The document discusses how to create a donor welcome series to personalize the experience for new donors. It recommends sending a series of automated welcome emails on a consistent schedule to thank donors, introduce leadership and the mission, share impact stories, and engage donors by asking for feedback or how they can get involved. Implementing a targeted, story-driven donor welcome series across email and other channels can help new donors feel connected to the organization and encourage sustained giving.
Donor Acquisition: How to Personalize and Automate the Experience for New Donors
1. #npEXPERTS | www.blackbaud.com/npexperts
How to Personalize the
Welcome Experience
for New Donors
www.blackbaud.com/npexperts
Cupids Arrow:
Thoughtful Engagement to Acquire Donors
3. #npEXPERTS | www.blackbaud.com/npexperts
#npEXPERTS
Danielle Vermenton
Fundraising geek. Mom.
Interactive Consultant.
Speaker. Former fundraiser. All
around bad @ss! I love working
with organizations that are
changing the world.
@DJVermenton
wwww.npengage.com
8. #npEXPERTS | www.blackbaud.com/npexperts
Almost SIX out of every ten donors from the
previous year DID NOT renew by year’s end!
AFP FEP Study
Key Reasons They Leave
• No memory of ever supporting
• Did not feel connected to the organization
• Not asked to give again
• Other causes are more deserving
• Never heard how donation was used
16. #npEXPERTS | www.blackbaud.com/npexperts
Target Audience
New online donors – could be brand new to org
or prospects that converted
*if importing into a system, do it ASAP so messages are timely
Donor Welcome Series
17. #npEXPERTS | www.blackbaud.com/npexperts
Story & Narrative
• Heartfelt thank you
• Personal introduction to leadership
• Mission moment
• Engagement piece: Why us?
• Ways to get involved/learn more
Donor Welcome Series
18. #npEXPERTS | www.blackbaud.com/npexperts
Story & Narrative
Personal
thank you
from
leadership.
Why are they
involved?
Message #1
Create a
mission
moment with
great stories
& powerful
images.
Message #2
Engage the
donor with a
survey asking
for info &
feedback
Message #3
Get involved:
list 3 or 4
options.
Don’t make it
cluttered!
Message #4
Donor Welcome Series
19. #npEXPERTS | www.blackbaud.com/npexperts
Timing & Automation
• Make it automated: system refreshes & delivers
• Stay consistent: send same day every week
• Suppress group from other communications
Donor Welcome Series