A Recipe for Building a High-Performance Marketing Revenue Engine

How UNICEF USA boosted donations by 300% with mission-aligned, micro-targeted marketing The most successful marketing leaders I know naturally want to go, to do, to act. They’re instinctively ambitious and they’ve honed their edge by being productively impatient — leading instead of following, proactively chasing opportunities instead of reactively dealing with challenges. But in the most successful marketing transformations I’ve been a part, I’ve seen marketing leaders harness their impulse toward...

Read Article

July 1, 2022
Content Type
Service
Technology
Industry
Category

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...

Read Article

December 17, 2021

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...

Read Article

December 17, 2021

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...

Read Article

December 17, 2021

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...

Read Article

December 17, 2021

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...

Read Article

December 17, 2021

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...

Read Article

December 17, 2021

Go Deeper with DELVE

Stay up to date on the latest data, analytics, and media best practices.