Personalization in your nonprofit’s marketing strategies is an important way to build relationships with your supporters to support long-term fundraising goals.
By Gerard Tonti
Personalized marketing is key for nonprofit success, especially when it comes to donor communications. Your supporters are much more likely to pay attention and feel appreciated when your nonprofit addresses them and their interests in your marketing initiatives. This helps build stronger relationships with them and maintain their support in the long-term.
Therefore, as you create your marketing plan, make sure your nonprofit effectively uses software to engage your audience and personalize outreach as much as possible.
Here at Salsa, we work with all sorts of nonprofit organizations, helping them manage data that makes personalized marketing possible. We’ve found some of the most successful strategies to connect with supporters through data and effective marketing include:
- Address your supporter by name.
- Employ preferred marketing channels.
- Launch a new donor marketing campaign.
- Segment supporters by giving level.
- Consider the geographic location of supporters.
- Keep an eye on engagement metrics.
The only way to completely personalize your marketing campaigns is to reach out to each supporter individually— every time. This is unrealistic and would use a lot of your organization’s resources and time.
Therefore, nonprofits have devised techniques to personalize their messaging in a timely manner. Each of these strategies requires the use of an effective donor database solution. Keep this in mind as you’re exploring these techniques.
Now, let’s get started!
1. Address your supporter by name.
This first tip might seem like a small detail, but it’s incredibly important to encourage your donors to actually read the messages you send to them. It’s a crucial step to establish a connection with your supporter, making it one of the foundations for effective communication.
Consider your mail and email communications. Are you more likely to read a message with a salutation of “Dear valued donor” or “Dear [your name]”? Probably the latter! As an example, look at the two samples from nonprofit thank-you messages:
Dear valued donor,
Thank you for your generous contribution to the buy-a-backpack campaign. Your gift is supporting the purchase of school supplies for hundreds of kids in the community.
Compare that first message to the following:
Thank you for your generous contribution to the buy-a-backpack campaign. Your gift of $1,000 allowed us to buy new school supplies for 100 kids in the community.
Using the supporter’s name in the introduction catches their attention and shows that the message is crafted for them rather than a mass audience.
Other details included in the message were also designed to personally address the supporter’s action, including:
- Specifying the amount of the gift contributed
- Communicating the impact of that specific contribution
- Identifying the campaign that the supporter contributed to
By getting specific and using personal details in the messages you send supporters, you’re telling them the communication was crafted specifically for them. This establishes a more personal relationship over time.
2. Use preferred marketing channels.
There are a lot of different ways you can get in touch with your nonprofit’s supporters. However, your supporters probably check some communication channels more frequently than others.
Using the channels your supporters pay the closest attention to is a great way to boost supporter engagement with your organization.
How can you figure out which channels your supporters prefer? There are two primary ways:
- Ask them. This is the easiest way to figure out your supporters’ preferences. Send them a survey and ask key questions about what messages they like the most and how they’d prefer to receive those messages.
- Analyze marketing results. The other way you can discover your supporters’ preferences is by analyzing their past engagement metrics with various platforms. If you find that a supporter tends to open and click through your emails more often than other platforms, you should continue using email.
Some of the channels you may consider analyzing and asking your supporters about include:
- Direct mail
- Phone calls
- In-person meetings
- Social media
After you’ve discovered the most effective and desired channels among your supporters, you can start integrating those channels into your marketing plan.
Keep in mind, however, that the most effective way to communicate with supporters is through a multi-channel marketing approach. This means your organization will use a few separate channels to touch base with each of your supporters. For instance, you may use social media for frequent updates, direct mail to inform supporters about new campaigns, and phone calls to show your appreciation to donors after they contribute.
3. Create a marketing campaign for new donors.
Many nonprofits tend to focus heavily on donor acquisition. In reality, it’s a good strategy to put more emphasis on retaining those supporters you already have. Retaining donors is a more cost-effective strategy with a higher chance of increasing your secured revenue.
Specifically, the best way to increase your donor retention rate is to make sure your new donors feel welcomed and appreciated by your nonprofit.
We suggest creating a new donor marketing campaign to accomplish this goal. An easy way to do this? Develop a drip campaign with information that will intrigue this audience. It looks like this:
- Develop templates and email drafts of information that new supporters will appreciate and engage with. Make sure these emails stand out and differ from one another. For example, you might send supporters a one-pager about the need for your mission, a summary of the upcoming events or virtual opportunities offered by your organization, and updates from your most recent program, all in separate emails.
- Create a donor segment of new supporters. You can set up automatic emails to send to this group of supporters using effective marketing tools. Be careful not to send the messages too frequently as to not desensitize the supporters to seeing your name in their inbox, but send them frequently enough to keep you in the front of their minds. Once or twice a week should suffice.
- Provide the next step to drive engagement further for this group of supporters. For example, you might ask them to sign up for your newsletter, make a second gift, or register for your upcoming (virtual) event. Be sure to include this as an eye-catching call-to-action in your email communications.
To make this possible, your nonprofit needs both fundraising and marketing software that will work well together. Salsa’s fundraising software offers an example of a solution that has features such as rich donor profiles and a seamless integration between fundraising and marketing to help nonprofits create these useful campaigns.
4. Segment supporters by giving level.
While you undoubtedly appreciate all of your supporters, some have a greater capacity to give and the ability to drive your mission further.
That’s why as you personalize your communications, it’s important to recognize the donors with the greatest potential lifetime value so you can focus your efforts on developing a connection and relationship with them.
You can do this by segmenting your supporters by giving level (or prospective giving level if you’re using prospect research strategies).
Major donors and major prospects should have the most personalized interactions with your organization. You may go above and beyond with these supporters by:
- Setting up in-person or video meetings with them
- Asking them for their opinions on your latest campaign
- Giving advanced notice about major campaigns
- Calling them more frequently with updates
Segmenting your donors by giving level gives your organization a better understanding of who your major prospects and donors are so you can specialize your outreach to them and make stronger connections.
5. Consider the geographic location of supporters.
One characteristic that you should consider as you personalize your communications with supporters is where they live. This has been historically important for event planning as nonprofits send specialized invitations to their supporters who live in the area where an event will occur.
Throughout the COVID-19 pandemic and stay-at-home orders, nonprofits have realized that geographic location is a less significant factor when hosting virtual fundraising events. Handbid’s virtual event guide explains how to host these and reiterates how they can unleash greater event potential by removing geographic restrictions to attendance.
However, this doesn’t mean you should stop considering the geographic location of your supporters.
Geographic location is important for communicating impact to your donors. For example, imagine you’re a donor contributing to a nonprofit that helps provide school supplies for kids. You might feel an even greater connection to this cause if you know your contributions are helping kids in your own community.
Drawing on the ties that supporters have to their own communities helps them feel like they’re truly making a difference that they can see in their everyday lives.
6. Keep an eye on engagement metrics.
After you’ve incorporated personalization strategies into your nonprofit’s marketing plan, be sure to keep an eye on the success metrics to see how they’re performing. Consider tracking the difference in the metrics before and after you implemented personalization strategies to ensure your communication is actually improving and you’re further engaging your audience.
Some key performance metrics that you can keep an eye on include:
- Email open rates
- Email click-through rates
- Event attendance metrics
- Survey response rates
- Donor retention rates
As these metrics increase and improve, your fundraising efforts should also show signs of improvement. Keep an eye on all of your metrics in your nonprofit’s CRM software. If your donor database integrates seamlessly with your marketing and fundraising solutions (like Salsa’s Smart Engagement Technology), you should be able to easily track and measure success metrics. If you want to learn more about choosing and implementing software that makes this possible, check out this handy guide.
Personalized marketing is key for your nonprofit’s increased donor engagement and retention strategies. It’s important to develop relationships and encourage a greater connection between donors and your organization. Use these six helpful strategies to get started with your organization’s personalized marketing. Good luck!
Gerard Tonti is the Senior Creative Developer at Salsa Labs, the premier fundraising software company for growth-focused nonprofits.
Gerard’s marketing focus on content creation, conversion optimization, and modern marketing technology helps him coach nonprofit development teams on digital fundraising best practices.