Using Email Drip Campaigns to Thank Donors and Raise More Funds
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In this webinar, we will talk about email drip campaigns, what they are, where to set them up, and how to use them to raise more funds for your nonprofit. With Giving Tuesday coming soon, now is the perfect time to set up that email drip campaign to thank current donors and then ask them to reengage in six months and continue supporting your nonprofit.
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Using Email Drip Campaigns to Thank Donors and Raise More Funds
- 1. October 29, 2020 Using Email Drip Campaigns to Thank Donors and Raise More Funds
- 2. 2 Ā© TechSoup Global. All Rights Reserved. Using Zoom ā¢ All lines are muted ā¢ Use the Q&A feature to ask questions. ā¢ You will receive an email with this presentation, recording, and links.
- 3. A Global Network Bridging Tech Solutions and Services for Good.
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- 5. 5 Ā© TechSoup Global. All Rights Reserved. Todayās Presenter Adam Walker CMO at TechBridge & Co-Founder of 48in48
- 6. USING EMAIL DRIP CAMPAIGNS TO THANK DONORS AND RAISE MORE FUNDS KEY TOPICS What is a drip campaign? Why drip campaigns matter? How to think about drip campaigns How to get started How to write a Drip Campaign Tools to consider adamjwalker.com 01
- 8. QUICK BIO HUSBAND. FATHER OF SIX. WEARER OF FEDORAS. Founded a successful digital agency that was acquired. Co-founder of 48in48, a nonproļ¬t that builds free websites for small nonproļ¬ts. I love to read, learn, and create content about personal growth in life and leadership. I am the CMO at TechBridge, a technology nonproļ¬t that helps other nonproļ¬ts grow. 03 adamjwalker.com Website: adamjwalker.com Podcasts: - Tech Talk Y'all - While Daring Greatly
- 9. 04 NONPROFIT MARKETING & TECHNOLOGY NEWSLETTER I send out a regular newsletter about nonproļ¬t leadership, marketing, and technology. Check it out here: https://bit.ly/np-mar 48IN48 Free websites for nonproļ¬ts @ 48in48.org TECHBRIDGE Helping nonproļ¬ts with technology @ techbridge.org
- 10. WHAT IS A DRIP CAMPAIGN? 05 A DRIP CAMPAIGN IS: A communication strategy that sends pre-written, pre-scheduled messages, ādrips,ā over time to remain in contact with a donor. DOES ANYONE READ EMAIL ANYWAY? MailChimp found that the average open rate for nonproļ¬t email marketing is 25.17%.
- 11. WHY DRIP CAMPAIGNS MATTER? 08 STAY TOP OF MIND By regularly showing up in a donors inbox regularly, your nonproļ¬t will stay top of mind. EVERYONE USES EMAIL For better or worse, everyone uses email. Social media is hit or miss, but email usage is consistent. EMAIL DRIP CAMPAIGNS CAN HELP YOU: DEVELOP LOYAL DONORS EXPAND YOUR REACH INCREASE DONATIONS
- 12. Keep in touch like your donors are old, distant, friends. What is the value of a long time donor? HOW TO THINK ABOUT DRIP CAMPAIGNS 09 adamjwalker.com
- 13. HOW TO GET STARTED 14 START CAPTURING INFORMATION Ask people to sign up for your newsletter, or capture info when people donate GET THE RIGHT INFO Ask for their name, email, company, and title. SEGMENT YOUR LIST A list is good, but a segmented list is better. If someone donates from your page about poverty, create a list segment for that, and speak to that work in your communication with them.
- 14. WHAT TO WRITE HOW TO WRITE A DRIP CAMPAIGN Tell people about your organization and how their initial donation is helping you accomplish your mission. UPDATES 06 Educate your donors about the areas you work within. If you are a dog shelter, tell them what to look for when adopting a dog. EDUCATION Emphasize the impact your work is having on the world. Connect your impact directly to their support. IMPACT adamjwalker.com
- 15. 07MAKEITVALUABLE In all marketing make it your goal to provide value 80% of the time and make asks 20% of the time. adamjwalker.com
- 16. 06Let's make a plan! 1. MAKE A LIST Make a list of all the topcis you might want to communicate to a donor over the next 10 months. 2. GROUP LIKE ITEMS Group common topics together. Are several items on your list related to your mission? Group those topics into one email. 3. KEEP A CONSISTENT THEME Even thought you are talking about various topics, make sure you maintain a common theme. For donor drip campaigns, focus on impact. 4. DON'T FORGET TO ASK AGAIN If a donor gave once, there is reason to think they may want to give again. Make sure all your emails include a link to your donation page.
- 17. Let's get writing! SUBJECT LINES Make them short, clear, and engaging. If appropriate, make them fun or funny. 16 NO BUZZ WORDS Keep your language simple and direct. Don't use industry jargon or buzzwords. This is harder than you think. WRITE IN CONCISE SEGMENTS Subscribers love to scan. Make your email scannable by writing in short, punchy, segments. IMPACT + NEXT STEPS Start with impact. Donors want to know that their money is doing somethign. Then, offer next steps for how they can keep supporting. MAP IT OUT IN A DOCUMENT Write all your emails ahead of time and map them out in a master document. I recommend 5 to 7 emails over 10 months. I have created a template for you here: http://bit.ly/np-drip
- 18. TOOLS TO GET STARTED 12 MAILCHIMP Free and easy to use. You can start creating drip campaigns immediately. ACTIVECAMPAIGN A more powerful (and affordable) CRM that will also do drip campaigns. CAMPAIGN MONITOR A common and powerful email platform.
- 19. IWOULDLOVETOCONNECT WITHYOU. CONTACT ME 13 DRIP CAMPAIGN TEMPLATE http://bit.ly/np-drip MY WEBSITE (WITH LINKS TO SOCIAL) adamjwalker.com EMAIL ADDRESS adam@adamjwalker.com adamjwalker.com NONPROFIT MARKETING NEWSLETTER https://bit.ly/np-mar
- 20. 20 Ā© TechSoup Global. All Rights Reserved. Continue to conversation in the TechSoup Community Forums!
- 21. 21 Ā© TechSoup Global. All Rights Reserved. Use code FY20WEB10 to get 10% off!
- 22. Join Us For Upcoming TechSoup Virtual Events Upcoming and past webinars at: www.techsoup.org/community-events 11/10 TechSoup Tour: How to Access Donations, Discounts, and Services 11/11 TechSoupās TechTips Digest 11/12 Delight Donors with These Design Tips from Adobe Spark
- 23. TechSoup's TechTips Digest Register at: events.techsoup.org November 11, 2020 9:00 AM Pacific/ Noon Eastern 10 presenters in 2 hours 20 minute lightning talks
- 24. Thank You For Attending. Please complete the post-event survey Zoom will redirect you to.