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Cofounder of Beaconfire Consulting, Michael Cervino, shares some great case studies and tips for organizing and using your supporter data.
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Organizing Your Organizers
• Targeting by behavior
• Identifying opportunity
Targeting By Behavior
• Who’s a donor? An activist? A subscriber?
• Who’s recently active? Whose not?• Who clicked through, who didn’t?• Who acted, who didn’t?
Use targeting tools you have to spice it up.
Key Segments
• Donor-activists• Donors• Activists-recent• Activists-older/active• Activists-lapsed• Subscribers
Act, ACT!, pass alongAct, ACT!, pass along
Act and askAct and ask
Pass along first, donate secondPass along first, donate second
Act first, donate secondAct first, donate second
Tracks
• Donor-activists• Donors• Activists-recent• Activists-older/active• Activists-lapsed• Subscribers
Campaign Engagement
Simple FlowMessage #1
Campaign AnnouncementConditional Content by Segment
Message #1Campaign Announcement
Conditional Content by Segment
Message 2AThanks!
Pass Along
Message 2AThanks!
Pass Along
Message 2BAct Now!
Message 2BAct Now!
Message 2BFW: Announcement
Message 2BFW: Announcement
Acted Opened/Clicked Nada
Last MessageDonate
Last MessageDonate
Acted/Opened/Clicked
Message 3Final Chance!
Message 3Final Chance!
Nada
Results
• 25% higher engagement rate• 15% higher contributions• Increase new donor dollars• Lower opt-out rate
Simple Approaches
1. Segment recently actives & recognize2. Thank recent givers & call to extra
action3. Conditionalize for new joins4. Increase # but shorten emails for
inactives5. Be conversational
Identifying Opportunity
When’s The Critical Time?
• How long to convert?– Need join date– Need date of first gift– Join date = 1– First gift month – Join Date = Convert Time– Line ‘em up by 1-M, 2-M, 3-M
• Online data is there• Offline … extract & match
When’s The Critical Time?
PROBLEM!
FIXED!
Now’s The Critical Time!
1. Know your trendlines– Aging since last action– Conversion timing– % of file active/inactive
2. Segment at-risk, engage differently3. Experiment & evaluate
Hungryfor
Answers?
Or Just
Hungry?