As digital marketers you undoubtedly create your ideal personas and tactics to engage them with your nonprofit. As you plan your text fundraising campaigns and engagement strategies, outlining a donor journey will help you identify all the text touchpoints your supporters will have with your organization so you can improve their experience and boost your return on investment.
In this post, you’ll learn five things to consider about your donor’s journey when building your campaign.
What Is a Donor Journey?
There has never been a more direct and effective line of communication for marketing than SMS and MMS text messaging. Nearly 80% of consumers say text messaging is the fastest way to reach them. And with so much information at your fingertips, you can now track and analyze how, why, and when supporters give or communicate with your organization.
In a recent survey, 94% of businesses said that in considering their customer journey, they were able to develop new and better services to match their supporter’s needs. A donor journey maps out how your constituents and donors interact with your brand and identifies each touchpoint or opportunity you have to connect with them. Your audience’s engagement with your messaging starts with awareness. Their journey begins before their initial contact with your organization when they first hear about your organization. Creating this point of awareness is one reason why it’s so important to finetune your organization’s messaging.
Understanding your audience’s journey will allow you to tailor the experience to increase engagement and donations.
Five Ways to Optimize Your Donor Journey When Building Your Text Fundraising Campaign
Make sure your supporters’ journey includes these five things, and you’ll boost your fundraising potential.
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Inspire Your Audience
Sometimes, simply stating your cause isn’t enough. People want to feel the passion that drives your organization and have a personal connection to your movement. Help your audience feel included and let them know how their support is making an impact. Specific and personal anecdotes go a long way, especially stories showcasing how you’re putting their donations to use.
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Learn About Your Audience
You can learn so much about your audience and their habits by asking questions and sending surveys. Look for trends in this information to determine the best ways to engage with your supporters and bring in more donations.
Another way to keep your audience engaged is by interacting with their messages, social media comments, and emails. The more you can help them feel like they’re interacting with a human and not an organization, the more likely they’ll be to get involved with your cause and offer monetary support.
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Ask For Donations
Your supporters can’t donate if they don’t know they can. Keep your message simple and clear with an urgent call to action that will inspire their immediate engagement. Consider adding a text-to-give program so your supporters can easily donate by sending a text.
Watch the following video to learn all about text message fundraising.
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Ask Again
Once a supporter donates to your organization, they’re more likely to give again, so don’t be afraid to ask for donations after some time has passed since your last fundraising campaign. Use all the data you have about past donors to enhance your request with a personal story or the impact of their previous gift.
Add Tatango to Your 2022 Campaign
If you’re ready to raise record donations, optimizing your customer journey will help your organization better connect and engage with your supporters. Contact our text message marketing experts today to learn how Tatango can help your SMS campaign reach more people and raise more money.
