How do you retain and upgrade donors who give in the wake of a disaster?
Since 2010, Team Rubicon has been repurposing the skills and experience of military veterans to respond to disasters around the world. In 2013, a group of Australia veterans collaborated with Team Rubicon to launch Team Rubicon Australia. They approached CauseMic to adopt and implement the systems, process, and methodologies used to scale Team Rubicon from $250,000 in annual revenue to $40,000,000 in seven years.
Preparing for Scale While Responding to Immediate Needs
Our engagement took a two-pronged approach. First, implement the required technology to scale, then teach Team Rubicon Australia how to fundraise against a disaster. Upon standing up Salesforce as a CRM, Mailchimp as an ESP and Classy as a fundraising platform, we were prepared to launch an appeal in response to a bush fire that broke out near Tathra, New South Wales. Within an hour of Team Rubicon Australia’s decision to respond, we were deploying emails, text messages, and tweets encouraging supporters to give.
Retain and Upgrade Donors Through Automated Marketing
As people gave in support of Team Rubicon Australia’s response, they were welcomed with an omnichannel new donor welcome series that promoted the Support Squad, a dedicated monthly giving program designed to encourage recurring unrestricted gifts. KPIs were made available in real time, thanks to the reports and dashboards we built in preparation.