How to draw inspiration from retail to encourage and retain your donor community?
12 October 2020
RETAIL, A MODEL FOR DONOR ACTIVATION?
What are the key steps for getting started in Marketing Automation and what best practices can Non-Profit Organizations take from the retail sector?
Our Customer Success managers, Agathe Pennec and Juliette Besson joined Digital Fundraising Week with our partner, iRaiser, to share the key steps for getting started in marketing automation and what best practices to copy from the retail sector.
The key steps to getting started in marketing automation
SEGMENT YOUR BASE WELL
according to the profile of your donors and the activity to start, maintain and personalise the relationship
MAP THE DONOR LIFECYCLE
and identify contact points to interact with the right person, at the right time, via the right channel
START TRIGGER CAMPAIGNS
throughout the donor lifecycle (Welcome program, Donation anniversary, Post Donation messaging, Donation abandonment etc)
TEST AND ITERATE
your campaigns, your content, your frequency. Start with basic scenarios and add new ones as you grow
TRACK THE ROI
of campaigns and identify what works best to adapt your strategy
Curious to know more?
"Is a marketer for a retail brand different from a marketer for a Non-Profit? The answer is no! We don’t speak of a prospect but of a sympathizer, of a client but of a donor, of products and services but of programs / emergencies or buying but giving. But the mechanics are the same and the advice I give to my clients in the charitable sector is to draw inspiration from proven retail practices."
Agathe Pennec, Customer Success Manager at Actito
AGATHE'S TOP 5 RETAIL INSPIRATIONS FOR NON-PROFITS:
PLAN YOUR TOUCHPOINTS
Plan out touchpoints for your donor lifecycle from site visit, to abandoned donation to reactivation.
SEGMENT YOUR AUDIENCE
Segment your audience based on their donation or involvement levels.
FOLLOW-UP ON ABANDONMENT
Follow-up on abandoned donations - just like you would a retail shopping basket.
TARGET ANNIVERSARIES
Think about birthday campaigns and target donation anniversaries.
PERSONALISE YOUR CAMPAIGNS
Personalise your campaigns based on subscribers' click behaviour.
THEY DO GREAT THINGS WITH US
The Red Cross
Solidarités International
iRaiser
Red Cross Belgium
ABOUT IRAISER
iRaiser is a digital fundraising platform supporting more than 500 active clients to raise over 800 million of funds across 16 countries including France, United Kingdom, Belgium, and the Netherlands.