Why Follow-Ups Matter More Than Ever

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You donate to a cause you care about. Days go by. No acknowledgment, no update, no connection. Feels a little disappointing, right? Now flip the script: You donate, and within hours, you receive a personal thank-you message. A few days later, a story arrives about someone your donation helped. Weeks later, an invitation to stay engaged pops up. That’s not just donor engagement—that’s relationship-building.

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Nonprofits often focus on acquiring donors, but the real game-changer is nurturing them. In the sales world, businesses don’t stop after a single touchpoint—they build sequenced messaging strategies to convert and retain customers. Why should nonprofits be any different?

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Welcome to the power of follow-ups. When done right, sequenced messaging transforms first-time donors into lifelong advocates. And at GoodUnited, we’ve mastered the art of direct messaging to make sure no donor feels forgotten.

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What Nonprofits Can Learn from Sales Funnels

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In the for-profit world, sales teams use lead nurturing to guide potential customers through a journey—from awareness to action. A one-and-done approach doesn’t work; multiple touchpoints do. The same principle applies to nonprofits.

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Think of your donors as supporters on a journey. Your job? To keep them engaged, inspired, and connected at every stage. Here’s how:

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1️⃣ First Touch: The Warm Welcome

• Sales teams send a welcome email. Nonprofits should send an immediate thank-you message—personalized, warm, and impactful.
• Best Practice: Use Facebook Messenger or SMS for higher open rates (90%+ compared to email’s 25%).

2️⃣ Second Touch: Show the Impact

• Businesses follow up with product benefits. Nonprofits should share real stories of impact. Show donors the lives they’ve touched.
• Example: “Thanks to your generosity, Sarah received life-saving medical care this week. Here’s her story…”

3️⃣ Third Touch: Invitation to Engage

• Brands encourage further action (free trials, demos). Nonprofits should invite donors to take the next step—join a Facebook Group, attend a virtual event, or start a fundraiser.
• Example: “Want to see more of your impact? Join our private community of changemakers!”

4️⃣ Fourth Touch: Personalized Fundraising Ask

• Sales teams pitch an upsell. Nonprofits should present tailored donation requests based on past giving behavior.
• Example: “Because you donated to our water project last month, would you consider helping one more family today?”

5️⃣ Fifth Touch: Retention & Relationship-Building

• Businesses offer loyalty programs. Nonprofits should keep donors engaged beyond fundraising—think exclusive content, donor appreciation events, or milestone updates.
• Example: “It’s been six months since you joined us—thank you! Here’s a special message from the people you helped.”

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Why Direct Messaging is the Future of Donor Engagement

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Let’s be real—email is losing its edge. Open rates are dropping, and social media algorithms bury organic reach. Meanwhile, direct messaging is thriving, with open rates exceeding 90% and engagement rates far surpassing traditional channels.

💬 Messenger-based fundraising campaigns drive 10x more engagement than email.
📲 Donors are 3x more likely to respond to a message than an email.
❤️ Supporters feel personally connected—because they are.

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At GoodUnited, we’re the #1 partner in direct messaging for nonprofits. We help organizations build automated yet deeply personal donor journeys, ensuring no supporter slips through the cracks. Our sequenced messaging approach isn’t just about fundraising—it’s about fostering real relationships.

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Ready to Elevate Your Donor Engagement?

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If you’re still relying on one-off emails or mass appeals, it’s time for a change. Follow-ups matter. Sequenced messaging works. And with GoodUnited, you don’t have to figure it out alone.

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Let’s build your donor engagement strategy together.

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