This document discusses how data-driven fundraising and marketing can maximize results. It emphasizes creating a single supporter view by connecting offline and online supporter data, including social media profiles. Connecting these dots allows for more consistent, personalized communication across channels. Case studies show how combining data sources helped identify supporters, convert petition signers to donors, and send targeted birthday messages. Analyzing transaction data through RFM segmentation was recommended to improve customer lifetime value for a photo company client. The key is using data to better understand supporters and improve engagement at each stage of the supporter journey.

1. DATA DRIVEN FUNDRAISING
INSPIRATIE EN PRAKTIJK
14/05/2013
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2. WHAT CAN WE DO FOR YOU?
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Maximise Your Fundraising Results
Data
Management
Solutions
Consultancy Services
Donor, Supporter & Prospect View
100%
Data
Quality
Campaign
Management
be
relevant
Business
Intelligence

3. WHY BISNODE BELGIUM?
3
We are your
SuperDataMan
Legal knowledge
Privacy
Technical
Solution provider
Years
of experience
+35
Unique
referentials
Part of the international group

4. OVER 30 YEARS OF SERVICE TO YOU

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6. INSPIRATION
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Data and strategic handling of Data
are more than ever valuable assets
Data is the new oil

8. FROM MULTI-CHANNEL TO OMNICHANNEL
Web:
Event triggered messages
Personalised content
Postal:
Mail pack
LETTER
Email:
Newsletter
Welcome Program
Social Media:
Apps
Facebook fans
SURVEY
Survey:
Profile Triggered
Mobile:
Geo-localisation
SMS
Supporter service:
Personalised story
Customer service
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Face to Face:
Consistent content
Churn prevention

9. KEY CHALLENGES IN OMNICHANNEL WORLD
NEED FOR AUTOMATED AND CONSUMER CENTRIC PROCESSES
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Consumer Centricity
Pull Messages
Automated and
Dynamic Campaigns

10.  Sign up message
 Inform
 Thank
 Ask
 One-off to loyal
 Loyal to recurrent
 Mid-level donor
Major-level donor
Social ambassador
THE IMPACT ON SUPPORTER LIFECYCLE
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Re-activate
Acquire
Convert
DevelopRetain
 Churn detection
 Adapt message
 Choose right channel  Welcome campaign
 One-off gift
 Abandonment
• failed promise
• failed sdd payment

11. BENEFITS OF DATA DRIVEN CAMPAIGNS
HIGHER SUPPORTER ENGAGEMENT
HIGHER RESULT
IMPROVED RETENTION
INCREASED INTERACTIONS
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12. CREATE A SINGLE SUPPORTER VIEW
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Offline address E-mail address
Cookie, mobile, …
Social ID
Phone number
Delivery address

13. CONNECT THE DOTS
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14. CASES SPEAK LOUDER
THAN WORDS…
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15. 15

16. MEET SAM… YOUR SUPPORTER
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Sam supports your cause. After meeting one of your
volunteers, he became interested and started to support you.
Sam donates 10 €/month via SDD. You know his postal
adress and build up his giving history in your database.
Sam is a frequent visitor of your website.
Do you know?
Sam listed for your monthly newsletter.
He opens your newsletters regularly, actually reads them and
sometimes responds by clicking or sending to a friend.
Do you know?
Sam is your fan on facebook.
Do you know?

17. NEWSLETTER FORMS
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18. CONNECT THE DOTS
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Sam
Janssen
Dorpstraat 1
9800 Deinze
Newsletter
subscription
January : 10 €
February : 10 €
…
Sum/year: 120 €
Segment: loyal donor!
s.janssen@telenet.be

19. CONNECT THE DOTS
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Sam
Janssen
Dorpstraat 1
9800 Deinze
s.janssen@telenet.be
Sam
Janssen
?
Is « Sam Janssen » a unique
combination in Belgium?
5 x « Sam Janssen »
in Belgium

20. CONNECT THE DOTS
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Sam
Janssen
Dorpstraat 1
9800 Deinze
s.janssen@telenet.be
Sam
Janssen
Dorpstraat 1
9800 Deinze
But… you need to ask more on your web form
=

21. CONNECT THE DOTS
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Sam
Janssen
Dorpstraat 1
9800 Deinze
s.janssen@telenet.be
Sam
Janssen
14/05/1973
?
Is « Sam Janssen » born on 14/05/1973
a unique combination in Belgium?
YES !
=

22. WE CONNECTED THE DOTS
For one of our fundraising clients, we combined
his available data + our referential files
we connected 7500 online individuals to the right donors
 better single supporter view
 more consistent communication
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23. BY THE WAY…
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s.janssen@telenet.be
Sam
Janssen
14/05/1973
It’s his 40th birthday!
Don’t forget to send
a birthday mail…
Thanking him for
being a loyal
supporter!

24. SOCIAL IN YOUR SINGLE SUPPORTER VIEW?
• How do you integrate social in your single supporter view?
• How can you connect social id’s to your supporter data?
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DB
offline
socialonline

26. From: Permesso
Subjectline: Waar wonen de Arnauts’en in België?
Où sont les Arnauts’ de Belgique?
Launch date: Monday 25/02/2013
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PERMESSO CASE

27. PERMESSO APPLICATION
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28. ASK AUTHORIZATIONS
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Name
Family name
Facebook id
Photo

29. GIVE SOMETHING FUN
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30. 390.935
e-mails sent
95%
delivered
372.410 e-mails delivered
106.905 e-mails opened (unique)
38.811 unique clicks
29%
opened
36%
unique clicks
on opened 10%
unique clicks
on delivered
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31. 12.816 ID’s
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On the First Week
(and 20 new/day since…)

32. CONNECT THE DOTS… SOCIAL
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Sam
Janssen
Dorpstraat 1
9800 Deinze
Facebook id 123456=
Via e-mail you can link the donor to the right facebook id.
For 70 % we received the same e-mail address, for 30 % an additional e-mail.
Via Facebook, you can match these id’s with your facebook fan page id’s.

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34. FIND PETITIONERS
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Events: ask attendants to sign petition.
Signed petitions were dematerialised.
All petitioners integrated in Fundraising database.
Already donor? Immediate identification and deduplication.
E-mail campaign pointing to hosted landing page.
Online petitioners directly integrated.
Online & social: driving traffic to petition landing page.

35. PETITION & OPT-IN CAMPAIGN
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E-mail campaign sent to 472 000
Permesso contacts, next to other
targeted online contacts
Ask = sign the petition
Older age groups respond best.
5.454 signed the petition
4.621 gave an opt-in

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When possible, identifying
fields were prefilled.
Data capture
Opt-in gathering

37. CONVERT PETITIONERS > DONORS
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Follow-up telemarketing campaign to all recruited petitioners.
« Thanks for signing the petition! »
« Please do you want to support us? »
Useful contacts:
-Answers the phone
-Talking to the petitioner in person
• Average conversion rate from petitioner to donor: 10 % of useful contacts
• Paper petitioners > online
• Targeted online > mass contact online

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39. MANAGE THE FLOWS
Sign
mandate
(unique
ref nr)
Donor
Dematerialise
CRM platform
-SDD mandate
management
CODA 2.3
R messages
listing
Creditor Bank
Debtor Banks
MRI files in
XML +
controll
report & file

40. THEN READ THE DATA
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Less fails in the
beginning of the month
Suggest your donors to
accept being debited at
the beginning of the
month

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42. THE CLIENT
Smartphoto is a digital photo developer.
I want to improve marketing results
- Improve ROI by choosing the best addresses
- Improve ROI by segmenting of transactional data
But please…
No hassle of implementing RFM segmentation in my system?!
No hassle preparing mailing files?!
Please help me interpreting all the 111/011/…
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43. THE CONTEXT
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I have a database tracking most
of the buying behavior against a
notion of a customer (e-mail
address, NAL data, account nbr).
I want to turn these data into actionable
information, distinguishing between good
and average clients, monitoring the
strategies to make my customers grow
into excellent contributors to my
business.
But I have no clue how to even
start this, and I fear this will be
expensive, and cumbersome

44. THE SOLUTION
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client
CRM
platform
monthly extract
of NAC +
transactions
Client
loads on
EMM
platform
and
launches
campaign
monthly RFM
segmentation
monthly
dq treatment to
define best
address
reporting:
•KPI monitoring
• end of year
prevision
•budgeting
monthly
mailing file with
prepared
segmentation
& indication of
best addressResult =
new
transactions
are loaded
in the CRM
platform

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• Build a single supporter view
offline – online - social
• Use & combine multiple channels
• Read and learn from the data
• Keep it accessible: use external skills

46. WWW.BISNODE.BE/BLOG
Presentation & blog post available as from tomorrow
46

47. THANK YOU!
Isabel Baert
isabel.baert@bisnode.be
+32 2 555 97 28