It's easy to understand the significance of major donors and organizations invest in stewarding this group accordingly. But there's a group of supporters who don't have their own individual gift officers who still make up much of your digital giving: midlevel donors. Here’s how to tailor a program to them:
The key is not to turn up the volume of your communications to reach more donors, but to understand what your audience wants to hear and serve them content that matches those interests.
Reach your users more personally with messages addressing their individual actions. Adding specificity to thank you’s and following up on the impact of actions taken can help illustrate how much you value your people.
Create a communications plan designed to retain and increase annual giving. With content that balances impact reporting, a lighter cadence of fundraising asks, and data-driven ask amounts, you'll incentivize more giving without pushing valuable supporters too hard for it.
Supporters should feel included in your organization and its community. Your brand should be able to share credit and space to work within partnerships and coalitions.
Messages will go further when you tailor them to the right channel, so consider making adjustments to best fit where high-level audiences are engaging with your messages.
Paid Search is an intent-driven “push” channel — unlike the "pull" of display, paid social, or email. This means something in the user’s life is pushing them to seek you out. Be sure to consider this mindset when crafting the user journey.
Thank and follow up through text from email actions (and vice versa) to deepen relationship with supporters. Think of them not as an email supporter, just a supporter.