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

•

3 likes•2,850 views

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.

Technology Business

#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

#npEXPERTS | www.blackbaud.com/npexperts
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

#npEXPERTS | www.blackbaud.com/npexperts
Your online relationship
often starts with email
Put a welcome series
in place for prospects
Targeting New Subscribers

#npEXPERTS | www.blackbaud.com/npexperts
Now what?
Mission Accomplished: They Gave!

#npEXPERTS | www.blackbaud.com/npexperts
Does it look any
different after they give?
The Donor Journey Begins

#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

#npEXPERTS | www.blackbaud.com/npexperts
All reasons that are connected to
communications

#npEXPERTS | www.blackbaud.com/npexperts
Online Attitude with Gratitude Strategy
•  Recognition
•  Stewardship
•  Engagement

#npEXPERTS | www.blackbaud.com/npexperts
Why Should You Focus Online?

#npEXPERTS | www.blackbaud.com/npexperts
Be in Line with Today’s Donors

#npEXPERTS | www.blackbaud.com/npexperts
Have Multiple Touch Points & Tactics
•  Email
•  Website
•  Social media
•  Video
•  Integrated offline activities

#npEXPERTS | www.blackbaud.com/npexperts
Target Audience
Timing & Automation
Story & Narrative
Theme & Concept
Focus: Donor Welcome Series

#npEXPERTS | www.blackbaud.com/npexperts
Concept
A series of welcome emails to new donors
Focus is on stewardship & engagement
Donor Welcome Series

#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

#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

#npEXPERTS | www.blackbaud.com/npexperts
In Real Life

#npEXPERTS | www.blackbaud.com/npexperts
Create a Donor Journey
•  Email
•  Website
•  Social Media
•  Video
•  Integrated Offline

#npEXPERTS | www.blackbaud.com/npexperts
Questions?
www.blackbaud.com/npexperts

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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

24. #npEXPERTS | www.blackbaud.com/npexperts Questions? www.blackbaud.com/npexperts

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