Triggered messaging: the future of fundraising

If you’re wondering what the future of fundraising looks like, here it is, as reported at npEngage, One email tactic nonprofits need steal from brand marketers.

Imagine nearly every email you send your supporters is triggered not by your marketing calendar, but by each supporter’s actions. You’d create emails like these:


  • New donor welcome series
  • New subscriber welcome series
  • New volunteer signup welcome series
  • Event registrant welcome series
  • Membership welcome series
  • Expiring membership series
  • Community signup welcome series
  • New sustainer donor welcome series
  • Sustainer donor credit card expiring

Did I say future? This is already happening. The future part is where we get more and more effective at the messages, the triggers, and the timing.

And then it gets even better: We start doing direct mail this way. Digital printing is getting better and cheaper all the time, and widespread trigger-based direct mail is nearly possible. (It’s affordable already with higher-level donors.)

Keep your eyes on this one. This is where fundraising breakthroughs are going to come from in the next few years.


Comments

4 responses to “Triggered messaging: the future of fundraising”

  1. Agree completely but go beyond personally in my recommendations to nonprofits—Every email should have a specific trigger whether it’s part of a series (welcome, thanks for your gift etc.) or not!
    Your thoughts on that, Jeff?

  2. Agree completely but go beyond personally in my recommendations to nonprofits—Every email should have a specific trigger whether it’s part of a series (welcome, thanks for your gift etc.) or not!
    Your thoughts on that, Jeff?

  3. Triggered emails are the way to go Jeff, particularly when recruiting large volumes of regular, monthly donors and you want to deliver a regular stream of content.
    We’ve been running programs like this for a couple of years and have been seeing massive decreases in attrition. Here’s a post from a few months ago with some detail.
    http://101fundraising.org/2012/09/think-face-to-face-think-mobile/
    Jonathon

  4. Triggered emails are the way to go Jeff, particularly when recruiting large volumes of regular, monthly donors and you want to deliver a regular stream of content.
    We’ve been running programs like this for a couple of years and have been seeing massive decreases in attrition. Here’s a post from a few months ago with some detail.
    http://101fundraising.org/2012/09/think-face-to-face-think-mobile/
    Jonathon

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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