Donors for Life®
Say “Good-bye” to traditional fundraising.
This changes EVERYTHING.
Fundraising, for all but the top donors, has traditionally been a one-way blast of impersonal, mass communication that focused on a monetary transaction and provided few possibilities for relationship building.
But as today’s donors become more sophisticated and face a greater number of choices and channels, they are demanding a consistent, positive, and meaningful donor experience that empowers them to achieve their goals in the most satisfying ways possible.
Here is a revolutionary 1:1 approach to connecting with your donors . . .
Donors for Life® is a donor experience management strategy comprised of seven overlapping disciplines that will help you create faster, better, and more sustainable revenue results and greater donor loyalty.
These disciplines are “additive.” The more disciplines you are able to phase in over time, the more meaningful the donor experience, and the better your revenue results.
1 Brand alignment — In our brand-driven world, most branding issues are really issues of the donor experience with the brand. Donors for Life® ensures that your organization’s donor experience integrates seamlessly with your brand, both for driving response and for developing deep, emotional connections that fulfill the personal goals and needs of your donors.
2 Analytics and constituent research — Donors for Life®capitalizes on advanced, donor-centric analytics and constituent research to improve donor experience and create faster, better and more sustainable revenue. Statistical insight provides the basis for maximizing donor experiences. By applying analytics to donor experience design, we can potentially double the average value of donors you acquire, because we target only donors who have the greatest long-term potential. We have helped our clients save millions of dollars of wasted expense through advanced segmentation that selects only those donors most likely to respond to a given impact. Masterworks’ internal analytics and constituent research capabilities are the most robust in our industry. The 15 staff members in our marketing intelligence division conduct research and analysis of client fundraising and donor engagement efforts. We believe that analytics must drive strategy. That’s why we’ve built a strong team of analysts and strategy experts.
3 Constituent Relationship Management (CRM) — CRM is about creating a donor experience that differentiates an organization from its competition. This experience builds a two-way, 1:1 relationship that maximizes revenue and grows long-term donor loyalty. CRM assures your donors that you know who they are and honor the unique relationship you have with each one.
4 Experience design and donor mapping — Optimizing the donor experience requires that you know the relational impact of every touch you make with donors and how those interactions are experienced by those donors. The experience of each donor segment must be strategically planned, mapped, fine-tuned and tested to arrive at the optimum donor experience. Through Donor Experience Mapping we can isolate the key interactions for each donor segment — the highest impact touch points — evaluate the resulting data and discover how to optimize spending in order to create better results and long-term loyalty.
5 Integrated, multi-channel engagement — In our multi-channel world, online and offline channels must work together to maximize revenue and drive up loyalty at the same time. Using a touch point optimization approach, we can project the most profitable way to create a compelling donor experience. By utilizing all interactional data collected across multiple channels, we can manage fatigue and contact frequency across channels, optimizing the donor experience. A clear, integrated, multi-channel, touch-point strategy assures that all of your online and offline communications speak with one voice consistently throughout the year.
For more information on this topic, contact Rory Starks at 360.271.8177 or rstarks@masterworks.com
