With the presidential election fewer than eight months away, fundraisers, once again, are faced with the uncertainty of whether political giving this year will impact contributions to their respective organizations.
Could the first quarter of 2016 really be almost over? The reality hit me as I was speaking with a client recently. After we exchanged some jokes about the passage of time, he said, “Can I make a confession? I feel like we’re off to a slow start.
In the context of marketing, you could say, "personalization is the process by which marketing delivers personalized experiences (to consumer and prospect) so as to engage and guide each individual through a set of predefined interactions and conversions." The goal, like all marketing programs, would be to drive an incremental benefit to the company.
Analyzing paid search orders based on whether they were placed by new-to-file or return customers can be a valuable exercise in determining how different areas of an account help drive new buyers to your site or aid in customer retention. Beyond that, it can also give you some insight into how searchers behave when clicking on ads and how brand recognition impacts decisions made on the SERP.
Every company has digital marketing challenges that are unique to their industry, their selling model (direct to consumer/wholesale/hybrid), their technology stack and their organizational structure. But acquiring first-party data to create a true model of customer journey is a struggle that persists across the board.
Last year was big across the fundraising landscape. While the industry continues to struggle with reduced performance (efficiency) of direct mail, leading groups were tackling the hard questions—how do I truly integrate my donor data? What does the ideal donor experience really look like across channels?