Need help with email marketing?
Firespring offers a solution that fits the specific needs of nonprofits.
Drip marketing, also known as lead nurturing, is an effective way for nonprofits to use emails to build relationships with supporters and prospective donors over a period of time. Along with automated responders, dedicated emails, digest emails and newsletters, drip emails are important to include in your email strategy.
A drip email campaign starts with a donor’s first interaction with your organization—and it’s automated, so once it’s set up, it’s very easy to pull off.
Let’s say I make a donation to your nonprofit—that’s day one, and I receive email number one. It’s the auto responder that you set up, and it’s triggered by my donation.
Then a week or two later, I'm going to get email number two. Maybe this is a short message about your nonprofit’s mission—something that educates. A short time after that, I’ll receive email number three with maybe an opportunity to learn even more about your cause. So I'm on a sequence. This is how the whole process works with the drip campaign.
Of course, every subscriber will be on a unique schedule for drip emails, depending on how and when they interact with your organization. But like I said, these emails are automated, so once you have a system in place, they’re easy to implement. That’s the difference between a drip email and, say, an email newsletter. An e-newsletter is the same message to everyone, regardless of whether or not they became a constituent yesterday or three years ago. A drip campaign starts and ends on a timeline based on that person’s interaction with your organization.
So drip campaigns are very important, and you can use them to education, re-engage constituents, promote fundraisers and events, or to simply keep your nonprofit on your supporters’ minds.