Ge#ng Your Digital Act Together: The Beauty of Data- Driven Fundraising

Transcription

1 Ge#ng Your Digital Act Together: The Beauty of Data- Driven Fundraising Barbara J. Camick, MBA Director of Individual Giving October 23 26,

2 In a satisfying relationship I feel appreciated I feel special I am part of something magical My opinion is heard and valued My best self is revealed I trust that my interests are well represented We are greater than the sum of our parts Together, we can accomplish amazing things I want others to share in the magic I never want it to end October 23 26,

3 360- degree view In order to create, maintain and deepen relakonships with consktuents, we must be commiled to managing their informakon effeckvely. We have an obligakon to do what s best for the consktuent and the organizakon. CollecKon and ethical use of data must be a cultural expectakon within your organizakon. Best Friends Employee ConfidenBality and Non- Disclosure Commitment Your commitment to Best Friends during employment YOU WILL KEEP CONFIDENTIAL INFORMATION SECRET. You acknowledge that ConfidenKal InformaKon is the property of Best Friends and you will treat it as confidenkal. This means that you will not disclose any ConfidenKal InformaKon to, or use any ConfidenKal InformaKon for, the benefit of any person or enkty other than Best Friends. You will only use this ConfidenKal InformaKon to perform your authorized dukes for Best Friends and you will only share ConfidenKal InformaKon with Best Friends employees who have permission to use or access it. You will keep ConfidenKal InformaKon safe while you are accessing it. YOU WILL SAFEGUARD CONFIDENTIAL INFORMATION. You will keep, store and transmit ConfidenKal InformaKon in such a manner as to maintain its confidenkality. You will let Best Friends know if you believe anyone has compromised the security of ConfidenKal InformaKon. October 23 26,

4 Best Friends Employee ConfidenBality and Non- Disclosure Commitment Best Friends confidenbal informabon "ConfidenKal InformaKon" means any informakon that (1) gives Best Friends a fund- raising advantage over other animal welfare charikes or which furthers Best Friends' ability to act as a leader within the animal welfare community, (2) by virtue of the fact that the informakon is not generally known, and (3) Best Friends takes reasonable steps to keep confidenkal. To the extent it meets the above criteria, "ConfidenKal InformaKon" may include the following specific informakon or documents: (1) Donor/Supporter InformaKon: Databases or lists of donors, members, supporters, volunteers, or any other fund- raising informakon that gives Best Friends a compekkve advantage. (2) MarkeKng Campaigns/PromoKons/Branding: InformaKon about upcoming or potenkal markekng campaigns or promokons not yet publicly announced or known. -. (3) Corporate Sponsorships/Tie- Ins: InformaKon regarding new corporate sponsorships or potenkal new products or services, not yet publicly announced. (4) Business & OperaKonal Plans: InformaKon regarding new educakon, outreach, expansion, or other business planning informakon not yet publicly announced. (5) PosiKon Statements: InformaKon regarding Best Friends posikon on animal welfare legislakon or other issues of interest to Best Friends consktuents and the animal welfare community, not yet publicly announced. (6) Other: Other informakon that meets the above definikon of ConfidenKal InformaKon whether or not the informakon is specifically designated by Best Friends to be confidenkal. ConfidenKal InformaKon is confidenkal regardless of how it is stored. The informakon could be printed or it could be stored electronically. WHAT happened? October 23 26,

5 How many are using a system to collect consbtuent data? How many are using more than one system? DonaBons, adopbons, , purchases, events, etc. Best Friends systems October 23 26,

6 Valuable data Name Address address Every donakon amount, date, source Appeal history mail, , phone InteracKons - adopkon, purchase, event parkcipakon, volunteerism, birthday card from CEO, meekng, conversakon, etc. Phone Age / date of birth CommunicaKon preferences Interests reported or implied Wealth Gender Giving to others Presence of children AcquisiKon method Channel responsiveness Managing data NCOA every 90 days for reduced postage rates (nonprofit rate ~$.14) Dupe/join (usually keep oldest record and add data to it) Householding Name and salutakon standards Data appends Merge/purge Missing data or bogus data PCI compliance Mail proofs Set up queries to run on a schedule to idenbfy data anomalies and correct. October 23 26,

7 Listen to preferences and oblige Do not over- suppress or you will lose a donor. Keep person engaged as much as possible. Source code October 23 26,

8 Building a mail list Rent or exchange lists from similar organizakons Sign the SAVE THEM ALL pledge or a pekkon AdopKon applicakons Free magazine or newsleler Contest Events Visitors Volunteers Donors Purchasers Service recipients Peer recruitment RenKng lists Unless you make other arrangements, rental of name/address is for a single use. You may not add the record to your CRM system or contact again unbl they respond. Municipal or voter lists may also be available. October 23 26,

9 Building an list Add a sign- up bulon on your website right now AdopKon applicakons Direct mail Events Social media Add share opkons to your messages Offer something unique: your newslexer, stories, videos, etc. Building an list How NOT to build a list Buy lists Take addresses from anywhere Trade lists from other organizakons Every address you have must be opted in to receive mail from you. October 23 26,

10 Don t get reported as spam If people don t know how they got on your list, they may mark your message as spam. If enough people mark you as spam, mail servers may block you. BoXom line: Only send to people who said they want your . A word on opt- in / opt- out Opt- in means you have permission to . Opt- out means you do not have permission. This is the law. CAN- SPAM Act (Controlling the Assault of Non- Solicited Pornography And MarkeKng Act of 2003) requires unsubscribe opkon on every , and prohibits the use of lists acquired without permission and falsifying sender informakon (and some other stuff). October 23 26,

11 Resources AssociaBon of Fundraising Professionals (AFP) Code of Ethical Principles & Standards hlp:// AFP Donor Bill of Rights hlp:// Direct MarkeBng AssociaBon (DMA) Guidelines for Ethical Business PracBce hlp://thedma.org/wp- content/uploads/dma- Ethics- Guidelines.pdf hlp:// AssociaBon of Donor RelaBons Professionals (ADRP) Ethics Statement hlp:// New member October 23 26,

12 Getting Your Digital Act Together: The Beauty of Founder call Good day! This is Gabriel calling to say you made a very SMART choice when you joined Best Friends. Thank you! YTD value of new donor with call: $ YTD value of new donor with no call: $78.74 Interests October 23 26,

13 Valuable data Upgrade Mailed InvitaBon and Follow- up Out of both campaigns, 70 new $1,000 donors were recruited. Used model data and wealth screen data. Only 1 git of $500 came from the wealth screen data. Business card test had 35% more responses and 2 more $1K gits. October 23 26,

14 Who s this? A volunteer October 23 26,

15 September appeal Let s do lunch! October 23 26,

16 Who s this? Donor 1 Donor 2 CulKvate the relakonship Speak to supporters as if you know them. (Stay posikve, not creepy.) You re perfect!, Cornerstone Club You sponsored Cherry last year. Would you like to do it again? Last git amount and date Happy Gotcha Day! Thanks for taking the pledge at Strut Your MuL. Here s more info on Best Friends. Share plan, progress, and impact: More important than benefits. Stay top of mind. Be grateful! October 23 26,

17 QuesKons? October 23 26,