Lead Generation and New Donor Acquisition
| By Jeff Spitko |
Summer has officially arrived! For many families that means the kids are out of school and it’s time for vacations, BBQs, and lazy days of relaxing outdoors. Unfortunately, for most nonprofits it also results in a reduced level of mass market fundraising performance.
From the Wednesday prior to Memorial Day through the final weeks of August, we have historically seen a significant reduction in donations as individuals are concerned about how much they will be spending on summer travel and entertainment. While nonprofits should continue with periodic fundraising appeals throughout the summer, it a perfect time to pivot and focus more heavily on lead generation and new donor acquisition.
Effective lead generation will build a base of supporters for your mission and shepherd prospects into new donors. This donor journey typically starts through digital engagement. This could include any range of activities from a Meta post on your organization’s social media platforms to retargeting someone with a digital ad after they have visited your website.
As you plan out your next lead generation campaign, here are a few tips of the trade that can help you increase the number of supporters for your mission…
Stand out as they are scrolling
Part of your donor acquisition strategy should include converting your social media followers to email subscribers. This will allow you to greatly increase your level of communication with your prospects. Use your organic social channels to post quizzes, contests, or even offer a small premium gift to inspire your social media followers to sign up and provide their email address and cell phone number.
Put their first few weeks on autopilot
Once you have a new individual join your email list, make sure you engage with them consistently. Set up an automated welcome series to cultivate their email journey for the first 4-6 weeks after they sign up. Through a series of 4-6 automated emails, tell them more about your organization. Highlight stories of impact from those involved in your mission. Share exciting initiatives that will be happening over the coming months. Prove to them that signing up for your email list was a wonderful decision!
Give them another nonmonetary action before you ask for money
Now that you have new subscribers on your email list, you will probably have the urge to start sending them fundraising solicitations right away. Please don’t! Be patient! Let them get to know your organization more first. And learn about them. As part of your welcome series, include an activity that does not involve a monetary donation. Have them take a survey to tell you their interests. Ask them to sign an advocacy petition that illustrates how you feel the same regarding specific elements of your mission. Asking for a donation too soon can quickly result in them unsubscribing.
Join us in Chicago! Spend time with Jeff Spitko and learn more about lead generation and donor acquisition.
Lead Generation: Donor acquisition strategies for building your base of supporters
The path to closing a major gift can often be a long one, and it starts with building a base of dedicated advocates for your mission. New donor acquisition takes time, patience, and requires finding prospects through numerous direct marketing channels. In this session, you’ll learn how to create donor journeys that inspire those currently unfamiliar with your mission, convert your social media followers to email subscribers, upgrade your email subscribers into mass market donors, and implement innovative cultivation methods for building a successful donor pipeline through digital prospecting.
