SayPro Follow up with non-donors through reminder emails or retargeting ads.

Tasks to Be Done During the Campaign Period

Following up with non-donors is an essential tactic to keep the momentum going in your campaign. These supporters may have shown interest but haven’t yet contributed. By reminding them about the campaign and offering gentle nudges, you can encourage them to take action.

Here’s a breakdown of tasks for following up with non-donors during the campaign period:

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7. Follow Up with Non-Donors Through Reminder Emails or Retargeting Ads

Objective:
Encourage potential donors who have shown interest but haven’t donated to complete their donation by sending follow-up reminders and retargeting ads. This can help to convert hesitant supporters and boost your campaign’s total donations.

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7.1. Send Reminder Emails to Non-Donors

Non-donors who have interacted with your campaign (e.g., visited the fundraising page, clicked on links, opened donation-related emails) are prime candidates for reminder emails. These emails should serve as a gentle nudge to encourage them to complete their donation.

Best Practices for Reminder Emails:

• Personalized Subject Lines: Ensure that your subject line grabs attention and makes the email feel personal.
  • Example: “We noticed you’re interested in supporting [cause]—can we count on your donation today?”
• Reinforce Urgency: Let the recipient know the importance of their support and the urgency of the campaign.
  • Example: “There are only 48 hours left to make a difference! Your support could help us reach our goal.”
• Share Impact Stories: Remind non-donors of the impact their contribution can have. Use compelling stories of how donations are helping your cause.
  • Example: “$25 helps provide essential resources for students in need. Here’s how your donation will change lives.”
• Provide a Clear Call-to-Action: Make it easy for them to donate by including a prominent, clickable link to your donation page.
  • Example: “Click here to donate now and be part of the change!”
• Multiple Touchpoints: If someone has opened your email but not clicked on the donation link, send a second reminder after a few days to keep them engaged.
  • Example: “We just wanted to check in and remind you about your chance to support [cause]. Here’s why your help is so important.”

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7.2. Retargeting Ads for Non-Donors

Retargeting ads are a powerful tool to follow up with non-donors who have visited your fundraising page or engaged with your campaign but didn’t complete their donation.

Best Practices for Retargeting Ads:

• Set Up Retargeting Campaigns: Use platforms like Facebook, Google Ads, or Instagram to set up retargeting ads that specifically target people who have visited your campaign page or interacted with your content but haven’t donated.
  • Example: A Facebook retargeting ad that shows a donation prompt to people who clicked on the donation link but did not finish the process.
• Highlight Urgency in the Ads: Create a sense of urgency to prompt action. Retargeting ads should include time-sensitive messages to push potential donors to act quickly.
  • Example: “Don’t miss out—only [X] days left to donate and help us reach our goal!”
• Use Testimonials and Social Proof: Incorporate stories from other donors or beneficiaries to demonstrate the impact donations are making.
  • Example: “Join [Name], who donated to support [cause]. See how your contribution can change lives today.”
• Appeal to Different Audiences: Tailor the content of the retargeting ads to the specific audience, such as past donors, potential new donors, or those who have shown interest in specific aspects of your cause.
  • Example: A separate ad that targets people who have clicked on posts about children’s education vs. those who have engaged with posts about healthcare.
• Incentivize Action with a Special Offer: If appropriate, use limited-time offers like matching donation campaigns or special donor rewards in your retargeting ads to encourage contributions.
  • Example: “Your donation today will be MATCHED! Donate now and double your impact.”
• Keep Ads Simple and Direct: Ensure that your ads are easy to understand, with a clear call-to-action that encourages donors to click and complete their donation.
  • Example: A straightforward “Donate Now” button with a brief message about the urgency of the campaign.

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7.3. Segment Non-Donors Based on Behavior

Non-donors who have interacted with your campaign in different ways may respond better to different approaches. By segmenting them based on their previous engagement, you can tailor your messaging more effectively.

Segmentation Examples:

• Visitors Who Have Not Donated: Target individuals who visited your donation page but didn’t follow through. These individuals are already familiar with your campaign, so focus on reminding them about the importance of their support.
  • Email Example: “You’re almost there! Complete your donation to make a real difference in [cause].”
• Engaged Non-Donors: These are individuals who have interacted with your emails, social media, or website but haven’t donated yet. These supporters are showing interest, so remind them why their contribution matters.
  • Email Example: “You’ve shown interest in [cause]—we would love your support. Here’s how you can make an impact today.”
• Non-Donors Who Opened Previous Campaign Emails: If you’ve sent previous campaign emails that have been opened but not acted upon, target them with updated content that reintroduces the importance of the cause and provides new information or stories.

Adjust Messaging for Each Segment:

• For visitors: Remind them of their interest and offer incentives like matching donations.
• For engaged non-donors: Emphasize why their action is critical, using personal stories and clear impact metrics.
• For non-donors who opened emails: Reiterate urgency and offer new details about how close the campaign is to reaching its goal.

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7.4. Add a Sense of Urgency

Whether through email or retargeting ads, creating urgency is essential to converting non-donors. Use time-sensitive language that encourages immediate action.

Urgency Strategies:

• Countdown Timers: Use countdown timers in your emails and ads to indicate the limited time left in the campaign.
  • Example: “Only 48 hours left! Make your donation today and help us reach our goal.”
• Limited-Time Offers: Promote any matching donations or special incentives with deadlines that encourage donors to give sooner rather than later.
  • Example: “Last chance to have your donation matched—donate by midnight and double your impact!”

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7.5. Monitor and Optimize

Continuously monitor the performance of your follow-up emails and retargeting ads. Track open rates, click-through rates, and conversion rates (donation completions). Make necessary adjustments to improve performance, such as refining subject lines, adjusting the messaging, or testing different ad creatives.

Optimization Tips:

• A/B Testing: Test different email subject lines, content, and calls-to-action to see what resonates best with your audience.
• Analyze Engagement: Look for patterns in who is engaging with your emails and ads. Are certain demographics or segments more likely to convert? Adjust your targeting accordingly.
• Improve Ad Frequency: Don’t overwhelm your non-donors with too many ads, but ensure they see your retargeting ads frequently enough to stay top of mind.

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Summary Checklist for Following Up with Non-Donors:

• Send Reminder Emails: Personalize subject lines, reinforce urgency, and highlight the impact of donations.
• Run Retargeting Ads: Target non-donors with ads that emphasize urgency, social proof, and clear CTAs.
• Segment Non-Donors: Tailor follow-up emails and ads based on engagement behavior to make the outreach more relevant.
• Add Urgency: Use countdowns, limited-time offers, and urgency-driven messaging to encourage immediate action.
• Monitor and Optimize: Track the performance of your follow-ups and make adjustments to improve results.

By following up with non-donors through reminder emails and retargeting ads, you can re-engage individuals who are still on the fence and encourage them to finalize their donation.