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New donor stewardship: Using marketing automation to deepen engagement
Journal of Education Advancement & Marketing,
4
(1),
28-41
(2019)
Abstract
New marketing automation technology offers an opportunity to automate stewardship activities, reducing staff and resource demands while improving donor engagement. This case study on how Perimeter Institute has launched a nurture path for first-time donors to improve stewardship communication provides information on considerations and learnings other organisations can apply in considering whether to adopt these tools and how to implement them.
Keywords: stewardship; marketing; automation; nurturing; e-mail
The full article is available to subscribers to the journal.
Author's Biography
Shelly Baker Director, Advancement Services, at Wilfrid Laurier University. She has focused her career on financial and database operations, annual giving, business intelligence, prospect development and donor marketing and communications. She received a BA ’99 (Trent), LLB ’02 (University of Ottawa) and a postgraduate certificate in fundraising and volunteer management in 2006 (Humber). Shelly has worked in a variety of environments from very small shops (five people for all functions) to very large teams (170 full-time equivalents (FTEs) complement for Advancement), has managed both small and large teams (between 2 and 32 reporting staff) and has experience in a variety of industry sectors (universities, regional hospitals, small human rights nonprofits and an independent research institute).
