Now that you’ve drawn in your new supporters from your #GivingTuesday and year-end fundraising campaigns, and possibly even made a follow-up ask, it’s time to turn them from donors to active supporters.
If you’ve been following this series, you’ll remember we talked earlier about using triggered emails and tags to get a better understanding of your new donors and mark them in your database for future use. Well, this is the time to go back and use those notes!
To move your one-time donors to long-time supporters, there are several tactics you can implement:
- Tailor content to your supporters’ interests- Using your tagging system, you can find those who seem to have a specific interest in one area of your organizations’ efforts, like focusing on those who care about clean water, not just giving them the broad content related to multiple aspects of environmental protection.
- Use scoring to find the most active supporters and reach out accordingly- Chances are, you’ve got supporters who are ready to be more involved with you, or even act as a proxy for you. By using scoring to figure out who they are, you can reach out to them directly and ask for specific support- like spreading the word on their Facebook page or asking friends to volunteer for your next event.
- Ask them for something beyond their “comfort zone”- Just for arguments sake, what would happen if you send an email to your donors and included a call to action about signing a petition. Sure, they are fine with making financial gifts, but would an easy advocacy request resonate with them? Possibly. From there, consider sending a future ask to those who signed the petition asking them to write a letter to their Congressperson or volunteer at an event. The key is to gradually move them along the ladder of engagement, make incrementally more involved calls to action. Bottom line, your supporters won’t act unless you ask them to, so ask!
- Keep them engaged- Here’s the thing, we all know you probably don’t have a set call to action every day or every week of the year. But don’t let your supporters go too long without a touch from you. Follow up with them about the results of a recent campaign, or interact with them (meaning speaking and listening) on social media. Just don’t let them feel like you only come to them when you want something.
There’s no one concrete way to turn donors into active supporters. Instead, you’ll need to use a variety of methods to find what works best for your organization and your supporters. Looking for more on the ideas above? Here are some resources:
- That’s Engaging: Keeping Your Supporters Engaged Year ‘Round White Paper
- Target Your List and Engage Supporters With Scoring White Paper
- Developing and Maintaining Online Relationships Infographic
- National Physicians Alliance Case Study
If you’re looking for a tool that will let you tag, segment and score supporters for ongoing engagement, we can help.