Chris Foster

We know that more targeted and relevant marketing drives higher response rates and engagement, and to get more targeted and relevant, you need great data. Here are some techniques to help any organization use data to create new models, audiences, and pools of targeted prospects that look just like their best donors.

Using data that’s available, nonprofit marketing teams can set trigger marketing to increase response and engagement. Let’s take a look at four examples.

Day-to-day business management is where KPIs can make a difference for your nonprofit. By using a handful of metrics that everyone agrees on, you can organize tasks, rally the team, and get everyone focused on the right kind of work. 

For any-sized marketing team, the choice of how to knit together the right blend of marketing channels has to be driven by a plan and understanding some fundamental rules of integrating channels. Understanding these rules gives your team the best chance of success.

Most nonprofits recognize that the Holy Grail of giving is connecting with the “everyday donor.” These donors take advantage of monthly recurring donation programs, or have a way to steadily give throughout the course of their everyday lives. Here is how your organization can gain everyday donors.

Strategy conversations can boil down to a simple statement: After we determine why we’re doing something, let’s vet what needs to be done. From there, the nonprofit can best figure out how it’s going to get done.

For nonprofits, there’s an exciting future event to prepare for, and it’s the surge of Generation Z. For the nonprofits that prepare and pay attention, it will be an opportunity to engage an entire new donor frontier.

Now that #GivingTuesdayNow has arrived, your marketing team is creating the inroads and online experiences to make it easier for donors to contribute.

Before you begin a mailing campaign, don’t start with the format. Start with the job it’s supposed to do, the story you want to tell and your approximate spend. Then, explore the hundreds of different, interesting and engaging options available in the world of direct mail.

As you move into your 2020 marketing plan, pair these channels up in new and creative ways, as two players in an integrated double-play.