A practical guide to the next generation of fundraising
The next generation of direct marketing fundraisers place the donor at the center of the organization. We hear that frequently in our industry, and we’d all agree that the donor’s experience should look as follows: a highly personalized experience where the nonprofit understands me, gets what I need, paces engagement to match my level of interest, talks with me – where and when I want – and delivers an experience that gets better the more time we spend together. From the nonprofit’s perspective, donor-centric fundraising delivers a truly great donor experience, and ensures we focus seamlessly on the most valuable donors across the enterprise.
Download the whitepaper Donor-Centric Fundraising to learn the new way forward - a way that centers on the individual donor's motivations and reasons for giving and crafts a personalized, truly relevant experience around it.
Understand the framework for becoming a donor-centric fundraising program and organization, including:
Donor Strategy: Do you have a fully functional enterprise segmentation definition – one driven by motivational segments, targetable in online and offline channels, including donor value (LTV), channel preferences, and motivations/reasons for giving? Are the enterprise segments shared across the fundraising organization?
Experience Delivery: Are you building donor journeys? Do they assemble the right media mix that also targets and personalizes the journey for each segment and for each donor?
Organization: Do your fundraising departments share a unifying structure, donor vision, and common fundraising goals that allow them to collaborate productively across an integrated, cross-departmental program?
Data and Data Infrastructure: Do you have a 360-degree view of your donors? Does it integrate online and offline donor records, transactions, promotion history, and fundraising costs?
Financial Strategy: Are you able to measure and attribute the value of donations to the individual marketing touchpoints across the multi-channel promotion? Are you using that attribution for bottoms-up campaign planning and top-down budget planning and optimization?