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What You’ll Get From This Session
Create a triggered email series to receive a second gift (hopefully a monthly gift!)
Reactivate lapsed single gift donors and sustainers
Launch an online renewal campaign
Segment appeals based on social mentions
We’ll also send the recorded webinar&
Special offer announced end of the webinar
0Pet
Founded in 1999, we build and grow online programs—with an emphasis on data analysis &
multichannel fundraising
Founded in 1999, we build and grow online programs—with an emphasis on data analysis &
multichannel fundraising
About Donordigital
We have worked with over 135 nonprofits helping them understand their supporters &
boost engagement
We have worked with over 135 nonprofits helping them understand their supporters &
boost engagement
About Attentive.ly
Donor retention
20% is a great retention rate for first time online donor
65% is a good overall online retention rate
Multichannel fundraising will improve donor loyalty & lifetime value.
This is sad
Stewardship is key to retentionThis is where most people are lost! First, check the obvious…
Acknowledgement and thank-you confirmation page
Suppression from immediate re-solicitation…
…But not for too long!
Newsletters & reports (in the mail, too!)
Thank by social mentions
1. Send auto email to inform your dev director
2. Send “thank you” DM
3. Send “thank you” email
Automate Thank You’s
Engage donors on Twitter
"We've never seen so many donors thank us for following them on
Twitter… it was very exciting to see that level of donor engagement!”
- Melanie Mullinax, Manager of Online Communications
@johndmanGotta use or lose my vacation
time!! Where to go… #someplacetropical #ecotourism
@WWF@johndman Come to Peru
with us & help baby turtles get to the ocean!
#volunteervacation
Hey John,Come to Peru with us & help baby turtles get to the ocean!
www.wwwf.org/turtles
Dear John,WWF is a leader in preserving natural wildlife, like turtles in
Peru. Donate Today.
Welcome series to new list joins
Triggered stewardship series to donors
2nd Gift Conversion• Triggered email to recently
acquired $5 donors • Invites them to make a 2nd
gift of $30+
2nd Gift Conversion
triggered by social mention
Personalization & Segmentation
Personalization & Segmentation
Engage donors who mention your programs
Send latest content or call to action
Renewal campaign with member data • Part of a 7-message
series• Email includes
constituent information including Member Number
• Launches concurrently with an integrated mail piece
Renewal campaign with donor history
Renewal campaign segmentation
Renewal campaign w/social mention
Lead online campaigns w/trending terms
Lapsed donor reactivation
• Triggered email to donors lapsed 365 days
• “Plain text” format won
Automate Lapsed & Sustainer Emails
Create search terms around key programs or issues they donated on.
Send automated email when terms are mentioned with the right ask.
Send appeals for lapsed,
sustainers, or renewals based on search terms
Sustainer stop-loss & reactivation
Sustainer stop-loss & reactivation
Lapsed sustainer reactivation
TakeawaysMultichannel fundraising will improve donor lifetime value
Always speak to your constituents like you know them—especially when they are donors
The best time to ask for a sustainer donation is right after someone has joined as a single gift donor
Stewardship efforts at every stage of the way will improve retention
Send appeals based on how donors are talking about your campaigns on social
…and people won’t give again if you don’t ask!
Special Offer
Special OfferFree downloads & tools at www.donordigital.com
• Secret Shopper white paper “The Good, The Bad & The Ugly” – learn how we were treated by dozens of nonprofits after making an initial, one-time gift online
• Social media share code generator http://donordigital.com/services/socialshare/
• Statistical significance calculator for A/B testinghttp://malwarwick.com/confidence-level-calculator/
Roz LemieuxCEO & Co-Founder
@rozlem
Wendy Marinaccio Husman
Senior Account ExecutiveMal Warwick | [email protected]
@wendymarinaccio
