Good data lays a foundation for lasting donor relationships. From contact information to giving histories, the records a not-for-profit organization keeps support ongoing engagement with donors. The constituent relationship management and fundraising systems in use at a nonprofit will determine whether a Blackbaud Salesforce integration or using nonprofit data software to connect other platforms could be helpful for promoting and sustaining donor engagement.
See Where You Have Missed Opportunities with Donors
Empty fields in constituent records and lapses in donations can point towards opportunities for an organization to strengthen its approach to engagement. On the one hand, improving data health or gleaning more information in donor or supporter interactions can provide the information necessary to drive successful engagement. On the other, engagement can lead to a clearer sense of the factors that drive donors to give or any obstacles that might stand in the way of making a donation.
Awareness of the need for donor data management is just the first step toward turning a lack of data or markers of disengagement into meaningful opportunities. Integrating data across platforms can ensure that engagement or gifts recorded on one platform are made available in CRM software records and ensure that crucial information is not dispersed across duplicate records.
Create Targeted Marketing Campaigns
Donors are more likely to engage with campaigns targeted to appeal to them directly or that reference their particular interests in a cause or motives for supporting an organization. It is necessary to accumulate data about each supporter in order to target effectively. A record is built around fundamental contact information but may also account for other information solicited by an organization through outreach or alongside previous donations.
Customizing email messages with personalized salutations and details about how past gifts have supported the mission of a nonprofit is a basic approach to targeting. More advanced methods may be platform-specific, and these tactics can prove particularly effective if an organization is aware of the social media applications or donation methods preferred by supporters.
Acknowledge Past Contributions In Ongoing Engagement
Constituents are more likely to donate again or volunteer for organizations that express gratitude for their past contributions and efforts. Data integration can ensure that this information is accessible in CRM software and facilitate exporting portions of a record to email marketing tools or any other mode of outreach.
One of the main advantages of data integration is that the benefits associated with increased availability of relevant data can accrue across platforms. Whether an organization determines that a particular supporter or segmented list of supporters can be best engaged offline through conventional outreach methods such as mail or phone calls or online via email or social media, data can direct and inform every mode of engagement.
Each of these measures has the potential to increase constituent involvement. Identifying missed opportunities can direct the attention of nonprofit staff toward more effective methods of engagement. Making use of all of the data available for constituents in future fundraising and outreach initiatives has the potential to turn one-time or occasional supporters into repeat donors.