Gardens are increasingly following non-profit best practices to reach their audience and donors digitally. This session explores one of the latest trends for personalized and targeted communications, marketing automation. International, national, and local non-profits use this technology to automate email communications to persuade their visitors, new donors, lapsed donors, recurring givers, or email non-responders through smart, personalized communications.

These journeys—like welcome series, membership renewals, and fundraising appeals—integrate email, text messaging, and social media to help organizations compete for a donor's discretionary dollars by borrowing techniques from for-profit retailers.

This event is approved for 1 CFRE credit hour.