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New donor stewardship: Using marketing automation to deepen engagement

Author

Listed:
  • Baker, Shelly

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.

Suggested Citation

  • Baker, Shelly, 2019. "New donor stewardship: Using marketing automation to deepen engagement," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 4(1), pages 28-41, June.
    • Handle: RePEc:aza:jeam00:y:2019:v:4:i:1:p:28-41
    as

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    More about this item

    Keywords

    stewardship; marketing; automation; nurturing; e-mail;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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