🔑 What's the key to making your customers come back?
Use past behavior to personalize your communications with customers. Learn more as we have an insightful talk with Abby Feuer, DonorsChoose's Executive Vice President of Marketing and Growth.
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“Our main tactic for driving retention is personalization. We lean a lot into that first gift and the behavior that you've shown us about how you like to give on our site. We have a recommendations email that we send once a month – imagine your Netflix recommendations email – this is our version for classroom projects on DonorsChoose and we find that the strongest indicators to drive return based on your past behavior are acquisition source and geography.
Another way that we drive retention is creating big moments that create this feeling that there's a sense of urgency to give to a certain type of project or classroom. There's the major moments in the year, like back-to-school and Teacher Appreciation Week. But we have also found that we can create moments, like something around our anniversary with our most engaged donors, where we resurface the first project they ever gave to, to inspire them to give again. We rely on a lot of automated emails and messages based on historical preferences and giving behavior and then these big events throughout the year to drive reengagement.”