Holiday Marketing Campaigns: Tis the Season to Sparkle

We just went to our first Christmas Market here in Europe, and it’s barely November 15th!  The festive piazza in Asti was packed with little wooden cottages, each decorated in red, white, and green.  The smell of cinnamon, evergreen, and fresh Christmas pastries wafts through the chilly evening air.  Personalized stockings and ornaments, mugs of mulled wine, and a little bit of holiday cheer.  Small, local brands with well-designed holiday marketing campaigns are capturing seasonal shoppers, and you can too.

We all remember those Budweiser holiday ads with the majestic Clydesdales pulling a Budweiser carriage through snowy landscapes.  The Hershey’s kisses in Christmas tree formation, ringing out ‘We Wish You a Merry Christmas’ with the last kiss ringing the hardest, then wiping his ‘brow’ with the little Hershey logoed paper.  Or my personal favorite, the Folgers’ ‘‘I’ll be Home for Christmas’ ads, where a young man or woman makes it home for the holidays, sneaks in, and brews a pot of coffee as the whole house wakes up to the aroma and they share a holiday moment together.  Sniff, sniff.

These holiday marketing campaigns make you smile.  They make you feel something for the brand while capturing the sentiment of homecoming, warmth, and family bonding that the holidays are known for.

Shopping Holidays: Black Friday, Cyber Monday, Small Business Saturday, and Giving Tuesday

Black Friday, the day after Thanksgiving, and Cyber Monday, the Monday following Thanksgiving weekend, are still heavy hitters when it comes to holiday sales.  In Italy and the rest of Europe, Thanksgiving is not celebrated.  It’s a normal workday with no traditions, no turkey, no long weekend.  However, there are still promotions for Black Friday and Cyber Monday sales!  Therefore, if you are targeting an audience outside the U.S., include Black Friday and Cyber Monday in your marketing strategies.

In addition, there are several other ‘shopping holidays’ you can take advantage of:

• Small Business Saturday:  Started by American Express, encourages you to ‘Shop Local’
• Giving Tuesday: The Tuesday after Cyber Monday is a day for non-profits to start their end-of-year campaign push.
• Women-Led Wednesday: Supporting Women-owned businesses.

With so many opportunities to create a promotion that aligns your brand with the holidays, it is time to roll up your sleeves and get creative!  Our Holiday Marketing Campaign Guide is packed with lots of ideas you can start using today.  We’ve included holiday spending projections, top advertising channels, seasonal themes, pop-up events, and more.  Don’t wait for the snow to fall to start planning.  Let’s start under the mistletoe trailhead together!

Holiday Spending Projections in the U.S. and Europe

This year’s holiday spending is expected to continue an upward trend, but this is in part due to inflation, not just increased spending.  Total U.S. holiday retail sales are projected to hit $1.01–$1.02 trillion.  That’s a 3.7%–4.2% increase compared to last year.  Spending on gifts for yourself, or ‘self-gift spending’, is up, along with spending on travel and wellness.

In Europe, holiday spending is expected to grow 3% from last year.  Europeans are favoring “affordable luxuries”, such as beauty products, travel, vintage clothing, and live experiences.

Here’s more categories expected to see an increase:

• Experiential Purchases: Consumers are prioritizing adventures, wellness retreats, and travel.
• Outdoor Gear: Hiking gear, skiing equipment, all the gear for those family adventures!
• Sustainable Gifts and Giving Back: Eco-friendly, second-hand, and gifts that give back

In addition, there is a tug at the heartstrings of consumers, and they are more likely to contribute during end-of-year giving campaigns.  If you haven’t read our giving back blog, ‘Make a Charitable Donation and Get a Tax Write-Off’, bookmark it to read next!

All these holiday spending projections indicate a prime opportunity to tap into consumer demand through thoughtful holiday marketing campaigns.  Now is the time to gather the wagons and get creative!

The 4 Best Channels to Advertise Your Holiday Marketing Campaigns

Choosing the right channels for your holiday marketing campaigns is essential for reaching your target audience.  Especially during the busy holiday period!  Here are the top options that travel operators, outdoor and lifestyle brands should consider for the holidays:

1. Social Media Ads

Save a portion of your marketing budget to run more robust ads around the holidays instead of spending on social ads year-round.  Use Meta Business Suite to set up social ads across Facebook, Instagram, and all Meta platforms.

Keep in mind, Facebook is great for reaching an older demographic (45–60+ years old) who might be purchasing high-dollar travel or tour packages as gifts.  Instagram, however, is ideal for a slightly younger demographic who may be searching for discounts during Black Friday and Cyber Monday sales for items $200 or less.  Finally, use TikTok to appeal to younger audiences, with video tutorials, gear reviews, or family adventure stories that resonate.

For your holiday marketing campaign assets, begin collecting visually appealing festive product shots and holiday-themed storytelling.  Lean on user-generated content by reaching out to your brand ambassadors to create holiday collaborations!

2. Search Engine Marketing (SEM) and Search Engine Optimization (SEO)

As people search for gifts for mom, dad, or the family pet, using Google Search Ads, PMax Campaigns, and good SEO can help get your products in front of those holiday shoppers.  Set up ads using keywords and key phrases to target those searching for the best gifts for outdoor lovers (yes, we’ve written a blog about this!), or last-minute holiday travel deals.  Write a blog with key phrases you want to rank for, like ‘best ski holiday packages’ and ‘winter vacation spots’!

Here’s a list of some other favorite key phrases you might want to start ranking for:

Gift Shopping & Ideas

• “Best holiday gifts for [specific person: mom, dad, kids, boyfriend]”
• “Unique Christmas gift ideas”
• “Last-minute holiday gifts”
• “Personalized gifts”
• “Gift cards online”

Deals & Discounts

• “Black Friday deals”
• “Cyber Monday deals”
• “Shop Small and Save”
• “Best online holiday shopping sites”
• “Cheap holiday flights”

Holiday Travel

• “Best winter vacation spots”
• “Holiday travel tips”
• “Holiday travel deals”
• “Warm places to visit in December”
• “Christmas market trips”

3. Email Marketing

That email list you’ve worked so hard to build is priceless.  Email remains one of the highest-converting channels for holiday promotions.  Outdoor brands, travel agents, and tour operators can create segmented campaigns based on past purchases, open rates, or reward their most frequent customers with an extra discount during the holidays!

If you are running a holiday fundraising campaign, email is your best friend in this effort.  Ensure you have a holiday marketing campaign strategy for Giving Tuesday!  Create engaging storytelling around the impact someone can have by making a tax-deductible donation before the end of the year.  Read more about why end-of-year giving is so important for non-profits and learn more about the best 501c3 organizations in the outdoor industry!

4. Tap into Brand Ambassadors & Partners for Holiday Marketing Campaigns

Partnering with outdoor and adventure-driven brand ambassadors as you enter into the holiday season can be highly effective, especially when promoting travel or adventure experiences!  Ambassadors can create authentic content, showcasing their trip with you, or using your products in a festive and engaging way.  Read more about how to find the right ambassadors and content creators for your brand! 

When it comes to brand partnerships and affiliate marketing, consider partnering with bloggers, podcasters, and industry publications or websites that specialize in adventure travel.  Find out if they will be putting out a holiday gift guide!  Create a collab with a special offer for their listeners or readers!

5 Holiday Marketing Campaign Themes and Trends

Understanding the trends shaping holiday marketing campaigns can give you a competitive edge.  Here are some key themes to consider as you plan:

1. Sustainability and Ethical Marketing

Consumers are increasingly concerned about the environmental impact of their purchases.  Highlight eco-friendly practices, sustainable materials, and ethical production in your messaging.  Emphasize durability, repair services, and recyclable packaging in your holiday promotions.

2. Personalization

Tailor your holiday promotions to individual consumers.  Use customer data in Mailchimp or your preferred email marketing platform to send personalized product recommendations based on previous purchases or browsing history.  Did you just sell someone a pair of skis?  Maybe they need a new ski bag, ski straps, or mounts for their car.

3. Early Shopping

With concerns about shipping delays and inventory shortages, consumers are shopping earlier each year.  This trend began during the pandemic and is expected to continue in 2026.  Therefore, plan and launch holiday campaigns earlier.  Offer “early bird” discounts and encourage customers to buy now to ship to their loved ones before the holiday rush.

4. User-Generated Content

Customers trust other customers.  Encourage your audience to share their adventures, and tag your products or your tour on social media!  Offer incentives, such as a special discount.

5. Experience Over Products

Many consumers, especially millennials and Gen Z, are prioritizing experiences over physical products.  If your brand offers adventure tours, guided experiences, or a coaching clinic, market them as the ultimate holiday gift.  Highlight how these experiences create lasting memories and unique moments rather than just things.

5 Unique Holiday Marketing Campaign Ideas

To stand out as a special snowflake in a crowded holiday market, consider these creative marketing strategies:

1. Gift Packages:

Bundle your most popular gear and accessories into holiday gift packages.  Create themed bundles like “Winter Biking Essentials” or “Ski Adventure Package,” offering them as ready-to-go gifts for outdoor enthusiasts.

2. Gift Cards for Activities + Experiences:

Promote gift cards, not just for gear, but also for experiences, such as guided tours, adventure trips, or lessons.  If you do not have digital gift cards set up for sale on your website yet, do it now!  This allows your customers to give the gift of adventure, which can be a more personalized and memorable gift option.

3. Holiday-Themed Giveaways:

Run a social media giveaway that encourages users to share their favorite outdoor holiday moments. This can drive engagement and increase brand visibility.  Consider offering a prize like a free tour or a premium outdoor gear set.

4. Christmas Gift Guides:

Besides pitching industry publications to cover your offerings in their gift guide, develop your own holiday gift list!  An online holiday gift guide can make it easier for customers to find you in search.  In addition, a Christmas gift guide can help you build partnerships with like-minded brands by featuring them on your Christmas wish list.  Here’s our holiday gift guide.

5. Seasonal Outdoor Events:

Host or sponsor outdoor events during the holiday season.  Ideas might include a winter hike, nighttime bike ride, polar bear swim, snowshoeing excursion, Christmas market, or outdoor photography workshop.  Make it festive by asking attendees to don lights on their bicycles or wear ugly Christmas sweaters!  These events not only promote your products in action but also create community engagement and share that holiday spirit!

Final Thoughts on Holiday Marketing Campaigns

For travel, wellness, outdoor recreation, and lifestyle brands, the holiday season offers a significant opportunity to drive sales and engage with consumers.  By understanding the expected spending patterns, leveraging the right marketing channels, and staying ahead of trends, you can create a holiday marketing campaign that resonates with your audience and boosts your brand visibility.

Set your brand apart this holiday season and be creative in your approach!  Here are a few more blogs with festive strategies and marketing campaigns that you can use this winter:

• Giving Back: Make a Gift That Supports Your Favorite Outdoor Non-Profit
• Gifts for Outdoor Lovers: The Best Gifts for the Adventurer in Your Life
• How to Promote a Fundraising Campaign
• Email Marketing: The Do-It-Yourself Guide to Sending Better Emails

Thanks for reading, and happy gift-giving season!

Meredith Caccese McConvill, Top Rope Media

best email marketing for successful campaigns 

If you’re searching for the best email marketing strategy to generate more revenue for your outdoor brand or non-profit, you’ve come to the right place!  We’ve jam-packed this blog with easy, actionable steps to help you be more strategic and improve your email marketing.  

Did you know that whether you sell bicycles or board shorts, email marketing converts better than social media??  It’s also the best way to remind potential customers about a product they might be interested in, to make a donation, or if they’ve left an item in their cart!

Therefore, this email marketing blog will focus on how to design your email, the types of automated emails you should set up, when to send your emails and at what time.  We’ve also included a whole section on brand partnership emails and brand collab emails as we get this question a lot from our clients about how best to handle.  But first, got a question that can’t wait??  Drop us a line! 

email marketing fun facts

Now then, here are a few quick facts about the best email marketing campaigns:

• More than 60% of emails are opened from a mobile device

   

• The average open rate for marketing emails is 20-25%, however since the Apple iOS 15 update, we’ve seen rates as high as 45% on average!

   

• Tuesday is the best day to send!
  

Did you know that more people are opening emails from their mobile phones than from their desktop computers?

best email marketing: 10 tips to sending better emails

We are big fans of DIY tips!  And the best email marketing is often done in-house.  Therefore, here are steps you can implement today to improve your emails!

1. SET UP YOUR EMAIL AUTOMATIONS

All of the best email marketing platforms will allow you to set up automated emails.  Whether you use SalesForce Marketing Cloud, Shopify, Klaviyo, Mailchimp or others, you will have automations available.  Keep in mind, they may be called email automations, but can also be referred to as customer journeys, drip campaigns, push notifications, etc.

Here are just a few examples of email automations you can create:

• Welcome email 
• Abandoned cart email
• Reengagement email
• Repeat customer email
• Email nurture series

While email automations are labor-intensive it is worth your time to set these up!  Think about how you receive that reminder email from a brand you like, “Looks like you’ve forgot something…don’t worry, we saved it for you.”  It may seem cheesy but it is effective!

2. BEST LENGTH FOR EMAILS: Keep ‘EM short

Your readers will spend an average of 2-10 seconds reading your email.  So, keep ’em short and to the point!  If your subscribers see long paragraphs of text, will they keep reading or unsubscribe?  Will they save your email for later, but then never read it?

Therefore, here are a few tips to tighten up your email copy: 

• Use no more than 3 main sections per email. 
• Keep each section to 2-3 sentences max. 
• Create calls to action and linked text. 
• Direct traffic to your website to read a full blog or view product specs!
• Make it easily skimmable! 

finding it hard to trim that email campaign Copy? 

If you do have a lot to say, then revisit your email goals and your email frequency.  Perhaps you need to send a weekly email instead of 2x per month?

As an example of a short and sweet email we love, see AFAR Magazine‘s Daily Wander email below.  We receive 1-2 a week (you can receive them daily if you’d like), and we open them 99% of the time to read about new destinations, travel tips, and get inspired!

Other things we love about AFAR Magazine’s emails:

• There’s big, beautiful imagery
• A small amount of text
• Links to read more if you’re interested
• 2-3 main sections
• Even a weekly trivia question!

Here’s another example of a section in AFAR Magazine’s recent email that caught our attention:

As we’re in Europe at least once a year, you bet we’re clicking to Read More…especially because we want to be at Tour de France this summer!!

3. use visuals throughout your email campaign

Even the best email marketing campaign you roll out may not be as exciting and eye-catching as a travel piece.  Therefore, use visuals throughout your email. These can be graphics, embedded videos, lifestyle images, ambassador spotlights, and product shots.

In addition, unique, branded graphics at the top of each section can give your readers an easy way to identify the topics covered in your email.  Remember, your emails must be easily skimmable!  Not good with graphic design?  Or not familiar with Adobe Illustrator or Photoshop?  Try Canva! 

Remember to use alt tags and link each image in your email back to your website so your readers can learn more about that image quickly!

In addition, visuals could also mean a colorful section divider and calls-to-action (CTA) buttons.  More on these in a bit!  However, keep your paragraph text to black or grey to make it easy to read.  Lastly, leave white space to give your readers’ eyes a chance to rest! 

4. segment your email list

Segmenting your email list can help you to customize your message, target specific audiences, and improve your conversion rates!  Here are a few ideas for list segmentation for your email campaigns:

• Location segmentation: send different emails based on the location of your readers!
• Send a more personalized message, or a promotional offer from your Founder to your most active subscribers.
• Resend to non-openers: resend your monthly email (a few days later) to anyone that has not opened it. Remember to change both the Subject Line and preview text.

Here’s an example of a graphic we created for our clients at Source Endurance, a coaching company that offers training plans, camps, and one-on-one coaching.

5. include calls to action in your emails

A call to action or CTA in your email campaigns helps your reader learn more, buy your product, or make a donation.  Don’t assume they will click on your website link, and search for the items mentioned in your email.  Or make their way to your donate page, and make a gift.

Instead, give your reader highlighted (or underlined) links to click on, and CTA buttons in each section.  Include these throughout the email.

Another reason we strongly recommend adding CTA’s?  The new email privacy protections in place for Apple iPad or iPhone users!

6. Up Your Font Game

Although Arial and Times New Roman are the most common fonts, today there are thousands of options to choose from!  Use an easy-to read font for the email paragraph text.  A sans-serif is best here, one without those little ‘feet’ hanging off the letters.

A serif font, the ones with the ‘feet’ or cursive in nature, can be used for titles or headings.  But, ensure it’s legible on both a desktop and mobile phone.  All email platforms will let you preview your email before you send it!

Another tip is to play around with font size.  A 10 or 12-point font might be great for your internal text only emails.  However, for your email marketing campaigns, we suggest bumping up the font size to 14-point or 16-point at a minimum!  This is because so many readers will check their email from a mobile phone. 

Also keep in mind, if your audience skews a bit older (50+) they might find a small or cursive font very hard to read!

A sans-serif font and a larger font size makes Recreation.gov’s email easy to read. In addition, the CTAs give you even more incentive to engage! 

7. create short, intriguing subject lines

Here’s where you can really make an impact in your email campaign open rates.  Take some time to word-smith that Subject Line!  And, use no more than 6-9 words. 

In addition, you can use CAPITALS to help your email stand out in someone’s inbox.  Words like SALE, SAVE 50%, COMING SOON, and SAVE THE DATE all work very well.  Use emojis sparingly, 1 is often enough.

Lastly, make sure to include some preview text to let your reader know what else you’ve included in your email that might make them open it. 

8. best days to send marketing emails

Are you also wondering what the best days are to send a marketing email?  Well, we see the highest open rates on Tuesday, Wednesday, or Thursday. 

However, if we are launching a weekly sale or a holiday campaign, we may drop emails on other days as well.  

Here’s a quick example of why the subject line and an emoji or two can help. Which email in my inbox above stands out to you the most?  Yes, I remembered to get a Valentine’s Day gift! 

9. best times to send marketing emails

What time should you send your email?  We typically send marketing emails between 7-10am.  However, consider what time zone you are sending your email to.  If most of your opens come from the east coast or Europe, set your email campaign to drop during their early morning hours. 

If you use Mailchimp, tools like Time Warp or Time Optimization are amazing!  Mailchimp not only helps you determine the best time to send your email based on previous email results, but they can also drop your email at the same time in each time zone.  Therefore, everyone on your list will get your email campaign at say 8am their time.

10. create ways for people to sign up for your email list

Now that you’ve got lots of DIY tips to send the best email marketing campaigns, how do you plan to grow your list??  It’s okay if you haven’t thought of this yet! 

After you’ve set up a list or created a new audience in your email marketing platform, you need to establish methods to add new people to the list in the future.  Here’s a few ways we add new people to email lists for our clients:

• Social media posts that send readers to a newsletter sign-up landing page (and yes you should sign up for our newsletter if you’re not already on the list!!)
• Point of purchase option for email list sign-up (in store or online)
• iPad stations at events and conferences
• Newsletter sign-up box in your website footer (a must!!)
• Website pop-up

Whatever you decide, make it easy for potential customers to opt-in, as well as opt-out should they decide your emails are no longer relevant.

 11. EMAIL MARKETING x BRAND PARTNERSHIPS

Okay, I know we said Top 10, but this goes to eleven because it’s that important.  People know a brand partnership email when they see it in their inbox.  They can smell it a mile away.  ‘Yeti + Red Bull’, ‘Burton and Big Agnes’, ‘Surfline x Solento Tequila Collab’, ‘Tour de France and STRAVA Sweepstakes’. 

While brand partnerships can help boost your brand, and expose you to hundreds or thousands of potential new customers, tread carefully when it comes to sending a brand collab to your loyal email subscribers!  

Branded Email Partnerships

need help with your email MARKETING?

Need help getting started, or want us to create and manage your email marketing campaigns?  Let’s chat!  Also, check out other posts we’ve written about email marketing:

• How Your Email Marketing will be Affected by Apple’s iOS15 Updates
• How to Send Better Emails
• Types of Email Marketing Services 

To learn more about what we do on the regular, follow Top Rope Media’s adventures on Instagram, Facebook, or Twitter.

Until next time, happy emailing!

– Meredith McConvill, Top Rope Media

Starting a Business: How to Turn Your Side Hustle Into a Full-Time Gig

Those classic Frank Sinatra lyrics, “If I can make it there, I’ll make it anywhere,” are always on my mind when I start something, or someplace, new.  Born and raised in Staten Island, New York, ‘making it’ to me as a young woman meant:

• Having an Upper East Side apartment in Manhattan
• A city job that required a leather briefcase (when it was still cool to carry one)
• Scoring a good table for brunch on a Sunday at Bubby’s
• Getting in my 6-mile evening run around Central Park
• Paying all my own bills!

Maybe I watched too much Sex and the City.  But, I remember the first time I felt like I had truly ‘made it.’

Starting a Business: In the Trenches

It was July 1999, and I had successfully achieved all of the items listed above.  Yet my career was still on a low simmer.

I was standing in front of my office fax machine at New York City Parks & Recreation (well before Leslie Knope made working at Parks & Rec a cool place to be).  Our team was reviewing the final plans for ‘Moon Day in Central Park’, an event to celebrate the 30th anniversary of the landing on the moon.

At this time, I managed partnerships, fundraising, and events with NYC Parks & Recreation.  Yet this was my first big production in Central Park.

I had pitched a lot of brands to sponsor the event.   In addition to generating sponsorships, I was also in charge of public relations.  I pitched several newspapers and magazines each day to get the word out.  Keep in mind that this was 1999, long before the internet and social media had taken hold!

It was at this time, still standing at that fax machine, that I got the call.  Moon Day would be featured in the New York Times and a quote from me would be included.

It was a small piece, but I was giddy.  It was happening.

Gaining Confidence in Your Small Successes

The event turned out to be a big success for our team!  From Neil deGrasse Tyson to the CBS broadcast of the lunar landing.  In addition, a perfectly timed spot with Park’s Commissioner Henry Stern and Buzz Aldrin riding across Sheep’s Meadow in Omega’s Lunar Rover was the icing on the cake!

The day would not have been possible without generous contributions from CBS, Omega, and from Target.  At the time if you can believe it, Target was a small, relatively unknown company.  They would not open their first store in Manhattan for another decade!

Therefore, I was thrilled when Target said yes to my pitch for the title sponsorship of Moon Day and I’m happy that Target’s relationship with NYC Parks & Rec continues to this day!

Starting Up: Branching Out to Freelance Work

After Moon Day, my talent for coordinating logistics and raising awareness continued to grow.  I began freelancing.  And my experience in marketing and events for outdoor organizations, and landing good PR for high-profile clients, was on the rise.  I took on the following events:

• NHL All-Star Weekend
• Lake Placid Film Festival
• Dinner in Central Park with Isabella Rossellini (did you know she’s a big-time bird watcher??)
• UC San Diego Women’s Conference

However, my favorite freelance position was working as part of NBC’s Operations Team for 3 Olympic Games: 2002 Salt Lake City, 2004 Athens, and 2006 in Torino!

Creating a Home Base for Your Small Business

I traveled from New York to LA.  Sydney to Athens.  London to Milan.  To really start my business, I needed a new place to call home, and to keep track of my growing collection of outdoor and adventure gear!

I also needed to be closer to the outdoor and lifestyle brands I wanted to work with.

San Diego became that place in 2004, and although a far cry from New York’s Central Park, the incredible people, the never-ending sunshine, and the easy access to the great outdoors are hard to beat!

Even with a home base, the journey of turning your side hustle into a full-time business is ever-changing.  This idea of starting up Top Rope Media came about in 2015 when I still had a full-time job. Then it simmered along into 2016.  Finally, in June 2016, I left my full-time job at UC San Diego to start my business and grow Top Rope Media.

Starting a Business: Do What You Love

Now here we are in 2024, and from starting a business to scaling it up, I continue to remain focused on doing what I love.  I still enjoy meeting new people in the outdoor industry.  Learning about their marketing woes, and thinking, hey, I can fix that!

It’s still exciting to build relationships between big brands and small non-profits.  To grow memberships by helping people become better connected to a cause they love.

I even took some time to write a book with my 91-year-old dad last year!  You can learn more about it and pick up a copy here!

Although the days of standing in front of my trusty fax machine and sending out personalized press releases and proposals are long gone, I still personalize my messages and send out monthly communications.  However, I now use a more rapid-fire method of digital marketing!

Starting Up: Building Brand Loyalty

As a strong, competitive woman, I am focused on getting to the finish line and often forget to enjoy the journey.  It is important it is to keep people connected with your journey, your triumphs and setbacks. 

Building your brand and building brand loyalty means staying in touch with those who have helped you get to where you are.  Staying connected with your audience, ambassadors, and brand champions.

You can’t just keep selling and pushing your widgets.  You need to give your audience valuable content that they can use. That’s why we write monthly blogs with marketing tips.  In addition, we share curated content from industry leaders or unique stories we think our readers might like.

As an example, we provide step-by-step instructions for do-it-yourselfers to tackle the following:

• How to Set up Google Ads
• Increase your Social Media Followers
• Create Facebook and Instagram Ads
• Send Better Email Campaigns

Other ways to keep your fans engaged?  Fill them in on the latest successes for your company.  Ask for referrals!  You will always get better clients from a referral than you ever will by running an ad!

Final Thoughts: Enjoy the Journey

Reflecting on what you’ve accomplished gives you the opportunity to enjoy the journey again.  It’s similar to that feeling you get when you climb a mountain.

The sweaty palms, the adrenaline rush.  That whipper you take as you fall from exhaustion, or from a misplaced hand or foot.

Then a second after the fall, there’s the catch by your belay partner holding the other end of the rope.  You’re safe.  Yet instead of calling it quits, and being lowered to the ground, you steady yourself.  You raise your head and continue on your journey.  You start fresh.

– Meredith C. McConvill, Top Rope Media

generate better leads and grow your business

Want to learn how to use your website to generate better leads and grow your small business or non-profit?  Well, when we begin these projects with each client, we ask them to think about what a “lead” means for their company and how they plan to capture them.

A lead for us is an email address, but for some, it’s a phone call, a contact form completion or a follow on social media.  Be clear on what a lead means to you and your marketing team before you move on to the next step!

How to Spot a Good Lead: The Elusive Mountain Pika

A good lead is like the elusive mountain pika.  Rarely seen in the wild, this creature roams quietly through the rocky talus fields, making itself known only when in need of sustenance or to sound the alarm before diving back into its burrow.

When it finds a spot in the sun, the mountain pika may linger, basking in the glory of its warmth.  When spotted by the curious hiker, cameras and phones come flying out in the hopes of capturing this recluse of the wilderness.

Similarly, when we spot a good lead, we clamor for its attention.  We immediately email, call, InMail or the brave few may show up on their doorstep.  We are not providing the lead with any education or nourishment, we just want to sell, sell, sell.

And just like the shy mountain pika when it feels under attack, the lead disappears back into the wilds of the interwebs.

how do you capture a good lead?

Now that you’ve defined what a good lead is for your brand, how do you capture it?  And once you have it, where do you keep it?  This elusive mountain pika needs food and water, so be strategic with your planning of lead capture and lead nourishment.  Let’s set up your lead capture strategy first.  

Ways to capture a lead for your outdoor or lifestyle brand:  

There are a number of ways to capture a lead, but here’s the most common ways we capture an email address for our clients:

• contact form submission
• event activation
• download of gated content
• website footer – newsletter sign-up box
• landing pages

Where to store your leads

Having a good CRM or Customer Relationship Management system in place allows you to not only store leads, but also track additional information.  This might include how the lead came in and when, what their social handles are, and when your last contact was. 

We use Monday.com or Insightly at Top Rope Media, but have also worked with Blackbaud, SalesForce, Memberleap and Hubspot.  If your organization has a membership component, you seek financial contributions and membership dues, then having a CRM in place is crucial. 

Pro tip: Be wary of the ‘all-in-one’ solutions. 

Many companies will promise their CRM can not only help you track leads, but also manage accounting, do email marketing, social media planning, etc.  After 20 years of working in marketing and fundraising, we’ve learned there is no out-of-the-box solution that will do everything well.  Most larger brands and organizations will require some CRM customization.

If you need help selecting a CRM, or using a tool like Zapier to connect your CRM to say your email marketing platform, send up a smoke signal.  We offer consulting services to help get you moving quickly. 

Generate Better Leads by Producing Better website Content

Several of our clients have asked for a new website design, or major a refresh of their current site.  Why?  They want something more visually appealing, easier to navigate, and easier to help them generate better leads. 

Curious as to one of the primary ways we generate better leads at Top Rope Media?  We create better content.  Where does that content live?  On our website.

We should all be long past the days of buying lists and followers.  And yes, we certainly recommend paid advertising for many of our clients to help generate brand awareness and revenue.  However, we find the best leads come from the playing the long game and creating good content. 

Again, where should that content live?  On your website.

What types of content should you create

Now that you’re onboard with writing good content to help you generate more well-qualified leads, what type of content should you create?  Well these days content comes in many forms.  Video still rank as one the most-consumed pieces of content.  Accordingly to Wyzowl, 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video.

If you’re new to video, we’ll tackle how to get started in an upcoming post.  For now, let’s talk about what other types of good content you should be creating to generate better leads:

• Case studies
• Infographics
• Blog posts
• Videos or Vlogs (upload to YouTube or Vimeo, and embed the link on your website!)
• Checklists or resource guides
• Comparisons, rankings or reviews
• How-to or explainer videos
• Articles for trade publications, or local/national news outlets
• Press releases
• Podcasts
• White papers or eBooks

How Good Content Can Improve Your SEO

Now that you’ve learned what types of good content you can produce, don’t let your content stream dry up!  By building a library of evergreen content for your readers or viewers, and having it live on your website, you can easily link to these pieces throughout the year. 

All this good content will also help you create better search engine optimization (SEO).  Not quite sure what SEO is?  Read more about it in our Website Design and SEO blog post.  So instead of paying an agency to manage your SEO, save your money and start by writing good content!

content marketing: What to write about or record on a video

What types of content should you produce and write about?  The first step should be to start a list with the top questions you are asked about your product, service or organization. 

For example, if you create a list of the 24 questions people most frequently ask you about your service or product, then an honest and thoughtful answer to each of those questions could be your first 24 blog posts or videos!

Create authentic content that focuses on your audience’s needs and addresses their pain points.  As an example, one of the most frequently asked questions we receive is a form of “What will this cost?”  So instead of hiding that from potential clients until they receive our proposal, we address it on our Services page.

Tools to Help You Write or record Good Content

Where else can you find what written or video content your audience needs and wants and therefore generate better leads?  Through your website or Google Analytics, look at the pages with the most views (besides your homepage) along with the pages people spend the most time on. 

Need help finding more keyword phrases to include in your content?  By using the tools listed below you can create a good list of keywords or keyword phrases that are often searched for in relation to your product or service: 

• Keywords Everywhere
• SEMRush
• Buzz Sumo
• Google Search Console
• Google Keyword Planner

More Tips for Writing or recording Good Content

Be consistent and stay on brand.  As an example, most people come to our website for two separate content tracks: adventure travel and marketing.  Although we personally have an interest in what the Utah snow forecast looks like for this week, or the latest puffy jacket to hit the market, we do not write about it in our blog.

We generate better leads by staying consistent with the content we produce.  So, stay focused on offering solutions to your audience’s most frequently asked or searched questions.

content creation vs. content distribution

So now you know what types of content you can produce to generate better leads. In addition, you learned what to write about or record in those pieces of content.  What’s the next step?  Distributing that content. 

Since you cannot expect people to stumble upon your great content simply through search alone, help them find it through content distribution.  That great blog you just wrote, or that video you just recorded for YouTube (which is embedded on your website) can be shared in a number of different ways. 

Here’s a few distribution channels we use:

• Email: via an email marketing platform like Mailchimp
• Social media (Twitter, Instagram, Facebook, Pinterest, LinkedIn)
• Paid advertising
• Online forums
• Networking groups  

How do we keep track of the content we’re distributing?  We create a content calendar to stay organized and use publishing tools like Hootsuite to track when, where and what we’re sharing.  Examples of other tools you can use to organize your content: 

• Excel, Google Sheets, Buffer, Post Planner, Hubspot

Need Content Production and Distribution Help?

Need help getting started generating better leads, or want us to create and manage your content production and distribution?  If so, read more about our Services and Pricing to see if we’re a good fit for you.  Have a quick question for us?  Send up a smoke signal or leave us a comment below.

Lastly, if you’re seeking more tips on digital marketing, check out these posts:

• 7 Steps to Crafting Your Perfect Email Strategy
• Website Design and SEO for the Outdoor Industry
• 8 Steps to Kickstart Your Online Advertising with Facebook and Instagram

To learn more about what we do on the regular, follow Top Rope Media’s adventures on Instagram, Facebook or Twitter.

Until next time, happy content writing!

Meredith

Make a Charitable Donation and Get a Tax Write-off

Ever made a charitable donation to support your favorite non-profit organization?  Perhaps you’ve clicked their ‘Donate Now’ button in their email campaign.  Or, ‘Join Now’ on their Facebook or Instagram post.  If so, that’s great!  As I’ve worked in non-profit fundraising for over 20 years, I know first-hand how much every dollar counts this time of year.

Did you also know that if you are a small business owner, charitable donations can help you enhance your brand reputation, foster goodwill within your industry and local community, and align your business with a meaningful cause?  Most importantly, charitable donations to 501c3 organizations are tax-deductible!  In this blog, we will review:

1. Key Dates for Non-Profit Fundraising
2. Tax Write-Offs
3. Give a Gift of Membership or In Honor of a Loved One
4. Top Non-Profit Organizations to Give Back to
5. Next Steps: A Checklist for Small Business Owners
6. Other Ways to Give Back

Before we dive into giving back and saving on your taxes, if you need non-profit fundraising help for your organization, drop us a line, and let’s start at the trailhead together!

DROP us a line

When to Make a Charitable Donation: Key Dates for Non-Profit Fundraising

The biggest season for gift-giving, charitable donations, and fundraising begins just after Thanksgiving and ends on New Year’s Eve.  Giving Tuesday kicks things off, the Tuesday after Thanksgiving, then tax write-offs are top of mind with many people making a year-end gift by midnight on New Year’s Eve.

No wonder your inbox is flooded with emails from your favorite non-profits asking you to make a charitable donation this time of year!  Here are a few more facts about when people make donations and how it affects fundraising efforts:

• 31% of annual giving occurs in December

• 12% of all giving happens in the LAST 3 DAYS of the year

• 28% of non-profits raise between 26-50% of their annual giving from their year-end ask

TAX WRITE-OFFS for Charitable Donations

In addition to making a gift to support your favorite non-profit organization, you may also be able to write off your contribution when you file your taxes.  How?  Make a charitable donation to any 501c3 non-profit and save your receipt.  Submit it when you file your taxes.  More on this below including a checklist!

Give the Gift of membership or a Gift in Honor of a Loved One

Now you know why non-profit organizations ask you to make a year-end charitable donation during the holidays.  In addition, being philanthropic just makes you feel good this time of year.

In addition to making a charitable donation, gifting a membership to a non-profit organization is another way to give back!  You can say thanks to that family member, co-worker, or partner who has gone above and beyond this year.  Furthermore, you can make a gift in someone’s name to support their favorite non-profit.

Need help choosing who to give back to?  Well, by supporting one of the organizations below, you give the gift of freedom and adventure.  Plus, you can make a real difference in someone’s life.

Charitable Donations: Top Non-profit Organizations to Give Back To this Holiday Season

1. National Parks Foundation

With the amount of camping and travel we love to do, the National Parks Foundation is at the top of our list.  Not only does a charitable donation to the National Parks Foundation support our public lands, but you can enjoy these spaces with your family and friends!

What does your funding support?  Programs like the Foundation’s Open OutDoors for Kids Program, which has made it possible for over 1 million kids to visit our National Parks, for FREE!  You can also support our national parks by buying one of the following passes:

• Annual Pass- $80
• Military Pass– FREE!
• Senior Pass– $20/year or a lifetime pass is $80…what a deal!
• 4th Grade Pass– FREE!
• Access Pass– FREE!

Pro Tip:  A National Parks Annual Pass makes a great gift for the adventurer in your family.  Just make sure you drop the proper hints you want to adventure with them!

2. mountain biking and cycling associations

We LOVE cycling in all of its forms- road cycling, gravel riding, mountain biking, and beach cruising!  There are so many organizations that can help you give back to improve bike trails, bike access, and better bike lanes.  Here are just a few of our favs we donate to:

• The San Diego Mountain Biking Association (SDMBA)- Improves trail access and trail maintenance in San Diego County
• The National Interscholastic Cycling Association (NICA)- Helps get more kids on bikes through its programs and leagues
• People for Bikes- Gets more people riding bikes and makes bike riding safer!

We love seeking out thoughtful gifts, but you don’t have to spend a lot of money. Handmade gifts, homecooked meals, or a night of camping are very easy and affordable!

3. Coonhound & Foxhound Companions

We loved the opportunity to work with Coonhound Companions to build them a new website in 2024!  We did this for free as part of our commitment to supporting non-profits that work in areas we are passionate about.  As the owner of three coonhounds in 15 years, we have been overjoyed to share our lives with such a gentle, smart, and adorable hound breed.  We still have Lucy, a black and tan coonhound, and at 13 years old, she nudges us for her walks, she makes us smile, and everyone always wants to say hi to her and pet her long ears!

The team at Coonhound Companions, which is run by volunteers, advocates for coonhounds and foxhounds as family companions.  They provide education and resources, tips on adopting a hound, and in their weekly social posts, they highlight the ‘Adoptable Coonhound of the Week’ by sharing a rescue organization or shelter that has a coonhound up for adoption!  Make a charitable donation to Coonhound & Foxhound Companions and help this tiny organization grow and continue to support this beautiful hound dog breed.

4. Canine Companions for Independence (CCI)

We all love our furry friends.  But for adults and children with disabilities, the cost of owning a well-trained companion dog on top of medical bills can often be overwhelming.

That’s why we love Canine Companions for Independence (CCI)! CCI provides highly-trained assistance dogs to those in need at no charge, enriching the lives of the recipient, and providing a partner that will join them on every adventure.

We know a few folks who have generously helped raise CCI dogs over the years.  Along with those who are recipients of a CCI puppy.  When you make a charitable donation, it is so rewarding to know you’ve truly helped make a difference in someone’s life.

A gift to Canine Companions for Independence provides more than just a furry friend. They can help people get outside!

5. avalanche awareness and education

When the snow begins to fall, we head to the mountains for skiing, snowboarding, and backcountry adventures!  Read more about one of our very first backcountry adventures, and what we learned about avalanches.  If you too love wintertime exploring outside of the ski resort, there’s a few non-profit organizations you can support with a tax-deductible charitable donation:

• The Utah Avalanche Center (UAC) provides education and information about avalanche risks.  Furthermore, they provide essential up-to-date information through their website and an easy-to-use FREE app! As someone who uses the UAC app all winter long for backcountry travel, this is truly a lifesaver.
• The American Avalanche Association (AAA) mission is to keep people safe through education, professional development, outreach, and research.
• The Friends of the Colorado Avalanche Information Center (CAIC) supports avalanche forecasting and education in Colorado.

6. homes of hope – youth with a mission

One October morning in 2019 we journeyed into Baja, but not for our usual surf session or wine tasting.  Instead, we met up with a team of people, and together we gave back by building a house for a Tijuana family that had no home.

Their story was one that the Youth With a Mission (YWAM) – Homes of Hope San Diego/Baja Chapter hears each day.  A young family with two kids, trying to make ends meet.  While my husband and I are not very religious, we believe in the power of giving back.  So we donated funds, and our time, and provided the physical labor to help make a difference, not only for a family but for a community.

So whether you want to make a charitable donation, or go to Baja with your family, friends, co-workers, or another organization, Homes of Hope will provide transportation, all the materials, tools, and expert builders.  Build something incredible this holiday season!

7. WISE- Women in Sports + Events

Women are having more than just a moment.  This movement and growth of women’s sports and more women leaders in off-the-field decision-making roles is creating systemic and sustainable change in the sports industry and the wider culture.

it’s only the beginning. We can do more. As members of of local chapter of WISE- Women in Sports + Events, we help to be the change-makers here in San Diego!  As a nationwide organization, WISE offers networking opportunities, mentorship, and events to help educate and empower women in sports.  By becoming a member, you can help turn the tide!  Learn more about membership here, or find a local event near you.

Outdoor Outreach gets San Diego’s at-risk youth out surfing, snowboarding, rock climbing, hiking, and mountain biking!

8. Outdoor Outreach

Outdoor Outreach is a San Diego-based non-profit whose mission is to connect youth to the transformative power of the outdoors.  Since 1999, Outdoor Outreach has introduced at-risk youth to mountain biking, surfing, rock climbing, snowboarding, hiking, and kayaking.

The best way to support Outdoor Outreach is to make a charitable donation or better yet, volunteer for one of their outdoor adventures!  This was where I introduced to the organization, through volunteering on a mountain bike adventure.  It left such an impression that I kept volunteering, and we have since gone on to help them rebuild their website!

9. PARKS CALIFORNIA 

As we live and travel most often along the coast, Parks California is another great non-profit organization that supports our local California State Parks.  Parks California is dedicated to expanding programs, amenities, and resources so that all people have the opportunity to build lifelong, meaningful connections with nature!

Another way you can support California State Parks is by purchasing an Annual Pass or an Explorer Pass.  And, parents with 4th graders?  You get in FREE to 19 parks within the California Parks System!

10. American Alpine Club (AAC)

For those of us who enjoy feeling the granite between our fingertips, climbing ever so slowly towards the sky, look no further than the American Alpine Club (AAC).  With just a rope and a few pieces of gear linking us to the Earth, rock climbing is one of our favorite activities to do while traveling.

What does the American Alpine Club membership include?

• Educational resources & AAC publications
• Gear discounts
• Grant funding– for explorers, researchers, and your everyday climber who has a big dream!
• Rescue and medical coverage
• Support for AAC’s advocacy and community work

A membership with the American Alpine Club provides more than just a tax break or a cool sticker for your adventure van!

Rock climbing is one of our favorite sports to better explore the mountains, and having an American Alpine Club membership gives us peace of mind.

Charitable Donations: A Checklist for Small Business Owners

What are the next steps to take to make a charitable donation that makes a difference and allows you to save on your taxes?  As a small business owner, we know every dollar counts.  Here’s a checklist to help you make a charitable donation and ensure you get that tax write-off:

Choose Your Favorite Non-Profit and Make Sure They are a Qualified Charity:

Reach out to an organization or identify a non-profit that supports a cause you love.  Don’t have one yet?  Find out what non-profit fundraising efforts are happening in your area!  Then verify the organization is a 501(c)(3) or a tax-exempt organization.  They should have their 501c3 number on their website or on their giving donation form.

Besides 501(c)(3) organizations, the IRS recognizes several other nonprofit designations with specific purposes and tax benefits.  These include:

1. 501(c)(4): Social welfare organizations, such as civic leagues, focused on community well-being or advocacy groups.
2. 501(c)(6): Business leagues or trade associations promoting industry interests.
3. 501(c)(7): Social and recreational clubs (e.g., sports clubs) for members’ benefits.
4. 501(c)(19): Veterans organizations supporting service members.

Contributions to these entities may not always be tax-deductible, so verify eligibility beforehand.

Decide What to Donate:

You can contribute cash (which earns you a larger tax write-off), professional services, or useful items that the organization might need.  Keep in mind, if you make a donation and get something in return, like a ‘free gift with purchase type of offer’, your donation may not be fully tax-deductible.

Get a Receipt:

Obtain receipts or written acknowledgment for all contributions, especially those over $250.  Record contributions and maintain clear records for tax filing.

Understand Deduction Limits:

The deduction caps for charitable donations depend on your business structure and income.  For sole proprietors, partnerships, and LLCs, donations are reported on personal tax returns and typically capped at 60% of adjusted gross income (AGI) for cash donations, with lower limits for non-cash contributions.  Corporations face a cap of 10% of taxable income.  If you reach the maximum allowable deduction, you won’t be able to deduct further contributions that year, though unused deductions can often carry over to the next tax year.

Consult a Tax Professional:

You can ensure compliance and maximize benefits by speaking with a tax professional.  TurboTax and Quickbooks are helpful, but often a professional is going to go a step further to help you maximize your savings.

File Appropriately:

Make sure you file ahead of the April 15th deadline, apply for an extension, or if you file quarterly, include all receipts from that period in your fillings.

Other Ways to Make a Charitable Donation: Volunteer or Give a Social Shoutout

Is your small business not in a position to make a significant year-end gift?  Well, whether it’s $5, $50, or $500, every contribution helps your favorite non-profit.  A latte at your local coffee shop or that hand-crafted beer costs more than a $5 monthly contribution to a local outdoor organization.

Looking for other ways to give?  Consider volunteering, or showing your love on social media.  Even something as simple as using their hashtag or mentioning them in your next Instagram post will help create brand awareness!

Do you have a favorite organization you support that could use help with non-profit fundraising or marketing?  We’d love an introduction!

To learn more about what we do on the regular, follow our adventures on Instagram, Facebook, or X.

Until next time, happy giving and happy adventuring!

– Meredith McConvill, Top Rope Media