A report from data firm Qbase released last quarter revealed some interesting stats and insight into the average engagement and makeup of a charity database.
- 47% have yet to donate to that charity
- 3% are new supporters having made their first donation in the last 12 months
- 11% are active and regular donors
- 5% are lapsing having made their last donation 12 – 24 months ago
- 34% are lapsed donors having not donated in over two years
81% of the people on the average charity database are either yet to make a donation or haven’t done so for in over two years.
Approximately 28% of charity supporters have opted in to receive marketing emails. With this in mind, here are some strategy ideas to apply to each of these different segments to either warm, nurture, retain or re-engage your donors.
Converting shy donors
Almost half of the people in an average charity database aren’t active donors. Do you have a welcome journey in place to onboard, warm and convert new supporters as they join your list? Set up a series of welcome emails that introduce your charity, outlines the work you do and defines your proposition. Demonstrate how you’re able to deliver impact and encourage your new supporters to donate. Likewise, use engagement pieces as part of a nurture journey to reinforce to these supporters that the work you do makes a real difference and their donations bring about a tangible uplift in the lives of others.
Nurturing and upgrading new donors
Regular giving is increasing but lapsing supporters are starting to outweigh active donors. Make sure you have thank you automations set up to enhance the giving experience for your new and first time donors. Feed them into their own nurture journey with case studies, video content and other engagement pieces to keep them warm and develop their interest. Where appropriate, highlight your variety of giving products to suitable personas so that when the time is right, they may wish to upgrade their single donation to a regular commitment.
Keeping regular donors happy
To stem the rate donor of attrition, it’s important to keep them engaged throughout their life-cycle and to meet the expectations they have of your donor experience. A retention journey can take many forms with a variety of touchpoints and objectives. Emails could include newsletters, regular project updates, impact reports and a spread of appeals and asks across the year. It’s also worth including surveys and opportunities to feedback on the experience. Empower your donors to shape their relationship with your charity. Actively seek their involvement, signpost your social media for further interaction and encourage them to have an input wherever possible. Demonstrate the difference that they’re making and how they’re a cherished and vital part of your organisation.
Rescuing lapsing donors
Look at your donor journeys and analyse the stages at which engagement stalls and donors begin to lapse. What asks and engagement pieces have they received up to this point? Does a particular ask or action drive them away? Is there too long a gap between communications? Consider adapting your email journeys and offering alternate pathways based on donor behaviour. Utilise automation to trigger resend and reminder emails where an action hasn’t been completed. If you’re able to identify when donors are about to lapse, send them an additional engagement piece to save them before it happens.
Reaching and recovering lapsed donors
A re-engagement campaign can help resurrect your lapsed supporters and stop you from losing them completely. Start by understanding why they’ve lapsed. Use your data to identify possible issues and look for solutions. Tailor specific journeys for these supporters with emphasis on the work you do and the importance of their continued support. Make your emails as appealing and engaging as possible in a bid to reactivate these supporters. Read more about re-engagement campaigns here.
Strategies to suit your donors
Get in touch if you’d like our help devising digital strategies to suit your donors. We can audit and map donor journeys, devise content plans and run campaigns to keep your donors engaged and active.