Donor Acquisition: How to Personalize and Automate the Experience for New Donors

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You know the saying: You don’t get a second chance to make a good first impression. Don’t lose new donors because you didn’t know how to woo them.

Join Senior Interactive Consultant Danielle Johnson as she gives you a step-by-step overview of how to engage new donors online. You’ll learn to:

• Raise awareness for your mission with an email welcome series
• Strategize for a two- and three-part welcome series
• Steward new donors with online tools

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Donor Acquisition: How to Personalize and Automate the Experience for New Donors

  1. 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. 2. #npEXPERTS | www.blackbaud.com/npexperts Meet the #npEXPERTS
  3. 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. 4. #npEXPERTS | www.blackbaud.com/npexperts A Tale of Two Welcomes
  5. 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. 6. #npEXPERTS | www.blackbaud.com/npexperts Now what? Mission Accomplished: They Gave!
  7. 7. #npEXPERTS | www.blackbaud.com/npexperts Does it look any different after they give? The Donor Journey Begins
  8. 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. 9. #npEXPERTS | www.blackbaud.com/npexperts All reasons that are connected to communications
  10. 10. #npEXPERTS | www.blackbaud.com/npexperts Online Attitude with Gratitude Strategy •  Recognition •  Stewardship •  Engagement
  11. 11. #npEXPERTS | www.blackbaud.com/npexperts Why Should You Focus Online?
  12. 12. #npEXPERTS | www.blackbaud.com/npexperts Be in Line with Today’s Donors
  13. 13. #npEXPERTS | www.blackbaud.com/npexperts Have Multiple Touch Points & Tactics •  Email •  Website •  Social media •  Video •  Integrated offline activities
  14. 14. #npEXPERTS | www.blackbaud.com/npexperts Target Audience Timing & Automation Story & Narrative Theme & Concept Focus: Donor Welcome Series
  15. 15. #npEXPERTS | www.blackbaud.com/npexperts Concept A series of welcome emails to new donors Focus is on stewardship & engagement Donor Welcome Series
  16. 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. 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. 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. 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. 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. 21. #npEXPERTS | www.blackbaud.com/npexperts In Real Life
  22. 22. #npEXPERTS | www.blackbaud.com/npexperts In Real Life
  23. 23. #npEXPERTS | www.blackbaud.com/npexperts Create a Donor Journey •  Email •  Website •  Social Media •  Video •  Integrated Offline
  24. 24. #npEXPERTS | www.blackbaud.com/npexperts Questions? www.blackbaud.com/npexperts

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