Effective donor communication is more than just sending out routine appeals and thank yous. To really do it right, it should be targeted, strategic, and, most of all, personal.
There are many different ways to meet those three criteria, but they all stem from the same foundation — segmented communications.
In this blog, we’ll be going over why segmentation matters and how you can segment your communication to promote donor cultivation. We’ll also be providing communications plans for the following donor lifecycle stages:
Let’s get into it!
Segmented donor communications keep your donors inspired to give. By personalizing your message to their history with your organization, you can create a deeper connection to your nonprofit. That personalization can drive some pretty spectacular results.
In the for-profit world, segmented campaigns can drive a 760% increase in revenue. This growth can be replicated in the nonprofit sector. It’s just a matter of tracking data that matters and using it when it counts.
The goal of segmenting communications by the lifecycle stage is to encourage donors to move into the next highest giving level. Use these communication plans as a launchpad to develop more targeted campaigns, and soon your donor cultivation will flow like never before.
A quick word to the wise: don’t try to implement each plan at the same time! Choose a plan based on 1) your team’s capacity and 2) what will make the biggest impact on your bottom line.
When communicating with prospects, you’re able to cast a pretty wide net. After all, you may not know precisely why or how they became interested in your organization.
What we do know, according to a study from Fidelity Charitable, is that 87% of volunteers say there is a relationship between where they volunteer and the causes they support financially. To create the foundation for a long-lasting relationship with your organization, we recommend inviting a prospect pool to a volunteer event.
Here’s the Plan:
On average, 81% of all first-time donors never give again. This is the most significant drop off of donors at any stage, so the goal of all communications sent to this segment should be to prevent attrition.
Here’s the plan:
#NeonNonprofitTip: To avoid a heavy manual lift for this process, set up some automation using your nonprofit software!
Your monthly giving program is vital to the success of your nonprofit. In 2016, nonprofits were able to grow their online revenue by 23% through monthly donation programs. From a revenue perspective, the impact is obvious, but the potential is actually much greater.
By signing up for your monthly donation program, a donor is essentially saying that they are invested in your mission for the long haul. These people are much more likely to consider giving major gifts further down the line, so it’s important to nurture these relationships well after their program enrollment.
Here’s the Plan:
When communicating with your major donors, it’s essential to lead with your mission. Major donors will often have an extremely personal connection to your cause, and that connection is what should guide your outreach.
Let them know they’re a part of something big by pulling out all the stops. At the end of the day, all of your communications should express how big of a difference they’ve made in your community with their decision to donate.
Here’s the Plan:
Segmenting your communications is key to building authentic relationships. Use these tips to support your moves management process, and you’ll see donors move down your pipeline soon.