Setting up a successful donor journey nowadays is no longer possible without data. It's not just about winning back former donors, but also about acquiring new donors – it all begins with the data you already have as a charity. The interesting thing is that, as a fundraiser, you often already have the most important keys and just need a little help to unlock the potential of your own data. But how?
A well-organized and up-to-date database is the backbone of communication with donors. You want to make sure you have a database that meets these four requirements:
Improving your data quality is an ongoing process. Regular updates and cleanup actions are essential for an optimal donor database. This way, you can easily initiate win-back campaigns, for example, targeting donors who have recently moved. Or run a loyalty campaign based on interests. Knowing that an average of 10% of consumers in a database has moved, a targeted approach to data quality can have a significant impact on costs and conversions.
According to our philosophy, the most effective way to acquire new donors starts with your own data. To acquire donors, you need to understand what characterizes your current donors. Create a 360-degree view of your donor database by differentiating between various segments, such as:
Add segmentation data to get an even better understanding of your donors. From this insight, look at which other households resemble your (top) donors: look-alikes. This allows you to select households with a higher likelihood of becoming new donors. Consider which selections you want to include or exclude to optimize your acquisition efforts. And make sure you have a personalized message that matches the selections.
Now that you have identified the right target groups, it's time to activate them. Use various one-on-one channels, including:
Of course, one channel doesn't exclude the other. In fact, a multichannel approach to (potential) new donors often results in a conversion uplift of up to 30%.
Measuring your acquisition efforts is essential for long-term success. Make sure you:
In short, ensure continuous optimization of your campaigns based on collected data and keep looking for ways to expand and retain your donor database. Effective donor acquisition is an ongoing process that begins with a solid database and insight into your donors. This foundation will allow you to maximize your acquisition efforts and increase support for your organization.
If you want to keep the tips for acquiring donors in a data-driven way on top of your mind? then download our infographic 'effective donor acquisition in 4 steps'.
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within the Netherlands.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within the Netherlands.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.