Philanthropic giving is undergoing a generational shift: The traditional giving audience of affluent 55+ donors is aging out, diminishing the core giving audience that non-profits rely on. And Millennials, despite increased income over time, are not replacing the Boomers’ share of donations, resulting in systemic revenue declines for non-profit organizations.
Traditional non-profit marketing strategies fall short in reaching emerging Millennial donors. But there is a way to connect with them and make them lifelong donors.
DELVE’s Audience-First Giving Pyramid approach, based on the combined power of tech, data and media, coupled with relentless optimization, leads to personalized outreach and ultimately makes all donors feel like valued members of a united mission – and increases their contributions as their capacity to give grows.
Download the Report
View the latest Delve insights on Non-profits
DELVE to Present at Fundraising Online 2024 by The Resource Alliance
Fundraising Online 2024April 17-18, 2024 | 8AM MSTOnlineHow to Get Donor Journey Right with Tech, Data and Media: An Interactive “Jeopardy” ExperienceJoin us for an interactive session about the necessary elements to grow your digital individual giving program and build the best donor experience, no matter your size or sophistication. You’ll walk away with the understanding of Tech, Data, and Media roles at different steps of the donor journey, real-world examples of getting it right (and wrong), and…
DELVE to Present at Donor Experience Summit (DXS) by Fundraise Up
Donor Experience Summit (DXS)March 5-6, 2024Brooklyn, NYHow to Get Donor Journey Right with Tech, Data and Media: An Interactive “Jeopardy” ExperienceAn interactive session about the necessary elements to grow your digital individual giving program and build the best donor experience, no matter your size or sophistication. You’ll walk away with the understanding of Tech, Data, and Media roles at different steps of the donor journey, real-world examples of getting it right (and wrong), and practical tips…
Target Net-New Donors with Intent Data: Not for Profit Transformation Series
Learn how intent data can help reveal fresh, relevant audiences who may already be searching for your NFP’s cause. Earlier in this series, we discussed the importance of knowing your donors, and in our previous article we described how to append second-party data to your existing donor database. In our experience, both of these methods will help your NFP identify potential donors to target in marketing and advertising. However, only a small percentage of the people exposed to ads are actually actively…
Append Second-Party Data to Your Donor File: Not for Profit Transformation Series
Learn how other organizations’ data can help you identify net-new donors to target in your advertising. In our previous article, Learn More About Your Current Donors, we described how to start finding net-new donors by executing several basic qualitative and quantitative research projects. Next, we want to talk about how to identify specific groups of people who may be a great fit for your NFP, but who aren’t in your core file yet—especially donors who are Gen Z, Millennials, or even Centennials—by using…
Learn More About Your Current Donors: Not for Profit Transformation Series
Discover how qualitative and quantitative research can help drive more effective messaging and attract like-minded new donors. Oftentimes, a nonprofit may set a goal about generating “net-new” donors, but fail to define the target audience(s) in enough detail to allow the in-house marketing team or agency to create campaigns and messaging. This usually stems from the fact that they don’t have a deep understanding of their existing best donors—so they don’t know how to look for more like…
Create Personalized NFP Landing Pages: Not for Profit Transformation Series
Learn how implementing a tailored page for each initiative can help maximize your marketing and advertising investments. Previously in this series, we discussed that donation growth comes from personalization driven by the right first-party data strategy, how NFPs can develop initiative “flags” in their marketing warehouses to enable personalization through data, and the importance of ad creative personalization. In this article, we will address the importance of landing page personalization. Landing pages…
Personalize Your NFP Ad Creative: Not for Profit Transformation Series
Learn more about creating personalized campaigns, using programmatic advertising as an example. So far in our NFP series, we discussed how a strong first-party data strategy will allow your NFP to group existing core audiences by implicit or explicit signals into logical interest groups or “initiatives,” and how your internal or agency Media teams can upload these segmented audiences into their media platforms for search, display, social and other digital platforms, and execute personalized advertising that…
Use Segmentation to Target Donor Interests: Not for Profit Transformation Series
Learn how to export your segmented audiences to ad platforms—and power personalized advertising. The first article in this series, Improve Performance with Personalization, described how your NFP can “flip the script” with traditional channels (direct mail, email) and personalize messaging to resonate better with your core audiences. Now, let’s talk about integration among direct mail, email and digital—in other words, how to deploy a personalization-driven omnichannel strategy. What do we mean by a…
Enrich Core Donor Files with Data Flags: Not for Profit Transformation Series
Learn how initiative-based data can help power personalization, increase advertising ROAS, and grow donation volume. In our previous article, Improve Performance with Personalization, we made a case for declining performance in DM and EM being driven by lack of personalization. To be more specific, we believe that lack of “cause-centric” flags in your first-party core donor files—and the inability to segment DM, EM or digital files by what donors care most about—is holding back performance. In…
Improve Performance with Personalization: Not for Profit Transformation Series
Learn why personalization across direct mail, email and all digital channels is the key to donation growth. As the inaugural chapter in our NFP-centric series, this article has one singular goal: to make a case for personalization as the key to improving direct mail and email performance. We recognize that NFPs must lean on digital to attract net-new donors, such as Millennials, who will donate on a recurring monthly basis. However, we also strongly believe that an omnichannel approach to marketing and…