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Understanding the Power & Potential of Big Data, donor engagement & Driving Nonprofit Success
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UNDERSTANDING THE POWER & POTENTIAL OF BIG
DATA, DONOR ENGAGEMENT & DRIVING NONPROFIT SUCCESS
Big Data &
Donor Engagement
CxO DC
Marketing for Members
The casting a wide net approach
While this approach is excellent in building brand recognition and
publicity. Since dips in donor
engagement have been noted since the Great Recession of
2008 – a more strategic
methodology is in order.
What have Non-Profits been doing to attract members and
donors?
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Time to change the approach…
The Wall Street Journal of corporate
financial reports finds that cumulative sales,
profits and employment last year
among members of the Standard & Poor's
500-stock index exceeded the totals of
2007, before the recession and financial
crisis.
Total giving to charitable organizations was $335.17 billion in 2013 (about 2% of GDP). This is
an increase of 4.4% from 2012. Although this is the fourth straight year that giving has increased, it is still not at the pre-recession level
of $349.5 billion seen in 2007.
Data from obtained from Charity Navigator
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• UNDERSTANDING DATA METRICS & DONOR
ENGAGEMENT
• NO SHAME – EVEN $500 MILLION DOLLAR FOR
PROFIT COMPANIES ARE JUST GETTING STARTED
• YOU PROBABLY HAVE GREAT DATA TO START & IF YOU DON’T YOU CAN
GET IT
BUT HOW?The answer has been right under your
nose all along
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First - what is Big Data?
Big data is new and
“ginormous” and scary –very, very scary. No,
wait. Big data is just another name for the same old data
marketers have always used,
and it’s not all that big, and it’s
something we should be
embracing… Lisa ArthurContributor, Forbes
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What are we really talking about…
From our friends @ Google
Big Data is…
Extremely large data sets that may
be analyzed computationally to
reveal patterns, trends, and
associations, especially relating to human behavior and interactions.
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You Have “Big Data” – recognize it and don’t let it fluster you.
Every day non-profit and for profit companies alike are gathering data – through various means… and all this “stuff” we are collecting is very valuable.
Newsletters
Event Attendees
Website Analytics
Webinars
White Paper Downloads
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How to Collect the
right data
Knowing who your prospective donor member before launching new
campaigns is paramount
Gender Age Income Level of Education Race / Ethnicity Political Affiliation Religious Affiliation Online Engagement
• Social media, website clicks, newsletters
Past Donor Behavior – • Repeat, Annual, Lapsed?
Past Event Attendance Relevant Contact information
• Email, Phone, Address, etc
This information will enable you to predict future engagement into the future
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From the Data collected, Predictive Models can be built &
Donor Engagement can be Measured
Most times donors “stop
by” once and then
never come back…Why?
We must find out what engages
donors and reengage them with similar opportunities
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What to look for… Never perform
data analysis on your Master Data – set up new spreadsheets
Know the questions your asking of the data
Keep your eyes open for patterns
Have a 30,000 foot view – don’t get caught up in minor details
Always ask why?
The Data Is In – Now What?It’s Time to Analyze
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Once you have the data, it can be used then to create predictive models of your audience
segments.
Predictive modeling is the process of creating statistical models to determine the likelihood of future behaviors.
Predictive models take into account a number of factors that are likely to indicate how an individual will respond or react. Some examples of predictive-modeling factors include gender, age, income and giving history.
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The 4 Different Predictive Models
Current donor: Predictive models can help you get
more value from your existing donors. You can create models to identify donor populations ideal for major upgrades or to help you target the right donors for specific asks or appeals.
Donor acquisition: Acquisition is an area where data modeling can have a big impact. Your nonprofit can create models to identify non-donors that most closely resemble your current donors. These models help you better target your acquisition efforts to maximize your marketing spend.
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The 4 Different Predictive Models
Monthly sustainer: Monthly giving provides a reliable, low-cost income stream for nonprofits. It also enhances the loyalty and value of donors. By developing a predictive model, you can target individuals most apt to become monthly donors based on demographic and psychographic attributes.
Lapsed-donor reactivation: When targeted properly,
many lapsed donors renew their support and even become high-value donors. Predictive modeling helps you identify the lapsed donors with the greatest propensity to return to your organization and assess their potential lifetime value.
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What to Track When Measuring Engagement
KNOW YOUR WHO, WHAT, WHEN, WHERE & HOW
Financial Know exactly how your donations are coming in. Annual
campaign, direct mail, online, mobile. However, don’t be penny wise and dollar foolish – donor
engagement goes far beyond dollar donations.
Event Attendance & Volunteer EffortsEvents & Volunteer can drive PR, engagement and build brand
awareness. There is nothing more engaging and member building than a successful event. There is great marketing opportunity to pair events with Social Media that can things viral.CxO DC
What to Track When Measuring Engagement
KNOW YOUR WHO, WHAT, WHEN, WHERE & HOW
Social Media / Blogging Um…Heard of the ALS Ice Bucket Challenge? Track what kind of
posts are getting the most hits, shares, follows. Post & Blog often to increase your “Googleability”
Mobile /Text Email Newsletters/Campaign Blasts
Track what gets open, successful subject lines, successful stories, videos, etc…what day, what time of day.
Website – Via Google Analytics What is getting clicked on – is it “feature stories or Video? Where is
your traffic coming from Google Search, Inbound Links, Newsletters?
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Rinse & Repeat
Using data to measure and increase donor engagement should
be an ever evolving cycle. Stagnation in data and outreach will lead to stagnation in donor
engagement and giving.
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Know Your Audience & Deliver the Message/Experience the Way
They Want to Receive it
Once you know your audience and what their engagement
preferences are – you can split them into
appropriate segments and tailor the
message to that specific group.
Social Media – X Gen Donors
Direct Mail /Telephone Campaign
to Baby Boomers
Corporate Events / sponsorships
Monthly Email Newsletter
Video NewsCxO DC
An increase in engagement =increase in success of the
mission = increase in donors /
memberships
There is a Direct
Correlation
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The End Game
[Engagement is] an attitude. The organization that does this well has made a conscious decision to mobilize their donors to
accomplish their mission – not through fundraising, but through other actions that involve
the donor. And it just also happens, that a donor who is more involved is more personally invested
in the success of the organization, and that kind of involved donor is more likely to give more money.”
What is Donor Engagement, Anyway? 3 Ideas to Make it Real
Leslie AllenFront Range Source
CxO DC
