A New Way to Listen to Your Donors: How you can use Donor Behavior to Increase Upgrades and Bolster Retention
Friday, July 15th, 2016
2:00 PM - 3:15 PM: Breakout 7
We've all asked the questions. Do mid-level donors want to belong to a named giving society? Do the interests and likes of your donors influence how and when they will give? How can we target communications to donors based on what they want to hear, not on what we have to tell them?
This session will provide you with real world examples of how you can take the data already in your database to improve your fundraising efforts and develop a donor-centric communication pathway that will result in immediate and long-term improvements in your retention and donor value.
We will use Ocean Conservancy's membership program as a case study, and provide examples of successes and failures in targeting, cultivating and upgrading donors through a data-focused approach.
Learning Outcome #1
By attending this session participants will learn:
How to use behavioral data to cultivate donors and improve retention.
Learning Outcome #2
By attending this session participants will learn:
When you should tailor creative copy based on donor interests and when you shouldn't.
Learning Outcome #3
By attending this session participants will learn:
What mix of donor benefits, informational efforts and fundraising asks works best to upgrade and retain donors.