Thursday, September 15, 2016

Getting Donor Data Ready for Year-End Fundraising

Nonprofits are heading into their important year-end fundraising season when donor file prep and targeting can make a big difference in results. We wanted to pass along a recent post on key ways to maximize success with donor data, especially since these are areas where clients regularly rely on DBM Designs' data services. The first goal, as the article notes, is to have an accessible, updated, accurate and actionable database and donor management system. Besides name and contact info, it should include strategic targeting factors such as campaign performance, donor history, gift amounts, last gift dates preferred channel and demographics. Data services experts can help quickly aggregate, organize and clean existing donor data, and also help append missing data, such as demographics. The next key task is donor segmentation. Segmentation identifies groups by shared attributes in order to send each group the appropriate targeted message or campaign. Segments can be divided by giving level, last gift date, relationship with the organization, demographic information and more, and the article offers a handy "donor segmentation cheat sheet" for beginners. Of course, the segmented data is useless without a marketing plan, which should include fundraising goals; deployment timings; integrated use of channels such as direct mail, e-mail and phone solicitation; and targeting and creative messaging strategy. Targeted donor data and segmentation will then permit more effective creative via crafting of tailored, personalized communications that tap the donor's personal connection and history with the organization or cause. Plus, data can be used to tailor the rest of the donor experience, from the mailed response device or online donation page to expressions of acknowledgement and appreciation. For the full post, see

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