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.

1. DEEPEN CONNECTIONS WITH DATA
The Amazon Experience for Nonprofits
NTEN 2019

2. “howdy”
http://po.st/data2donor-19NTC #19NTCdata2donor

3. Taylor Shanklin
“T-Shank”/ T-
Pursuant.com
VP, Marketing @ Pursuant Group
- Pursuant Insights
- Advizor Solutions
taylor.shanklin@pursuant.com
@tshankcycles
@Pursuant
MINIMIZE TO MAXIMIZE

4. 2
1
3
4
5
ROADMAP FOR TODAY
2
1 EXTENDINGOURTHINKING TOGETHER
EXAMPLESOFDATAPRACTICESTHAT DRIVELOYALTY…
ACTION!3
4 WALKAWAYWITHTHE STARTOFA PLAN
MAKEA NEWFRIEND!HAVE FUN!!
SUPERSECRETINGREDIENTSFORCONNECTINGWITHYOUR
DONORS& BUILDINGLOYALTY
5
#19NTCdata2donor

5. THE AMAZON
EXPERIENCE
#19NTCdata2donor

8. 88
YOU?
INSERT OMG THOUGHT
HERE….
#19NTCdata2donor

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

11. 1111
SHARE THE
WHY
Namea cause you are loyal to
#19NTCdata2donor

12. 1212
Namea product or store you
are loyal to
SHARE THE
WHY
#19NTCdata2donor

13. 13
What if you new
exactly what
motivates your
donors to take
action?
#19NTCdata2donor

14. 14
And thus were able
to communicate with
intent…
#19NTCdata2donor

15. 15
ARE YOU
COMMUNICATING
WITH INTENT?
(to your supporters and future supporters?)
#19NTCdata2donor

16. DEMONSTRATION
#19NTCdata2donor

17. TRANSLATING GLUE
INTO ACTION
#19NTCdata2donor

18. 18
DONOR LOYALTY
#19NTCdata2donor

19. 19
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

20. It Starts With YOU
Your Org’s Unique
Value

21. SelfieSyndrome
#19NTCdata2donor

22. Empathy
#19NTCdata2donor

23. PeopleFocused
Vs
ProgramFocused
#19NTCdata2donor

24. 2424
NONPROFIT
”Help US do…”
DONOR
DONOR
DONOR
DONOR
DONOR
“Look what YOU did!”
DONOR
IMPACT
IMPACT
IMPACT
UNDERSTAND AND HONOR
THE RELATIONSHIP

25. Potential donors make decisions early
#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

30. #2
BEHAVIORAL
#3
STORIES
#1
DEMOGRAPHIC

31. EXAMPLES OF ANALYTICS +
INSIGHTS IN ACTION
#19NTCdata2donor

32. How does your organization build connection with its donors?

33. 33
I’m Recognized
I’m Heard
I’m Valued
#19NTCdata2donor

34. 34Giving Capacity
Preference
C1:Faithful
Elders
C2:Emerging Services
Recipients
C5:NextGen Supporters
C4:Relief
Responders
C3:Philanthropic Friends
• Generateuniqueaudiences asdonor
identities
• Describethem basedonmotivation
andcorereasonsforsupportingyour
organization
• Prioritize those whereexperience
improvement couldyield a largershare
ofwallet
Strategic Segmentation = ConnectionAt Scale

35. 35
353535
Younger Older
Lower
Connection
Higher
Connection
Less
Passionate
More
Passionate
Amount Donated To
Nonprofits In Past
12 Months
Lower ($0) Higher ($5,000+)
Value
Affinity
Lower Higher
No
Household Income
Has Children
Age
Passionate About
Animal Welfare
Male Female
Gender
Yes
Connection To
Nonprofit
Example: Next Gen Supporter Variable Map

36. 36
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

37. BEHAVIORAL +
DEMOGRAPHIC
#19NTCdata2donor

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

39. SPEAK THEIR
LANGUAGE
#19NTCdata2donor

40. ROADMAP + JOURNEY
EXERCISE

41. ORGANIZING YOUR DATA POINTS AND DONOR JOURNEY

42. 42
WHAT DATA POINTS
MAKE YOUR
LOYALTY GLUE
(or slime)?

43. COMPLETEROADMAP

44. 44
What is the Amazon
experience your donors
should have?
“
“
ASK YOURSELF THIS QUESTION EVERY DAY
#19NTCdata2donor

45. 45
4545
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

47. Download at:
Pursuant.com/resources
GOODIES

48. thank you!
pursuant.com • 214.866.7700

49. 49
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

50. 50
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