Interrogate your data
So following on from last month, your first Ramadan planning meeting has taken place, you’ve put together a draft plan of action. Of course you have, no doubt about it.
So, here’s the single biggest tip for a better campaign:
Most of the information you need is already in your donor data. Unlocking it is just about asking the right questions.
On the other hand, not bothering to ask means you risk wasting more of your donor’s money on the wrong communications to the wrong people. Don’t do that.
Understanding the values, frequencies and donation types, means you can target donor hotspots, when setting up search advertising or direct mail campaign (for example). Even public advertising and events planning should really be based on this information.
Segmenting the donation values into separate bands also means you can better target your asks. After all, why would you ask a donor for £100 if they’ve never given you more than £10 historically. Alternatively, why ask a high-value donor for £30?
And speaking of high-net worth donors, this exercise will tell you where they are so you can better plan your communication with them.
Just as important for your wider planning purposes is that your donor data provides key information about retention and lapsed donor rates over each year so you can build-in intelligent and timely actions to keep more of your donors for a longer period of time. It tells you where you’re going wrong.
The obvious and logical progression from this is to think about your current data acquisition processes and identify areas for improvement. Refining your donor touchpoints to maximise data acquisition should always remain a work in progress. Knowing response rates to campaigns and even specific campaign activities is key to helping you grow and become more effective. We’ll come back to this in a future piece.
Get in touch if you want help with running your data queries.
Get in touch for a Ramadan Planning template