Charities: How Your Supporter Data Can Be Used To Increase Support
It’s a tough time for charities – with belts tightened and a watchful eye on spending, financial support from donors needs to be carefully nurtured.
Knowledge is captured every time supporters interact – when they open an email, sign up for a newsletter, join a volunteering project, or support online.
All this vital detail, once brought together in the same place, gives you insights that can inform your marketing strategy and content.
Angela Hall from The Insight House, specialises in using data to inform your marketing strategy and reveals how understanding your data can boost your marketing success.
Using your data to refresh your marketing strategy and content will:
- Retain current supporters at their current donation level
- Increase support from current supporters without risking cancellation of membership/support
- Convert one-off supporters to regular givers
- Increase conversion from current marketing – newsletters / events etc.
For all charitable organisations, driving value for money is paramount.
To optimise your data for proactive marketing purposes, you need to know:
- What’s the best conversation to have with your supporter base to drive their loyalty, engagement and value?
- How can you ensure you deliver that conversation to the right person at the right time?
- Where the value lies, and how to increase it
- The short versus long-term value of supporters recruited through different means
- What loyalty means – conversion of your supporter type, longevity of support or breadth of interaction.
Then you can choose the best strategy to apply to each donor or member:
- Membership renewal communications
- Membership increased support campaign
- Conversion of one-off donors to regular supporters
- Reactivating lapsed memberships
The insights are in your data – does your charity need help to uncover them?
The Insight House – insight with an action plan
insighthouse.co.uk
07894 276239
enquiries@insighthouse.co.uk
