Amplify Your Fundraising with Donor Analysis and Data Optimization

2. Amplify Your Fundraising with Donor Analysis and Data Optimization Vice President of Marketing Ruffalo Noel Levitz Caryn Stein

3. Hi there. Caryn SteinVice President, Marketing Ruffalo Noel Levitz @caryn74 caryn.stein@ruffalonl.com

4. Today’s Fundraising Landscape How to Get More from Your Data Personalized Fundraising Q&A Agenda Amplify Your Fundraising with Donor Analysis and Data Optimization

5. TODAY’S FUNDRAISING LANDSCAPE

6. There are more mobile devices on the planet than toothbrushes

8. By 2019, 246 billion emails will be sent per day

9. We spend 11 hours per day consuming media

10. The challenge and opportunity of data & technology…

11. Data is the root of successful donor-centric fundraising

12. Giving is personal, social and emotional.

13. The right data coupled with the right technology helps you tell a more relevant story at the right moment to the right people

14. Why me?

15. Remember: to a donor, giving is about Me • Message • Messenger • Medium • Meaning • Measurable Impact

17. HOW TO GET MORE FROM YOUR DATA

18. How Data Makes a Difference Less waste, better ROI Data allows you to get the right message to the right individual, the more specific the better Focusing only on the populations you wish to reach Relevant, targeted messages get more opens, more donation conversions, and higher gift amounts More complete records, more opportunity to connect Contact information, affinity, past engagement, ongoing engagement signals

19. Data Quality Audit

20. Map Data Sources

22. Questions to Ask What % of donors were you unable to renew last year? What do you consider to be a complete record? How much of your data base is comprised of incomplete records? What does that mean for your campaigns? Which data sources are not updating your database on a regular basis? Do you have established rules for how and when new data is accepted? How often do you research and add new data points? How often do you clean your records? How does your data connect to other vendors, tools, gift officers?

23. A Simple Segmentation Approach Combine Your Message, Medium, and Ask Segment: Event Attendees (who haven’t given an additional donation in the last 12 months) Medium: Personalizedemail (addresses them by name, event activity, program supported, ticket level) Message: “You helped make our event a success, with your help we raised [specific amount] which will [specific impact/outcome].” Ask: “Please help us continue/complete [current program/project] with your donation of [appropriate amount relative to previous gift].” Example – Event Attendees, Non-Donors

24. Comment Segments Donors vs. non-donors Supporter type Giving levels Recurring donors Lapsed donors (LYBUNT, SYBUNT) Campaign/Acquisition Channel

25. PERSONALIZED FUNDRAISING

26. Use your data to dynamically tie the giving experienceback to affinity, experiences, identity and impact

27. Optimize and Offer Giving Choices Meet donors’ expectations by offering specific giving opportunities that match constituents’ preferences and passions Offer ways for donors to select and understand the impact they will have Lower the barrier for donors to give through online giving, mobile-optimized experiences

28. Personalized Fundraising Opportunities Personalized engagement through multichannel outreach, including direct mail, digital, email, phone All channels are integrated and build on a donor-driven story to create a personal journey Meet donors where they are on their terms and on their timetable Digital advertising: Retargeting, targeted display and geo-location

29. Customized Stewardship for Long-Term Success Personalized stewardship through multichannel outreach, including direct mail, digital, email, phone Report on impact on a timetable that reflects the donor’s gift, not your communication calendar Create follow-up giving opportunities that build on the first gift’s data

30. Facebook YWCA GIVE NOW GIVE NOW Website Display Ads Mobile Apps Instagram YouTube Video Ads

33. Q & A

34. Would you like to learn more about connecting with more donors, more successfully? • Accelerate your annual giving program • Identify and reach more major donors and planned gift prospects • Optimize your online fundraising approach • Create a smarter multichannel acquisition campaign • Launch a successful Giving Day • Personalize digital outreach and advertising

35. | RNL COMPLETE FUNDRAISING RNL Complete Fundraising Identify, engage, and raise more throughout the donor lifecycle RNL Major and Planned Giving identifies, warms, and qualifies prospects ready to make a transformational gift. RNL Annual Giving attracts, converts and retains more donors through multichannel integrated fundraising campaigns. RNL Digital Giving amplifies your message and reach online to raise more. RNL Advancement Services transform the quality and completeness of your organization’s data.

36. INSIGHT. INNOVATION. EXPERIENCE. 40+ years Helping institutions meet their challenges and exceed their goals since 1973 150+ experts in higher education, fundraising, technology and marketing 1,800+ client institutions Millions of digital communications and more than one billion direct mail pieces delivered 6 million fundraising conversations annually $1 billion in funds raised

37. Thank you. For more information visit www.ruffalonl.com