Introduction
With today’s advancement on technology, it seems all we do is spend our time online. The results of this can be seen in our everyday habits- once we used to take the high streets word, that we was getting the best deal, but now we search online to double check. We would hammer up and down the high street on a busy Saturday morning, but now we shop online from our beds.For marketers, the challenge is figuring out ways to fill in the customer life-cycle gaps, and come up with ways we can personalise each of their engagements, through marketing automation, and analyse more in depth into their purchasing behavior.
Unfortunately, many marketers continue to rely too heavily on generic blast email campaigns- one size fits all approach, which does not cut it in this day and age, so here are some well thought out tips to incorporate in to the way you can nurture your donors through digital marketing, and how you can increase both donations and ROI.
B2B- Company Size/ Industry etc.
B2C- Age, location, interests. Rather than asking for all the information up front, there are progressive ways to gaining information, for example- using a web form builder. This allows you to prioritize the list of questions you wish to ask your prospects and customers. In addition to this, you would benefit greatly if web tracking was captured, so you could monitor where in the process your donors drop off, and what their behavior is throughout the cycle.To put it another way, whether a contact clicked through on an email, visited a specific Web page, or did both multiple times within a week can speak volumes about their intent- and how best to nurture them.
You are not limited to one data element, so fell free to use first name/last name/ company name etc.
· Provide content based on browsing behavior- Build in content blocks that can have rules attached to, show the recipient relevant information based on what pages were browsed. (TIP: This method is strongly advised for all whom wish to advance their marketing strategies, to become relevant, timely, and increase donations).
· Showcase replenishment trials or renewal campaigns- Ensure you keep your donors updated with current news and information, regarding your non-profit organisation- in the process increasing donations made.
4) Consider going multi-channelNurturing your donors via email, is a powerful way to engage, but you can
drive effectiveness even more by reflecting today’s multi-channel world in to
your nurture campaigns.
Consider incorporating traditional “snail mail,” SMS “Thank-you
for donating” messages, landing pages, web forms, etc, this will increase the audience you reach.
this will entice donors to learn more about your charity, and what your main
aims and objectives are for your cause.
Conversely, you build a set of rules that would trigger a campaign, based on how a donor has interacted with you emails/ Web site previously.
So if an email has been failed to be opened, for any reason, after a period of time, a trigger message might automatically print and be sent to that donors address.
Conversely, you build a set of rules that would trigger a campaign, based on how a donor has interacted with you emails/ Web site previously.
So if an email has been failed to be opened, for any reason, after a period of time, a trigger message might automatically print and be sent to that donors address.
5-Take a more personal approachfirst, establish who your target donors are, what might their journey be? Ensure you have the correct, relevant resources for each step in the communication process.
To make sure you are connecting with each of these personas with the right content and time, analyse your top donors segment. Determine the contacts that are involved in the donation process.
What is their area of interest? What is the best way to contact them? You’ll
have the data points needed to form a basis on how best to personalise the nurture
process.
I hope you enjoyed this article, and look forward to hearing from you.
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