As presented at the Nonprofit Technology Conference 2019 | Portland, OR
How data-driven strategies can help your organization connect in more meaningful ways and drive donor loyalty. We all want more loyal supporters — the kind that keeps coming back year after year. Here’s the thing: Your donors are just like you. Emotions drive most of their decision making. Understanding what makes your supporters “tick” and creating your strategy based on those insights can help you deepen relationships and drive loyalty to your cause.
The more clearly you understand what motivates a donor to give, the more you can tailor your marketing and fundraising communications.
In this session, we’ll take you through a process for developing an insights-focused donor journey.
9. 9
If VISA can predict
divorce then we can at
least speak to our
donors about the
things they care about.
10. Understand your donors
through analytics-driven
insights.
Connect with donors by
meeting them where they are.
Activate donors with
emotional, compelling
storytelling.
STRATEGY
INSIGHTS CREATIVE
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19
#1
Why should I
give?
#2
Why should I
give now?
#3
Why me?
What have you done/will you do
with my money?/proof of
effectiveness
Pattern of previous behavior,
Urgency
Relevancy / emotional
connection
3 QUESTIONS THAT DONORS ASK
#19NTCdata2donor
26. The awareness stage is critical
2018 Modern Donor Contours Report, COHORT3#19NTCdata2donor
27. Donors are in control
2018 Modern Donor Contours Report, COHORT3
#19NTCdata2donor
28. An organization’s unique
value
What Donors actually
do
What Donors saythey
are passionateabout
DecodingDonor
Loyalty
The Sweet Spot
#19NTCdata2donor
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29
#1
DEMOGRAPHIC
#2
BEHAVIORAL
#3
STORIES
Do they fit within x, y, z, or e, or
g or f category…
Pattern of behavior what has a
donor actually done
What is their story / the
anecdotal information
ALIGN DATA WITH THE QUESTIONS DONORS ASK
Why should I
give now?
Why should I
give?
Why me?
#19NTCdata2donor
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363636
67%
Married
62%
Working Full-Time
11%
$125,000+
Higher annual HH income
Key Demos 33%
Have 3+ people in HH
45%
Homeowners
64%
Ages 26-38
26%
Have children
under age 18
91%
Have children
22%
Attend religious services on a
weekly basis
16%
Working Part-Time
13%
Self-Employed
More likely employed
Personicx Lifestage Cluster
Work & Play 22%
Active Lifestyles 17%
Firmly Established 19%
Personicx Lifestage Group
Affluent Households 61%
Comfortable Households 44%
Working Households 7%
Example: Next Gen Supporter Demographics
38. 38
383838
I support this organization because of the daily impact they have on
the lives of people in my city.
I don’t have the capacity to give in large amounts, but I feel it is an
important cause to support when I can.
And when I can’t give, I make sure to attend events to connect with
people who are involved like me”
More likely to be female, ages 26-38, married, have mid-level
household incomes, passionate about humane issues, and
have made multiple donations
“
Primary Motivator: Believes that nonprofit is a worthy cause
Example: Next Gen Supporter
#19NTCdata2donor
44. 44
What is the Amazon
experience your donors
should have?
“
“
ASK YOURSELF THIS QUESTION EVERY DAY
#19NTCdata2donor
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512.784.1141
TEXT me a picture of
your “glue” card.
Stay in touch if you
want feedback on
your roadmap or
your sticky card.
https://www.linkedin.com/in/tshank/
taylor.shanklin@pursuant.com
STAY IN TOUCH AND GET FEEDBACK
46. Subscribe to our new podcast in iTunes, Stitcher
& Google Play
GO BEYOND
The Pursuant
Listening Experience
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4949
BUILD YOUR DATA PROJECT ROADMAP
49
EPIC (RELATED STORIES) EPIC
STORY STORY
USE CASE USE CASE
STORY (VALUE
TO THE
DONOR)
STORY
(IMPACT)
USE CASE
(SUCCESS)
(OUTPUT)
USE CASE
(HOW THEY
CONNECT
WITH YOU
USE CASE
(SUCCESS)
(OUTPUT)
RISK RISK
RISK
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5050
EPIC
• Organize and
clarify a related
group of stories
• High-level
deliverable goal,
step in a process
STORY
• Focus on value
you deliver to
donor
• Describes a
feature, function
or capability
USE CASE
• Success criteria
for a story
• Nouns, not
verbs (verbs =
tasks)
• Quantitative /
qualitative
RISK
• Anything
preventing the
completion of
the story
• Flag a big issue
• Identify
conversations
ROADMAP GUIDELINES