Winning Back Donors: How Sequence Consulting Helped the American Lung Association Re-Engage Lapsed Members
For non-profits, engaged donors are the lifeblood of their mission. Without their passion and commitment, critical initiatives can falter. This was the pressing challenge faced by the American Lung Association (ALA), a leader in the fight for lung health.
The ALA was grappling with a daunting reality: 75% of their donors had gone inactive, with little to no engagement for over a year. To make matters worse, newly acquired donors were disengaging just as quickly as they came on board.
Faced with this critical issue, the ALA partnered with Sequence Consulting to develop a targeted strategy to re-engage lapsed donors, rebuild trust, and secure a healthier future for their fight against lung disease.
Enter Sequence Consulting: Expertise to Reignite Donor Engagement
Sequence played a vital role in helping the American Lung Association maximize their investment in Salesforce Marketing Cloud. Their guidance ensured the platform became a powerful tool for re-engaging donors and driving results. Key contributions included:
- Closing Data Gaps: Sequence worked with the ALA to identify inconsistencies and missing information within their donor data. By ensuring the Salesforce platform was populated with clean, accurate data, they set the stage for precise segmentation and meaningful, personalized communication.
- Developing a Strategic Roadmap: Together with the ALA, Sequence crafted a comprehensive re-engagement strategy. This plan included clear, achievable goals, audience segmentation based on behavior and interests, and the creation of compelling, tailored messaging for each group.
- Creating a Performance Dashboard: Sequence designed an intuitive dashboard to track key campaign metrics. This tool provided real-time insights, enabling the ALA to monitor progress and make data-driven adjustments to improve outcomes.
Through these efforts, Sequence Consulting empowered the ALA to leverage technology effectively, driving donor engagement and building a foundation for long-term success.
Tailoring Technology for Maximum Impact
Sequence Consulting played a pivotal role in helping the ALA leverage the power of their new Salesforce Marketing Cloud investment. They guided the ALA in:
- Identifying Data Gaps: Sequence collaborated with the ALA to identify and address any inconsistencies or missing information within their donor data. This ensured that the Salesforce platform would be populated with clean and accurate data, crucial for segmentation and personalized communication.
- Crafting a Winning Strategy: Sequence worked closely with the ALA to develop a comprehensive re-engagement roadmap. This included setting achievable goals, segmenting audiences based on past behavior and interests, and crafting compelling messaging that resonated with each group.
- Building a Performance Dashboard: Sequence helped design a user-friendly dashboard that tracked key campaign metrics, allowing the ALA to monitor progress and make data-driven adjustments in real-time.
Streamlined Communications for Enhanced Donor Engagement
Sequence Consulting’s expertise was pivotal in transforming the American Lung Association’s communication strategy, making it more engaging and effective. Key initiatives included:
- Designing an Interactive Welcome Stream: Sequence collaborated with the ALA to create a dynamic Welcome Stream that not only gathered valuable donor information but also fostered early engagement. This streamlined approach helped establish strong connections with new donors from the start.
- Developing Personalized Drip Campaigns: The Sequence team guided the creation of targeted email sequences for lapsed donors. By leveraging past donation history and crafting persuasive, mission-driven messaging, these campaigns successfully rekindled donors’ connection to the ALA’s cause.
Through these tailored strategies, Sequence helped the ALA build stronger relationships, increasing engagement and reinforcing donor loyalty.
Beyond Technology: Laying the Foundation for Long-Term Success
Sequence Consulting’s contributions extended far beyond implementing technology—they played a crucial role in ensuring the American Lung Association’s sustained success. Key efforts included:
- Setting Achievable Goals: Sequence worked closely with the ALA to define clear, realistic targets for reactivating lapsed donors and acquiring new supporters. These goals provided a strategic framework to measure progress and drive focused efforts.
- Empowering the Team: Through hands-on training and mentorship, Sequence built the ALA’s internal capacity, equipping their team with the skills and confidence to design and execute successful campaigns long after the partnership ended.
By combining strategic planning with capacity building, Sequence Consulting ensured the ALA was not only equipped to meet immediate goals but also positioned for long-term growth and donor engagement success.
Results: Revitalized Lapsed Donor Engagement
A Data-Driven Revolution: Through a strategic, data-driven approach, the ALA reinvigorated donor relationships, achieving unprecedented growth and laying the foundation for sustained support.
- Active Donor Growth: The active donor base surged by an impressive 50% in just two years, a testament to the success of re-engagement efforts.
- Rekindling Past Relationships: Successfully reactivated 8% of lapsed donors—including those inactive for years—proving the campaign’s ability to win back valued supporters.
- Skyrocketing Engagement: Email engagement rates hit record highs, reflecting a revitalized connection with the ALA’s mission and vision.
- Boosted Retention: First-year and multi-year donor retention rates climbed significantly, underscoring the campaign’s effectiveness in fostering lasting relationships.
- Sustainable Pipeline: With 4,000 net new donors joining every month, the ALA has established a thriving, sustainable base of support for their vital work.
New member welcome stream? Game changer. Lapsed member winback campaign? Game changer.
Key Takeaways for Re-Engaging Lapsed Members
The American Lung Association’s transformative approach to donor engagement offers valuable lessons for non-profits looking to reconnect with their supporters. By leveraging a unified data platform, segmenting audiences effectively, and delivering personalized multi-touch campaigns, the ALA successfully re-engaged lapsed donors while fostering stronger relationships with new ones.
This success underscores the critical role of:
- Data-Driven Strategies: A solid foundation of clean, organized data enables precise targeting and informed decision-making.
- Targeted Messaging: Tailored communication resonates with specific donor segments, increasing engagement and connection.
- Long-Term Relationship Building: Prioritizing sustained engagement over quick wins ensures a stronger, more loyal donor base for future growth.
The ALA’s experience highlights how strategic investments in technology and thoughtful communication planning can drive sustainable growth and deepen donor relationships in the non-profit sector
To read more about how Sequence can re-engage lapsed members, please see Baby, Come Back! How to Win Back Lapsed Members and Why You Should.
