We get fairly geeky about analysing donor behaviour at JustGiving. And with hundreds of individuals selecting JustGiving to fundraise or donate on-line every week, we’re always testing and rolling out enhancements to our donor journey to assist individuals elevate extra on-line.
Our e-mail journeys are a testomony to only how a lot we care about data-driven suggestions. Final 12 months our CRM group rolled out a brand new e-mail collection to the those who donate to fundraisers on JustGiving. One 12 months on, we’re excited to share the outcomes with you and the affect it’s having on the cash raised on-line for good causes.
Fast recap: a brand new e-mail collection for individuals giving to fundraisers
This e-mail journey is a brilliant and tailor-made expertise designed particularly for individuals donating to fundraising pages on JustGiving. It goals to do two necessary issues:
- Encourage donors to share their chosen trigger with associates, household, followers and past
- Have interaction donors and make them really feel valued
The e-mail journey incorporates 21 personalised and segmented e-mail variants, with donors receiving emails that finest match the timing of their donation and the content material of the fundraising web page that they’ve given to. They embody good, data-driven suggestions that encourage them to maintain rallying behind the particular person they’ve given to. Right here’s a peek at what they appear like:
And right here’s what we learn about donors:
40% of donors say they’re open to sharing a fundraiser’s web page after donating. That features sharing on Fb, WhatsApp, SMS, Twitter.
When a donor shares a fundraiser’s web page, it may assist them to lift as much as 7x extra.
Because of this, ‘Share this web page’ is a key CTA (call-to-action) that we encourage within the e-mail collection.
What are the outcomes?
Since launching these emails for donors, we’re excited to point out off the spectacular figures we’ve seen:
The journey improves fundraising web page worth by as much as 3%.
On common, meaning for each 10 fundraisers you might have on JustGiving, you’ll get a £90 revenue increase to your charity with out having to carry a finger.
Over 55% of donors open and browse our wrap-up e-mail, highlighting the web page proprietor’s journey and thanking donors for his or her help
Our two most clicked emails are –
- Our pre-event notification – which encourage donors to share the fundraiser’s web page to assist them hit their goal.
- Web page replace notifications – which let donors know when the fundraiser has posted an replace to their web page.
Need to understand how you possibly can enhance your e-mail stewardship with data-driven suggestions?
Lots of the issues we’re studying at JustGiving will also be utilized by charities within the emails you ship out to your supporters.
Should you’d prefer to be taught some easy, however efficient, suggestions for taking a data-driven method to enhancing your e-mail stewardship, we suggest watching a latest webinar by our Head of CRM, Amy Leighton. In it, she shares a case research from JustGiving on how we drove a 16% enchancment in donations by enhancing one, single e-mail journey – plus some methods you possibly can apply to your organisation’s emails. Watch it right here.
