Donor Acquisition: How to Personalize and Automate the Experience for New Donors
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The document discusses how to create a donor welcome series to personalize the experience for new donors. It recommends sending a series of automated welcome emails on a consistent schedule to thank donors, introduce leadership and the mission, share impact stories, and engage donors by asking for feedback or how they can get involved. Implementing a targeted, story-driven donor welcome series across email and other channels can help new donors feel connected to the organization and encourage sustained giving.
Donor Acquisition: How to Personalize and Automate the Experience for New Donors
- 1. #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
- 2. #npEXPERTS | www.blackbaud.com/npexperts Meet the #npEXPERTS
- 3. #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
- 4. #npEXPERTS | www.blackbaud.com/npexperts A Tale of Two Welcomes
- 5. #npEXPERTS | www.blackbaud.com/npexperts Your online relationship often starts with email Put a welcome series in place for prospects Targeting New Subscribers
- 6. #npEXPERTS | www.blackbaud.com/npexperts Now what? Mission Accomplished: They Gave!
- 7. #npEXPERTS | www.blackbaud.com/npexperts Does it look any different after they give? The Donor Journey Begins
- 8. #npEXPERTS | www.blackbaud.com/npexperts 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
- 9. #npEXPERTS | www.blackbaud.com/npexperts All reasons that are connected to communications
- 10. #npEXPERTS | www.blackbaud.com/npexperts Online Attitude with Gratitude Strategy • Recognition • Stewardship • Engagement
- 11. #npEXPERTS | www.blackbaud.com/npexperts Why Should You Focus Online?
- 12. #npEXPERTS | www.blackbaud.com/npexperts Be in Line with Today’s Donors
- 13. #npEXPERTS | www.blackbaud.com/npexperts Have Multiple Touch Points & Tactics • Email • Website • Social media • Video • Integrated offline activities
- 14. #npEXPERTS | www.blackbaud.com/npexperts Target Audience Timing & Automation Story & Narrative Theme & Concept Focus: Donor Welcome Series
- 15. #npEXPERTS | www.blackbaud.com/npexperts Concept A series of welcome emails to new donors Focus is on stewardship & engagement Donor Welcome Series
- 16. #npEXPERTS | www.blackbaud.com/npexperts 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
- 17. #npEXPERTS | www.blackbaud.com/npexperts Story & Narrative • Heartfelt thank you • Personal introduction to leadership • Mission moment • Engagement piece: Why us? • Ways to get involved/learn more Donor Welcome Series
- 18. #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
- 19. #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
- 20. #npEXPERTS | www.blackbaud.com/npexperts Prospects that convert Brand new donors to the organization Sustained Giving (monthly) donors Variations on the Donor WS
- 21. #npEXPERTS | www.blackbaud.com/npexperts In Real Life
- 22. #npEXPERTS | www.blackbaud.com/npexperts In Real Life
- 23. #npEXPERTS | www.blackbaud.com/npexperts Create a Donor Journey • Email • Website • Social Media • Video • Integrated Offline