Ever wonder how sites like Amazon.com are able to recommend new products to you that they know you will enjoy?
One word: data.
Simply put, the site looks at your past search history, purchasing behavior- even likes on social media in order to predict what you may want to purchase next. Now imagine that very same idea applied to your organization for the purpose of finding new donors. By looking at prospects’ past voting history, giving behavior, even their political ideology, we can predict which citizens in your area are likely to respond to an appeal from your organization.
This is a powerful tool for acquisition campaigns; instead of reaching out to random people or blanketing an entire geographical area with generic campaign materials, we can;
• Target specific groups of prospective donors
• Send them personalized appeal letter
Thus, the same data that helps us track down high-quality prospects gives us hints on how best to approach, engage and convert those prospects.
This type of micro-targeted outreach is ideally suited for non-profits and advocacy organizations trying to increase their visibility, build their base of support, and grow their revenue. And it’s all made possible using predictive analytics.
When you think of donor analytics, think Grass Root Communication.