In previous posts, I’ve already laid out the case for reengagement and put together a list of videos to get you started. Now, I’d like to offer you some guidance for how you can utilize these videos as part of a broader reengagement strategy.
That might sound intimidating, but the truth is, you probably already have the tools you need to pull it off, and you don’t even realize it.
There’s no hard and fast rule about how often you should make these overtures. I recommend making contact once a month, even if these emails only rarely contain video; it’s infrequent enough that you should have some interesting news to share about what’s happened in the interim but still often enough to become a regular fixture in people’s routines.
On the other hand, if you have something special to offer, a service that you’re providing or something of that nature, you may be welcome to appear in their inboxes more often.
It’s also a good idea to segment your mailing list, sending out emails with different levels of frequency depending on how serious and interested the recipient is. You can make this determination for you donors, based on their previous activities, or you can let people choose for themselves when they sign up.
Check out this post for a refresher on how to include video in your emails. The gist of it is: Keep a consistent visual theme and make sure the copy and call to action are fitting for what you want to achieve, so the gathered momentum won’t go to waste.
Posting on social media has the same general purpose as posting to an email list, but the tone is much less personal. You’re not addressing an individual, but rather the world at large. This means that you can post multiple times a day without striking anyone as a bother. Keep your ear to the ground for feedback, but it’s hard to overdo it.
As I’ve noted, fundraising drives are a particularly significant aspect of reengagement. In fact, I did a whole series on how to make the most out of these events.
The short version is that with consistent reengagement, you’ll find it much easier to ignite your supporters’ enthusiasm. Now, they’ll have thought about you a lot more recently than the year before, at the last gala (the last time you reached out to ask them for money).
It’s also beneficial to understand how to manage your communications around the event. With an invitation video, for example, you can start to trigger some acute excitement; and, with a follow-up thank you, you may even gently encourage donors to increase their gifts, capitalizing on the emotions stirred up by the time you spent together.
This isn’t a strategy that can be applied by every organization, since many of them don’t provide services that create an alumni population. Nevertheless, I’m constantly amazed at how undervalued it is. Some organizations who could benefit from it greatly completely overlook this fantastic asset, while others approach their alumni with half-hearted overtures and little to no planning.
Are you ready to take on this challenge? Do you have any more questions or concerns before you go for it? Feel free to reach out to email us.
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