digital measurement and donor management for nonprofits
Post on 21-Oct-2014
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DESCRIPTION
For many nonprofits, getting and using useful financial data for their communications and marketing strategy is a hard, slow and painful process. At CAUSE+E-FFECT 2012, Andrew Beeston (@niphal) presented a new, easy, and inexpensive tool to connect online donor data to existing marketing tools so that donor management and donor care can become a reality rather than a dream. http://www.envoyrelate.com/ http://www.brownbox.net.au/TRANSCRIPT
Donor management too… slow/hard/no skills?
If you can get $ datacan you use it?
Clicks and likes alone have no $ value
Google analytics data is not ‘who’
Solution:quantify $ value of online activity
3 years later
Measure the world
NUMBER OFTRANSACTIONS MONTHLY
INCOME
AVERAGE VALUE
This is your income
Measure the world
REVENUE ACTIVITY
TOTAL,RECENCY, AVERAGE
Meet Joe Bloggs
Where Joe is from
Instant notifications & updates
CEOMajor donor team
MarketingSocial media team
Software
Useful $ datainforms strategy
Use $ data tobe relevant for
intensive donor care
Personal Connection
“Dear {person} – I rang your home number and mobile this morning as I wanted to touch base and say thank you so much for
your gift online last night and for your ongoing support…”
:)
Out in the field.
“I didn’t donate so why am I being thanked?”
You don’t care.
Wow you know my name. </sarcasm>
You don’t really care.
Wow you know my interaction with your organisation.
Reciprocity
Micro Segmentation
Relevant message via segmentation = +300% budgeted income
Web
Different strokes?Customise the experience
Average gift = ?Give $15 $20
What’s working online?
Measure $ data. Experiment, measure and respond.