For non-profit organizations, getting supporters to donate for the first time can be time consuming and expensive. Encouraging contributors to donate a second time can also be difficult if you don’t consistently engage these stakeholders with the right messaging at the right time.
This guide will walk you through how to leverage Klaviyo's out-of-the-box Donor Re-Engagement flow and make it your own in just a few minutes.
The Donor Re-Engagement Flow
Once you integrate your donation platform with Klaviyo, a number of pre-built flows will automatically populate into your account, such as:
- The Donor Re-Engagement flow
- The Small Donor Re-Engagement flow
- The New Donor Thank You flow
- The Repeat Donor Thank You flow
- The Welcome Series flow
The trigger for this donor re-engagement flow will be Made Contribution and the flow filter will be Has Made Contribution zero times since starting this flow.
The first email in this flow will be scheduled to send 90 days after someone makes a contribution.
When someone makes a contribution, he/she will enter this flow and get scheduled to receive a re-engagement email after 90 days. After 90 days, when this email is scheduled to send, Klaviyo will check the flow filter. If the donor has made another contribution since first entering this flow, he/she will be skipped and won't receive this re-engagement email. Those that have not made another contribution since entering this flow, however, will receive your re-engagement email at this 90-day time point.
You can also adjust the timing of the flow email if a 90-day time point doesn't fit with your goals.
Customize Klaviyo's Pre-Built Donor Re-Engagement Flow
You will find a default template for a best practice donor re-engagement email. This template includes:
- Dynamic content
Our default template leads with a placeholder variable for first name, and also includes a variable that will populate with the amount of the recipient's last contribution; this ensures that each donor will receive a personalized email
- What's New
You will want to highlight the important work you’ve been doing to remind your donors why they are invested in your mission and how you're making progress
- Call to Action
Let your donors know why their continued support matters and then provide a Donate button asking for a contribution
When you click on the 90-day email, you will immediately see the option to update the from label, reply-to email, and subject line of this email.
After clicking Edit Content, you will see the default layout and example content we've populated as a starting point. Using the drag-and-drop template editor, you can easily customize the template to fit your organization's mission and brand.