Donor Acquisition: How to Personalize and Automate the Experience for New Donors
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Transcript of Donor Acquisition: How to Personalize and Automate the Experience for New Donors
#npEXPERTS | www.blackbaud.com/npexperts
How to Personalize the Welcome Experience
for New Donors www.blackbaud.com/npexperts
Cupids Arrow: Thoughtful Engagement to Acquire Donors
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Meet the #npEXPERTS
#npEXPERTS | www.blackbaud.com/npexperts
#npEXPERTS
Danielle Vermenton Fundraising geek. Mom. Interactive Consultant. Speaker. Former fundraiser. All around bad @ss! I love working with organizations that are changing the world. @DJVermenton wwww.npengage.com
#npEXPERTS | www.blackbaud.com/npexperts
A Tale of Two Welcomes
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Your online relationship often starts with email
Put a welcome series in place for prospects
Targeting New Subscribers
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Now what? Mission Accomplished: They Gave!
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Does it look any different after they give?
The Donor Journey Begins
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Almost SIX out of every ten donors from the previous year DID NOT renew by year’s end! AFP FEP Study
Key Reasons They Leave
• No memory of ever supporting • Did not feel connected to the organization • Not asked to give again • Other causes are more deserving • Never heard how donation was used
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All reasons that are connected to communications
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Online Attitude with Gratitude Strategy
• Recognition • Stewardship • Engagement
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Why Should You Focus Online?
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Be in Line with Today’s Donors
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Have Multiple Touch Points & Tactics
• Email • Website • Social media • Video • Integrated offline activities
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Target Audience
Timing & Automation
Story & Narrative
Theme & Concept
Focus: Donor Welcome Series
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Concept
A series of welcome emails to new donors Focus is on stewardship & engagement
Donor Welcome Series
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Target Audience
New online donors – could be brand new to org or prospects that converted *if importing into a system, do it ASAP so messages are timely
Donor Welcome Series
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Story & Narrative
• Heartfelt thank you • Personal introduction to leadership • Mission moment • Engagement piece: Why us? • Ways to get involved/learn more
Donor Welcome Series
#npEXPERTS | www.blackbaud.com/npexperts
Story & Narrative
Personal thank you
from leadership.
Why are they involved?
Message #1
Create a mission
moment with great stories & powerful
images.
Message #2
Engage the donor with a
survey asking for info & feedback
Message #3
Get involved: list 3 or 4 options.
Don’t make it cluttered!
Message #4
Donor Welcome Series
#npEXPERTS | www.blackbaud.com/npexperts
Timing & Automation
• Make it automated: system refreshes & delivers • Stay consistent: send same day every week • Suppress group from other communications
Donor Welcome Series
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Prospects that convert
Brand new donors to the organization
Sustained Giving (monthly) donors
Variations on the Donor WS
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In Real Life
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In Real Life
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Create a Donor Journey
• Email • Website • Social Media • Video • Integrated Offline
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Questions?
www.blackbaud.com/npexperts