Data-Driven Campaign Targeting and Stewardship
However, if a fundraiser could see that this constituent participated in the walk last year, bought some shirts online and actively promotes the organization on his Web site, he would probably be treated differently. And once he is recognized as a supporter of the organization, the nonprofit can utilize various fundraising strategies to further engage him and continue to foster a deeper relationship to build affinity.
The ability to gather a full, 360 degrees of constituent interactions can help fundraisers achieve greater success. The more data that can be gathered and — more importantly — organized in a useful way, the more targeted the campaigns can be.
With the right emphasis on integration, a nonprofit can personalize and target communications as it cultivates its relationships and runs subsequent campaigns. However, targeting is just the first thought that comes to mind when considering how the data can help nonprofits be more effective. Data can also be used in stewardship efforts.
By extending the integration-centric approach described above for constituent data to the outcome data resident in their accounting and program systems, nonprofits will have created a good approach to stewardship in a very personal and compelling way. By using financial data to explain how funds were used, nonprofits can build donor trust.
Going beyond the financial breakout, nonprofits can correlate outcome information from the program system into the constituent engagement database. This allows for messages that are personalized not just with respect to name, interests, location, etc., but also with respect to stewardship. The nonprofit can report how much of the person’s last gift went to the designated program, as well as what good that money did in quantitative terms. This data-driven approach to stewardship can be particularly effective for nonprofits that have a great number of donors who wouldn’t otherwise get this kind of personalized feedback. Stewardship of this sort is critical for the nonprofit that wants to cultivate lasting relationships with its donors and provide them with satisfying giving experiences.