So far this week The Agitator has focused on peer-to-peer or DIY fundraising.

Many nonprofits see these efforts as a ‘new’ way to feed the acquisition pipeline.

That’s fine, so long as the necessary cultivation occurs to bind the new folks — who mostly responded to personal appeals to help friends and relatives — to the (initially incidental) organization or cause that actually benefitted from their social gift. This was the specific point of Roger’s post, Worth The Investment: Third Party Donors.

Another arrow in the acquisition quiver that should figure in a HUGE way in 2017 (and 2018, 2019, 2020!) is conversion of issue activists.

Given the emotions stirred by President Trump, by the end of 2017, an unprecedented tsunami of emails will have been sent to arouse people about issues. It’s already happening. A gigantic vacuum cleaner has been turned on sucking up all that passion.

Putting a special premium on advocacy nonprofits’ ability to convert these concerned issue responders to donors.

As reported here in The Nonproft Times, Emily Stevenson of EDF (one of my alma maters) and Brenna Holmes of Chapman Cubine Adams + Hussey recently gave a presentation on ‘The New Rules of Email Fundraising’ and touched on this point.

They offered a number of tips for converting activist responders to donors:

• Deliver value in each email you send — e.g., show how donations are being used;
• Track clicks, not just opens, to keep lists meaningful;
• Thank donors more often than you ask them;
• Incorporate social comparisons — how are people ‘like them’ giving; and,
• Utilize match-your-gift deadlines.

Also, and to me the most important of all …

“Target content and customize based on what you know about the user of the email account.”

The most critical aspect of this to me is: Don’t shift gears!

Stick with the message that initially attracted the response. Don’t switch from pistachio to cherry vanilla. From polar bears to fracking. (Yeah, I know they’re connected.) Instead, show them the many ways you can help them enjoy more pistachio.

The time to broaden the menu is later, after you’ve built a firm relationship (let’s call that at least a second gift later!).

Another factor I’d mention is speed. There’s no excuse for delay in the email world. Instant, personalized thank-you’s please, referencing the initial purpose of their gift. No canned robot stuff.

Finally, think bigger. Target these responders for monthly giving. By definition, they’ve already shown you they’re online-commerce-friendly.

Stay on message. Speed. Monthly giving.

Don’t miss the tsunami!

Tom