Predicting Weather Is Not Like Predicting Donations
4. Lapsed-donor reactivation: When targeted properly, many lapsed donors renew their support and even become high-value donors. Predictive modeling helps you identify the lapsed donors with the greatest propensity to return to your organization and assess their potential lifetime value.
Predictive modeling is a powerful tool for helping your nonprofit streamline your upgrade, acquisition, monthly and lapsed-donor marketing efforts. Predictive models can help you spend your money more wisely, while also increasing your response rate. They can also help you cut through the crowded marketplace to connect with donors mostly likely to be interested in your cause and the work you do.
One of the keys to future growth and success for nonprofit organizations is getting the best return for your marketing dollar. And one of the best ways to do that is by incorporating more intelligence (aka data) into your marketing. Smarter marketing means less waste and better results. The days of mass marketing are over.
The nonprofits that will survive and thrive from here on out are the ones that most effectively target and scale their efforts.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.