October: End of year is on my mind, but so is pumpkin spice…
How does pumpkin spice relate to end of year planning?
As soon as fall hits, so does the influx of pumpkin spice! It's in our coffee, ice cream and holiday drinks. What is it about pumpkin spice that makes it so successful? And what can we learn from this holiday favorite as it relates to planning our end of year campaign (EOY)?
Right message, right time.
Companies launch their pumpkin spice products in the fall, taking into consideration factors that will identify a specific launch date. Some factors might include the weather, best sale dates, other products' launch dates, and past sales reports.
Timing is also everything when it comes to launching your end of year campaign. The most important thing to remember is that the “right time” differs for every organization. Often organizations choose Giving Day (the Tuesday after Thanksgiving - this year it's November 29) for their launch. To select your launch date, evaluate your current communication and marketing calendar and development plan to determine what works best for your audience and how much lead time you need to plan in order to execute a successful campaign. And don’t forget, your theme and message should build on your impact from the past year and frame the coming year ahead.
Getting the right people behind the campaign.
Starbucks’ trademark fall product is the Pumpkin Spice Latte. Customers wait for it all year long! The key to a successful campaign is to identify the right people and involve them from day one. Make sure you work with your board, top donors, and community partners in preparation for and during the campaign. This will ultimately result in the expansion of your donor base of support.
It's an add-on, not the base.
Pumpkin spice cannot stand alone and neither can your end of year campaign. End of year campaigns are part of your annual campaign efforts. Just as pumpkin spice is for a “limited time only”, your end of year campaign is a special offering, as well. Build multiple touch points and solicitation communications throughout the year and do not wait for the launch of your end of year to be the first time your community has heard from your organization.
Empower your end of year campaign:
1. Campaign Plan - Create and manage your EOY plan to include setting financial goals, timing of the campaign, methods of communication, frequency of communication, donor segmentation, etc.
2. Content Creation - Write and produce copy + visuals for the campaign and/or work alongside outsourced or in-house marketing team to create necessary deliverables
3. List Planning - Assess your audience data to determine the proper segmentations for the campaigns
4. Execution - Make sure the campaign is executed according to the timeline!
