You can design a marketing automation Anyway You Want It. But to keep those supporters turning to you with Open Arms, make sure you’ve setup these four Journeys. Raise the Roots’ Brandon Fuller will walk you through the different ways Humane Society International has successfully configured four categories of automations to welcome and re-engage supporters, while growing monthly giving and birthday peer-to-peer campaigns. See the stats, emails, and automation designs, then learn how to setup your own.

1. Don't Stop Believin' -
4 Journeys to Engage
Supporters Faithfully
While you're waiting...share your guiltiest
quarantine pleasure in the chat box.

2. ABOUT US
weraisetheroots.com
strategic consulting
copywriting
digital production of pages and email
online advertising / list acquisition
data management and analysis
vendor evaluation / migration
training
Raise the Roots is a digital agency specializing in
online engagement for nonprofit organizations.
We assist nonprofits in reaching their online
advocacy, fundraising, and outreach goals
through:

3. Automations
Goals
Metrics
Examples
OVERVIEW

4. WELCOME SERIES
SUPPORTERS AREN'T ON EVERY STEP OF THE JOURNEY01
3 TYPES - GENERAL | NEW DONOR | NEW RECURRING DONOR02
03 WELCOME SERIES CAN BE SHORT OR LONG

5. GENERAL WELCOME
SERIES
601,303
Journey Starts
17.2%
Open Rate
13.5%
Click Rate
$7,351
Total Gifts

6. GOALS
SCOPE OF WORK01
FAMILIARITY WITH SENDERS02
03 CONVERT TO DONOR

7. EMAIL 1
Email with a link to a donation
page featuring a video that
summarizes their work

8. EMAIL 2
An action alert that leads
supporters to a fundraising appeal

9. EMAIL 3
A direct fundraising appeal

10. EMAIL 4
Birthday pledge email

11. Six-Month
Welcome Series
Survey
Amazon Smiles
SMS Sign-Up
Youtube Subscription Promo
eCommerce Promotion
Employer Matching Program
Birthday Pledge
Credit Card Sign-Up
One-Time and Recurring Donation

12. NEW DONOR
WELCOME SERIES
51,117
Journey Starts
23.5%
Open Rate
9%
Click Rate
$955
Monthly Gifts

13. GOALS
ACKNOWLEDGE THE DONATION AND ITS IMPACT01
FAMILIARITY WITH SENDERS02
03 CONVERT TO MONTHLY DONOR

14. MONTHLY DONOR
WELCOME SERIES
15,855
Journey Starts
36.8%
Open Rate
32%
Click Rate
1,944
Survey Response

15. GOALS
WELCOME TO AN EXCLUSIVE GROUP OF SUPPORTERS
AND BENEFITS OF THEIR DECISION.01
GET TO KNOW THEM AND LEARN ABOUT THEIR
EXPERIENCE MAKING A MONTHLY GIFT02

16. EMAIL 2
A short survey emphasizing the
positive experience of being a
monthly donor, gets to know the
supporter, identifies problems
when making a gift.

18. RECURRING DONOR
MANAGEMENT
CONVERTING FREQUENT DONORS TO RECURRING DONORS01
WARNING DONORS BEFORE THEIR CREDIT CARD EXPIRES02
03 NOTIFYING DONORS THAT THEIR GIFT HAS EXPIRED

19. RECURRING DONOR
UPGRADE
18,648
Journey Starts
41%
Open Rate
6%
Click Rate
$991
Recurring Gifts

20. GOALS
EXPLAIN BENEFITS OF MONTHLY DONATION01
HIT DONORS WHILE THEY'RE ENTHUSIASTIC02
03 AVOID PESTERING A FREQUENT SUPPORTER

21. EMAIL 1
A message that acknowledges
their frequent gifts and outlines
benefits of monthly giving to the
organization and the donor.

22. EXPIRING / SUSPENDED
RECURRING GIFT
6,082
Journey Starts
30%
Open Rate
36%
Click Rate
857
Recaptured Gifts

23. GOALS
NOTIFY THE DONOR THAT THEIR GIFT IS EXPIRING OR
HAS BECOME SUSPENDED01
PROVIDE SIMPLE OPTIONS TO UPDATE THEIR
INFORMATION.02
03 INCREASE THE URGENCY AND EMOTIONAL APPEAL WITH
EACH SUCCESSIVE EMAIL

24. EMAIL 1
Simply explain the status of the
recurring gift, the importance of
their commitment, and how to
update

25. EMAILS 2 & 3
Include "Urgent" in the subject
line, make a full pitch for monthly
giving through an emotional
appeal, fully explain the situation

26. SUPPORTER
RE-ENGAGEMENT
ENGAGEMENT SCORING01
START BEFORE THEY BECOME INACTIVE02
03 EXCLUDE RECURRING DONORS

27. SUPPORTER
RE-ENGAGEMENT
1.6 million
Journey Starts
24%
Open Rate
19%
Click Rate
61,956
Survey Responses

28. GOALS
ENGAGING CONTENT THAT INVITES SUPPORTERS TO
TALK ABOUT THEMSELVES.01
PREVIEW FULL SCOPE OF WORK IN CASE THEY
RESPONDED TO ONE ISSUE OR CRISIS.02
03 FOLLOW-UP WITH CONTENT BASED ON THEIR RESPONSE
TO THE SURVEY

30. EMAIL 1
Survey email featuring survey
question #1 in the text of the
email to encourage supporters to
get started right away

32. EMAIL 2
An action alert tied directly to the
supporter’s response to a survey
question.

33. EMAIL 3
A fundraising appeal

34. BIRTHDAY PLEDGE
COLLECT BIRTHDAY PLEDGES WHEREVER YOU CAN01
SEND EMAILS REMINDING SUPPORTERS ABOUT THEIR PLEDGE02
03 PROVIDE SIMPLE INSTRUCTIONS TO CREATE THEIR CAMPAIGN

35. BIRTHDAY PLEDGE
8,447
Journey Starts
46%
Open Rate
14%
Click Rate
9,765
Birthday Pledges

36. GOALS
REMIND SUPPORTER THAT THEY PLEDGED THEIR
BIRTHDAY01
GIVE THEM INSTRUCTIONS ON CREATING THEIR PEER-
TO-PEER CAMPAIGN02
03 CONVERT PLEDGES TO ACTUAL CAMPAIGNS

38. EMAIL 1
Thank donors for making their
pledge and help them get started
creating their campaign.

40. EMAIL 2
A happy birthday message with a
P.S. reminding the supporter it's
not too late to launch their
campaign

41. QUESTIONS
brandon@weraisetheroots.com
@Raise_the_Roots
WeRaiseTheRoots.com