Churned
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  1. RFV/RFM - Model
  2. RFV-Model Segment - Best Practices

NGO's

Here are some ideas that you could use to retain you customers and you can prevent them to churn. These are some suggestions that you could use when you are a NGO;

1. New Donor (✨)

Who they are: Recently acquired customers exploring your product.

💡 Recommendations:

  • Personalized Welcome Email: "Welcome, [Name]! Thank you for supporting [Cause]. Your generosity will help us [Specific Impact]."

  • Impact Story: Share a compelling story about how donations are making a difference. Include photos or videos.

  • Welcome Pack (Digital or Physical): A small token of appreciation, perhaps a branded sticker or a downloadable resource related to the cause.

  • Personalized Thank You Video: A short video message from a beneficiary or a staff member expressing gratitude.

  • Invitation to Learn More: "Discover more about our work at [Website Link]."

2. Needs Attention (⚠️)

Who they are: Customers showing signs of disengagement.

💡 Recommendations:

  • Impact Update: "Because of supporters like you, we've recently [Achieved Milestone]. Thank you!"

  • Volunteer Opportunity: "Want to get more involved? Learn about our volunteer opportunities."

  • Story of a Beneficiary: Share a personal story of how the NGO's work has positively impacted someone's life.

  • Survey/Feedback Request: "We value your input. How can we better communicate our impact to you?"

  • Invitation to a Virtual Event: "Join us for a webinar to learn more about our programs."

3. Potential Loyalist (🚀)

Who they are: Engaged customers on the path to becoming loyal users.

💡 Recommendations:

  • Exclusive Content: "As a valued supporter, get a sneak peek at our upcoming projects."

  • Invitation to a Special Event: "Join us for our annual fundraising gala."

  • Behind-the-Scenes Look: "See how your donations are being used on the ground."

  • Personalized Impact Report: "Here's how your contributions have made a difference this past quarter."

  • Matching Gift Opportunity: "Double your impact! Your donation can be matched by [Partner]."

4. Champion (🌟)

Who they are: The most engaged and valuable customers who advocate for your product.

💡 Recommendations:

  • Personalized Thank You Call: A phone call from a staff member or board member expressing sincere gratitude.

  • Invitation to Meet the Team: "Join us for a tour of our facilities and meet the people behind our work."

  • Exclusive Updates from Leadership: "Receive regular updates directly from our CEO or Executive Director."

  • Opportunity to Provide Input: "Your feedback is important. Help us shape our future strategy."

  • Recognition and Appreciation: Publicly acknowledge their support (with their permission).

5. Loyalist (💎)

Who they are: Steady users who consistently engage and bring value.

💡 Recommendations:

  • Annual Impact Report: "See the collective impact of our loyal supporters like you in our annual report."

  • Personalized Holiday Greeting: A thoughtful holiday card or email acknowledging their continued support.

  • Invitation to a Donor Appreciation Event: "Join us for a special event to thank our loyal supporters."

  • Updates on Long-Term Projects: "Here's an update on the project you've been supporting."

  • Exclusive Merchandise: Offer branded merchandise as a thank you for their ongoing support.

6. At Risk (🛑)

Who they are: Customers with declining engagement, likely to churn.

💡 Recommendations:

  • Personalized Re-Engagement Email: "We miss your support! Here's what we've accomplished recently."

  • Impact Story Reminder: "Remember [Story of Impact]? Your support made that possible."

  • Survey/Feedback Request: "We'd love to know why you haven't donated recently. How can we improve?"

  • Special Re-Engagement Offer: "Rejoin our community of supporters and receive a special thank you gift."

  • Highlight New Programs/Initiatives: "Learn about our exciting new initiatives to address [Issue]."

7. Hibernating (🕰️)

Who they are: Customers who were active in the past but are now inactive.

💡 Recommendations:

  • Automated Email Sequence: "We haven't heard from you in a while. Here's a reminder of the important work we do."

  • Content Recap: "Here's a recap of our most impactful stories from the past year."

  • Invitation to Reconnect: "We'd love to reconnect with you. Learn more about our current projects."

  • Simplified Donation Process: Make it easy for them to donate again.

"What's New?" Email: Focus on recent accomplishments and future plans.

8. Lost (❌)

Who they are: Former customers who have churned.

💡 Recommendations:

  • Thank You for Past Support: "We appreciate your past support and the difference you made."

  • Annual Newsletter Subscription: Invite them to subscribe to your newsletter for general updates.

  • Opportunity to Re-Engage (No Pressure): "If you're ever interested in supporting our work again, we'd love to have you back."

  • Analyze Churn Data: Use feedback and donation history to understand why donors lapse and improve your strategies.

  • Farewell Message: A simple thank you for their past contributions.

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Last updated 3 months ago

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