Automated Email Best Practices – Small Donor Reactivation

Introduction

Running a successful email marketing campaign can be time consuming and overwhelming. In a perfect world, you’d be able to communicate with each of your supporters individually and show them that they’re more than just a number. The good news is that there are tools that allow you do that with minimal time and effort. Last week we discussed the Quarterly Contribution Flow, a triggered email that goes out 90 days after someone has contributed. This week we will talk about how to re-engage with small donors. We call this the Small Donor Reactivation Flow (SDR).

Small Donor SLIDES
The Four W’s of Small Donor Reactivation Emails

  • What: The SDR is a triggered email that is designed to re-engage small donors 30 days after they last gave.
  • Who: Small donors. It’s up to your organization to determine what amount would be considered “small”, but generally anyone who’s donated under $100 would be considered a small donor.
  • Why: Small donors have signaled that they want to be involved but aren’t necessarily ready to be a large donor. Don’t let them slip through the cracks. They’ve already shown their interest with your organization by giving so try to nudge them to take another action that your organization needs (volunteering, attending an event, etc.).
  • When: It’s important to engage with these supporters on a monthly or bi-monthly basis. Reach out 30 or 60 days after they make their gift.
  • How: Your email platform should let you trigger emails based on when a transaction was and how large the transaction was. More information on Klaviyo Flows
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The Content

The most important quality of a good SDR email is the content. I like to break down the content of an SDR into three pieces:

  1.     Thank them for their past support
  2.     Update them on current issues
  3.     Call them to action

By donating, small donors have shown you that they believe in and care about your cause. Thank them for that past donation and update them on the progress your organization has been making. This will remind them why they donated in the first place but also prompting them to re-engage with your organization.  Depending on what your campaign needs, your call to action could be a volunteer signup, event RSVP, friend-to-friend letter, or another contribution. Your call to action should be clear and to the point. To learn more about Call to Actions, check out our CTA post.

Conclusion

Rather than sending the same email to every supporter, use automated flows to whittle down your list into specific groups allowing you to target based on how they’ve engaged with your organization in the past. The SDR will let you target small donors with the goal of turning them into a committed, long-term, engaged supporter. To learn more about automated flows and other email best practices for nonprofits, visit our nonprofit and fundraising blog.


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