How to retain donors through content personalization?
Posted: Thu Feb 13, 2025 5:29 am
Retaining donors , as well as acquiring new prospects, is therefore undoubtedly one of the main objectives of non-profit organizations. To do this, it is necessary to start by profiling donors and stakeholders involved in the institution's activities, such as volunteers or partner foundations and companies.
By having a deep understanding of donor and other stakeholder behavior, it is indeed possible to create effective retention strategies that help create lasting engagement and relationships , which we know are the lifeblood of long-term planning and achievement of every organization's goals.
Profiling is done using omnichannel marketing automation tools, which allow us to collect qatar mobile database and aggregate as much user data as possible from multiple sources and touchpoints. This data then becomes the basis for Audience Segmentation : it is in fact essential to identify the type of user we are dealing with (a supporter, an occasional donor, a volunteer, a company, etc.) in order to be able to develop targeted and calibrated fundraising and marketing strategies for the individual (no fundraiser, in fact, would think of sending an occasional donor the same communications that they send to a major donor or a sponsor, for example).
Through profiling and segmentation , it will then be possible, thanks to marketing automation , to create interesting content to intercept new leads or cultivate relationships with existing prospects, send targeted communications, inform about projects and advocate, but also track donations and e-commerce purchases.
The more relevant actions and communications are to users' interests and behaviors, the greater the loyalty and possibility of conversion , whether the objective is signature collection or digital fundraising campaign.
By having a deep understanding of donor and other stakeholder behavior, it is indeed possible to create effective retention strategies that help create lasting engagement and relationships , which we know are the lifeblood of long-term planning and achievement of every organization's goals.
Profiling is done using omnichannel marketing automation tools, which allow us to collect qatar mobile database and aggregate as much user data as possible from multiple sources and touchpoints. This data then becomes the basis for Audience Segmentation : it is in fact essential to identify the type of user we are dealing with (a supporter, an occasional donor, a volunteer, a company, etc.) in order to be able to develop targeted and calibrated fundraising and marketing strategies for the individual (no fundraiser, in fact, would think of sending an occasional donor the same communications that they send to a major donor or a sponsor, for example).
Through profiling and segmentation , it will then be possible, thanks to marketing automation , to create interesting content to intercept new leads or cultivate relationships with existing prospects, send targeted communications, inform about projects and advocate, but also track donations and e-commerce purchases.
The more relevant actions and communications are to users' interests and behaviors, the greater the loyalty and possibility of conversion , whether the objective is signature collection or digital fundraising campaign.