For the past six months, we have used Salesforce Marketing Cloud and Google Analytics to identify potential donors based on web behavior data and use it for targeting purposes. Users who visited giving pages without taking action (making a donation) received a relevant email two hours after navigating away. These emails warmly encouraged potential donors to complete their gift.
The results of this work were significant: Those who received an email follow-up were 23% more likely to complete their gift than those who did not.