Automation workflows are becoming more prevalent in the fundraising world. However, implementing automation and understanding the theory behind good automation is an ongoing challenge. The responsive framework provides an answer for the foundational theory that should inform all of your fundraising practices, including automation workflows.

The cycle of responsive fundraising takes into account the hyper-personalized experience that most individuals have come to expect from their favorite brands. Implementing responsive fundraising at scale through automation workflows will help your organization develop better donor relationships and grow generosity.

WHY SHOULD NONPROFITS USE AUTOMATION?

It’s no secret that artificial intelligence and digital marketing have permanently changed the pace of interactions between organizations and individuals. Nonprofits are no exception.

To stay competitive and remain top of mind with donors, nonprofits must get creative with their fundraising and communications strategies. That means creating a personalized, meaningful journey for donors that will effectively recognize donors for their impact and thank them for their contributions to your mission.

Luckily, you can easily accomplish this with the automation features built into the Virtuous platform. Haven’t had the time or bandwidth to look into automation? Now is a great time to start! Here are a few quick and easy workflows you can set up yourself that will immediately upgrade your donor experience, save your team time, and help you exceed your fundraising goals.

AUTOMATION WORKFLOW #1: NEW SUPPORTER WELCOME SERIES

Don’t miss the opportunity to greet and welcome new supporters upon their initial contact with your organization. Whether they signed up through your website, added their name to an online petition, or attended a local event you hosted, it is the perfect time to make a good impression. Here is a simple recommended flow:

EMAIL ONE: GLAD TO HAVE YOU WITH US!

Make sure to say “Dear [First Name]” instead of a generic “Friend” or “Supporter” and sign it from your Executive Director or an organization leader (you can even include a digital signature for a nice extra touch). Say thank you for joining. Restate your mission statement and vision. Finally, let them know what kind of communication they can expect from you in the future.

EMAIL TWO: RESOURCES FOR YOU

Don’t take for granted that new supporters (or long-time supporters!) are aware of the many resources your organization offers. If you have a blog where you post consistently, a social media feed with great information, or a page where you share information about upcoming events, make sure your supporters know where to find them!

EMAIL THREE: HOW TO GET INVOLVED

Similar to email two, make sure your supporters know that there are various ways to participate with your organization. Of course, you would love it if every supporter was also a donor. However, by offering supporters non-financial ways to get involved, you stand a good chance of converting those individuals into donors down the road. Ask donors to promote your work on social media, participate in upcoming surveys or petitions, and become volunteers for in-person or virtual events. Let them know where they can stay up-to-date on the latest opportunities. Don’t be afraid to add a small donate button as a P.S.!

EMAIL FOUR: GET IN TOUCH

Go the extra mile to help supporters put a name to a face. Let them know that their comments, questions, and suggestions are always welcome and appreciated. If you have a staff member in charge of volunteers or community engagement, this is a perfect opportunity to share their name and contact information. You might also consider adding contact information for a member of your development team. Then you can direct supporters to them if they have questions about how to donate. Your supporters will appreciate this transparency and feel more comfortable reaching out!

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