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Marketing to Donors

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money being donated

Is reaching high-value donors critical to your business? While a targeted donor mailing list is crucial for reaching this demographic, a strategic omnichannel marketing campaign can help boost your marketing outreach. Omnichannel marketing takes your current messaging and expands it across other mediums to create cohesive and seamless campaigns. This helps you reach donors across a variety of platforms and devices. Direct mail, digital marketing, TV ads, print ads and email marketing can be successfully combined to help you target high-value donors early in the buying process. Our strategy is designed to help you reach donors directly, giving you the ability to get your products and services in front of high-value donor prospects.

Omnichannel Marketing to Donors

Omnichannel Marketing

Your omnichannel marketing campaign needs to first establish brand recognition. When it comes to donators, they want to feel like your brand makes a difference in the lives of others. Their donation habits may be hard to change, and if they don’t know who you are, then it’s unlikely they will donate to your cause.

Following recognition, the most important element of your campaign is building trust and telling your story. Your website, social media, in-person events and presence must all reflect the same message. The trust your brand needs will come from the consistent echoing of your message, throughout the world.

Finally, you will need to remind your future donors why they should donate. Let them know that donating is on a deadline, for you to hit your goal. This sense of urgency, drives a higher rate of donors to take action.

Here are the best channels to use for each stage of the omnichannel process:

Brand Introductory – Direct Mail, Online Advertising and Television

Building Trust and Telling Your Story – Online Advertising

Remind Them to Donate – Email, Direct Mail, Online Advertisement and Television

Direct Mail Strategy

The very first thing you must do with a direct mail strategy is to purchase a data list of those nonprofit donors. These lists will help with almost all aspects of your marketing campaign. They ensure that your marketing efforts are going directly to the citizens most passionate about donating. After the brand introductory phase of our marketing strategy, it is recommended to begin your response mailing list campaign. During this phase, it is recommended to first thank the contributor, then continually remind them to donate. On a regular basis, it is recommended to get your data appended knowing that donors could have a change of address or phone number throughout the campaign.

Man getting the mail

Direct Mail Tips

  • Use compelling images
  • Use clear call-to-actions
  • Direct people to your website
  • Tell your story

Online Advertising Strategy

Many large fundraising companies focus on promoting their story and brand across social media platforms and Youtube. It has been found that videos are the best way to tell your agency’s story. Providing potential donors with an emotional video explaining why they should support your cause, is a powerful driving force for increasing donations.

Donating online

Digital Marketing Tips

  • Connect to a WebID Service which converts your website traffic into prospects for a personalized direct mail and email marketing campaign.
  • Utilize remarketing to its full capacity to continue to remind your audience of your brand
  • Evoke a feeling into your market
  • Make your website safe, professional and clear to understand

Television Marketing Strategy

Selecting the right message is key to marketing to high-value donors through television. It’s important to have a positive and knowledgeable message. The market is most receptive to ads appealing to their emotions and how their money will help.

It is recommended to also advertise on a streaming service. They are able to directly show ads to only your target market and can provide more data and insight over traditional television.

Women watching TV

Television Marketing Tips

  • The message is clear and easy to understand
  • Use images of people in need
  • Have a clear call-to-action in your ad

Email Marketing Strategy

The average one-time gift from email fundraising is $57. The average monthly gift is $20 (NP Source, 2018). Making email marketing a very lucrative part of your fundraising campaign. Begining your campaign, it is advised to begin with a purchased mailing list of current donors and/or zip codes by income. These lists will allow you to leverage a new selection of donors, that have not interacted with your brand in the past. Once you have a collection of donators, emailing them regularly can help increase your number of donations. It’s recommended to also use emails as a follow-up, letting donors know how their money has been used to help the cause.

Senior Couple reading Marketing Emails

Email Marketing Tips

  • Send emails on a regular basis
    • Thank you emails
    • Follow-up on campaign progress
    • Let them know of new opportunities to give
  • Optimize your send time, based on data

The Best Campaigns Start with the Right Mailing List

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