In 2020, it can feel like nonprofit staff are working twice as hard to raise half as much.
Where in-person fundraising events have...
In 2020, most nonprofit marketers have a working knowledge around why personalization converts but less insight around how to structure a strong personalization strategy. The secret to success? Lead with data.
In the age of subscription services, consumers expect a tailored customer experience that is personal and engaging. Implementing a strong personalization strategy not only leads to an improved donor experience but long-term relationships with those who fund your work.
Your organization may already incorporate personalization tactics based on audience segmentation, including giving levels, demographic information, or areas of interest. Beyond these segmentation options, consider how your supporter behavior and identity can influence your engagement to foster long-term relationships.
For example, website traffic, email open rates, and conversion rates can tell you a lot about your supporter preferences. Using your nonprofit data to influence your personalization tactics incorporates real-time behaviors into your cultivation approach. Are recurring or returning donors disengaged with your emails? Are you seeing high website traffic but low donation conversions? Your personalization strategy should support the key initiatives of your organization, so take these metrics into account as you map out your overall goals.
Additionally, the intersection of giving and race is finally receiving worthy attention in 2020. Nonprofit organizations can and should be speaking to BIPOC (Black, Indigenous, and People of Color) donors on a personal level, in a way that respects their experience and connection to your organization, while amplifying BIPOC stories within your nonprofit community overall. When you incorporate your nonprofit data into your personalization strategy, you can begin to foster relationships with your donors that last a lifetime.
To incorporate your nonprofit data into your personalization strategy, begin by outlining your overall goals and determine which metrics will help drive you towards that goal.
Consider the data you may already have on hand, and assess how you collect and store that information. For example, let’s say you house phone numbers for a portion of your donor base. How frequently do you make personal thank you phone calls? Does your organization have the capacity to incorporate text messaging into your multi-communications strategy? Once you have a better understanding of the data already in your possession, you can begin to use this information to power your strategy.
Questions to keep in mind:
Implementing a data-driven approach to your personalized marketing doesn’t have to be a painstaking, manual process. Incorporate AI tools to help automate parts of the process and focus your one-on-one energy in areas where it will make the greatest impact for your organization.
When it comes to personalization, there will always be a space to better address your supporters on a more meaningful level, so determine the tactics that will work best given your bandwidth & capabilities, but don’t shy away from what’s possible. Incorporating strategic personalized marketing is a key factor in unlocking rapid and exponential growth for your nonprofit organization, and there are always opportunities to innovate.
Avoid getting too comfortable with the phrase “this is how it’s always been done." Don’t be afraid to try a new approach to reach your supporters in a more effective way, and keep the basic building blocks for strong personalization at top of mind:
Incorporating strong personalization tactics won't require a mastery of rocket science, but it does take time and requires prioritization. However, when you invest in data-driven marketing efforts, the results will speak for themselves.
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