Long-Term Engagement
The Vietnam Veterans Memorial Fund refreshed everything from new-donor conversion, to lapsed reactivation, to new membership strategies to breathe life into its maturing fundraising program.
Arbogast says that with VVMF’s heavy reliance on organic sign-ups, the organization is very careful about recognizing where donors come in from and tailoring their welcome/conversion series to that initial contact.
“The devil is in the details,” he says. “You have to keep track. You can’t just throw them into the stream of communication. You have to have that specific welcome series, even if it’s just a thank-you. The next step might not have specific details, like if they came in through The Wall That Heals, but the first step at least acknowledged where they came from.”
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