Congratulations! You survived your end-of-year fundraising campaign. Hopefully, your #GivingTuesday and year-end efforts resulted in not only a whole bunch of $$ raised but a ton of new supporters too. I’m sure since you follow this blog, you already knew to send a thank you email immediately after the donation (right?!). But now what do you do with all those new donors who gave to your organization but aren’t yet active supporters?
Triggered emails are a good place to start. Also known as “drip” or “nurture” programs, you can set specific parameters to automatically send emails after a specific action or period of time. In the case of your new supporters from year-end, you’re best bet is likely to do a welcome series using triggered emails.
What does that mean? Think of this as a series of get-to-know you emails. The first one might welcome them to your organization and give the birds eye view of your goals and programs. The second email might focus more on your fundraising- how donations are used, what other programs are in place, etc. The third email is a chance to get them to take action in some other way- ask them to sign a petition, volunteer for a project, make their gift a recurring one and so on. Each email should have a call to action, but you can decide whether it’s something as simple as opt-ing in to your e-newsletter or something more involved.
Now is also the time to set up any tagging or scoring features, if you haven’t already. With all these new supporters, you’ll want to be able to segment and target them as much as possible moving forward.
I know I covered a lot of information here, so if you’re looking for more on any of these topics, here are a few resources for you:
- Target Your List and Engage Supporters with Scoring White Paper
- How to Set Up Scoring in Salsa Guide
- The National Physicians Alliance Identifies, Leverages Active Supporters with Salsa Scoring Case Study
- Marketing Automation and Triggered Emails in Salsa
If you’re not currently a Salsa user and want to find out more about triggered emails and how they can work for you, let us know.