Since Virtuous makes it simple to segment donors and automate communications, the team at Made to Flourish has gotten more sophisticated with their email and multi-channel communication strategies.
“I can create a message that’s for pastors, one for pastors who have donated, non-pastors, and non-pastors who have donated. There’s four buckets now where what we’re saying to them is really unique to each situation,” says Rebekah. “It’s been a great relational aid and really an engine behind our annual campaign. Our annual campaign has at least doubled in the last two years just because we’ve used Virtuous to send and segment our emails.”
“We figured out how to use the campaign tool and how to segment, which we had not explored before,” said Bethany. “That was a big step for us, to be able to segment out specific messaging. Even if we would have sent the same email to everyone and they all would have responded, it was cool to have the data segmented when it came in and to know when someone had already donated and was choosing to engage with us again. That was big.”
With a new CRM came the opportunity to approach data more methodically. “We also have used Virtuous to clarify our data,” says Bethany. “We’ve just created a new process with tags to sort out major donor pipelines and so that we can see portfolios. Virtuous is very visual in that way, and we really appreciate that. It’s a huge help in our major donor strategy.”
“I think using Virtuous has ramped up engagement,” says Paige. “As the engagement coordinator, I’ve used it to lead people through a welcome series, or even just a ‘start here’ form on our website, making sure they are getting into our system the right way. With Virtuous, I can make sure we have a touch point with new people right after they want to join or they want information. I see the names of everyone who comes through every week, and make sure they get something physically in the mail from us. I built out four journeys series, for pastors, supporters, and influencers.”
Now, it’s easier to try new things. “We’ve grown,” Bethany says. “We’ve started a monthly giving community email series. We’ve been able to plant more seeds and even start more annual campaigns because it’s so easy with the campaign tab. There are a lot of things we’ve been able to start because it seems less daunting with Virtuous having already done a lot of the building out for us.”