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.
2. WHAT CAN WE DO FOR YOU?
2
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
7. 7
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
8
Face to Face:
Consistent content
Churn prevention
9. KEY CHALLENGES IN OMNICHANNEL WORLD
NEED FOR AUTOMATED AND CONSUMER CENTRIC PROCESSES
9
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
10
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
11
12. CREATE A SINGLE SUPPORTER VIEW
12
Offline address E-mail address
Cookie, mobile, …
Social ID
Phone number
Delivery address
16. MEET SAM… YOUR SUPPORTER
16
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?
18. CONNECT THE DOTS
18
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
19
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
21. CONNECT THE DOTS
21
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
22
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?
24
DB
offline
socialonline
25.
26. From: Permesso
Subjectline: Waar wonen de Arnauts’en in België?
Où sont les Arnauts’ de Belgique?
Launch date: Monday 25/02/2013
26
PERMESSO CASE
32. CONNECT THE DOTS… SOCIAL
32
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.
34. FIND PETITIONERS
34
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
35
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
37. CONVERT PETITIONERS > DONORS
37
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
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/…
42
43. THE CONTEXT
43
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
44
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
45. 45
• Build a single supporter view
offline – online - social
• Use & combine multiple channels
• Read and learn from the data
• Keep it accessible: use external skills