Direct mail and online resources can be difficult to manage, especially because the data seems be in constant flux. To keep us one step ahead, Blackbaud INC has some important advice to give us. Here are some highlights from their 2012 study, specifically how to use technology to strengthen donor loyalty.
1) “Develop a Branded Sustainer Program”
What do one-time donations and sustainer donations have in common? In 2012, they are on the rise! One-time donations rose by 10% and sustainer donations increased by 27%! Make donating to your organization an interesting and engaging experience by providing benefits to various levels. At last year’s giving day, New England Public Radio did a mini-version of this by creating an excellent graphic and creative campaign to attract sustain donors.
2) “Narrow your Focus on Donor Appreciation”
Create a gratitude strategy that shows each individual donor how important their donation is to your organization. Megan from The Food Bank of Western Massachusetts watched the clock on Valley Gives Day 2012 and sent out a personal thank-you email immediately after… each donation.
3) “Utilize Product Features”
Email click-through and response rates plummeted in 2012, although they have been diminishing for many years now. This means that the stream is totally saturated with messages and it is time to use products to make your message stand out. Blackbaud INC recommends that e-mails should use “conditional content, donation forms with dynamic ask strings and responsive design pages (which take mobile into account)”.
What is your organization doing to engage your donors online? Share with us by leaving a comment!