Why Marketing Automation for Nonprofits can be a winning weapon for NGOs and organizations working in the sector? And how can personalizing the donor journey help them increase their donations?
We know that fundraising is one of the fundamental activities of the Third Sector, which requires solid skills and increasingly skills in the digital sector . In fact, the term Digital Fundraising is not new to fundraisers, who have learned in recent years to interact with online donation flows and, consequently, with donor behavior on the various channels available.
According to what emerges egypt phone number data from “Third sector and digital transformation” the non-profit Italy that questions the relationship between professionals of the associative sector and the digital world, the use of new technologies and knowledge in the digital field They are widely spread within institutions: for 23% of the operators interviewed, they are often integrated into all the activities of the organization, but for 34% they are not yet used with a strategic approach.
It is also interesting to note that you can also publish articles on other sites 50% of industry players consider that there is little or not enough understanding of how audiences use digital , while 49% believe that organisations do not yet have the appropriate skills for using, managing and analysing data.
How to retain donors through content personalization?
Retaining donors , as well as acquiring phone number vietnam 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 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.
Marketing Automation for the Nonprofit Sector: What Are the Benefits?
Besides loyalty, what other benefits can marketing automation bring to nonprofits?
- All donor and stakeholder data in one place. With omnichannel marketing automation platforms like Blendee, you can collect and store all the data your users produce in one place. This makes it easier not only to maintain relationships with your supporters, but also to access useful information in the monitoring, evaluation, and reporting phases.
- Automate marketing activities: Save time and resources. These tools allow you to automate workflows, processes, and communications that many marketers and fundraisers are still forced to do manually. This allows nonprofit operators not only to have a 360-degree view of their users and to contact them consistently and at the right time, but also to have more time to devote to other activities.
- Building lasting relationships with donors.
Data tells us that the majority of donors say they have stopped supporting nonprofits due to a lack of consistency and relevance in communications. However, with tools like CDPs (Customer Data Platforms), it is possible to set up automated message flows (email, SMS, etc.) that reach supporters at the right time with the right message, relevant to the individual topic. This makes it easier to stay connected with your donors and maintain a constant and meaningful dialogue for all stakeholders involved, often managing to turn relationships into conversions.
Personalization of the donor journey and marketing automation are the keywords that will guide the future fundraising strategies of nonprofit organizations that want to cultivate stronger and more lasting relationships with their user base and not miss the opportunity that martech offers to the third sector.