In October of this fiscal year, a Level 3 project team gathered to redesign our Every Drop monthly giving program. The project team was tasked with developing a plan to grow the number of monthly donors in the Every Drop program. We had attempted to launch this project before; however, it was paused to allow the final work in my.water.cc to be completed. With that work done, the project team was ready to take on the challenge. This project fits directly under SO#3, and the work on this project prepares the way for the growth targets outlined in SO#3.1.
This relaunched project was primarily focused on a communication and marketing plan to align our acquisition and retention strategies across our Engagement teams. The “how might we” question was: How might we create a compelling monthly giving program in a way that draws in new mass donors, affirms the current Every Drop members, and provides other giving opportunities that work in conjunction with the work of the NPG team rather than in opposition to it?”
We focused on short-term and long-term improvements based on the short project timeline. Our objective was to thoroughly revitalize and elevate the brand, encompassing updates to the logo, visual identity, messaging, communication style, and the overall perception we aim for our audience. This spans our desired experience in conveying the values, mission, and culture of Every Drop. These things were achievable in the time allotted to us as a project team. Still, there were some great ideas for future improvements that may become a part of the ongoing improvements for the Marketing and Communications team to address.
Deliverables completed or nearly completed for the short term include:
- Alignment with corresponding work in Salesforce to identify appropriate recurring giving status fields (Active, Paused, Payment Error, Lapsed, Canceled)
- Automated communications to promote the moving of donors with “Paused” or “Payment Errors” statuses back to Active status
- Updated email lists in Pardot dynamically generated by the donor membership status of “Active”
- An updated email drip campaign or “Welcome Series” for new Every Drop members
- A communication plan and movement into Every Drop of the monthly recurring givers who were in the mass file but not previously enrolled in Every Drop
- An updated webpage for the Every Drop program in alignment with the Funding Model language and its impact upon giving handles
- A communication strategy uniquely developed for Every Drop members and updated print collateral for promotional use (a 2024 Every Drop calendar, stickers, flyers, etc.)
- An updated Pardot email template, coded for mobile responsiveness and more unique content sections creating a “community” feel for Every Drop members
- A marketing plan promoting these unified efforts for our World Water Day spring marketing campaign
We are very grateful for the creative work of the project team and all the ideas that were generated for this program—both for the short term and for the long term—and we cannot wait to see these efforts begin to grow and scale our Every Drop program!
If you are not an Every Drop member, I encourage you to prayerfully consider becoming one by visiting the web page and entering an amount of your choosing on the sign-up form. No matter how much you give, every drop makes a difference!