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Nurturing Repeat Donations using Email Marketing

Nurturing Repeat Donations using Email Marketing

Building a long-term relationship with your donors takes time and effort, but it is well worth it.

If they have donated to your organisation once, they are likely to donate again. The key thing is to keep your NGO top of mind, whether it be via email, social media, events, re-marketing or online advertising. These communication channels all play an important role in getting the message across.

In this blog we are focusing on how you can use email to build an ongoing relationship with your donor base.

Email is the driving force behind online giving and is a powerful tool to encourage donations. Capturing your donor’s email address on your website or in person at events or when you are going door to door or collecting in the street is essential. Email gives you an opportunity to really educate your audiences, and get them engaged.

MailChimp is a popular email platform which integrates well with most website platforms. It is easy to use, free for the first 2,000 subscribers, and includes automation, social media integration, landing pages, and a bunch of other useful functionality worth exploring.

Tip: Make sure you gather as much data about each donor as possible, so you can use it to segment your lists.

Email Drip Campaigns (or automated emails) are a great way to educate your donors without using too much of your precious staff and volunteer resources. Drip campaigns can take a bit of time to set-up, but once this is sorted, you can let them run without too much involvement. Some examples that are proving popular are:

  • Welcome emails introducing your cause. The key goal is to here educate your audience. You might want to share a story, recent presentation, or upcoming event they might be interested in.
  • Thanks for donating email, encouraging them to spread the word. You can do this by asking them to share a ‘I just donated’ social media post with their friends and family.
  • It’s been a year since you last donated email. This could include donation milestones since then, highlights of the year, and how their last donation made a difference.
  • One-off urgent emails are also great way to generate last minute donations.
  • Updates on donation milestones. If they see you are close to reaching your goals, they are more likely to donate again.
  • Include sponsors in the footer of the email. This is a great way to show their support and generate exposure for their brand as well.

If this sounds like something you would like to explore further for your organisation – get in touch!

About Rose McLeod

Rose is a Digital Strategist, with a passion for all things related to the web, marketing, content creation, social media, online advertising and PR. Her role is to help businesses reach their goals through the digital landscape.
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