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Don't stop believin' 4 journeys to engage supporters faithfully

You can design a marketing automation Anyway You Want It. But to keep those supporters turning to you with Open Arms, make sure you’ve setup these four Journeys. Raise the Roots’ Brandon Fuller will walk you through the different ways Humane Society International has successfully configured four categories of automations to welcome and re-engage supporters, while growing monthly giving and birthday peer-to-peer campaigns. See the stats, emails, and automation designs, then learn how to setup your own.

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Don't stop believin' 4 journeys to engage supporters faithfully

  1. 1. Don't Stop Believin' - 4 Journeys to Engage Supporters Faithfully While you're waiting...share your guiltiest quarantine pleasure in the chat box.
  2. 2. ABOUT US weraisetheroots.com strategic consulting copywriting digital production of pages and email online advertising / list acquisition data management and analysis vendor evaluation / migration training Raise the Roots is a digital agency specializing in online engagement for nonprofit organizations. We assist nonprofits in reaching their online advocacy, fundraising, and outreach goals through:
  3. 3. Automations Goals Metrics Examples OVERVIEW
  4. 4. WELCOME SERIES SUPPORTERS AREN'T ON EVERY STEP OF THE JOURNEY01 3 TYPES - GENERAL | NEW DONOR | NEW RECURRING DONOR02 03 WELCOME SERIES CAN BE SHORT OR LONG
  5. 5. GENERAL WELCOME SERIES 601,303 Journey Starts 17.2% Open Rate 13.5% Click Rate $7,351 Total Gifts
  6. 6. GOALS SCOPE OF WORK01 FAMILIARITY WITH SENDERS02 03 CONVERT TO DONOR
  7. 7. EMAIL 1 Email with a link to a donation page featuring a video that summarizes their work
  8. 8. EMAIL 2 An action alert that leads supporters to a fundraising appeal
  9. 9. EMAIL 3 A direct fundraising appeal
  10. 10. EMAIL 4 Birthday pledge email
  11. 11. Six-Month Welcome Series Survey Amazon Smiles SMS Sign-Up Youtube Subscription Promo eCommerce Promotion Employer Matching Program Birthday Pledge Credit Card Sign-Up One-Time and Recurring Donation
  12. 12. NEW DONOR WELCOME SERIES 51,117 Journey Starts 23.5% Open Rate 9% Click Rate $955 Monthly Gifts
  13. 13. GOALS ACKNOWLEDGE THE DONATION AND ITS IMPACT01 FAMILIARITY WITH SENDERS02 03 CONVERT TO MONTHLY DONOR
  14. 14. MONTHLY DONOR WELCOME SERIES 15,855 Journey Starts 36.8% Open Rate 32% Click Rate 1,944 Survey Response
  15. 15. GOALS WELCOME TO AN EXCLUSIVE GROUP OF SUPPORTERS AND BENEFITS OF THEIR DECISION.01 GET TO KNOW THEM AND LEARN ABOUT THEIR EXPERIENCE MAKING A MONTHLY GIFT02
  16. 16. EMAIL 2 A short survey emphasizing the positive experience of being a monthly donor, gets to know the supporter, identifies problems when making a gift.
  17. 17. RECURRING DONOR MANAGEMENT CONVERTING FREQUENT DONORS TO RECURRING DONORS01 WARNING DONORS BEFORE THEIR CREDIT CARD EXPIRES02 03 NOTIFYING DONORS THAT THEIR GIFT HAS EXPIRED
  18. 18. RECURRING DONOR UPGRADE 18,648 Journey Starts 41% Open Rate 6% Click Rate $991 Recurring Gifts
  19. 19. GOALS EXPLAIN BENEFITS OF MONTHLY DONATION01 HIT DONORS WHILE THEY'RE ENTHUSIASTIC02 03 AVOID PESTERING A FREQUENT SUPPORTER
  20. 20. EMAIL 1 A message that acknowledges their frequent gifts and outlines benefits of monthly giving to the organization and the donor.
  21. 21. EXPIRING / SUSPENDED RECURRING GIFT 6,082 Journey Starts 30% Open Rate 36% Click Rate 857 Recaptured Gifts
  22. 22. GOALS NOTIFY THE DONOR THAT THEIR GIFT IS EXPIRING OR HAS BECOME SUSPENDED01 PROVIDE SIMPLE OPTIONS TO UPDATE THEIR INFORMATION.02 03 INCREASE THE URGENCY AND EMOTIONAL APPEAL WITH EACH SUCCESSIVE EMAIL
  23. 23. EMAIL 1 Simply explain the status of the recurring gift, the importance of their commitment, and how to update
  24. 24. EMAILS 2 & 3 Include "Urgent" in the subject line, make a full pitch for monthly giving through an emotional appeal, fully explain the situation
  25. 25. SUPPORTER RE-ENGAGEMENT ENGAGEMENT SCORING01 START BEFORE THEY BECOME INACTIVE02 03 EXCLUDE RECURRING DONORS
  26. 26. SUPPORTER  RE-ENGAGEMENT 1.6 million Journey Starts 24% Open Rate 19% Click Rate 61,956 Survey Responses
  27. 27. GOALS ENGAGING CONTENT THAT INVITES SUPPORTERS TO TALK ABOUT THEMSELVES.01 PREVIEW FULL SCOPE OF WORK IN CASE THEY RESPONDED TO ONE ISSUE OR CRISIS.02 03 FOLLOW-UP WITH CONTENT BASED ON THEIR RESPONSE TO THE SURVEY
  28. 28. EMAIL 1 Survey email featuring survey question #1 in the text of the email to encourage supporters to get started right away
  29. 29. EMAIL 2 An action alert tied directly to the supporter’s response to a survey question.
  30. 30. EMAIL 3 A fundraising appeal
  31. 31. BIRTHDAY PLEDGE COLLECT BIRTHDAY PLEDGES WHEREVER YOU CAN01 SEND EMAILS REMINDING SUPPORTERS ABOUT THEIR PLEDGE02 03 PROVIDE SIMPLE INSTRUCTIONS TO CREATE THEIR CAMPAIGN
  32. 32. BIRTHDAY PLEDGE 8,447 Journey Starts 46% Open Rate 14% Click Rate 9,765 Birthday Pledges
  33. 33. GOALS REMIND SUPPORTER THAT THEY PLEDGED THEIR BIRTHDAY01 GIVE THEM INSTRUCTIONS ON CREATING THEIR PEER- TO-PEER CAMPAIGN02 03 CONVERT PLEDGES TO ACTUAL CAMPAIGNS
  34. 34. EMAIL 1 Thank donors for making their pledge and help them get started creating their campaign.
  35. 35. EMAIL 2 A happy birthday message with a P.S. reminding the supporter it's not too late to launch their campaign
  36. 36. QUESTIONS brandon@weraisetheroots.com @Raise_the_Roots WeRaiseTheRoots.com

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