Year after year, nonprofit development and marketing teams are under pressure to increase donor money while keeping administrative costs low. Marketing automation technologies for nonprofit organizations are increasingly becoming the solution to address these challenges, while meeting the needs of your donors. In this article, we'll provide a blueprint on how to get started with a marketing automation series that will increase donor retention and build long-term relationships with new donors.
The challenge of donor retention according to a study by afp in 2016, associations retain only 46% of their donors. This statistic is staggering, but company mailing list perhaps unsurprising to those working in the fundraising industry. With limited staff resources, time, and technical expertise, nonprofits often struggle to create lasting emotional connections with new donors. As a result, development teams can often spend time and money on donor acquisition campaigns to replace the 54% of donors who leave every year. In fact, a simple increase in donor retention rates has dramatic effects on the ability to increase fundraising funds over time. So how can
We keep donors longer? Bloomerang, a provider of donor management software, recently released a survey that showed 53% of donors reported poor donor communications as the main reason they stopped supporting nonprofits. This further illuminates the idea that providing donors with timely and personalized content to keep them informed and engaged can stem the tide of donors abandoning nonprofits. This happens to be where email marketing automation thrives. What is email marketing automation and how does it improve donor retention? Sounds fancy, but email marketing automation is a simple tool that allows nonprofits
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It sounds fancy, but email marketing automation is a simple tool that allows nonprofits to release a series of emails based on constituent behavior and/or a period of time.
Once a constituent takes an action, like making a first gift, an email marketing automation campaign can be triggered to send a series of emails over a prescribed period of time. More importantly, fundraisers can deliver content based on the donor’s interests and behaviors.
Why would you want to do that?
When a donor gives a first gift, it the most fragile part of their relationship with your organization. If you cannot build a relationship during this period that secures a second gift, your organization often never recovers the initial investment you made to acquire that donor.
In other words, building a strong relationship with new donors at the beginning is directly correlated to your ability to increase your fundraising revenue over time.
In the nonprofit world, this initial donor onboarding process is often referred to as a donor engagement series or donor welcome series.
An effective donor welcome series achieve five things:
Immediately says “thank you”
Reaffirms the donor’s choice to support your organization and orient them about what they can expect from the relationship
Gains trust and permission to continue ongoing communications
Learns the donors’ passions and preferences so you can customize communications going forward
Moves the donor through the engagement pipeline with another ask
These five goals can be achieved in a number of different ways, and with any number of emails.
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