Valentine’s Day is one of the most under-utilized holidays in the nonprofit world. It’s the one holiday that is rarely highlighted in direct mail campaigns, and it only recently started to become popular in the email and social media arenas for fundraisers.
In order to implement a Valentine’s Day campaign you need a plan. Today, we’re sharing a roundup of our most successful campaign ideas for Valentine’s Day.
How to Create a Valentine’s Day Fundraising Campaign
Develop a Valentine’s Day Message
Use a branded Valentine’s Day message or slogan that will be used on all campaigns. Valentine’s Day messages related to your cause such as; “For Valentine’s Day, open your heart to the hungry” or “Send a gift of love to homeless veterans on Valentine’s Day” can inspire and motivate others to donate. Use the message on social media posts and on your website, and be sure to include it in emails and direct mail appeals as well.
Create a Branded Valentine’s Day Hashtag
Ask people to share messages of love in honor of someone using a branded Valentine’s Day hashtag.
Whether it be the love they feel for a veteran or the companionship for an adopted pet, sharing a message in honor of someone or something is excellent way for donors and potential donors to make a personal connection with your organization. It is also an inspirational way to get others interested in your cause too.
Design a Branded Valentine’s Day Graphic
Design a branded graphic for Valentine’s Day for people to upload to their profile photo on social media. Use it on your website’s homepage, in emails, and direct mail appeals, too. Consider posting a “We love our donors” message with the Valentine’s Day graphic.
Create a 4-Step Email Campaign
Valentine’s Day email campaigns should have a series of at least 4 emails:
1. Send a Launch Email
This first email, which can be sent up to two weeks before Valentine’s Day, is where you inform donors what your campaign is about. It is also where you begin including your branded campaign message, graphic, and hashtag. You can convey the message with well-written copy or in a video.
2. Create an E-Card Email Appeal
In the second email, offer access to a few branded Valentine’s Day e-cards. With a contribution, donors will be given the ability to personalize an e-card. They can then email or message it to their friends and loved ones.
Each card should feature a photo or drawing related to your organization. An animal rescue organization could use images of puppies and kittens. Hand-drawn valentines from a child, work well for children’s appeals. Consider an image of patriotic hearts for veteran’s groups.
With every card sent, your donors will be sharing their commitment to helping others, as well as raising awareness for your cause.
3. Launch an Inspirational Closing Email
The third email, sent at the end of Valentine’s Day, is when you let everyone know that your campaign is coming to a close. Inspire them with heartfelt stories of those in need, as well as success stories of those who have been helped.
Read 17 Ways to Increase Donations with Email Campaigns for strategies about raising more donations with email appeals.
4. Create a Thank You Email
In the last email in the series, thank each donor who made a contribution, shared a post, or sent a card. Let them know how special they are.
Valentine’s Day Fundraising Tools & Tips
Create a Direct Mail Appeal
Donors love greeting cards. Sending them a Valentine’s Day card in a direct mail package, that they can in turn mail to someone else, can make a big impact. Small premiums have been shown to increase results in direct mail appeals.
Brand the card with your organization’s information on the back and include a heartfelt appeal letter. Read Copywriting Strategies for Fundraisers – Tools & Tips for information about writing donor-centric copy that will help raise more donations.
Promote Monthly Gifts
Valentine’s Day is a great opportunity to promote your monthly sponsorship program. Consider including a monthly sponsorship buckslip in a direct mail appeal and creating a heartfelt email that includes your Valentine’s Day message and graphic.
A Valentine’s Day appeal combined with a monthly donor ask can attract those donors that you’re not able to reach at other times of the year. Read How to Acquire Monthly Donors – Tools & Tips for more information about creating a monthly sponsorship program.
It’s important to take the time now and make Valentine’s Day a special day of giving for your organization. If time restraints prevent you from coming up with a thought-out campaign, email me at Write Choice Marketing. We can discuss ways to make this happen.
Whatever you decide, get people to share their love this Valentine’s Day and inspire donors to give to your organization.
_____________________________________________
Write Choice Marketing-Helping nonprofits raise donations through compelling copy, engaging content, and donor responsive strategies that get results. We offer creative, cost-effective fundraising and marketing solutions.
If you found this post useful, please share it with others! Thank you!