Data Is Helping Boost Donor Engagement for Nonprofits

The adoption of tech tools in the nonprofit space has opened a door to unlimited possibilities. As the sector finally understands how technology fits into our landscape, we are also pressed with the challenge of understanding what each of these technologies is capable of and whether or not it’s a good fit for our organization.

As previously mentioned in NonProfit PRO’s “40 Nonprofit Trends for 2019,” this is the year of innovation. And I surmise that the years to follow will also be the years of innovation. Technology is elevating the nonprofit space, creating more productivity and efficiency for everyone in the organization. Through these technology solutions that are being offered, we’re seeing the term “data” thrown around everywhere. And it’s important that everyone in the nonprofit industry understands the opportunities it holds.

Data holds so much potential for many reasons, but one important reason is that nonprofits can use data to improve their relationship with their supporters by better donor engagement. Now, donor engagement can be a tricky thing these days. We’re no longer at a point in time where donors give to a cause because they think it’s a good cause. We’re at a point where nonprofits are in competition with other nonprofits for the same dollars. Donors are more particular about the organizations they give to—they have standards, and they have requirements. Donors are doing their research to find the best organization out there and one that meets their needs.

That’s why donor engagement is so important—and why nonprofits need to use the data they have and capitalize on it. But with all this data… how can nonprofits use it improve donor relationships?

Leverage the Data to Learn More

In each of your nonprofit’s data files, there’s a wonderful story about every donor. Taylor Shanklin, VP of Marketing at Pursuant, explains that while data is a great tool, there’s so much noise to cut through. It can be overwhelming looking at data sets if you don’t know what you’re looking for. That’s why it’s important to ask a question, such as, “How does this particular donor prefer to give (e.g. direct mail, online, mobile, etc.)?”

“It is imperative that we speak to our supporters about what really matters to them. Technology makes it easier to look at large sets of data and then derive meaning from it.” — Taylor Shanklin

The beauty of data is that it allows nonprofits to look for donor behavioral patterns and learn more about donors, learn how they’re interacting with the organization and which platforms they respond to. Donor engagement is a relationship-building experience, and data helps nonprofits capitalize on the data they have and bringing that donor relationship into fruition.

If you’re interesting in learning more about the capabilities of data and other technology tools out there, come join us in Philadelphia for the NonProfit POWER Summit, where you can network with your nonprofit colleagues and learn more from leading technology strategy partners in an unique setting. NonProfit POWER is an invite-only event for leading nonprofits, but everyone can submit an application here.

If you have any questions, email me at nhute@napco.com.