Leverage owned data for nonprofit end-of-year giving

For nonprofits, those precious, tax-deductible, unrestricted, end-of-year gifts represent one of your largest appeal campaigns of the year. Development appeals can take many shapes and forms, but if you have a donor that sends donations to several places, you’re competing with other nonprofit organizations for those funds. That’s why leveraging owned data is the key to success in your outreach – and we’re giving you three ways to use that data to your advantage.

Targeted, tailored social media campaigns

You can upload a single email list to a variety of social media platforms to make what’s called a Custom Audience. From there, you can put a little bit of advertising dollars behind your appeal and segment and tailor as much as you’d like – especially if you have a large list.

For example, let’s say you have 10,000 emails in your database, 2,000 are active donors, and the rest are past donors. You could launch one campaign to the active donors to share your appreciation for past gifts and encourage them to give a final, one-time gift of $50 before the end of the year. On the other hand, your message for past donors could talk about recent organizational priorities and successes, and you can ask them to consider getting back involved with a 2022 donation.

Email campaigns with a bonus component

Surprise and delight your owned email list with an added incentive for giving. Do you have a private partner that is matching gifts or adding an incentive for donors to get involved? Does a local business have a coupon code you can share with your email database? Maybe you can get creative by hiring a related celebrity through Cameo to record a donor-wide message that encourages end-of-year gifts. Seriously, how cool would it be if Jacques Pepin asked donors of a food nonprofit to give this holiday season?

Collaboration to exponentially increase reach

We said owned data, we didn’t say it had to be YOUR data. Collaborations are on trend with marketing strategies because when brands align around a shared value or target audience, you’re expanding your prospecting pool and building awareness with an audience that is simpatico but maybe new to you. Chances are you already have a private or nonprofit partner you’ve previously aligned with. Come together to cross-promote a joint giving campaign or create a social media fundraiser with supporting content that can be created with the collaborator feature, enabling you to reach more existing followers. Pair that push with coordinated email marketing campaigns from both organizations, cross-linking to each other.

Casey Prentice

A self-proclaimed organizational junkie and data geek who confesses to a secret desire to be a professional organizer, Casey enjoys account management, writing, editing and digital content strategy. Her agency work has helped clients like Virginia’s Community Colleges, VCUarts and Swedish Match.

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