EverTrue has partnered with teams across the country to launch Donor Experience (DX) programs that manage thousands of high-potential but overlooked prospects. We’ve learned a thing or two from the high-volume, highly-personalized outreach that happens through DX programs.
In the for-profit world, it takes 14 touchpoints for a company to receive a reply from a target customer. We gathered data from all of our DX partners, and found that while this number is significantly lower for higher ed institutions (thanks to built-in brand recognition and affinity with your alums), Polite Persistence is still the name of the game.
It takes an average of 6.6 actions to earn a meeting.
"That first outreach only gets responses from 5% of folks. It’s the persistence of following up a few days later… Then we get 10-14% response rates."
Ready to get politely persistent? From video messages to breakup emails and 1-2 “punches” in between, we’re breaking it down with the THREE things you need to get started today.
Intro Email
The intro email is your opportunity to make a great first impression with a whole new batch of prospects who have been overlooked by their alma mater for years. Although our data shows it’s unlikely you’ll receive a response to the intro email, it’s a really important step in the cadence process and will set the tone for further interactions.
Pro Tip: Including a video with your intro email allows prospects to put a name to a face. It also gives you a chance to sneak a familiar prop or visual in the background.
Cadence Calendar
Moving thousands of donors through outreach cadences takes a carefully curated mix of strategy, people, and technology.
But, you can get proof of concept by identifying 25 of your next-best prospects and moving them through a 30-day outreach cadence. This cadence calendar includes tried-and-true content and text suggestions from our EverTrue DX partners.
Breakup Letter
We’re all about Polite Persistence here at EverTrue. But, we’re not too big to admit – in love and in fundraising – there comes a time when you must move on.
What is it about that fifth or sixth outreach point to a donor that grabs their attention? DXOs send a “breakup” email. No one likes to be broken up with – so more often than not, they receive a positive response from donors.
"No. Wait. I do care about WKU, I’ve just been really busy!”
What are you waiting for?
Polite Persistence is a main component of the EverTrue Donor Experience approach.
Download the Donor Experience Starter Kit and you’ll be well on your way to booking more meetings and making more connections. Test a cadence on a group of 25 of your next-best prospects – and let us know how you make out!
