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Big Data 
& 
Donor Engagement 
UNDERSTANDING THE 
POWER & POTENTIAL OF BIG 
DATA, DONOR ENGAGEMENT & 
DRIVING NONPROFIT SUCCESS 
CxO DC
Fundraising Success 
Nichole Stella 
President 
Fundraising Success 
nstella@napco.com 
215-238-5305 
CxO DC
Marketing for 
Members 
The casting a 
wide net 
approach 
While this approach is 
excellent in building 
brand recognition and 
publicity. Since dips in 
donor engagement have 
been noted since the 
Great Recession of 
2008 – a more 
strategic methodology 
is in order. 
What have Non-Profits been doing 
to attract members and donors? 
CxO DC
Time to 
change the 
approach… 
The Wall Street Journal 
of corporate financial 
reports finds that 
cumulative sales, 
profits and employment 
last year among 
members of the 
Standard & Poor's 500- 
stock index exceeded 
the totals of 2007, 
before the recession 
and financial crisis. 
Total giving to charitable 
organizations was $335.17 billion in 
2013 (about 2% of GDP). This is an 
increase of 4.4% from 2012. 
Although this is the fourth straight 
year that giving has increased, it is 
still not at the pre-recession level of 
$349.5 billion seen in 2007. 
 Data from obtained from Charity Navigator 
CxO DC
BUT HOW? 
The answer has been right under 
your nose all along 
• UNDERSTANDING DATA 
METRICS & DONOR 
ENGAGEMENT 
• NO SHAME – EVEN $500 
MILLION DOLLAR FOR 
PROFIT COMPANIES ARE 
JUST GETTING STARTED 
• YOU PROBABLY HAVE 
GREAT DATA TO START & IF 
Y O U D O N ’ T Y O U C A N G E T I T 
CxO DC
First - what is Big 
Data? 
Big data is new 
and “ginormous” 
and scary –very, 
very scary. No, 
wait. Big data is 
just another 
name for the 
same old data 
marketers have 
always used, and 
it’s not all 
that big, and it’s 
something we 
should be 
embracing… 
Lisa Arthur 
Contributor, Forbes 
CxO DC
What are we really 
talking about… 
From our friends @ 
Google 
Big Data is… 
Extremely large data 
sets that may be 
analyzed 
computationally to 
reveal patterns, 
trends, and 
associations, 
especially relating to 
human behavior and 
interactions. 
CxO DC
You Have “Big Data” – recognize it 
and don’t let it fluster you. 
Every day non-profit 
and for profit 
companies alike are 
gathering data – 
through various 
means… and all this 
“stuff” we are collecting 
is very valuable. 
 Newsletters 
 Event Attendees 
 Website 
Analytics 
 Webinars 
 White Paper 
Downloads 
CxO DC
How to 
Collect the 
right data 
Knowing who your prospective donor 
member before launching new campaigns is 
paramount 
 Gender 
 Age 
 Income 
 Level of Education 
 Race / Ethnicity 
 Political Affiliation 
 Religious Affiliation 
 Online Engagement 
• Social media, website clicks, 
newsletters 
 Past Donor Behavior – 
• Repeat, Annual, Lapsed? 
 Past Event Attendance 
 Relevant Contact information 
• Email, Phone, Address, etc 
This information will enable you to predict future engagement 
into the future 
CxO DC
From the Data collected, 
Predictive Models can be built & Donor 
Engagement can be Measured 
Most times 
donors “stop 
by” once and 
then never 
come 
back…Why? 
We must find out 
what engages donors 
and reengage them 
with similar 
opportunities 
CxO DC
What to look 
for… 
 Never perform 
data analysis on 
your Master Data 
– set up new 
spreadsheets 
 Know the 
questions your 
asking of the data 
 Keep your eyes 
open for patterns 
 Have a 30,000 
foot view – don’t 
get caught up in 
minor details 
 Always ask why? 
The Data Is In – Now What? 
It’s Time to Analyze 
CxO DC
Once you have the data, it can be used then to create 
predictive models of your audience segments. 
Predictive modeling is the process of creating 
statistical models to determine the likelihood of 
future behaviors. 
Predictive models take into account a number of 
factors that are likely to indicate how an 
individual will respond or react. Some examples 
of predictive-modeling factors include gender, age, 
income and giving history. 
CxO DC
The 4 Different Predictive Models 
Current donor: Predictive models can help you get more 
value from your existing donors. You can create models to 
identify donor populations ideal for major upgrades or to 
help you target the right donors for specific asks or appeals. 
Donor acquisition: Acquisition is an area where data 
modeling can have a big impact. Your nonprofit can create 
models to identify non-donors that most closely resemble 
your current donors. These models help you better target 
your acquisition efforts to maximize your marketing spend. 
CxO DC
The 4 Different Predictive Models 
Monthly sustainer: Monthly giving provides a reliable, 
low-cost income stream for nonprofits. It also enhances the 
loyalty and value of donors. By developing a predictive 
model, you can target individuals most apt to become 
monthly donors based on demographic and psychographic 
attributes. 
Lapsed-donor reactivation: When targeted properly, 
many lapsed donors renew their support and even become 
high-value donors. Predictive modeling helps you identify 
the lapsed donors with the greatest propensity to return to 
your organization and assess their potential lifetime value. 
CxO DC
What to Track When Measuring Engagement 
KNOW YOUR WHO, WHAT, WHEN, WHERE & HOW 
 Financial 
Know exactly how your donations are coming in. Annual campaign, direct 
mail, online, mobile. 
However, don’t be penny wise and dollar foolish – donor engagement goes 
far beyond dollar donations. 
Event Attendance & Volunteer Efforts 
Events & Volunteer can drive PR, engagement and build brand awareness. 
There is nothing more engaging and member building than a successful 
event. There is great marketing opportunity to pair events with 
Social Media that can things viral. 
CxO DC
What to Track When Measuring Engagement 
KNOW YOUR WHO, WHAT, WHEN, WHERE & HOW 
 Social Media / Blogging 
 Um…Heard of the ALS Ice Bucket Challenge? Track what kind of posts are 
getting the most hits, shares, follows. Post & Blog often to increase your 
“Googleability” 
 Mobile /Text 
Email Newsletters/Campaign Blasts 
 Track what gets open, successful subject lines, successful stories, videos, 
etc…what day, what time of day. 
Website – Via Google Analytics 
 What is getting clicked on – is it “feature stories or Video? Where is your 
traffic coming from Google Search, Inbound Links, Newsletters? 
CxO DC
Rinse & Repeat 
Using data to measure and increase 
donor engagement should be an ever 
evolving cycle. Stagnation in data and 
outreach will lead to stagnation in donor 
engagement and giving. 
CxO DC
Know Your Audience & Deliver the 
Message/Experience the Way They 
Want to Receive it 
Once you know your 
audience and what their 
engagement preferences 
are – you can split them 
into appropriate 
segments and tailor the 
message to that specific 
group. 
Social Media – X Gen 
Donors 
Direct Mail /Telephone 
Campaign to Baby 
Boomers 
Corporate Events / 
sponsorships 
Monthly Email 
Newsletter 
Video News 
CxO DC
An increase in engagement = 
increase in success of the mission = 
increase in donors / memberships 
There is a 
Direct 
Correlation 
CxO DC
The End Game 
[Engagement is] an attitude. 
The organization that does this well has made a 
conscious decision to mobilize their donors to 
accomplish their mission – not through fundraising, 
but through other actions that involve the donor. And 
it just also happens, that a donor who is more involved 
is more personally invested in the success of the 
organization, and that kind of involved donor is more 
likely to give more money.” 
What is Donor Engagement, Anyway? 3 Ideas to Make it Real 
Leslie Allen 
Front Range Source 
CxO DC

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Big Data and Donor Engagement

  • 1. Big Data & Donor Engagement UNDERSTANDING THE POWER & POTENTIAL OF BIG DATA, DONOR ENGAGEMENT & DRIVING NONPROFIT SUCCESS CxO DC
  • 2. Fundraising Success Nichole Stella President Fundraising Success nstella@napco.com 215-238-5305 CxO DC
  • 3. Marketing for Members The casting a wide net approach While this approach is excellent in building brand recognition and publicity. Since dips in donor engagement have been noted since the Great Recession of 2008 – a more strategic methodology is in order. What have Non-Profits been doing to attract members and donors? CxO DC
  • 4. Time to change the approach… The Wall Street Journal of corporate financial reports finds that cumulative sales, profits and employment last year among members of the Standard & Poor's 500- stock index exceeded the totals of 2007, before the recession and financial crisis. Total giving to charitable organizations was $335.17 billion in 2013 (about 2% of GDP). This is an increase of 4.4% from 2012. Although this is the fourth straight year that giving has increased, it is still not at the pre-recession level of $349.5 billion seen in 2007.  Data from obtained from Charity Navigator CxO DC
  • 5. BUT HOW? The answer has been right under your nose all along • UNDERSTANDING DATA METRICS & DONOR ENGAGEMENT • NO SHAME – EVEN $500 MILLION DOLLAR FOR PROFIT COMPANIES ARE JUST GETTING STARTED • YOU PROBABLY HAVE GREAT DATA TO START & IF Y O U D O N ’ T Y O U C A N G E T I T CxO DC
  • 6. First - what is Big Data? Big data is new and “ginormous” and scary –very, very scary. No, wait. Big data is just another name for the same old data marketers have always used, and it’s not all that big, and it’s something we should be embracing… Lisa Arthur Contributor, Forbes CxO DC
  • 7. What are we really talking about… From our friends @ Google Big Data is… Extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions. CxO DC
  • 8. You Have “Big Data” – recognize it and don’t let it fluster you. Every day non-profit and for profit companies alike are gathering data – through various means… and all this “stuff” we are collecting is very valuable.  Newsletters  Event Attendees  Website Analytics  Webinars  White Paper Downloads CxO DC
  • 9. How to Collect the right data Knowing who your prospective donor member before launching new campaigns is paramount  Gender  Age  Income  Level of Education  Race / Ethnicity  Political Affiliation  Religious Affiliation  Online Engagement • Social media, website clicks, newsletters  Past Donor Behavior – • Repeat, Annual, Lapsed?  Past Event Attendance  Relevant Contact information • Email, Phone, Address, etc This information will enable you to predict future engagement into the future CxO DC
  • 10. From the Data collected, Predictive Models can be built & Donor Engagement can be Measured Most times donors “stop by” once and then never come back…Why? We must find out what engages donors and reengage them with similar opportunities CxO DC
  • 11. What to look for…  Never perform data analysis on your Master Data – set up new spreadsheets  Know the questions your asking of the data  Keep your eyes open for patterns  Have a 30,000 foot view – don’t get caught up in minor details  Always ask why? The Data Is In – Now What? It’s Time to Analyze CxO DC
  • 12. Once you have the data, it can be used then to create predictive models of your audience segments. Predictive modeling is the process of creating statistical models to determine the likelihood of future behaviors. Predictive models take into account a number of factors that are likely to indicate how an individual will respond or react. Some examples of predictive-modeling factors include gender, age, income and giving history. CxO DC
  • 13. The 4 Different Predictive Models Current donor: Predictive models can help you get more value from your existing donors. You can create models to identify donor populations ideal for major upgrades or to help you target the right donors for specific asks or appeals. Donor acquisition: Acquisition is an area where data modeling can have a big impact. Your nonprofit can create models to identify non-donors that most closely resemble your current donors. These models help you better target your acquisition efforts to maximize your marketing spend. CxO DC
  • 14. The 4 Different Predictive Models Monthly sustainer: Monthly giving provides a reliable, low-cost income stream for nonprofits. It also enhances the loyalty and value of donors. By developing a predictive model, you can target individuals most apt to become monthly donors based on demographic and psychographic attributes. Lapsed-donor reactivation: When targeted properly, many lapsed donors renew their support and even become high-value donors. Predictive modeling helps you identify the lapsed donors with the greatest propensity to return to your organization and assess their potential lifetime value. CxO DC
  • 15. What to Track When Measuring Engagement KNOW YOUR WHO, WHAT, WHEN, WHERE & HOW  Financial Know exactly how your donations are coming in. Annual campaign, direct mail, online, mobile. However, don’t be penny wise and dollar foolish – donor engagement goes far beyond dollar donations. Event Attendance & Volunteer Efforts Events & Volunteer can drive PR, engagement and build brand awareness. There is nothing more engaging and member building than a successful event. There is great marketing opportunity to pair events with Social Media that can things viral. CxO DC
  • 16. What to Track When Measuring Engagement KNOW YOUR WHO, WHAT, WHEN, WHERE & HOW  Social Media / Blogging  Um…Heard of the ALS Ice Bucket Challenge? Track what kind of posts are getting the most hits, shares, follows. Post & Blog often to increase your “Googleability”  Mobile /Text Email Newsletters/Campaign Blasts  Track what gets open, successful subject lines, successful stories, videos, etc…what day, what time of day. Website – Via Google Analytics  What is getting clicked on – is it “feature stories or Video? Where is your traffic coming from Google Search, Inbound Links, Newsletters? CxO DC
  • 17. Rinse & Repeat Using data to measure and increase donor engagement should be an ever evolving cycle. Stagnation in data and outreach will lead to stagnation in donor engagement and giving. CxO DC
  • 18. Know Your Audience & Deliver the Message/Experience the Way They Want to Receive it Once you know your audience and what their engagement preferences are – you can split them into appropriate segments and tailor the message to that specific group. Social Media – X Gen Donors Direct Mail /Telephone Campaign to Baby Boomers Corporate Events / sponsorships Monthly Email Newsletter Video News CxO DC
  • 19. An increase in engagement = increase in success of the mission = increase in donors / memberships There is a Direct Correlation CxO DC
  • 20. The End Game [Engagement is] an attitude. The organization that does this well has made a conscious decision to mobilize their donors to accomplish their mission – not through fundraising, but through other actions that involve the donor. And it just also happens, that a donor who is more involved is more personally invested in the success of the organization, and that kind of involved donor is more likely to give more money.” What is Donor Engagement, Anyway? 3 Ideas to Make it Real Leslie Allen Front Range Source CxO DC