Not every fan has to become a donor right away
Moreover, a meaningful relationship with a charity doesn't always have to start with a financial contribution.
Someone can sign a petition. Attend an event. Do volunteer work. Read a newsletter. Or support someone else's initiative.
All these forms of engagement say something about a person's interests.
Marketing automation makes it possible to build on that.
For example, someone who expresses interest in volunteering can automatically receive relevant opportunities based on their skills or previous involvement. Event participants can be guided through the entire process—from registration to follow-up—with practical information, reminders, a thank-you note, and feedback on the event’s impact.
Even someone who signs a petition doesn't have to receive a donation request right away. For example, start by providing more in-depth information about the topic, then show the impact the organization is making, and only then make a relevant donation request.
That may well be the essence of effective fundraising:
Don't ask for a donation right away, but figure out which next step is right for that person.
From a one-time donor to a regular supporter
For many charities, the transition from a one-time donation to a recurring donation is particularly valuable. But timing is important here as well.
Asking someone who has just given for the first time to give more right away can come across as inappropriate. Thanking them first and showing the impact of their gift makes the follow-up request seem more logical.
After that, a tailored journey can help clarify what monthly support means—not only for the organization, but especially for the continuity of its mission.
And the journey doesn't end there, either.
Over time, a loyal donor may consider making a larger contribution. Consider, for example, an upgrade to mid-level donor status. For supporters who have been involved for a long time, discussions about bequests may eventually become relevant.
As a result, demand is steadily declining:
How can we get more donations?
And more and more:
How do we build a relationship with someone who already values our mission?
Recognize when someone is losing interest before they actually leave
Of course, relationships don't always get better over time.
Some fans, on the other hand, are becoming less active.
They open fewer emails, no longer attend events, or haven't donated in a long time.
If you wait until someone has definitely dropped out before responding, you're actually too late.
With marketing automation, you can therefore identify declining engagement earlier. For example, supporters who have been inactive for six to twelve months can be re-engaged with inspiring content.
It's important not to ask for money again right away.
First, nurture the relationship. Show the impact the organization is making and why its mission is still relevant. Then you can determine what the next appropriate step is.
What about someone who used to donate but has since stopped?
They already know your organization. They once consciously chose your mission.
So don't just remind that person that he or she once made a donation, but above all, remind them of what that earlier support meant.
Next, you can offer various ways for them to get involved again. This doesn't necessarily have to involve a financial contribution right away.
Perhaps an event, a petition, or some other form of engagement would be more appropriate at that time.
Not every fan comes back.
And that's valuable information, too.
If someone consistently fails to respond after multiple re-engagement attempts, a sunset campaign can bring the relationship to a graceful close. For example, the supporter is given one more chance to update their preferences or remain active.
That might sound counterintuitive when it comes to fundraising: why would you voluntarily cut ties with contacts?
Because a large database isn't automatically a valuable database.
The goal is not to collect as many email addresses as possible. The goal is to build a database of people with whom we actually have a relevant relationship.
That, too, is getting more out of your data.
Use urgency only when the situation is urgent
There are times in fundraising when speed is indeed essential.
Think of an emergency campaign, a year-end promotion, or an important deadline.
At times like these, a channel other than email may be more appropriate. For example, WhatsApp and text messages can be used for time-sensitive messages, in addition to regular email communication.
This means that omnichannel isn't simply about sending the same message through as many channels as possible.
The key is to make sure the channel is in tune with the moment.
A detailed impact update is ideal for email. An urgent reminder, on the other hand, is better sent via text message.
The message, the moment, and the channel all go hand in hand.
From Donor to Ambassador
Moreover, an engaged fan represents more value than just his or her own contribution.
People can involve others in the mission.
Consider, for example, peer-to-peer fundraising, in which a supporter uses a birthday or other personal occasion to raise money for the organization.
Automation can help with that, too. Reminders, fundraising tips, and information about the campaign’s impact can be sent out automatically in connection with such a campaign.
The same applies to referrals, events, and other occasions when supporters can engage their network.
In this way, the relationship shifts another step: from someone who is personally involved to someone who involves others in the mission.
From Disjointed Campaigns to a Single Supporter Journey
There are countless campaigns you can automate: from welcome and thank-you journeys and impact updates to events, volunteer engagement, re-engagement, upgrades, legacy giving, and feedback.
But creating twenty campaigns isn't the goal.
It's better to start with the moments when opportunities are being missed right now.
Does every new donor receive only a confirmation of receipt after making a donation? If so, there’s an opportunity there.
Do regular donors rarely hear about the results of their contributions? Start with impact communication.
Do you have a lot of former donors in your database who are no longer being reached? Consider re-engagement.
Do many people start a donation but not complete it? If so, an abandonment flow could be a logical first step.
By incorporating these one-off actions into structured campaign flows, they become scalable, repeatable, and measurable. Triggers determine the timing, segmentation determines who receives the message, and reporting reveals what works.
For charities, marketing automation is therefore not ultimately about automating as much communication as possible.
It's about Automating attention at the moments when it matters most.
So that people don't just feel valued when money is needed, but experience throughout the entire relationship why their involvement is valuable.
Because sustainable fundraising may start with just one donation.
But the real impact comes when that single donation grows into a lasting commitment.
