10 TIPS FOR CONVERTING EVENT DONORS
eTapestry + everydayhero
Peer-to-peer, community fundraising, even crowdfundraising – call it what you will, it’s going to be a big part of every not for profit’s strategy for the next few years. But once those generous friends and family have donated to your participant’s appeal, how do you convert them into lifelong supporters?
FIRST THINGS FIRST:
After your event is over, make sure the first email you send isn’t an ask or even a thank you. That first touchpoint should be all about the impact of the donation.
FOLLOW-UP IN ADVANCE:
Do your post-event communication and stewardship planning work before the event. Create follow-up emails and get everything ready to go beforehand so all you have to do after the event is drop in photos, add results and hit send.
IT’S NOT OVER WHEN IT’S OVER:
As a general rule for your staff members, the event doesn’t end until the day after the day after the event. Wait until after you get new emails in the system and follow-up communications out the door before you head off to happy hour.
SUPPRESS FOR SUCCESS:
Segment new event donors into a separate email list and suppress them from your general donor communications. For event donors, focus on the donation impact, getting feedback on the event and understanding their communications preferences.
FUEL THE FUNNEL:
Start planning early to develop the communications funnel that will move event donors through a series of appropriate steps before making an ask.
SHORT IS SWEET:
Event donors are not as connected with your cause, so it’s critical to keep emails visual, short, and simple. Make sure to show the donation impact at the very top, and always test how your email is reading on mobile devices.
THINK BEYOND THE EMAIL:
Support email with other channels like direct mail, video, social media and text messages. Ask event donors to opt in to mobile communications at the event.
BE YOUR OWN VIDEOGRAPHER:
Have designated staff members take photos and conduct video interviews at the event. Using free apps and online tools, you can quickly compile and send out a short and compelling event video.
STRIKE WHILE THE IRON IS HOT:
While event donors are still in the “honeymoon phase” with your cause, think about upgrading them to event participants. For example, “Are you inspired by what your friend did for this great cause? Here’s how you can get involved next year…”
KEEP ON COACHING:
For peer-to-peer events, remind your team captains to send out post-event thank-you notes to all donors. The thank-you will mean even more coming from the event donors’ personal connection and help bridge the gap between them and your cause.
Find the potential in every donor.
We believe supporters should be at the heart of your fundraising strategy.
With the new integration between Blackbaud’s CRM, eTapestry, & peer-to-peer platform, everydayhero, the ability to build detailed personas of your target audience groups is now a reality.