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Data Appending Strategies Bridge 5 09 Final

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Data Appending Strategies Bridge 5 09 Final

  1. 1. Data Appending Strategies to Enhance Your List and Raise More Money Jocelyn Harmon and Catherine Algeri Triplex Interactive www.emailforimpact.com
  2. 2. Agenda: To turn you into a
  3. 3. The Problem: Your donors are different!
  4. 4. Your goal <ul><li>Determine your donors’ </li></ul><ul><li>true motivation </li></ul><ul><li>for connecting </li></ul><ul><li>to your cause. </li></ul>
  5. 5. Sans crystal ball…
  6. 6. You need data !
  7. 7. A true story…
  8. 8. Haven’t we seen these folks before?
  9. 9. The Solution <ul><li>Append demographic data </li></ul><ul><ul><li>Hunting licenses </li></ul></ul><ul><ul><li>Fishing licenses </li></ul></ul>
  10. 10. Another true story…
  11. 11. The Problem: Their donors are different too!
  12. 12. The Solution <ul><li>Append demographic data </li></ul><ul><ul><li>Dog owner </li></ul></ul><ul><li>Increase in response and gift! </li></ul>
  13. 13. What is a data append? <ul><li>Adding a point of information to your existing house file. </li></ul>
  14. 14. Different Data Elements <ul><li>Lifestyle data – dog vs. cat owner, interest in travel, etc. </li></ul><ul><li>Demographic data – age and wealth </li></ul><ul><li>Marketing data – email, phone, social </li></ul>
  15. 15. Uses of Demographic Data Find prospects for Planned Giving <ul><li>How? </li></ul><ul><li>Append Age, Wealth, </li></ul><ul><li>Home Value, </li></ul><ul><li>Presence of Children </li></ul>
  16. 16. Marketing/Fundraising Data <ul><li>Phone, </li></ul><ul><li>Email and </li></ul><ul><li>Social Data Appends </li></ul>
  17. 17. Phone appends <ul><li>What? Why? </li></ul><ul><li>Convert new activists into donors </li></ul>
  18. 18. Email Appends <ul><li>What? Why? </li></ul><ul><li>Engage in multi-channel marketing </li></ul><ul><li>Make your marketing cost-effective </li></ul><ul><li>Save the environment </li></ul><ul><li>Because that is how some of your donors want to communicate with you. </li></ul>
  19. 19. Story #3…
  20. 20. The opportunity <ul><li>Save $ on their renewal campaign. </li></ul>
  21. 21. The Solution <ul><li>Move it online! </li></ul><ul><li>E-renewals became such a success they catalyzed an investment in online fundraising. </li></ul><ul><li>We helped them find an additional 12,000 emails for existing members. </li></ul>
  22. 22. Social Data Appending <ul><li>What? Why? </li></ul><ul><li>Validate the need for a social media program </li></ul><ul><li>Find out where you stakeholders “live” online. </li></ul><ul><li>Get in front of your donors’ friends. </li></ul><ul><li>One client increased their Facebook followers 500%. </li></ul><ul><li>*Think communications vs. fundraising. </li></ul>
  23. 23. Sell it to your boss! Drum roll please… <ul><li>Data appending can help you: </li></ul><ul><li>Identify the best prospects for planned giving and major gifts. </li></ul><ul><li>Communicate with donors via their preferred channels of communication. </li></ul><ul><li>Find new donors, advocates and members </li></ul><ul><li>Segment your campaigns. </li></ul><ul><li>Raise more $ </li></ul>
  24. 25. Contact us! <ul><li>Catherine Algeri </li></ul><ul><li>Senior Account Director, Triplex Interactive, </li></ul><ul><li>Email: catherine.algeri@emailforimpact.com </li></ul><ul><li>Twitter: @catherinealgeri </li></ul><ul><li>202-973-5408 </li></ul><ul><li>Jocelyn Harmon, </li></ul><ul><li>Director of Business Development, Triplex Interactive </li></ul><ul><li>Email: jocelyn.harmon@emailforimpact.com </li></ul><ul><li>Twitter: @jocelynharmon </li></ul><ul><li>202-973-5410 </li></ul>

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