Boost your fundraising with Liquid, the email code that moulds your content to your supporters’ data

Smart fundraising powers winning campaigns - it keeps organisers knocking on doors, mobilises supporters and ultimately effects change. As we approach the end of the year, fundraising often becomes top of mind but I’ve found  the most successful fundraising comes from strong relationships forged over months of correspondence and conversations, building momentum between milestones like the end of the year or key campaign dates.

With Movement’s donation data and smart conditional logic, you can speak to supporters in ways that feel personal and motivating across your festive season fundraising campaigns and throughout the year. Here, I’ll explain more about what Liquid is and how it can supercharge your fundraising efforts. 

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What is Liquid?

To make the most of your donation data and apply conditional logic to personalise messaging, Movement allows you to utilise Liquid. Liquid is a simple, template based programming language, which is like a ‘fill in the blanks’ for websites. With Liquid, you just insert a placeholder and it’s transformed into real data - here’s an example in our email tool:

Using Liquid in Movement means your messaging will be tailored according to individual data. No need to build out multiple campaigns or segment audiences. You can easily reference individual supporter donation history or action history in one email, making your messaging more meaningful.

Why Liquid is a game changer for your fundraising
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Liquid's ability to personalise content to individuals within campaings comes with a number of benefits:

• Boost engagement: Recognising someone’s financial contribution underscores that their support is meaningful and valued. Why not thank them for their specific donation amount? Liquid pulls their past donation data and personalises the content they see. Having worked on the community side of campaigns, I know first hand not only how appreciated this is by supporters but how it can boost engagement going forwards by building trust.
  
  
• Improve donor retention: Improving trust improves retention too. So spend time cultivating relationships by sending valuable information to your supporters based on their interests and interaction history. It sounds obvious but it’s often overlooked as it’s tricky to quantify. We can get so wrapped up in the numbers that we forget about the power of personal connection and community-building to retain supporters long term.
  
  
• Grow regular donations: Using tailored asks opens up a whole host of creative ways to grow recurring donations. Something I’ve found effective is asking current regular donors if they’d like to round up their donation by three or five pounds depending on their current contribution. Re-engaging lapsed donors by speaking directly to their past giving is another great way to bring people back into the fold.
  
  
• Save time, increase impact: Once you've built your logic and journeys in Movement, you don’t need to manually segment and send campaigns - the platform does the heavy lifting through Liquid and Automations. This means you can put your energy into making that cup of tea and chatting to supporters!
  
  

When you refer to someone’s past contribution, they often feel recognised. You can amplify this even further in Movement by combining communication channels. For example, you might want to drop a quick call to supporters to thank them for their donation or facilitate a WhatsApp or text conversation between supporters and staff.

I’ve found the end of year is a great time to do this. It’s a brilliant way for teams to engage directly with supporters in ways they might not usually. There’s so much to be learnt from your community of supporters and the time taken to say thanks and have a quick chat is so appreciated.

With Movement, you can use our Automations feature to create smooth, automated journeys to manage your comms. This means you can spend more time doing the things that matter, like chatting to your supporters - building community rather than building manual campaign journeys.

Five tips to make Liquid work for your supporters

1. Plan your donor journeys first: Map out your different supporter types based on their donation history and decide what content they should receive.
2. Start simple: Use basic logic conditions first before building more complex rules. 
3. Testing, testing: Try different conditional content to see what resonates most with your supporters using A/B testing. 
4. Highlight impact, not just asks: Use data to show what supporters’ giving has made possible to bring fundraising to life. 
5. Review and rework: Review data as it comes in and don’t be afraid to rework plans in a reactive way based on new insights.
   
   

By combining donation data with conditional logic, your emails can become an engine for both fundraising and relationship-building, helping you win campaigns and raise money. Personally, having been in the weeds of end of year fundraising spreadsheets, I know that Liquid is a game changer to have in any campaign toolbox and opens so many possibilities for creative, impactful fundraising - I’d love to hear how you get on!

P.S. Did you know the Movement team is made up of campaigners? If you’d like chat to the team to learn more about how Movement can help power your campaigns, reach out: hello@yourmovement.org