Year end giving is a stressful. Getting as much done as early as possible is going to make it easier to reach your goals. This episode will give you some resources for putting your campaign together. You'll know what to put together based off of the goals you have for your campaign.

→ creating your impact statements. → using data to determine what materials go to what list. → what communications you'll want to create. → building a new donation page. → scheduling as much as you can.

[3:15] Create a clear and concise impact statement. Focus on one area of your impact that you really want to share. Be clear and concise so people can really understand what their donation will do. Customize this impact for your major donors, returning donors, and new donors so it resonantes with them. [6:10] Create your lists so you know what buckets you're sending communications to. Knowing who those people are will help you determine the buckets for where the funds are coming from as well as what materials you'll need to create. [7:28] Create a combination of offline and online communications. Materials will include direct mail pieces, email communication, social media posts, promo kits, phone calls, and more. You'll then tailor those communications to the different audiences you've identified. [14:07] Create a landing page with your year end giving information. This should include the language that matches with the rest of your giving campaign. Include a donation form and replace your main donation page links with this landing page when your campaign kicks off.

Digital Marketing Therapy Sessions EP 207 | Donation Page Layout and Features EP 208 | Designing Your Donation Page For Conversions with Eric Ressler EP 209 | Data Driven Donation Page Best Practices with Matt Bitzegaio EP 210 | Keeping More of Your Donations with Jen Nielesky

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click  Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours 

Copywriting tools can help you with the confidence to hit publish on all the incredible content you're creating. Especially if you have a small team! Using these tools can help you streamline your process and ensure it stays within you voice and style.

→ tools for editing. → AI tools.

[3:50] Grammarly. This tool is great for editing your content. You can even download a Chrome plugin so that you get the edits in whatever page you in, your email software, website, social media, etc. [5:38] Hemingway App. This app gives you tips as it relates to readability. If you're thinking about how people can scroll your content and get the most out of it then this is the best app to use. [7:47] AI can help you with repurposing your content. Once you have your content written, AI is great to help you with creating social media posts, email subject lines, or even to tweak headlines or titles for the post. Find the platform that you like and use so you can figure out how to use it best. [11:40] If you need help writing long form content, try Content at Scale. This platform is more than an AI generator because it pulls posts from keywords, YouTube videos, podcast episodes and more. It also gives you all sorts of SEO feedback. Check out the blog on H & E Marketing Solutions to see it in action.

[quiz] Should You DIY Your Website? EP 221 | Creating a Language Guide Grammarly ChatGPT Canva ClickUp* Answer the Public Content At Scale*

*This is an affiliate link. Should you purchase we may receive a commission. We are only affiliates of products or services that we use ourselves.

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours 

Being known for something is what allows you get a faster path to donations. It makes it clear to people what you do and how you serve. And it builds trust with potential donors because it is clear where the funds will go. While you do lots of things in your organization, be clear in your messaging about the big picture goal of what you do.

→ power of storytelling. → figuring out your tone. → choosing clarity. → better understanding clickbait.

[5:47] Content connects better when there is storytelling involved. This works across industry but especially when it comes to more technical or academic areas of support. People remember stories. [10:23] Create you brand voice. Understand how you want to sound and the tone of your brand. Do some research to understand how your competitors sound. Take into consideration your ideal audience. Put it all down in a language guide so you can stay consistent. At the end of the day – be authentically you. Do no feel the need to replicate another brand. It's also important to remove jargon and speak in a way that people who don't know what you do can still understand impact. [20:00] Clarity is the most important thing. You can get cutesy with your language but. notat the expense of it being super clear for people to understand. It always needs to go back to your brand voice. Clarity also comes with a call-to-action that makes a clear next step. [24:58] Don't use clickbait unless it's genuine and takes people somewhere authentic. Yes we want people to click the link, and a great headline is. away to do that. If you don't send them somewhere they expect to go then you'll get people to bounce from your website, lose trust, and hurt your search engine rankings.

Digital Marketing Therapy Sessions

Founder, AV Writing Services

Alison Ver Halen majored in English and Psychology without realizing she was getting the perfect degree for content marketing. It wasn't until a few years after she graduated, when a family friend asked her to write blog posts for his law firm, that she realized she could make money doing what she loves. Fast forward to today and Alison is still writing blog posts, as well as website landing pages and emails, but also integrates SEO and marketing strategy into the content she writes to give her clients their best chance of attracting, engaging, and converting their ideal clients. Learn more: https://avwritingservices.com/

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours 

Being known for something is what allows you get a faster path to donations. It makes it clear to people what you do and how you serve. And it builds trust with potential donors because it is clear where the funds will go. While you do lots of things in your organization, be clear in your messaging about the big picture goal of what you do.

→ what it means to be a challenger brand. → why it's important to listen to what the market is telling you. → sharing impact to drive emotion. → ways to keep things simple. → when it's time to expand.

[4:45] Challenger brands are organizations that are going up against industry gorillas. This means you have to be even more laser focused on what you do in order to cut through the noise. The messaging and way you share what your organization does needs to beclear and concise. [10:33] Listen to what the market is telling you. Talk to people! Phone calls are best because you typically get more honest responses from people. Ask open ended questions and really get their feedback and thoughts. They will be honored you're asking their opinion and will give you honest responses. [19:02] Keep your fundraisers simple. While your organization might do a lot of things, keep your messaging clean and simple. Build tradition around your events and be known for something. It develops over time and will help with consistency in fundraising. [26:04] When you build slowly over time you'll naturally know when it's time to expand, AND have the financial stability to do so. Serving more people before you can financially support it is where organizations get in trouble. Take your time and build your base of raving fans. It starts with consistency.

VIP Days Challenger Brand Marketing

Craig Alexander is the President of Gumas an award-winning, full-service San Francisco advertising agency and the country’s foremost authority on Challenger Brand Marketing®. His intimate understanding of what it takes to succeed with Challenger Brand Marketing has made him an esteemed leader in his field. Craig always strives to create memorable, relevant, and motivating campaigns that are designed to evoke emotion or inspire people to take action. He has been praised by his clients for his expertise and passion for his work. Learn more: https://gumas.com 

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours 

A language guide is a part of your branding materials that helps ensure your entire organization is speaking the same way and your copy is consistent. Putting together a word doc that allows you to keep the terms and phrases you us as well as your ideal customer makes it faster and easier to get things done.

Learn what can go in your language guide and tips for putting it together in this episode.

→ what is a language guide? → how it helps make things easier. → video is crucial.

[0:11] A language guide is part of your branding toolkit. It provides clarity and consistency as you communicate with the public. Building it takes time but will make things so much easier as you engage volunteers or other team members to write for your organization. [3:50] Things to include. Vision and mission statement. Words to use, and not to use. Taglines that you can reference quickly. Ideal donor avatars. Testimonials. The tone you want to use

Digital Marketing Therapy 1:1 Sessions

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click  Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours 

Tere are so many ways that social media, specifically TikTok and Instagram, can suport your business. It can also be a big mess trying to figure. outwhat to post on different platforms. People search for you on social media but that doesn't mean you have to have everything new all the time.

Get some strategies for how you can support your organization, connect with people, and not feel like you're running on the hamster wheel.

→ finding the right ways to use specific platforms. → why having a presence on social media is important. → video is crucial. → creating a mini website on your Instagram.

[7:47] Social media is where people go to research brands and organizations. Now, nearly 40% of people are starting with social media before going to search engines. This makes social media more top of funnel. [17:41] Don't be scared of video. Just get started. Share some of you personality and get consistent. It doesn't have to be over produces, be conversational and transparent. [26:22] Create a mini website on your Instagram feed then focus on stories. Give people everything they need to know about you with a set of posts that look nice in your feed. Then post quarterly, three posts, that share the most relevant pieces of information.

[quiz] Should You DIY Your Website? [podcast] Absolutely Not by Heather McMahon InstaSite & Social Media Guide

Founder, The Wolf Co.

Founder & Digital Strategist of The Wolfe Co. and creator of The Original InstasiteTM, Amanda provides business owners with access to reputable resources, community connections and trusted guidance/education to start converting on social.

After working as a brand marketing manager in corporate, Amanda ventured on her own and took her love of digital marketing and ran with it. From helping clients earn $10k from just 2 Instagram stories, $77k from one DM and $28K social media launches, Amanda has turned many personal brands and service-based businesses into cash cows.

Her efforts have awarded her two RBC + Women of Influence nominations and a Bronze in the 2019 Canadian Marketing Associate awards in the Customer Experience category. Learn more: www.thewolfe.co

Celebrating is such a great way to have content on social media that isn't asking, educating or growing your audience. It's just about shouting out those surrounding you that are doing cool things that you want to call out.

This could be people in your organization, volunteers, board members, or even your own community. It could also be wins from the work you're doing, milestones, anniversaries, etc. 

Never miss an opportunity to celebrate on social media. And since it just happens to be my birthday – this is the topic of this week's Digital Marketing Therapy podcast.

→ different types of celebrations you can shout out on social media. → ways to make more engaging – hint hint, use of video. → putting celebratory events on your calendar so you don't miss them.

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours