donor acquisition: how to personalize and automate the experience for new donors

#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


Meet the #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


A Tale of Two Welcomes


Your online relationship often starts with email

Put a welcome series in place for prospects

Targeting New Subscribers


Now what? Mission Accomplished: They Gave!


Does it look any different after they give?

The Donor Journey Begins


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


All reasons that are connected to communications


Online Attitude with Gratitude Strategy

•  Recognition •  Stewardship •  Engagement


Why Should You Focus Online?


Be in Line with Today’s Donors


Have Multiple Touch Points & Tactics

• Email • Website • Social media • Video •  Integrated offline activities


Target Audience

Timing & Automation

Story & Narrative

Theme & Concept

Focus: Donor Welcome Series


Concept

A series of welcome emails to new donors Focus is on stewardship & engagement

Donor Welcome Series


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



Story & Narrative

•  Heartfelt thank you •  Personal introduction to leadership •  Mission moment •  Engagement piece: Why us? •  Ways to get involved/learn more



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



Timing & Automation

•  Make it automated: system refreshes & delivers •  Stay consistent: send same day every week •  Suppress group from other communications



Prospects that convert

Brand new donors to the organization

Sustained Giving (monthly) donors

Variations on the Donor WS


In Real Life


Create a Donor Journey

• Email • Website • Social Media • Video •  Integrated Offline


Questions?

www.blackbaud.com/npexperts

donor acquisition: how to personalize and automate the experience for new donors

Technology