They’re Doing What?
9. Test various donor segments, strategies and tactics. Analyze response and return on investment, and test again.
10. Thank your donors and keep them informed. If you’ve gotten a pledge from a telemarketing call, offer to send an acknowledgment via e-mail.
A 360-degree view
Too often, organizations maintain several lists in different formats that contain outdated, duplicated information and undeliverable e-mail addresses. By synchronizing online and offline databases, you can leverage information on your supporters and tailor the ask. To get the most out of your data, follow these four tips:
1. Clean your data. Use online tools to identify potential duplicate records. Attach source codes to each record to identify the original source of the data.
2. Give donors opportunities to update their information through personal profile pages. Use an online survey that includes demographic questions. (When someone completes the survey, send him to a landing page with a donation ask.)
3. Regularly exchange data on new constituents, changes and gift information between your online and offline systems by using automated imports and exports or two-way automated solutions.
4. Make data management an ongoing, day-to-day process. Get expert guidance on managing your data, not just the mechanics of getting data into your system.
Tactics and timing
A successful multi-channel campaign increases the need to get the right message to the right person at the right time in a way that builds a relationship. The approach that works well for one organization, however, might not work for another.
Does an e-mail just prior to a direct-mail piece make a measurable difference in conversions? What about an e-mail sent immediately after a direct-mail piece arrives in donors’ mailboxes? Is one segment of your donor base more valuable than another? Is there value in driving direct-mail donors to an online donation form? The only way to know is to test. And re-test. And test again.