How to Write a Fundraising Drip Campaign
A drip campaign is a series of communications, usually emails, about a single topic that are sent, or "dripped," in a specific order on a predetermined schedule.
Drip campaigns are better known in commercial marketing than they are among nonprofits. They are seen as a way to deal with the "Rule of 7," another term that is more familiar to commercial marketers than fundraisers. According to the Rule of 7, it takes an average of seven exposures to a message before it sinks in enough to engage your target and make him or her a regular supporter.
- Categories:
- Multichannel
- NonProfit Pro
Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.
