In this webinar, we will talk about email drip campaigns, what they are, where to set them up, and how to use them to raise more funds for your nonprofit. With Giving Tuesday coming soon, now is the perfect time to set up that email drip campaign to thank current donors and then ask them to reengage in six months and continue supporting your nonprofit.

1. October 29, 2020
Using Email Drip Campaigns to
Thank Donors and Raise More Funds

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3. A Global Network Bridging Tech Solutions and
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TechBridge
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VMware
Veritas
Western Digital
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Today’s Presenter
Adam Walker
CMO at TechBridge &
Co-Founder of 48in48

6. USING EMAIL DRIP
CAMPAIGNS TO
THANK DONORS AND
RAISE MORE FUNDS
KEY TOPICS
What is a drip campaign?
Why drip campaigns matter?
How to think about drip campaigns
How to get started
How to write a Drip Campaign
Tools to consider
adamjwalker.com
01

7. ADAMJWALKER.COM
Hi! I'm
Adam
Walker
02

8. QUICK
BIO
HUSBAND. FATHER OF SIX. WEARER OF
FEDORAS.
Founded a successful digital agency that was
acquired. Co-founder of 48in48, a nonprofit that
builds free websites for small nonprofits. I love
to read, learn, and create content about personal
growth in life and leadership. I am the CMO at
TechBridge, a technology nonprofit that helps
other nonprofits grow.
03
adamjwalker.com
Website: adamjwalker.com
Podcasts:
- Tech Talk Y'all
- While Daring Greatly

9. 04
NONPROFIT MARKETING & TECHNOLOGY
NEWSLETTER
I send out a regular newsletter about nonprofit
leadership, marketing, and technology. Check it
out here: https://bit.ly/np-mar
48IN48
Free websites for
nonprofits @
48in48.org
TECHBRIDGE
Helping nonprofits
with technology @
techbridge.org

10. WHAT IS A DRIP CAMPAIGN?
05
A DRIP CAMPAIGN IS:
A communication strategy that sends pre-written, pre-scheduled messages, “drips,” over time to
remain in contact with a donor.
DOES ANYONE READ EMAIL ANYWAY?
MailChimp found that the average open rate for nonprofit email marketing is 25.17%.

11. WHY DRIP CAMPAIGNS MATTER?
08
STAY TOP OF MIND
By regularly showing up in a donors inbox regularly, your nonprofit will
stay top of mind.
EVERYONE USES EMAIL
For better or worse, everyone uses email. Social media is hit or miss, but
email usage is consistent.
EMAIL DRIP CAMPAIGNS CAN HELP YOU:
DEVELOP
LOYAL
DONORS
EXPAND
YOUR REACH
INCREASE
DONATIONS

12. Keep in touch like your donors are old,
distant, friends.
What is the value of a long time donor?
HOW TO
THINK ABOUT
DRIP
CAMPAIGNS
09
adamjwalker.com

13. HOW TO GET STARTED 14
START CAPTURING INFORMATION
Ask people to sign up for your newsletter, or capture info
when people donate
GET THE RIGHT INFO
Ask for their name, email, company, and title.
SEGMENT YOUR LIST
A list is good, but a segmented list is better. If someone
donates from your page about poverty, create a list
segment for that, and speak to that work in your
communication with them.

14. WHAT TO WRITE
HOW TO WRITE A DRIP CAMPAIGN
Tell people about your
organization and how
their initial donation is
helping you accomplish
your mission.
UPDATES
06
Educate your donors
about the areas you work
within. If you are a dog
shelter, tell them what to
look for when adopting a
dog.
EDUCATION
Emphasize the impact
your work is having on the
world. Connect your
impact directly to their
support.
IMPACT
adamjwalker.com

15. 07MAKEITVALUABLE
In all marketing make it
your goal to provide value
80% of the time and
make asks 20% of the
time.
adamjwalker.com

16. 06Let's make a plan!
1. MAKE A LIST
Make a list of all the topcis you might want to communicate to a donor over
the next 10 months.
2. GROUP LIKE ITEMS
Group common topics together. Are several items on your list related to your
mission? Group those topics into one email.
3. KEEP A CONSISTENT THEME
Even thought you are talking about various topics, make sure you maintain a
common theme. For donor drip campaigns, focus on impact.
4. DON'T FORGET TO ASK AGAIN
If a donor gave once, there is reason to think they may want to give again.
Make sure all your emails include a link to your donation page.

17. Let's get writing!
SUBJECT LINES
Make them short, clear, and engaging. If
appropriate, make them fun or funny.
16
NO BUZZ WORDS
Keep your language simple and direct. Don't
use industry jargon or buzzwords. This is
harder than you think.
WRITE IN CONCISE SEGMENTS
Subscribers love to scan. Make your email
scannable by writing in short, punchy,
segments.
IMPACT + NEXT STEPS
Start with impact. Donors want to know that
their money is doing somethign. Then, offer
next steps for how they can keep supporting.
MAP IT OUT IN A DOCUMENT
Write all your emails ahead of time and map them out in a master document. I recommend 5 to 7 emails
over 10 months.
I have created a template for you here: http://bit.ly/np-drip

18. TOOLS TO GET STARTED
12
MAILCHIMP
Free and easy to use. You can start creating drip campaigns immediately.
ACTIVECAMPAIGN
A more powerful (and affordable) CRM that will also do drip campaigns.
CAMPAIGN MONITOR
A common and powerful email platform.

19. IWOULDLOVETOCONNECT
WITHYOU.
CONTACT ME
13
DRIP CAMPAIGN TEMPLATE
http://bit.ly/np-drip
MY WEBSITE (WITH LINKS TO SOCIAL)
adamjwalker.com
EMAIL ADDRESS
adam@adamjwalker.com
adamjwalker.com
NONPROFIT MARKETING NEWSLETTER
https://bit.ly/np-mar

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