How to Attract & Retain Valuable Donors by Moving Beyond Direct Response Data

By Tallulah Thompson

The major challenge for organisations in the charity and non-profit marketing space is constructing ways of changing consumer behaviour;

  • How can we encourage individuals to financially support poverty-stricken communities?
  • How can we place heart health in the forefront of the minds of Australians?
  • How can we inspire average families to donate to cancer research?

Often, deciding where to connect with potential donors can further confound this problem. Direct response data pools are fast approaching saturation, so accessing the same pool of consumer data as a great number of many other non-profit organisations can be a problem.

Who are your donors?

The best way to predict the future is to look to the past. Have a look at your existing donor database – what trends can you identify? Are there particular demographic, behavioural, psychographic or geographic factors that appear more than others?

Once you’ve identified some basic trends, you can start thinking about which sub-segments are likely to be your future donors – for example, which Baby Boomer segments are the most involved in charities and community groups?

What are your donor’s media consumption behaviours?

Now it’s time to think about the mediums that are most effective for your organisation’s message and build an integrated, multichannel marketing campaign around these.

If you’re targeting multiple demographics, its best to utilise both traditional and non-traditional platforms.

This will be the best time to decide which consumer database will provide you with the largest variety of prospective donors. Here are just a couple of options:

Where are your donors going to be in the future?

It’s always worthwhile for charity and non-profit marketers to consider the behaviours of the donors who have defected. There are some obvious reasons for defection, such as they may have moved house meaning they did not receive the most recent donation letter.

It is best practice to consider the behaviour of people that have defected in the past, and use it to predict those who are more likely to defect in the future. Data enrichment is a great tool to help you better understand a donor’s journey, as it maximises segmentation to increase the relevance of your messaging.

If you would like to learn more about the proprietary data products and services that Greater Data have created specifically for your industry, including the Charity Propensity Score (CPS), view our charity data card or get in touch.