2. Amplify Your Fundraising with Donor Analysis and Data Optimization
Caryn Stein
Vice President of Marketing Ruffalo Noel Levitz

3. Hi there. Caryn Stein Vice President, Marketing Ruffalo Noel Levitz

4. Amplify Your Fundraising with Donor Analysis and Data Optimization
Agenda
Amplify Your Fundraising with Donor Analysis and Data Optimization
Today’s Fundraising Landscape
How to Get More from Your Data
Personalized Fundraising
Patricia Run Through
Q&A

5. TODAY’S FUNDRAISING LANDSCAPE

6. There are more mobile devices on the planet than toothbrushes
Online giving growth continues to outpace the growth rate of giving overall
Online, average gift amounts continue to increase
Mobile penetration continues to grow
P2P gift amounts and fundraising opportunities expand
Fundraising Strategy vs. Behavior
Technology vs. People
There are more mobile devices on the planet than toothbrushes

7. U.S. consumer media habits continue to shift to online, with a crossover point expected in 2018—when the average daily online media consumption will exceed all offline media (e.g. TV, print and radio). Today’s donors are increasingly digital, with most of the U.S. adult Internet population engaging daily in Facebook (172 million users), watching digital videos (221 million users) and listening to digital audio (121 million users). The smartphone in everyone’s pocket is constantly being used to snap photos, post updates on social networks, text and call friends. Increasingly, consumers are using dual mobile devices (e.g. tablet and smartphone), increasing their consumption of media and interaction online.

8. By 2019, 246 billion emails will be sent per day
On average, we spend 11 hours per day consuming media
60% more time YoY on smartphones creating and consuming data
By 2019, 246 Billion s will be sent per day (33 s per person)
By 2019, 246 billion s will be sent per day

9. We spend 11 hours per day consuming media
How much do we create?
Because what we can access, collect and know via technology allows us to use data to more effectively and efficiently turn that data into…
We spend 11 hours per day consuming media

10. The challenge and opportunity of data & technology…
risk of isolation in our wired culture. As technology becomes more ingrained in our daily lives, simple actions that have traditionally involved face-to-face communication have been transformed by apps and interfaces. As we’ve become more connected than ever, it’s become easy to avoid true connection.
For nonprofits, it’s ironic that just as we have the ability to reach so many more people in the world, it’s increasingly tempting to opt for generic messages and efficiency. Resist this urge! If we want to inspire action and support for our causes, we must continue to appeal to the emotions of our fellow man. Passion. Hope. Empathy.
So how do you ensure your digital outreach has a heartbeat?Because what we can access, collect and know via technology allows us to use data to more effectively and efficiently turn that data into…
The challenge and opportunity of data & technology…

11. Data is the root of successful donor-centric fundraising
Personal journey – from identification to cultivation to solicitation to retention.
From enrollment to alumni
From the interaction to the transaction
Data is the root of successful donor-centric fundraising

12. Giving is personal, social and emotional.
Technology enables us to better answer these questions Why me?
Who says?
What for?
Why now?
Giving is personal, social and emotional.

13. And we actually have a lot of this insight already, we need to now take the next step to tie it together and create experiences that are relevant, specific and meaningful
The right data coupled with the right technology helps you tell a more relevant story at the right moment to the right people

14. Why me? ME: Message, Messenger, Medium, Measurable Impact
Remember: you need to think of this from your audience’s approach. Your audience is not your staff, board, or a PhD symposium. Be donor-centric.
What topic is at the top of the iceberg for your donors? What will make them commit to giving? Make sure that’s front and center in your messaging (and event)
Why me?

15. Remember: to a donor, giving is about
Message
Messenger
Medium
Meaning
Measurable Impact

16. Specific
Relevant
Urgent
Emotional

17. HOW TO GET MORE FROM YOUR DATA

18. How Data Makes a Difference
Less waste, better ROI
Data allows you to get the right message to the right individual, the more specific the better
Focusing only on the populations you wish to reach
Relevant, targeted messages get more opens, more donation conversions, and higher gift amounts
More complete records, more opportunity to connect
Contact information, affinity, past engagement, ongoing engagement signals
So how can you take your data and make it work for you? If you have data and want to use it effectively, you’re going to want to focus on your donor experience
Understanding your data and being able to show what your campaigns are producing is important for you and it’s probably important for your board. When we talk about donor segmentation, we mean giving the right message, to the right person, at the right time. Knowing your data is going to help you be more targeted in your campaigns will result in more opens for your s, more donations and higher gift amounts.

19. Data Quality Audit Constituent Type
Understand differences in community members, program participants, past donors, partners, and staff.
Constituent Type
Separate 1st-time donors and reactivated donors from more consistent donors.
Donor Consistency
Assess the volume of records that are reachable via each channel
Solicitable Records by Channel
Analyze your retention rate, average gift, donors and dollars raised through available channels
Key Metrics
Calculate the value of those not renewed, particularly those with missing data, by reviewing last gift and lifetime value.
Opportunity Cost

20. Map Data Sources Database Event Tickets Direct Mail Engagement
Major/Planned Giving
Prospect Research Vendors
Record Source
Online Giving
Volunteer History
Program Participation

22. Questions to Ask What % of donors were you unable to renew last year?
What do you consider to be a complete record?
How much of your data base is comprised of incomplete records? What does that mean for your campaigns?
Which data sources are not updating your database on a regular basis?
Do you have established rules for how and when new data is accepted?
How often do you research and add new data points?
How often do you clean your records?
How does your data connect to other vendors, tools, gift officers?

23. A Simple Segmentation Approach Example – Event Attendees, Non-Donors
Combine Your Message, Medium, and Ask
Example – Event Attendees, Non-Donors
Segment: Event Attendees (who haven’t given an additional donation in the last 12 months)
Medium: Personalized (addresses them by name, event activity, program supported, ticket level)
Message: “You helped make our event a success, with your help we raised [specific amount] which will [specific impact/outcome].”
Ask: “Please help us continue/complete [current program/project] with your donation of [appropriate amount relative to previous gift].”

24. Comment Segments Donors vs. non-donors Supporter type Giving levels
Recurring donors
Lapsed donors (LYBUNT, SYBUNT)
Campaign/Acquisition Channel
Volunteers
Event
Board

25. PERSONALIZED FUNDRAISING

26. Offering specific impacts that tie back to what they know, do, care about
Donors give through you, not to you.
Use your data to dynamically tie the giving experience back to affinity, experiences, identity and impact

27. Optimize and Offer Giving Choices
Meet donors’ expectations by offering specific giving opportunities that match constituents’ preferences and passions
Offer ways for donors to select and understand the impact they will have
Lower the barrier for donors to give through online giving, mobile-optimized experiences

28. Personalized Fundraising Opportunities
Personalized engagement through multichannel outreach, including direct mail, digital, , phone
All channels are integrated and build on a donor-driven story to create a personal journey
Meet donors where they are on their terms and on their timetable
Digital advertising: Retargeting, targeted display and geo-location

29. Customized Stewardship for Long-Term Success
Personalized stewardship through multichannel outreach, including direct mail, digital, , phone
Report on impact on a timetable that reflects the donor’s gift, not your communication calendar
Create follow-up giving opportunities that build on the first gift’s data

30. GIVE NOW Facebook Website Display Ads Mobile Apps Instagram
YWCA
Website Display Ads
Your ads are distributed across thousands of sites, social media platforms, and mobile apps.
Digital Advertising works across all generations
Digital Advertising supports all channels/campaign types
GIVE NOW
Mobile Apps
Instagram
YouTube Video Ads

33. Q & A

34. Would you like to learn more about connecting with more donors, more successfully?
Accelerate your annual giving program
Identify and reach more major donors and planned gift prospects
Optimize your online fundraising approach
Create a smarter multichannel acquisition campaign
Launch a successful Giving Day
Personalize digital outreach and advertising

35. RNL Complete Fundraising
Identify, engage, and raise more throughout the donor lifecycle
RNL Major and Planned Giving identifies, warms, and qualifies prospects ready to make a transformational gift.
RNL Annual Giving attracts, converts and retains more donors through multichannel integrated fundraising campaigns.
RNL Digital Giving amplifies your message and reach online to raise more.
RNL Advancement Services transform the quality and completeness of your organization’s data.

36. INSIGHT. INNOVATION. EXPERIENCE.
40+ years
Helping institutions meet their challenges and exceed their goals since 1973
1,800+ client institutions
150+ experts in higher education, fundraising, technology and marketing
Millions of digital communications and more than one billion direct mail pieces delivered
6 million fundraising conversations annually
$1 billion in funds raised

37. Thank you.
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