The document discusses how to create a donor welcome series to personalize the experience for new donors. It recommends sending a series of automated welcome emails on a consistent schedule to thank donors, introduce leadership and the mission, share impact stories, and engage donors by asking for feedback or how they can get involved. Implementing a targeted, story-driven donor welcome series across email and other channels can help new donors feel connected to the organization and encourage sustained giving.

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How to Personalize the
Welcome Experience
for New Donors
www.blackbaud.com/npexperts
Cupids Arrow:
Thoughtful Engagement to Acquire Donors

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Meet the #npEXPERTS

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#npEXPERTS
Danielle Vermenton
Fundraising geek. Mom.
Interactive Consultant.
Speaker. Former fundraiser. All
around bad @ss! I love working
with organizations that are
changing the world.
@DJVermenton
wwww.npengage.com

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A Tale of Two Welcomes

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Your online relationship
often starts with email
Put a welcome series
in place for prospects
Targeting New Subscribers

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Now what?
Mission Accomplished: They Gave!

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Does it look any
different after they give?
The Donor Journey Begins

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Almost SIX out of every ten donors from the
previous year DID NOT renew by year’s end!
AFP FEP Study
Key Reasons They Leave
• No memory of ever supporting
• Did not feel connected to the organization
• Not asked to give again
• Other causes are more deserving
• Never heard how donation was used

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All reasons that are connected to
communications

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Online Attitude with Gratitude Strategy
• Recognition
• Stewardship
• Engagement

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Why Should You Focus Online?

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Be in Line with Today’s Donors

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Have Multiple Touch Points & Tactics
• Email
• Website
• Social media
• Video
• Integrated offline activities

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Target Audience
Timing & Automation
Story & Narrative
Theme & Concept
Focus: Donor Welcome Series

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Concept
A series of welcome emails to new donors
Focus is on stewardship & engagement
Donor Welcome Series

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Target Audience
New online donors – could be brand new to org
or prospects that converted
*if importing into a system, do it ASAP so messages are timely
Donor Welcome Series

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Story & Narrative
• Heartfelt thank you
• Personal introduction to leadership
• Mission moment
• Engagement piece: Why us?
• Ways to get involved/learn more
Donor Welcome Series

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Story & Narrative
Personal
thank you
from
leadership.
Why are they
involved?
Message #1
Create a
mission
moment with
great stories
& powerful
images.
Message #2
Engage the
donor with a
survey asking
for info &
feedback
Message #3
Get involved:
list 3 or 4
options.
Don’t make it
cluttered!
Message #4
Donor Welcome Series

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Timing & Automation
• Make it automated: system refreshes & delivers
• Stay consistent: send same day every week
• Suppress group from other communications
Donor Welcome Series

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Prospects that convert
Brand new donors to the organization
Sustained Giving (monthly) donors
Variations on the Donor WS

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In Real Life

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In Real Life

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Create a Donor Journey
• Email
• Website
• Social Media
• Video
• Integrated Offline

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Questions?
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