Convert to RG Playbook

Last updated: September 22, 2026

How to implement Dataro into an existing RG Conversion program:

  • Update your selections:
    • How many to contact
    • How to find out which donors to contact 
    • Note: Update your existing data brief to reflect these changes.
  • Outreach strategy
    • How to incorporate diff channels
    • Paid Ads (Google Ads and Meta Ads)
      • create a custom audience of lapsed recurring donors utilizing Dataro's Convert to RG rankings
  • How to update automatically triggered journey
  • How to handle multiple months of calling consecutively
  • How to track results

How to utilize Dataro to stand up a brand new RG reactivation program:

  • Making your selections:
    • How many to contact
    • How to find out which donors to contact 
    • Apply your exclusions, depending on your outreach strategy. Our suggested Convert to RG exclusions for a TM campaign include:
      • No TM specific exclusions
      • Must have phone number
      • Must not have received another call in the past 3 months
    • Note: Update your existing data brief to reflect these changes.
  • Outreach strategy:
    • Rolling monthly or batched calls:
      • Call your top ranked Dataro Convert to RG prospects to ask them to become a regular donor.
      • Depending your budget and resourcing, this can be done via a telemarketing agency or with your in-house team.
      • You could also leverage your volunteer network to conduct the conversion calls or use the beneficiaries to conduct the calling where possible.
    • Warm up EDM followed by DM Ask:
      • If you can’t call your donors thats ok! You can still leverage Dataro via alternative channels such as Email and Mail.
      • It’s not common for donors to convert via Email or Mail alone so we’re recommending that you implement a multi-channel approach.
      • The first step is to send your best ranked Dataro Convert to RG prospects a warm-up email to inform them about your regular giving program.
      • Follow up the Email campaign with a Mail campaign to convert your donors.
  • Content:
    • Create script for your campaign. You can create a script using our AI Assist tool. Our tool allows you to select how you want to communicate your message (telephone, sms, DM etc.) and what tone of voice you’d like to use (urgent, conversational, inspirational etc.).
  • Tracking your campaign:
    • Create a separate campaign in your CRM for each batch of calling (e.g. January conversion calls, February conversion calls, March etc.) and track the call outcomes against each donor in the campaign (e.g. answered, left a message, didn’t answer).