Today, your donors live in a world of personalized experiences. These daily experiences span fashion, fitness, entertainment, and shopping to news, travel, finance, and business. et, most nonprofits are still using fundraising tools and tactics that blast impersonal, mass messaging to 95% of donors and reserve personalized engagement for top givers. Why? Here's what you’ll learn: * How donor preferences are shifting and what this means for your nonprofit. * How to identify key opportunities to tap into personalization in your donors’ journey. * Four insight-driven engagement strategies you can use immediately to build more personalized relationships with your donors.

1. How To Build Loyalty
Through Insight-Driven
Donor Engagement
hosted by ...
Noah Barnett
Director of Research & Insights
noahb@virtuouscrm.com
(571) 379-2572

2. PRE-WEBINAR QUESTION:
Think about the last time you
donated to a charity (not your
own). What sparked this?
**Share your answer in the chat pane of Zoom**

4. The world you’re fundraising in has changed.
OLD NEW

5. Technology is transforming all aspects
of our lives, especially how we connect and
engage with others and brands.
Access to information has been
democratized and shifting power from
institutions to individuals.
Attention is fractured and endless
distractions compete for our time each
day resulting in message fatigue.
Now, we live in a world of continuous change.

6. The result of this complexity?
According to GuideStar,
50% of U.S. nonprofits—big and
small—are failing
In the last 10 years, we’ve seen
a drop of 18% in the number of
individuals giving to charities*
Each year, nonprofits lose
more than half of their donors
and 76% of new donors**
*Generosity for Life Report **Fundraising Effectiveness Project

8. “Some organizations will thrive from this
increased chaos, some will be unprepared, and
some will merely fight it and lose.”
Seth Godin
Marketer, Innovator, Author

9. How To Build Loyalty
Through Insight-Driven
Donor Engagement
hosted by ...
Noah Barnett
Director of Research & Insights
noahb@virtuouscrm.com
(571) 379-2572

10. NOAH
BARNETT
• Husband & father to 3 sons
• Curious. Discontent. Hopeful.
• Fundraising for 10 years
• Spent 6 years running growth at an
international humanitarian nonprofit
• Now, I’m the Director of Research &
Insights at Virtuous

11. Build lasting
relationships with ALL
your donors
Virtuous is your nonprofit’s integrated
CRM, Communications, and Giving Platform and is
designed to help you grow giving and create a
personalized donor experience at scale.

12. Marketing Automation & Email
Modern marketing software to personalize
each donor's journey using automated
emails & follow-up.
Smart Nonprofit CRM
Powerful & easy-to-use donor management
software designed to
build better relationships.
Frictionless Online Giving
Embeddable donation & lead forms
that are easy to build and designed to
personalize each donor's experience.

14. Today’s Conversation
1) What’s different now?
2) How should you adapt to this?
3) A reimagined playbook for today’s donor
4) 4 strategies you can use immediately

15. Discovery #1
How today’s donor prefers
to discover and engage with causes
has shifted.

16. These changes have made it challenging to
reach today’s donor without first earning trust.
Today’s donors are hyperconnected, live
inside personal feeds, and rely on
recommendations by friends.
Today’s donors want to be part of, not
merely give to the causes they care
most deeply about.
Today’s donors now expect
personalized experiences across all
areas of of their lives.

17. 81% of people said: “I must be able to trust
the brand to do what is right.” Yet, only one-
third said they trust brands they engage with
today.
2019 Edelman
Trust Barometer
Special Report: In Brands We
Trust?

18. Personalization Everywhere

19. “Poor personalization and lack of trust cost U.S.
organizations $756 billion last year, as 41
percent of consumers switched companies.”
Accenture Strategy
U.S. Consumer Digital Trust
Deficit Report

21. KEY INSIGHT
Today, trust is the
most valuable currency.

22. Discovery #2
Most fundraising tools and
tactics we were taught are designed
to reach yesterday’s donor.

23. Pre-1950
Community
Organized
1950’s
Direct Response
2000’s
Online
Fundraising
• Localized
• Self-organized
• Collaborative
• Personal action
• Door-to-door
• Small meetings
• Canvassing
2019 - beyond
What
Now?
• National
• Industrial
• Undifferentiated
• CPR / RFM
• Mass mailings
• Telefundraising
• TV ads
• Internet
• DRF, but online
• Impersonal
• CPC / CTR
• Email blasts
• Display ads
• Social spray

24. Most receive impersonal
mass, blast, spray
Very few receive
responsiveness
OLD
Development Teams, Phone
Calls, 1-1 Meetings
Direct Mail, Email Blasts,
Generic Communications
Donor Inequality
Most nonprofits still blast impersonal, mass messaging to 95% of their donors
and reserve personalized engagement for top givers.

25. A Growing Chasm

26. A Growing Chasm
Value relationships over institutions
Expect personalized experiences
Want to see the impact of their gift
TODAY’S DONOR
Only top 100 get a personal touch
Use traditional communication
No data driving donor connections
TODAY’S NONPROFIT
76%of donors churn
after their first gift

27. KEY INSIGHT
We need to refresh
our fundraising playbook.

28. KEY INSIGHT
Earns trust not expand reach
Mobilize donors not manage donors
Rally generosity not raise money

29. BEFORE
It’s about expanding reach
to capture attention
NOW
It’s about building trust
to earn attention
• One-to-many
• Mass, blast, spray
• Fragmented
communications
• Personal for few
• Direct response
transactional
• One-to-one
• Know, engage, suggest
• Multi-channel, one
conversation
• Personal for ALL
• Generosity growth
relational

30. Personal passions (the WHY)
Social & relational connections
Wealth & location data
Web/email engagement
KNOW YOUR CONSTITUENTS AT
SCALE
Personalized communication
Mail, calls, in-person, etc.
Less staff time
Increased retention
AUTOMATE DONOR
JOURNEYS
Data analytics driven
Best next steps for each donor
Frictionless giving forms
Maximized donations
PERSONALIZE GIVING
OPPORTUNITIES
The Donor Personalization Playbook

31. Everyone receives
personal engagement
NOW
Development Teams, Communications,
Phone Calls, 1-1 Meetings, Personalized
Emails, Mailings, Text Messages
Personalization for All
Growing nonprofits are using modern technology to build lasting relationships
by creating personalized experiences for ALL their donors.

32. UPS Strategy
What did the donor do and how should
we now deliver on the expectations behind
their actions?
DONOR PERSONALIZATION

33. UPS Strategy
What did the donor do and how should
we now deliver on the expectations behind
their actions?
DONOR PERSONALIZATION
Enhance Giving Follow-Up
A thank you is a must, but you can also provide
visibility into “what now” and build
momentum for their next action.
Engage New People
Quickly follow-up with a view into
what’s going on now, and set expectations for
future communications.
Discover Intentions
When people ask “what can I do to help”,
stay curious, learn more about their intent and
share specific ways they can engage.

34. Netflix Strategy
Based on what we know about the donor’s
actions, what opportunities make the most
sense to suggest to them now?
DONOR PERSONALIZATION

35. Netflix Strategy
Based on what we know about the donor’s
actions, what opportunities make the most
sense to suggest to them now?
DONOR PERSONALIZATION
Time-Based Engagement
Design time-based campaigns that engage
supporters at key milestones and provide best-
fit offers based on prior signals.
Build On Momentum
Continually curate a series of “next steps” that
align with their actions and other signals you’ve
noted. Don’t lose momentum.
Action-Based Engagement
When people take a specific action (i.e. visit your
website, attend an event) you can then
immediately follow-up with suggested actions.

36. Amazon Strategy
Based on what we know about the donor, how
can we guide them to engage in actions that
deepen their engagement?
DONOR PERSONALIZATION

37. Amazon Strategy
Based on what we know about the donor, how
can we guide them to engage in actions that
deepen their engagement?
DONOR PERSONALIZATION
Seasonal & News Driven
When summer arrives or news drops,
proactively engage your donors with
personalized responses they should take.
Celebrate Milestones
Proactively engage donors at key points in their
involvement (i.e. 1 or 5 years of giving, $3k life-
time-giving) and signal what’s next.
Progressive Donor Journeys
People want to “do more” yet aren’t always
sure what they should do. Don’t leave it up to
chance, clearly show them what’s next.

38. Quip Strategy
Where are their opportunities where we can
offer to act on our donors’ behalf?
DONOR PERSONALIZATION

39. Quip Strategy
Where are their opportunities where we can
offer to act on our donors’ behalf?
DONOR PERSONALIZATION
Giving Circles
Offer donors the opportunity to connect with
others that give, as a way to build like-minded
community and connection.
Recurring Giving
Turn one “yes” into a long-term commitment
that drives loyalty, while also providing donors a
platform to express generosity.
Collective Action
Equip donors with automatic ways to take
on-going action (i.e. petitions, p2p, social sharing)
with others when most crucial.

40. “We have to devise means of making known the
facts in such a way as to touch the imagination of
the world. The world is not ungenerous, but
unimaginative and very busy.”
Eglantyne Jebb
Founder of Save the Children

41. Questions?
Let’s dig in. Share yours in the Zoom
questions pane.

42. Virtuous Automation
w/ Matt Wolach, VP of Sales
See how Virtuous’ platform can help you create
personalized engagement for your donors at scale.
LIVE DEMO

43. Build lasting
relationships with ALL
your donors
Virtuous is your nonprofit’s integrated
CRM, Marketing, and Donation Platform and
is designed to help you grow giving and provide a
personalized donor experience at scale.

44. THE GENEROSITY GROWTH PLATFORM

46. Donor Personalization is helping some nonprofits
beat the odds & build lasting relationships.

47. Global Hope
Network
SUCCESS STORY
“With tools that create tasks, send
automatic emails, and help me make
donors feel special bring solutions by
adding time in my day.”
Daphne Keys
Director of Development
Adding Virtuous was like
adding 10 staff members
to our team!

48. OneHope
SUCCESS STORY “Real time access to rich donor data
provides our staff with a better overall
understanding of who that person is, which
in turn allows us to truly personalize our
contact with them whether it’s email, mail,
a call or a note."
Sheryl Root
Partner Database Manager
50%cost savings in staff
research and data entry

49. Personalization For
Everyone
not limited to top 10%
DONOR PERSONALIZATION

50. Contextual
Engagement
not mass, blast, or spray
DONOR PERSONALIZATION

51. Holistic View
On Giving
not just money
DONOR PERSONALIZATION

52. Human-to-Human
not charity-to-donor
DONOR PERSONALIZATION

53. Multi-Channel
One Conversation
not fragmented
DONOR PERSONALIZATION

54. Collaborative &
Networked
not linear and mediated
DONOR PERSONALIZATION

55. Generosity
Mobilization
not giving management
DONOR PERSONALIZATION