6 Of 7 - EOY Series: Additional Items Of Note

Rachel Shields

If you have regular daily, weekly, or monthly communications--whether to your entire file or segments of your file--decide whether or not you want to continue those communications in December, but time your EOY campaign messages to not overlap or conflict with them. If you're sending direct mail, posting on Facebook, tweeting, etc., ensure your messages reinforce each other along with your year-end fundraising goals.


Luminate Online servers timestamp (time on the receipt) transactions with the Central Standard Time at the moment of transaction. Why is this worth knowing? For donations to be eligible for a 2016 tax deduction, that timestamp has to be within the year 2016.


Also, EOY reporting is an absolute must--especially after you've got 2 or more years of comparative data.  How did previous EOY email campaigns perform?  What worked?  What didn't?  Consider the images you used, the channels, the timing of your messages, themes, etc.


Stay tuned for our 7th and final blog post tomorrow, where we'll go over what to do beyond EOY.