Online and Mobile: Key in the Season of Giving
The holidays season is the best time of the year for non-profit organizations. According to a study from PayPal and Koski Research, 62% of Americans plan to make a direct or indirect donation to a charity during the holiday — with mobile donations being one of the fastest growing tactics in the sector.
Calls for charitable giving come from many different sources, and soliciting donations is competitive. Non-profit marketers must be able to make the case efficiently (talking to the right people, at the right moment) when donors are open to a conversation about giving.
Understanding the lifetime value of an individual donor is critical to meet fundraising goals. Campaigns carefully weigh return on investment and ability to generate awareness in every channel.
The traditional methods of outreach — direct mail, phone banking, events, and TV media buys — are starting to change. As past generations of donors get older, they are being replaced with a new generation who leave strong digital footprints, especially on their mobile devices. Attracting the new donor through digital channels has become a powerful initiative for building lifetime donor value.
Most online donor lists are built from onboarding direct mail files. However, the challenge with matching qualified donors to their online contact points is lack of scale. Without a high onboarding match rate, it’s nearly impossible for a non-profit organization to capitalize on the potential of every donor in their list or accurately measure online ROI.
Semcasting Smart Zones® IP targeting represents an excellent fit for non-profit marketing initiatives because it operates like direct mail online. Offline donor lists can be quickly converted into targetable online audiences at rates that often exceed 85%. Cookies and walled garden IDS may struggle to meet half that. Target donors can be transparently linked to any outreach and any subsequent donation, regardless of where that donation is made.
Learn more about Semcasting’s patented Smart Zones solution and improve your non-profit marketing by matching every donor.
Semcasting : Jun 22, 2016 2:51:15 PM
