SDYS Year End Campaign
Comments
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Thanks for the submission. Rachael and I will get back to you soon with our feedback.
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Great work here San Diego Youth Services! 200,000 homeless youth in CA?! That number alone is cause for alarm and should get noticed. Great impactful theme!
One thing right off the bat that comes to mind... You mention that November is National Youth Homeless Awareness Month. What a terrific opportunity to cultivate before the busy holiday giving season. In the service module, the calendar isn't in line with sending a message the week of November 15, but I strongly encourage you send an "early-bird" message on your own to draw attention to this important time of year for your organization. This is going to work for you twofold. One, causing a stir right before you begin the EOY appeal season is going to bring your organization and your mission top of mind to your subscribers, prepping them to give. You'll also educate your subscribers in a more meaningful way, in a way that isn't as easy in the wordcounts you are limited to in your EOY appeals. Use this opportunity to cultivate, educate, and motivate. Get people up in arms about the stats you outline in the worksheet so that when you do ask for a gift in Dec your subscribers are ready to END homelessness among youth in San Diego. I also encourage you include a donate button in these message, but keep it soft. You may get a nice donation response but you want to save your strong appeal language for December when most people are going to make their gifts. Statistically, November is thet time to cultivate...December is when you fundraise.
Oscar's story is terrific! As we talked about in our calls, nothing quite motivates gifts like personal stories. I especially love that Oscar's story ends on a high note. Your donors and the good work you do turned this person's life around. You're right on track here.
Video would be a good way to tell your story in a new and compelling way. The stewardship eCard is particularly a good place to promote a video because you have more real-estate for graphics and less space for copy. Letting your images tell the story could make that message even more meaningful. I've got some great resources for video which I'll post to this thread so you can explore them.
For your giving levels, let's focus in on some strategic levels that make sense. First, the average online gift is up around $30 or so. Knowing that, let's omit giving levels that are at the $10 mark. Also, giving levels like $52.50 are a little distracting. Keeping it simple and straightforward is the best strategy. I particularly love the following:
t-shirt, deodorant, ) 35.00
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