Thoughts on the intersection of social media and 1:1 marketing
Posted in donor, hubs, non profit, pools, social media, social network, spoke, web on Apr 20th, 2009
This SPURspectives post is part 4 of a series we’ve written on the various forms of social networks. The position that we’ve put forth is there are at least 3 forms in which social networks exist — pools, hub & spoke, and webs. We also think social networks can transform from one form to the [...]
Posted in donor, donor engagement, non profit, nonprofit on Mar 27th, 2009
Last time on SPURspectives, we looked at the importance of tracking behavioral data in helping you assess where your donors are on the “fundraising food chain” and develop a donor taxonomy specific to your organization. To extend the metaphor a bit further, there’s also great value in understanding your donors’ philanthropic “ecosystems” – the bigger [...]
Posted in donor, donor engagement on Mar 25th, 2009
Good data about your donors can help you develop a “donor taxonomy” specific to your organization – a classification scheme that will help you customize each donor’s experience and give you powerful insights into your base. When your nonprofit is determining the kind of data you need about your donors to engage in 1:1 marketing [...]
Posted in consumer perception, donor, donor engagement, fundraising on Mar 18th, 2009
When people decide to make a charitable donation, they go through a process. Even a small gift can involve quite a bit of internal debate about where else the donation could do the most good – or, especially in today’s economy, about whether to make a donation at all. The point is this: giving isn’t [...]
Posted in 1:1 Marketing, CRM, customer engagement, customer interaction, donor, donor engagement, nonprofit on Mar 5th, 2009
Saying thanks is always welcome and often overlooked. You don’t thank your Aunt Betty for her “generous contribution to your wardrobe.” You thank her for the beautiful cashmere sweater. You say why you love it. You tell her where you wore it and how many compliments you got. You might even send a picture. And [...]
Posted in donor, fundraising, non profit on Feb 26th, 2009
Many nonprofits are losing out on the opportunity to increase both donations and loyalty because they approach their donor base as a monolith: they treat everyone the same and then wonder why they don’t get better results. You can debate the mailing date of your annual fundraising letter until your faces turn blue, but trying [...]
