For nonprofits, a well-thought-out onboarding process for new members and donors is an essential part of creating a memorable member experience. It also delivers great benefits to organizations, improving engagement and increasing the lifetime value of the member’s relationship with an organization. However, nonprofits often face challenges in terms of the time, staff and other resources to execute effective member onboarding.
Fortunately, using the combined powers of Dynamics 365 and the ClickDimensions marketing automation solution, nonprofits can make the onboarding process easier and more effective. Let’s take a closer look at how this can be accomplished with an example scenario.
As a global nonprofit that focuses on the conservation of various endangered species, The International Wildlife Conservancy (IWC) wanted to tailor their messages to individual interests to better engage new members.
Using the ClickDimensions campaign automation builder, IWC created a nurturing campaign aimed at new members, which allows these members to select an area of interest and then receive a series of messages about the organization’s conservation efforts with that species.
The automation starts with a welcome message that thanks new members for their donation and allows them to pick their species of interest. This email and the others within the campaign automation are all built with the ClickDimensions drag and drop email editor. This easy-to-use tool also allows for personalization, which IWC used to add each member’s name and the amount of their donation to the welcome message.
Based on the species selected in the initial email, new members are then sent down a path within the campaign automation to receive emails about their animal of interest. IWC uses wait timers within the campaign automation to control the timing of emails and to ensure that new members aren’t overwhelmed with too many emails in too short of a time period.
After the species-specific emails, all participants within the campaign automation come back together on the same path and are invited to download a catalog of volunteer vacation opportunities. Using ClickDimensions, the IWC team could create the landing page and form for this download, without any coding required.
Finally, in their onboarding campaign automation, IWC wanted to gauge new member opinions on their membership benefits, so they used ClickDimensions to easily create and send a member satisfaction survey. When a respondent completes the survey, all their responses are linked to their contact record in Dynamics 365, providing IWC with great insights into new members as a group and as individuals.
To help increase member satisfaction and improve the member experience, the organization also gives members more control over email communications with subscription management, allowing members to choose the types of emails they receive. This also helps IWC reduce the number of global unsubscribes.
In addition to campaign automation, email marketing, landing pages, forms, surveys and subscription management, ClickDimensions includes a wide variety of other tools that can be incorporated into member nurturing campaigns – or any other marketing efforts! – including event marketing, SMS messaging and web intelligence.