Maggie Horikawa, Marketing Associate, Email and Product Marketing at DonorsChoose.org, draws parallels between marketing’s ubiquitous definition of ‘customer journey’, talks about where data and email play a significant role, and how DonorsChoose.org implements these strategies when approaching a “Donor’s Journey”. Please take the time to visit DonorsChoose.org and learn how you can help the schools in your area by going –> here <–
Just how similar is the journey of donors to that of eCommerce?
Watch this interview with Sue Cho, Email Marketing Manager for The Honest Company, as she discusses how The Honest Company personalizes customer experiences, the end of the batch-and-blast, and shares her best advice for email marketers.
On Customer Journey —
“We kind of have a journey because we don’t leave [the customer] after they’ve made a donation…We’re all about circling back with our donors.”
Utilizing Data —
“We like to know where our donors are and the type of projects they donate to. We can use this to email them later in the year.”
“It’s location based & interest based.”
“We use social [to spread the message]… but a 1/3 of donations from donors come from emails.”