by molly frankcom
As a charity database manager or fundraising professional, having effective communication is the cornerstone of successful fundraising. But have you ever considered whether your data selections are hindering your efforts?
The right data selections will greatly impact your ability to connect with and engage supporters. The wrong selection will have the exact opposite effect, leaving you wondering why you’re not hitting your goals.
In this article, we’ll explore what you must consider for the best possible fundraising supporter engagement.
Key Strategies For Better Supporter Engagement
Here are the key ways to use (the right) data to increase your fundraising efforts.
1. Define Clear Objectives and Goals
Before you even touch your database, ask yourself: What am I trying to achieve with this communication?
Are you looking to increase donations from a specific group? Reactivate lapsed donors? Maybe you're aiming to engage supporters for an upcoming event.
It's not enough to say you want to "raise more money." Instead, set specific, measurable targets like "increase the average donation amount by 15%" or "convert 10% of one-time donors to monthly givers." These concrete goals will guide your data selection and allow you to assess the effectiveness of your campaign later.
2. Prioritise Data Quality and Accuracy
Imagine spending time crafting a personalised appeal emphasising how grateful you are for your donor's support and sending it to "Mr. John Smith" only to find out he is known as "Dr. Smith" and has recently moved.
Awkward, right? That's why regular data cleansing is crucial.
Duplicate records can lead to embarrassing mistakes, like sending multiple copies of the same appeal to one person. Use your CRM's duplicate detection tools regularly to merge or remove these entries.
3. Master Segmentation and Targeting
One size doesn't fit all in fundraising. Break down your supporter base into meaningful segments based on criteria like giving history, interests, or engagement level. For instance, you might have segments for major donors, regular givers, volunteers, or event attendees.
Once you have your segments, tailor your messaging to resonate with each group. A major donor might appreciate a detailed impact report, while a first-time giver might respond better to a story about a specific individual your charity has helped.
4. Integrate Your Systems for a Holistic View
In today's digital landscape, your CRM shouldn't exist in isolation. It should integrate seamlessly with your email marketing software, social media platforms, and other tools you use to engage supporters.
When your systems are integrated, keeping them in sync is crucial.
5. Commit to Regular Reviews
Respecting your supporters' communication preferences is crucial in the age of GDPR and increasing privacy concerns. Regularly review your exclusion criteria, including those who have withdrawn consent.
This not only ensures legal compliance but also builds trust with your supporters.
Taking Your Data Game to the Next Level
If you are interested in gaining support on routine procedures including data selections, recurring imports and database management check out our Enable service.
Our team of experts can help you implement these best practices and take your data management to the next level.
Want to know more? Contact us via our website or email help@productle.com! We're here to help you make your data smile and your fundraising soar!
Remember, effective data selection is not just about technology – it's about understanding your supporters and using that knowledge to build meaningful relationships.
