You’ve now created a gap between now and your normal communication stream for your new donor. What do you do next? As any Londoner can tell you, you now need to
We know in case after case that personalization increases the effectiveness of direct marketing. And not just making sure the person’s name is spelled correctly: it’s about making sure you know why they are giving and are thanking and soliciting them under those auspices.
With a new donor, you will have a single data point with which to start. They responded to theme A through medium B. You can leg your way into donor knowledge as we recommend by changing one thing at a time, but that won’t help you get that second gift. And even if you are doing well, 60-70% of the time, you won’t get that gift.
Previously, I’d talked about the two ways of getting information about your supporters: watching their behavior and asking them. It turns out those are the two things you should be doing in your welcome communications as well.
The critical step, and the one most often missed, is setting up opportunities for behavior watching and for feedback. Or sometimes we go to the opposite extreme and send an email for every little bit of our mission we can think of, drowning the donor or prospect with a deluge of did-you-knows.
The way to maintain that balance with your supporters is to give them three major opportunities:
- To use you as a resource. People are more likely to support organizations that solve their problem. This can range from “I want to eat more sustainably but I’m drowning in a sea of cage-free, organic, cruelty-free, etc. labels and don’t know how” to “I donated to suicide prevention because a friend committed suicide, but now I’m having these thoughts…”. We nonprofits are (or should be) experts in our area and we can help in these areas. And, as a much secondary effect, it allows us to see our supporter as a person.
- To use you as means to accomplish their goal. If they donated to a particular issue, they may also want to write their legislator about it — that may give them the same (or similar) warm feeling that donating did. Or they may want to volunteer in a very specific way that helps them achieve the same end their donation did.
- To learn what they think. You want to know how you can serve them better. This can be through a survey or an open-ended question. Or this can be an opportunity to bring in a different medium by having a human call them, thank them, and ask for why they gave and why to you.
The larger point here is that these should be framed in how they help the donor or cause, not how they help you. It’s amazing how much of a difference there is between “We are also on social media, so like us on Facebook and follow us on Twitter!” and “Our Facebook community helps parents of children with autism support each other, so please join in if you’d like to hear from others who have been where you are.”
It goes without saying that you should track these activities. If someone sends back the petition in their mail package, advocacy is something that appeals to them. Thus, the way to get them to be a higher value donor may not be to get a second gift through the mail (although you should try); it may be to get them to be a frequent online advocate, then ask them after an online petition to become a monthly giver to support the specific advocacy activities they enjoy.
It’s even easier online. If someone clicks on your link for more information for parents of kids with autism, you know they almost certain fall into this category themselves. This is a programmatic opportunity as well as a fundraising one, but all boats will lift if you have this information and use it to help the person in question. Links that you send should be trackable and appended to each supporter’s record so you can customize your messaging.
The alternative is to become the cable company that asks you for your phone number with their automated system, then has a person ask you for it, even though caller ID is a thing that has existed for a while in this universe. If someone tells you something, they will expect that you know it. And clicks are, believe it or not, communication.
There is a lot of ink and virtual ink used on how many emails or mail pieces you should have in a welcome series, how long it should last, etc. You’ll notice that I don’t cover any of that here, because I don’t find it to be all that important. If you can accomplish the thank you, learning, and engagement all in one communication, go for it. On the flip side, as long as a welcome series is about supporters’ interests, it’s difficult to say that it is going on too long.