Webinar published Fri, Jun 24, 2016 at 06:04PM UTC edited Fri, Apr 07, 2017 at 08:21PM UTC
Get Cozy with Your "Market": Profiling and Customizing Engagement with Donors for Conversion and Retention Edit Title
Wed, Aug 17, 2016 at 1pm EDT / 10am PDT Edit Date
Newsletters and mass mailings are still the tools of the trade for many non-profits seeking to raise funds. Some of the more “courageous” have made forays into social media, variously Tweeting, posting updates on Facebook, blogging, etc., to reach current and prospective donors. Relatively few, however, do it with a well-thought out strategy, and outreach costs time and money. With so many ways to approach the “market,” how can you be sure you’re getting the best return out of your investment?
You need to know your prospects… really well. Understanding their demographics, giving potential, and interests, how and where they access information, etc., is critical knowledge, because it allows you to prioritize and customize how you target different groups with what they need to hear, when and where they will hear it. You can build more interest, convert it into more donations, and retain more donors over time if you send the right messages to the right people at the right times, without wasting resources on ineffective approaches.
This webinar will focus on (1) Researching prospective donors, (2) Developing donor profiles, and (3) Understanding donor “journeys” from contact to conversion and beyond, so you can approach fundraising strategically, tailor engagements, and maximize net returns.
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Ken Shoriak reviewed Tue, Aug 30, 2016 at 02:49PM UTC
Great session . . .one of the best I've taken part in. Thank you for providing this information and for taking time to share your expertise with the nonprofit community.
Hannah Roop reviewed Mon, Aug 22, 2016 at 03:33PM UTC
This is a helpful and detailed step-by-step guide for moving potential new donors down the line from the initial contact to making regular donations. Gave practical advice, including thoughtfully considering the perspective of every type of donor at every step of the process, and communicating with them more effectively by keeping that perspective in mind.