NPOs should always look for opportunities to engage, attract and retain donors/supporters through personalized messages.
💡The reason is obvious and simple: your supporters love receiving personal messages. They're more likely to feel appreciated, and they're willing to spend more money with nonprofits that send them customized communications.
✔️Beyond making supporters feel good, personalized messages can also improve your bottom line by increasing donations, and fostering long-term relationships — all essential for running a successful org.
While the concept is simple, implementation can be a bit tricky. Not all audiences are the same and not all audiences can be reached through the same channels.
🧡An intelligent CRM provides endless ways for smart segmentation and personalized automated workflows, including sending business gifts based on donation amount/frequency.
Automating personalization leaves you hands-free to focus more time on other important tasks.
✔️Every nonprofit marketer or administrator knows sending personalized messaging isn't easy. It takes time and effort to set up an effective personalization strategy, and it takes even more time to maintain that strategy over time as your company grows and changes.
✔️Despite challenges, the benefits of personalization extend beyond feel-good messaging. Personalized content also increases website engagement, improves social media performance, and enhances brand awareness.
✔️Personalization helps nonprofits communicate with their audiences in a way that resonates with them on a deeper level. It allows you to tailor your message so that it speaks directly to your audience's interests or needs. This approach helps you avoid generic messaging that may be overlooked or ignored by your audience—or worse yet, perceived as spammy or impersonal.
✔️Aside from donors, personalization can be especially important in building a relationship with new stakeholders and volunteers or attracting event attendees - even if they’ve never had any prior interaction with you before.
Simple: automating personalization.
Here’s a real-world example:
You’ve set up a merch page on your site as one way to raise funds.
A donor visits your website and purchases a specific type of merch.
In Sales Hub, you can set up workflows that are triggered based on the donor’s specific action: merch purchase.
The workflow will put your donor in a personalized email nurture cycle where they will receive an email with a video of your recipients benefitting from that specific purchase.
The result is a happy donor who receives timely, personalized communications from your org with workflows and email templates that you’ve pre-set in HubSpot for this particular purpose.
💡How can Digital Reach help?
As HubSpot Diamond Solutions Partners, we're happy to show you some set-and-forget personalization automation workflows in Hubspot:
Automate Donor Engagement In Hubspot: The 5-Step Guide For NPOs (with links, step-by-step guides, live video recording & screenshots)