How to convert 1,000 supporters to members in 1 year·
How to increase membership annual retention from 91% to 93% in 1 year
Increase the amount of people who come through the funnel
Increase the percentage of people who convert from one stage to the next
We can think of digital donor journeys like a funnel, with the largest amount of people coming from web traffic. There are two ways that we can increase the number of people who move through each stage:
Organic search (SEO)
Tell stories on social
INCREASING TOP LEVEL
Capture email addresses with eye-catching calls to action and by offering valuable content.
Build trust with a series of welcome emails (these act as a springboard to your longer term supporter journey)
Tell compelling stories about people affected by your cause and projects
Include links back to your website as well as CTAs
CONVERTING SUBSCRIBERS INTO DONORS
Keep in contact with regular fundraising campaigns
Use A/B testing to optimize your emails. Test new subject lines, design elements, and CTAs to see what results in the highest click-through rates and conversion rates.
Test, test, test!
Say thank you - and do it well!
Update them on the difference their gift has made — show tangible impact
Give them the opportunity to give again by keeping them updated
CONVERTING ONE–OFF DONORS INTO REGULAR GIVERS / MEMBERS
Promote membership and its benefits
Anyone who's given a monetary gift in the past needs to be on a separate email list to subscribers, volunteers or event attendees, as we need to talk to these people in a different way.
These are your VIPs, your BFFs, your ambassadors. Show them by keeping in touch regularly and making them feel special
Hold special membership thank you events and use staff to 'shadow' key people
Segment this list and create tailored, personalised communications and campaigns just for them
INCREASING MEMBER RETENTION —
SHARE THE DONOR LOVE!
On their joining anniversary, send a run down of what they've helped to achieve — and ask them to upgrade their gift
ALL OF THIS BOILS DOWN TO...
WHAT VALUE WE CAN OFFER
What questions can we answer for our audiences?
We can use blogs, interactive tools, photos & infographics, videos and podcasts, presentations & e-books to provide valuable content for our audiences.
The right information in the right place at the right time — that's what creates sustainable engagement, which, along with personalised and authentic communication, will result in longer term donor relationships.