. You already have an internal goal for how much you need to raise online to meet your quarterly numbers. The other is the initial goal that you will make public for your EOQ push.
The key to a good initial goal is making it reasonable enough that you can be confident you can hit it, but still challenging enough that it leads donors to believe that they need to chip in order to make the campaign a success.
You also should decide whether you want your public goal to be denominated in Dollars or Donors. Many campaigns, knowing that their online givers tend towards a smaller donation amount average, like to go with a number of donors goal to publicize their grassroots support.
Make the goal visual
Donors love to see visuals and goals are no exception. You could build a thermometer graphic by hand and update it constantly throughout the EOQ with new totals — but ActBlue has a much easier way.
Every Fundraising Page on ActBlue has a thermometer tool which allows you to set a goal denominated in dollars or donors. Our system automatically updates the thermometer every five minutes with the current totals. Once you pick your goal you can embed the thermometer anywhere on the internet and it will continue to auto-update from your live ActBlue numbers.
You can even embed the thermometer in an email, and it will pull the up-to-date numbers when it is opened by a potential donor.
Update your list on the goal's progress
One email isn't enough! Once you have a goal, and people are donating, be sure to update your list on the goal's progress. You should send an email to people who have already donated with an update on the goal and an ask for them to forward it to their friends and family. People who haven't donated should get an email reiterating how important a donation is towards achieving the goal for the quarter and winning the race in the fall.
One good technique for a followup email to non-donors from the first solicitation is to get a quick quote from a recent donor. Donors respond well to a message from other donors talking about how important it is to contribute to the cause, and how good it feels to be part of a movement.
As always, the ActBlue team is here to help your campaign succeed. Please let us know if you have questions about EOQ fundraising or want help melding your fundraising ideas into into the online tools.