We created an automated recruitment and follow-up journey that explains the opportunity, answers common questions, and guides interested nonprofits toward applying. Booth participation doubled within three years, while the recruitment process continues running each season without requiring repeated volunteer outreach.
- Booth participation doubled
- Growth achieved within three years
- Follow-up runs automatically each season
- Volunteer recruitment time dramatically reduced
The Organization
The nonprofit section of the Ann Arbor Art Fair gives organizations an opportunity to reach large public crowds, share their missions, and recruit supporters.
The Growth Constraint
Recruitment happened in bursts whenever a volunteer had time. Interested organizations could receive an initial message but no consistent follow-up. Common concerns were answered one conversation at a time, and some qualified organizations never moved from curiosity to an actual application. The opportunity was strong, but the recruitment process was not consistent enough to fully convert demand.
The Solution
We built an automated email journey that guides interested organizations from introduction to application. The sequence explains the opportunity, addresses common concerns, communicates deadlines and expectations, and continues following up without requiring a volunteer to manually manage every contact. The system can be refreshed and reused each year rather than recreated from the beginning.
What We Built
Business Value Created
Booth participation doubled within three years. The section gained more participating organizations and a more reliable recruitment pipeline, while volunteers regained the evenings previously spent sending repetitive outreach and follow-up messages.