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Lead Nurturing, an Essential Part of Marketing a Nonprofit

by Dan Linn on May 23, 2017 9:30:00 AM

Marketing a nonprofit organization is a nonstop effort to keep donors interested and sustain your organizationonline-marketing-for-nonprofits.jpg. You want to see continued growth for your cause, which requires you to generate new leads that convert to donors.

One of the best elements to include in your email marketing strategy is lead nurturing, or drip marketing. Lead nurturing is a communication process in which initial interest from potential donors is developed through a sequence of emails. It is an interactive process that could eventually convert leads to donors.

Marketing a nonprofit - Online marketing for nonprofits

Online marketing for nonprofits doesn’t have to feel as mundane as traditional methods of raising funds do, neither do you have to confine yourself to the unfocused targeting of these approaches. Communication channels of outbound marketing like newspaper articles or radio ads are more like blindly throwing a dart at the target and hoping to hit the bull’s eye. However, inbound marketing brings a more focused take on communication.

Nonprofits can adopt the same online marketing tactics like drip email campaigns, as for profit businesses employ. Because lead nurturing journeys can be automated, you can save time and money by sending out personalized communications without having to draft a new message manually for each donor. All you need to do is set up an auto response mechanism that triggers when donors take a specified action.

Lead nurturing enables you to establish long-term relationships between your nonprofit organization and your current donors, it keeps potential donors in the loop and your nonprofit top of mind for future interaction.

Can my nonprofit really benefit from lead nurturing?

The simple answer is yes. But, before you start expecting marketing miracles to happen after launching your lead nurturing campaign, you need to understand the groundwork required.

Automated marketing relies on the following elements to succeed;

  • A healthy lead generation strategy that delivers. Your donor leads must also fit your nonprofit’s persona profile for conversion to be possible.
  • The ability to communicate a variety of messages consistently.
  • Correctly match messaging to potential donors in different stages of the donor journey.
  • Executing messaging in a timely fashion.
  • Sufficient, relevant content to implement personalization.

 

So where do I begin?

If you have performed a digital marketing analysis on your website and you’ve come to the conclusion that you do need to incorporate lead nurturing into your marketing efforts, your next step is to create website content that will draw attention to your nonprofit organization.

Your website should have quality content, and include relevant copy, images, links, and videos. When implemented correctly, social media  messaging will help draw donors to your organization. Post fascinating news on Facebook, Twitter and any other social site you use to generate interest and attract leads. Once potential donors develop an interest in what you do and what your organization is about, you can engage them using lead nurturing and begin your drip email campaign as soon as the first interaction.

It’s important to link your lead nurturing emails to specific actions that you want potential donors to take. For example, you can link an auto response email to a donation page, so that visitors receive a thank you email after making a donation on your nonprofit’s website.

Marketing a nonprofit - Factors to consider for your campaign

Consider the following to enhance the effectiveness of your lead nurturing campaign:

  • Use only high-quality content on your website, including blogs, newsletters, and infographics. Content, including text, images, and design elements that engage your audience should be focused, detailed and diverse, and address relevant issues in such a way that it connects with your donors.
  • Make sure the messaging you use for your nonprofit’s mission, is clear and concise. Inspiring messages, addressed to your persona, using their own language will motivate them to become involved with your cause.
  • Include clear Calls to Action to prompt visitors to follow through.
  • Include elements that encourage your audience to interact with your organization online. For instance, you could include a survey.
  • Make sure your lead nurturing efforts target all the stages of the donor journey that your prospective donors may be in. For example, a person who just signed up for your newsletter may still be shopping around for a worthy cause to support. At this point, they may still need some persuasion to support your organization,  perhaps a message to convince them that your nonprofit would be a good fit is appropriate. On the other hand, a person who has already made their first donation needs to know that their contributions are bearing good fruit. This will reassure them that they are contributing to a worthwhile cause and encourage them to donate more in the future.

Lead nurturing requires patience and a focused long-term plan that turns interest into action and keeps your donors coming back for more. The growth of your organization will depend on your commitment to establishing trustworthy relationships through a consistent lead nurturing campaign.

If you’d like to learn more about lead nurturing campaigns as they relate to the inbound marketing methodology for nonprofits, download our free guide entitled How To Use Inbound Marketing to Attract New Donors.

You can download it here

 Download our ebook - How to use Inbound Marketing to attract new donors

Topics: Nonprofit Marketing