A first gift recorded in the CRM starts a three-message WhatsApp series for an animal rescue nonprofit: a thank-you with a photo on day 0, an adoption update on day 7 and a one-tap invitation to give monthly on day 30.
Typical results
100%
First gifts thanked on the day they arrive
3
Messages over the first 30 days
≈3 hrs/wk
Volunteer time on thank-you messages saved
Figures reflect typical results for this kind of automation.
The challenge
Most first-time donors to a small rescue never give again. After the automatic payment confirmation they hear nothing until the next appeal months later, so the gift feels like a transaction. Volunteers mean to send personal thank-yous and updates, but busy weeks at the shelter push that aside, and monthly giving is rarely offered at the right moment.
Before and after
First-time donors giving again within 12 months
+25%Volunteer hours per week on thank-yous
−75%Days from first gift to a first thank-you message
−100%The automation
When the donation page records a donor's first gift in the CRM, Make starts a WhatsApp series from the rescue's WhatsApp number. Day 0 brings a thank-you with a photo of an animal in care. Day 7 shares a short update on an adoption that gifts like theirs helped fund. Day 30 invites the donor to give monthly with a one-tap link. Replies go to the volunteer coordinator's inbox, and a STOP reply marks the donor do-not-contact.
How it works
- 01
First gift lands in the CRM
The donation page records the gift, and the CRM flags it as the donor's first, which starts the series.
- 02
Day 0 thank-you with a photo
A WhatsApp message thanks the donor by first name and shares a photo of an animal currently in the rescue's care.
- 03
Day 7 adoption update
A short story of a recent adoption shows what gifts like theirs pay for, such as vet checks, food and foster care.
- 04
Day 30 monthly giving invite
The donor is invited to give monthly through a one-tap link to the donation page with the monthly option preselected.
- 05
Replies and opt-outs handled
Replies go to the volunteer coordinator's inbox. Anyone who answers STOP is marked do-not-contact in the CRM and leaves the series.
Starts from
- First gift in the CRM
- Photos and adoption stories
Delivers
- Day 0, 7 and 30 messages
- Monthly giving sign-ups
- Replies to the coordinator
The impact
Around 6% of new donors move to a monthly gift within the first month, and more first-time donors give a second time within the year. Every donor gets a thank-you on the day they give, volunteers handle only real replies, and opt-outs are respected automatically across future campaigns.
Questions about this automation
Do donors have to agree to WhatsApp messages first?
Yes. The donation page includes an opt-in checkbox for WhatsApp updates, and only donors who tick it enter the series. Others can get the same three messages by email instead. A STOP reply at any point ends the series and marks the donor do-not-contact for WhatsApp in the CRM.
Who chooses the photos and adoption stories?
Staff keep a short library in Google Sheets with approved photos and two-line adoption stories. Each message pulls the next item on rotation, so stories stay current and donors who give the same week see different animals. Adding a new adoption takes a minute and needs no change to the automation.
What has to be in place before the first message goes out?
A WhatsApp sender number with approved message templates, access to the donor CRM and the photo library. Simple automations like this are usually live within days, and WhatsApp template approval is often the longest step. The day 7 and day 30 timings can be changed at any point.