Continuing with our 8-part blog series reviewing the different stages of the donor relationship, this blog delves into donor relationship stage 5: Keep Me.
For this session, we were joined by guest NFP speaker Jonathan Storey, who has been the resident Fundraising Director of Environment Victoria, for the past 6.5 years. Environment Victoria has been Victoria’s leading environment charity for the past 52 years, campaigning to solve the climate crisis and build a thriving, sustainable society that protects and values nature. Jonathan expanded on ‘Relationship Fundraising’ and the knowledge and insight he has gained from Author Ken Burnett and his experience with Tesco, the UK’s largest supermarket.
Here’s what Jonathan had to say on the Keep Me stage’…
One of the key things about keeping your donors interested and engaged (and therefore giving) is actually knowing a bit about them. At a basic level that means getting their names and addresses correct, but it’s also things like:
- Knowing how they came into your organisation
- Demographic info like age or household status
- Interests and motivations
- Actions they have taken
- Donation history etc.
Once you know a bit about your donors you’ll need to keep their information safe, clean and up to date (yes, a database) and have a plan to engage with them through the channels they inhabit.
Content and delivery strategies will vary depending on your organisation but one piece of advice I would give is not to narrowcast through long complex supporter journeys. The last place you want donors to end up is in the bottomless silo that can be marketing over-automation.
Instead think about the breadth of the journey and build shorter, meaningful journeys based on specific purposes. Make sure it all fits in with your brand communications, so each interaction makes sense with the bigger picture for long term retention.
A good place to start the Keep Me experience is your donation page. It is a short journey, but so often poorly executed. Does your page load in a second or two? Can I read it on a mobile? Do propositions and dollar amounts match the ask? Can I give by PayPal? Why do they want my date of birth? If you are not happy with the experience, then donors are probably less than impressed too.
A final word – in a nutshell, try and send out as much as you can to as many people as possible. Just make sure it’s good.
If you’d like to hear more from the likes of Jonathan and your fundraising peers, we invite you to join the LemonTree Donor-centric Collective; a community built for fundraisers. The community attracts 1000+ fundraisers across Australia, ranging from small to large NFP’s and guess what…its completely FREE! Enjoy member only access to community luncheons, webinars, our LinkedIn community group, the chance to speak on behalf of your cause, and most importantly be involved in the donor-centric movement!