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5 Keys to Grow and Retain Your Online Donor File

November 26, 2012 By Joe Boland
In the upcoming December issue of FundRaising Success, our cover story explores how KaBOOM!, an organization dedicated to saving play by building playgrounds, leveraged a relationship with Groupon Grassroots, which activates citizenship and fosters neighborhood advancement through Groupon, to build its online donor file.

Here Amanda Foster, account manager at Salsa Labs — KaBOOM!’s e-mail and donor relationship management partner — provides five keys to grow and retain your online donor file that helped KaBOOM! reach its goals.

Target your audience
It’s especially vital when reaching out to new or prospective donors that your message is relevant to them. Thus, you must target your audience with the appropriate communications at the appropriate times.

“If someone is interested in slides and someone else is only interested in helping build swings for KaBOOM!, then  you send people information about slides or swings as opposed to sending everyone everything,” Foster says. “Target your audience — that’s a big thing.”

Consistently keep your list up to date
You have to maintain your list and keep the data clean on a consistent basis if you plan to get the most out of your list and learn where and how you need to grow.

“Take off people who got really excited about an action three years ago and have never done anything since,” Foster says. “As long as you keep your list clean, it can be very, very successful.”

Thank new donors promptly
This is fundraising 101. Donors expect to be thanked and thanked promptly, especially new donors. Otherwise, they feel like the organization doesn’t appreciate them and probably won’t donate again.

“Put in auto-triggers so after someone makes a donation or completes an advocacy action or anything like that, it can automatically say thank you so much for supporting our organization,” Foster says.

For KaBOOM!, new donors were sent a message as soon as they made their donations through Groupon Grassroots thanking them, which was key in retaining the new donors KaBOOM! attained.
 

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You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

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MORE ON E-PHILANTHROPY/WEB-BASED >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

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