using salsa to personalize donation asks

USING SALSA TO PERSONALIZE DONATION ASKS

Rebecca Wyatt, Online Learning Specialist

Meghan Apfelbaum,Client Success Manager

By the conclusion of this training, the learner will be able to:

• Effectively use merge fields to personalize donation email blasts, donation pages & thank you messages

• Segment lists for more personalized donation asks

Learning Objectives

$ Email accounts for 1/3 of online fundraising revenue

$ Online giving increased 14% from 2012 to 2013

Why create donation pages?

2014 M+R Benchmarks Study

Conversion rates on main donation pages

• 39% who segment email lists

experience higher open rates

• 28% experience lower unsubscribe

rates

• 24% see increased deliverability

• 24% experience increased revenue

Why personalize your donation ask?

The Lyris Annual Email Optimizer Report

Personalized donation pages and emails = HIGHER conversion rates

HOW do I personalize donation asks?

• Supporters who are interested in a particular program you offer

• Current donors• Lapsed donors• Action takers who have never donated• Major donors• New supporters

Groups of Supporters

Personalizing Donation Asks: The Story

Organization Mission: Improve water quality and access in the United States

Organization targets the following issue areas in support of this mission:• Clean water• Climate change and water security• Privatization of water• Water conservation

Personalizing Donation Asks: The Story

Supporter is a lapsed donor (gave two years ago, but has not given since then)

Personalizing Donation Asks: The Story

Three content items:• Email blast• Donation page• Follow-up emails

What to personalize

Information to share:• Information about

supporter interest area

• Your org’s position on the issue

• Acknowledge their previous gift

Personalizing the email blast: Subject

Personalizing the email blast content

Personalizing the email blast: targeting

Example fundraising emails!

Personalize the donation page:

Add donors to groups

Personalize the donation page: Add appealing images, but keep it secure

Personalize the donation page:

Allow the option for recurring gifts

Personalize donation page: Fund designation

Personalize the thank you page

Personalize the thank you page

Manually append the merge field values in the Thank You Page redirect field (on the Follow Up tab)

Personalize the Follow Up Emails

Send conditions on Autoresponse Emails

CONTACT INFO

Read, Learn, Discuss – help.salsalabs.com

Training & Learning – training@salsalabs.com

Salsa Support – support@salsalabs.com

THANK YOU!