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065: What's your supporter experience like?
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Your supporters are your org's lifeline. Without their generosity and support, you would have a pretty hard time carrying out your mission. So, if engagement, retention, or even attention is top of mind this year, you need to look at fundraising and marketing at an experience level.
I coin experience as a high-priority item for this reason: Knowing the gaps in your supporter experience means you have the potential to build deeper connections with them.
Sounds great but can often fall by the wayside if you aren't constantly auditing your supporter experience. Follow along as I share resources on strategic approaches like integrated fundraising, habit-forming experiences, and expanding community with search.
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Snackable snippets |
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The role of integrated campaigns in fundraising 🎧 Jen Newmeyer, Digital Fundraising Director at PBS, sits down with Noah on Good Marketing Unplugged to talk about the different integration types within nonprofits and shares actionable steps to take. Tobes Kelly kicks off this week’s newsletter by diving into the pitfalls of one-off marketing efforts. These initiatives lack consistency and often lead to a fragmented and lackluster experience. One part that stood out to me was his first approach to improving donor retention: auditing your donor journey. This is particularly helpful because you gain an in-depth understanding of what areas need to be improved upon and whether or not your experience is attracting the right donors to your doorstep.
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In the news |
Starting in February, Google is tightening up its rules for groups that send more than 5,000 emails per day to Gmail accounts. If you fall into this category, there are three things to stay on top of:
- To help verify the legitimacy of the emails, bulk email senders have to authenticate their messages through protocols such as SPF, DKIM, or DMARC.
- Bulk senders have to include a simple, one-click unsubscribe option and honor these requests within two business days.
- To avoid getting their email marked as spam, bulk senders have to stay under a clear spam threshold. Otherwise, these emails risk getting filtered out as spam.
If you need any help with making sure you’re authenticated, I’d recommend giving Katelyn Baughan a follow. She is constantly sharing valuable email marketing insights for nonprofits.
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The date is set: January 29. Next week, Amazon will turn on ads for its tens of millions of Prime Video viewers, surpassing the likes of Netflix.
This goes to show the adaptation of digital ads, as this marketing channel continues to find relevant ways to reach and engage target audiences. Will this be the beginning of the (re)boom of DRTV?
For your inspiration folder |
Nonprofits have traditionally started their strategic plan based on the campaign they want to launch, and then they move on to figuring out which donors they should be reaching. Unfortunately, this often leads to a focus on one-time gifts.
However, Vidya Chadaga of RKD Group challenges us to rethink this approach and instead start with donors. This way, strategies are crafted around supporter preferences, an integral part of developing long-lasting relationships.
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