Emotions drive most of our decision making, whether we like it or not. If you’ve ever seen the animated Pixar film Inside Out, you can probably relate to this idea. Your donors are no different. The more clearly you understand what motivates individuals to give, the more clearly you can understand who needs to be involved with our mission, and therefore to whom you should tailor your acquisition efforts. The secrets to donor loyalty are almost always hidden within your data.
Webinar: Decoding Donor Loyalty: Using data to accelerate acquisition and donor loyalty
In this webinar, you will walk away with:
- Who to engage with your organization and how to identify ideal donors
- How to tap into behavioral insights and motivations to engage with your organization
- How to create and scale the ideal donor journey that starts at acquisition
Through using smart acquisition strategies, nonprofits can grow and cultivate the relationships for ultimate donor loyalty and lifetime value.
The first impression a donor has of your organization can make or break your chances of acquiring them — and it only takes a few quick seconds.
That puts a lot of pressure on today’s nonprofits to not just deliver a goodfirst impression, but a phenomenal one. You have to provide a memorable and meaningful experience that compels donors to take action and leaves them wanting more.
With so much riding on a single moment, how can your organization create exceptional first impressions that convert donors and lead to long-term donor loyalty?
In this resource you will find:
- Six guiding principles of an effective acquisition strategy (from mindset to metrics)
- How to identify your organization’s unique value and use that insight to accelerate acquisition
- Powerful creative techniques to tell your story and inspire donors to take action
Download The Art of First Impressions today to ensure your organization creates first impressions that leads to a lasting impact.
At Pursuant, we believe the right combination of strategy, analytics, and creative storytelling will enable your organization to capture the hearts of your best donors.
In this resource, we break down each of these key components and share proven tips on how you can optimize within your acquisition efforts to make more meaningful first impressions with donors and drive loyalty to your cause.
We sat down with account-based marketing expert Sangram Vajre to discuss the “secret sauce” behind using ABM tactics to deepen donor loyalty. Sangram is the co-Founder of Terminus, and author of “Account-Based Marketing for Dummies.”
In our discussion, Sangram applies the timeless principles and powerful tactics of account-based marketing to major gift fundraising.
- How to create a culture of “donor obsession” at your nonprofit
- The difference between personal and corporate brands and how to leverage personality for maximum donor loyalty
- Strategies leading brands use to create tribes of raving fans
Tune in to grab these insights and more!
If you’re hungry for more, check out our two-part interview with David Brier, author of “Brand Intervention.” Listen to it in the car, on the train to work, while you’re doing the laundry or while taking a walk. We hope you enjoy it! Be sure to subscribe in your favorite podcast player like iTunes, Google Play, or Stitcher.
Traditionally we think about acquisition taking place when the first gift is made. That’s why most fundraisers have been trained to be hyper-focused on the “conversion phase” of the funnel. Their goal is to answer the question: What is going to get donors to make the gift?
But what if the first impression and decision to support are actually being made much earlier in the funnel?
A recent study from COHORT3 on donor decision-making found that 94 percent of prospects choose their preferred charity in the Awareness stage(rather than lower in the funnel in the Consideration or Conversion stages). In fact, findings revealed once a donor moved beyond Awareness into Consideration, the influence of the charity through ads or promotions in getting them to donate is actually quite low. At that point, influence is primarily driven by friends, family, or on their own.
This data tells us something pretty mind-blowing: Donors are actually making up their minds based on perceptions they have before an organization invites them to take action.
What Earlier Donor Decision-Making Means for Fundraisers
If the first impression is now made much earlier in the donor life cycle than previously thought, what does this information mean for fundraisers developing acquisition campaigns? A few things…
- Marketing and fundraising need to work closer together
If you’re on the development side of the house, you need to make sure you’re in close partnership with your marketing and communications department. They are ones responsible for driving awareness and brand-related communications in those crucial early stages. From a fundraising perspective, you need to be thinking: What do we need to do to make sure we infuse in those awareness messages to educate potential future donors about our organization so they make the decision to give down the line?
- Communicating your “unique value” is more important than ever
Ask yourself: What can you do that no other organization does better than you? Maybe it’s a unique program you have to serve your mission. Maybe it’s the mission itself. Maybe it’s the donation experience that you have down to a really good science. Whatever it is, take it, and run with it.
Your organization needs to be proactive in clearly communicating your unique value from the get-go, across all aspects of your brand. With for-profit companies, this type of thinking is common. They tell consumers what a product does that no other products on the market can do. This phone has the longest battery life, the fastest performance, takes studio-quality pictures.Nonprofits need to apply this line of thinking to their communications.
- Your organization should not be afraid to take a stand
Organizations need to own their unique positions, and also be comfortable taking a stand for who they are and who they are not. The work you do to define your unique position should be leveraged to show how you rise above the noise in a crowded market. This can be uncomfortable and somewhat scary for some organizations because you risk alienating some people. But alienating those whose values and passions don’t align with your mission isn’t going to hurt you.
Awareness Is When Your Organization Has the Most Influence
Remember: When you’re big conversion moment comes with a donor, their mind may already be made up. Make sure you are putting in the time, effort, and strategy to lay the groundwork in the Awareness stage to ensure a positive outcome that will keep moving them down the funnel.
Find out how you can alter your approach to acquisition to better meet the needs and behaviors of today’s donors—download First Impressions of Acquisition now.
More nonprofits are recognizing the influence of donor experience on the overall health of their fundraising. But how can your organization connect value to those experiences and tie them back to ROI? That’s a question many organizations are still struggling to answer.
On a recent episode of our Go Beyond podcast, Pursuant Executive Vice President of Analytics, Insights, and Experience Hilary Noon dove into this topic. Here are some of the key takeaways she shared on how nonprofits can get things rolling when it comes to measuring the impact of donor experiences…
1. Focus on one part of the donor journey
The donor experience is wide-reaching. It includes everything a donor feels from the minute they first come to understand your organization all the way through to when they decide to engage further (making a donation, participating in events, volunteering, etc.), and beyond. Since the donor experience stretches so far, it’s important to determine what part of the donor journey you really want to focus on.
If you’re not sure where to start measuring satisfaction, look to your key channels or transactions. If your organization is primarily event-based, start there. That’s where the majority of your revenue is and that’s the piece the CFO is paying the most attention to. If you can start to measure transactions for events on a regular basis and how satisfied donors are coming out of those event experiences, you can start to look at similarities between events that are getting high satisfaction scores and events that are also doing well in revenue.
2. Lower the barriers to increase donor feedback
Survey results tend to be a leading indicator of revenue in the future. When people feel a certain way, that’s going to carry them forward for a certain period of time. “At one organization I was with,” Noon said, “we used to be able to predict event revenue for the following year within one percentage point because of our ongoing measurement of experience. That’s powerful!”
The organizations that have the most success gauging satisfaction are the ones that collect it in a lot of different ways.They’re giving people opportunities wherever they are to answer questions—and they’re doing it in a simple, streamlined manner. The 3-5 question survey is a really effective method. But the delivery mechanism is key. You want to make it as easy and convenient as possible. It can be as simple as giving your donors the option of choosing an emoji to describe their experience.
3. Pay extra attention to your extreme users
Most organizations have different ways of getting involved (events, donations, volunteering, advocacy, mission-type of engagement, etc.). The more involvement buckets people are in, the higher their lifetime value. If you’re going to start a satisfaction study, the people who have multiple points of intersection are the ones whose feedback you should seek first.These are your extreme users. They are highly engaged and have been with you in many different facets of the journey with your organization.
Oftentimes people who are not-so-connected to your organization are going to give you superficial feedback. When it comes to surveys, nonprofits also have to deal with the halo effect because “we’re the good guys”. Nonprofits are rarely going to get survey scores like cable companies or the IRS. You have to almost discount a little bit of positivity that comes back from people unless they are really close to you. Because those people tend to tell you what’s real.
4. Go where the resistance is the least
Find a champion in your organization—preferably somebody who has a big revenue driver as part of their core responsibility. That’s going to be your quickest path to buy-in and success. If your champion has a smaller footprint, that’s OK too. Then you can test things in an environment that is safe and learn. As soon as you see some success, and as soon as that champion starts to talk about it, you’ll start to have other people coming your way.
Whenever possible, start with the donor side of things because it has the clearest tie to revenue and it’s the quickest way to demonstrate impact. Also, start with the donor population that has the biggest value to your organization. If there’s a barrier there, go where the resistance is the least and just make some small moves. Whatever you can do to push the effort forward might be all you need to get your program started and build some momentum.
n this episode: Brands slam your donors with thousands of marketing messages per day. This means your communication needs to be more focused than ever before. The only way you can speak to the right people at the right time about the right things comes down to your segmentation. Organizations that approach fundraising from a data-driven approach succeed in rising above the noise. Framing messaging within a donor’s motivations enables you to engage them more deeply with your cause.
Organizations that approach fundraising from a data-driven approach succeed in rising above the noise. Framing messaging within a donor’s motivations enables you to engage them more deeply with your cause.
What you’ll learn:
- What motivation-based segmentation means
- How clustering can help you identify segments based on motivation
- Tips to get started if your data is all over the map
If you missed the last episode of the Pursuant Listening Experience, be sure to check out Direct Mail is Alive and Well. Listen to it in the car, on the train to work, while you’re doing the laundry or while taking a walk. We hope you enjoy it! Be sure to subscribe in your favorite podcast player like iTunes, Google Play, or Stitcher.