Boosting Regular Giving through effective Email Campaigns
Right email strategy along with right technology tools can help a Non-Profit build a strong Donor relationship which results in sustained support from Donors.
Our client is an international aid and development agency of the Catholic Church in Australia. They collaborate with marginalized communities both domestically and overseas to address poverty, promoting justice, upholding dignity, and helping people reach their full potential.
As an NPO, our client depends on the donations from the donors to run various programs to bring positive change in people’s lives. A continuous stream of funds from the donors ensures that the programs can run with certainty and people continuously avail the benefit. That kind of certainty is possible only if most of the donors are Regular Givers, who donate at regular intervals usually every month. While a good percentage of donations that our client receives comes from Regular Giving, the number has been stagnating continuously for many months and this made our client look for our help, to boost the number of Regular Givers.
CloudChillies, suggested taking the one-off donors through an email Journey which educates and nurtures them and urges them to become regular givers. For managing email journey, CloudChillies suggested using Salesforce’s Marketing Cloud. There is a certain advantage in running email Journey’s through Marketing Cloud .
We designed a 6-month email journey for this purpose as below:
- Immediate Thank You Email: This email was sent to the donor immediately after receiving donation. In this first email, our client expressed sincere gratitude for the donation, reiterated the impact donation will have on the cause supported by the donor, and once again introduced the donor to the organization's mission.
- Impact related - 2 weeks later: Send the next email sharing a specific story or concrete example of how their donation is already making a positive impact, including visuals like photos or videos where possible.
Continue Impact email a few more times at regular intervals (frequency of these impact emails should be such that the recipients get to learn something new each time) and then start sending Educational email.
- Educational Email – 4 to 6 weeks later: In the Education email, the objective is to educate the donor about other causes supported by the organization, and to explain to the donor about the challenges faced by the organization and why consistent support and regular giving is important for achieving organization’s goals. Urge the donor for more support and nudge them to become a Regular Giver.
- Asking for Regular Giving – A couple of weeks later send another email to the donor, clearly presenting the benefits of becoming a recurring donor, such as making a bigger impact with smaller monthly donations, and highlighting different giving levels with clear options to choose from.
- Repeat the above email at regular intervals.
This email journey for donors yielded positive result. Our client was able to increase the Regular Givers within a few months of putting this email Journey in practice. They also tweaked it a bit to urge the Regular Givers to upgrade their donation amount. All has resulted in more certainty in the funds received by the Charity.
As the saying goes “Well begun is half done”. Most charities don’t have any such strategies in place because of which their revenue stream is far from certain and depends more on chance than any system.
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