As marketers and fundraisers we’re always looking at donor engagement. How are our supporters and donors engaging with us? Do they open and respond to our emails? Do they follow us on social media? When did they last click through and donate to one of our appeals?
These are straightforward enough questions to answer but consider this: is donor engagement a simple on/off switch or more of a sliding scale? Here are 4 donor engagement segments that house the fundamental combinations of email behaviours: opens and clicks. The goal is to move them from one group to the next until you can be satisfied that they’re fully engaged.
Inert – Low opens, low clicks
This first segment are poorly engaged. They don’t really open your emails and when they do, they rarely click through. Consider any potential obstacles there are to opening and clicking your emails. Are there deliverability issues? Is your “from name” trustworthy? Do your subject lines appeal? Are your emails sufficiently engaging? We can look at your list hygiene, conduct a deliverability audit or develop a testing plan to answer these questions and begin to move these supporters along to the next segment.
Intrigued – High opens, low clicks
This second segment are interested in what you have to say as they’re opening your emails. They aren’t however engaging any further beyond that. What can you do to make your content and calls to action more appealing? Are you using personalisation and dynamic content? Are your CTAs clear and easy to complete? Is your content interesting and engaging? We can develop a content plan that’s tailored to encourage more clicks, gauge the responses and then work towards increasing engagement. We can also test various elements of your emails to find out how your supporters are engaging and what content or CTAs they’re most receptive to.
Focused – Low opens, high clicks
This next segment is very selective. They don’t open your emails very frequently but when they do they’re likely to click through. Again, look at using personalisation and dynamic content but include them earlier in the experience – the subject line or preheader copy. Make sure that the emails you send are relevant to these supporters in the first place. You should be able to see by their behaviours what they do and don’t engage with. Better yet, set up a preference centre and let them choose what they want to receive. We can help you interpret your behavioural data to identify further segments or help you to outline and set up an email preference centre.
Engaged – High opens, high clicks
This final segment is where you want to be working the rest of your list towards. They take an ongoing interest and actively engage with you. What else could you be doing with them? Nurture and maintain these relationships with retention journeys to keep them warm and engaged. Start looking also at their ongoing behaviours and whether they convert. Do your opens and clicks actually amount to anything? Set up and tailor landing pages for each of your journeys to keep donors moving. We can implement campaign tracking with services such as Google Analytics so that you can see the value and contribution that your emails and landing pages make to your fundraising.
Get in touch
Let us know if you’d like to chat about stimulating your donor engagement. We can develop testing plans, conduct audits, devise content plans and analyse your data to identify the most effective ways to enhance your digital strategy and nurture your donor engagement.
Alex is a Digital Content Coordinator at Copper