From Our Brains to Yours
Why say it just once when you can say it twice, or thrice
OK – I just wanted to use the word thrice in the title. But my question still remains – why say things just once when you can say them more than once?
When trying to activate donors, members, or activists to take action, asking only once leaves a lot of potential “actions” on the table. Most of the time, asking several times still doesn’t maximize what your members are willing to do.
For anything that you’re going to ask for, you should plan to ask for it at least three times, preferably in a pre-planned series of messages. This includes donations, membership renewals, calls to their legislators, surveys, etc. A series of messages helps create urgency, reach more members and show progress through the campaign (or mini-campaign). This series of messages can be all email, but it certainly doesn’t have to be. Here are a few ways in which it can work:
Email series: The most likely and easiest channel for many non-profits. You have an annual fundraising campaign. You plan a series of 3 messages over a 1-2 month period. The emails focus on a central theme, set out a goal from the beginning and then gently push members to help you reach it.
Or, you know that you have legislation coming for a vote in 3 weeks. Before sending that first email blast, plan 3 email blasts, with the the second and third messages in the series increasing their urgency and push.
Email auto-responders: Don’t be scared off by the ‘auto,’ part, either because it sounds hard or you think it’s less than personal. When users sign up for your email list or join your organization, is there something they can do right away that will contribute to the cause and get the more invested? My guess is yes. In addition to the initial welcome message (that has a follow up ask, right?), follow it a few days later and a week or so later with another easy ask. The ask can be timeless so it applies to someone who joins in February or June. Recent subscribers are the most likely to be fired up and ready to act. Don’t wait until you’re next campaign to put them to work.
On the flip side, do you have users who haven’t take any action more than six months? A year? Set up a short mini-campaign of automated messages to dormant users. Enlist their feedback, have them take a survey or some other ask to bring them back into the fold.
The best part of auto-responders is that you can set them up once and then you’re users will get at the time you set (when they join, after not taking action for a period of time, etc. You should, however, review/refresh these messages every quarter or six months.
Offline follow ups: There isn’t any reason that your series of messages has to be through one channel. In fact, there is a lot of research that shows that making a touch in a second channel can increase the potency of your campaign. Some possible ways to follow up offline:
Post cards: For your next annual fundraising campaign, insert a post card as the second message between two emails. This not only gives you the additional touch, but stands out a little as it is in a different medium.
Direct mail: Direct mail also works better in a series of messages, but that series doesn’t have to be all snail mail. If you have a series of 3 letters, try adding a touch or replacing a letter with an email message.
Automated Phone calls: Many are not fans of ‘robo-calls,” and count me as one. But in certain contexts, they may be helpful. One popular method with advocacy is the patch-through call. It starts with an auto-mated message on your particular issue with an ask for the user to press 1 to be connected to their legislator’s office to voice their opinion. Consider inserting a call like this into your email series to make it quick and easy for your members to deliver your message to legislators.
Phone Calls: Set up a phone program to chase your email, mail or other communications. Using patch-through technology is still possible, but this can also be used for fundraising, surveys and other asks.
Very Personal Phone calls: Probably not ideal for larger organizations, but if you have the capacity to identify previously active users (regular small donors who haven’t given recently, users who took 3 or more actions last year, but none this, etc.), then consider making a really personal touch. As part of a campaign, reach out to 10 or 20 users and ask them to help with today’s priority. If they do, they are also a little more likely to pay attention to future messages. If they don’t, you may be able to get some feedback for future improvements. This could also work for your high value users (recurring donors, users who take action on every message): ask them to take the next step by recruiting/organizing supporters or more.
And don’t forget about:
Twitter, Facebook et al: Social networking does provide another touch and more importantly provides a way for your members to share your asks with their networks (aka potential new supporters). If you turn any ask into a campaign (or mini-campaign if that sounds easier), then be sure to tweet or update your facebook friends multiple times to show momentum and ask them to help. You’ll probably even find a few new leaders this way by seeing who constantly re-tweets or shares your updates with their networks. Don’t forget to engage them.
So, the next time you think you’re ready to ask your members to take action, take a few minutes and decide how you’re going to make sure they hear the ask at least three times. It can be a combination of any of the above. And as always, measure your results along the way to see what works best for your organization.
-Stephen