Didn’t get a chance to check out our webinar about post-campaign planning? Not to worry, we’ve got you covered.
Although the details leading up to and during a nonprofit fundraising campaign are really important, this webinar focuses on the moments after your campaign is over — and how integral they are to a truly successful campaign.
Watch the video or scroll down below for a quick recap of our webinar, 5 ways to get in front of your post-campaign planning.
The minutes, hours, and days after your nonprofit fundraising campaign ends are crucial for keeping engagement high, raising even more money, and cultivating a passionate group of supporters. That’s why it’s so important that post-campaign planning isn’t an afterthought.
We know you’re busy
A nonprofit fundraising campaign can take up so much time. From the details leading up to the campaign to keeping momentum high during, we know it’s a lot to think about. But if you wait until your campaign is over to think about creating and launching your post-campaign engagement efforts, you’re too late. Sorry for being so mean about it.
Engagement drops on average 20% three days after your event is over.
There are so many opportunities to continue to engage with your supporters after your event is over. You can gain incremental donations, have supporters start their own fundraisers, gain newsletter sign-ups, receive feedback on your event, and even see increases in awareness with supporters sharing the fact that they participated in your campaign in some form or another.
The 5 critical post-campaign engagement mistakes
There are typically five areas where nonprofits could be missing out if they aren’t planning their post-event strategy ahead of time:
- Getting timing wrong
- Forgetting to create a sense of value
- Being too cookie cutter
- Not segmenting your list
- Losing sight of your VIPs
Let’s dig into each of these and find out what you can do to make sure you’re covering all your post-campaign engagement bases.
1. Getting timing wrong
- Make sure you’re following up with your your supporters as quickly as humanly possible after your campaign is over, even if that means minutes. Basically, the faster the better.
- Focus on pure delight with this first follow up. Don’t ask for anything, just remind them of all the good that came from your campaign.
2. Forgetting to create a sense of value
- In your second follow up, ask for feedback, but also provide value to your supporter.
- Things like letting them know how their feedback will improve your next campaign and create a sense of purpose within your nonprofit community are great ways to provide value.
3. Don’t be too cookie cutter
- Supporters want a personalized experience with the organizations and brands they support.
- Break the cookie cutter mold and don’t send a cut and paste email. Think about crafting personalized emails, handwritten notes, photos of your supporters at your event, specific call outs about the money they raised, etc.
4. Use segmentation
- Post-campaign messaging is one of the best times to use segmentation.
- Create segments based on donation volume, recurring donors, high-wealth donors, fundraisers, attendees, registrants, etc. Also, make sure to speak to each of these segments differently.
5. Don’t lose sight of your VIPs
- Make those who are actively engaging feel like VIPs.
- Create ways to make them feel special, such as early bird access to your next event, special updates, feedback opportunities, etc.