How to Use Data-Driven Fundraising to Fuel Your Bottom Line 

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Data has become the most valuable resource for all nonprofits, giving them deep insights into their supporter base and fundraising operations, as well as opening up doors of opportunity for future efforts. But while nearly all nonprofits are collecting data, only 5% of these organizations are making data-driven decisions, which begs the question of why. The answer: Nonprofits need better means of collecting data (nearly half of nonprofits don’t know how their data is being collected), which can be caused by having a complicated reporting tool, having an inaccessible database for everyone on the team, or having too many segmented data reports. 

GiveSignup | RunSignup understands these common data challenges and have developed a powerful insights analytics platform that every member on your team can easily use and understand. With our reporting tool, you have the ease of pulling important data about fundraising events, donation websites, donation forms, and fundraising campaigns, which gives you and your team full visibility into your organization and its fundraising.

Read on to learn more about how you use strategic data-driven fundraising, in combination with unique purpose-built fundraising tools, to increase your bottom line this year and beyond. 

Gain Recognition From Your Supporters Through Personalization

These days, emails are a dime a dozen. Did you know that in 2021 alone, there were 319.6 billion emails sent and received? That number is expected to jump to 333.2 billion in 2022. So with so many emails flooding through your supporters’ inboxes day after day, your nonprofit really needs to step up its email marketing efforts in order to stand out. 

Perhaps more importantly, it needs to practice good data hygiene practices so that your emails aren’t ending up in the most dreaded place: your supporter’s spam folder. To avoid the spam folder, make sure that you’re keeping a clean email list by frequently removing duplicate, old, and spam-like email addresses. And don’t forget to conduct regular A/B tests — this will give you first-hand proof of where your emails will end up. 

If you’re looking for an email platform that has all of the bells and whistles, but also happens to be completely FREE to use (seriously, no hidden fees, no subscriptions, no contracts), we have exciting news for you: GiveSignup | RunSignup’s email marketing platform lets you send unlimited emails to an unlimited number of contacts and includes a number of key features that you don’t want to miss out on: 

Insert Unique Data Placeholders

You may be asking what you can do to improve your email open rate. And the answer is pretty simple: Create more personalized emails. Your supporters don’t want to open up an email that clearly reads like a generic email sent out to the masses. The more personalized information you include in your email about each individual supporter, the more it’ll stand out. 

With GiveSignup | RunSignup, you have the ability to include data replacement tags to help your email catch supporters’ eyes — like a personalized salutation, how much they’ve donated to your organization, which tickets they’ve purchased, and more:

  • Custom data replacement tags. With a custom data replacement tag, you can be more detailed in your language so that supporters see that the email was written specifically for them. For example, a custom data replacement tag could be how much the supporter has given in 2021. There are two ways nonprofits can use custom data replacement tags in GiveSignup | RunSignup’s Email Builder:
    • Custom Lists. Include data you already have about your supporters and past attendees, and import through custom recipient lists.
    • Default Ticket Event Lists. Include data collected from your ticket purchase and donation transactions.
  • Default data placeholders. This is a general placeholder that you can place in your email in absence of information about a supporter. For example, if your supporter is missing a name in your database, you can create a default placeholder like “Dear Friend.” 

Segment Your Audience With Custom Lists

With any type of communication your nonprofit makes with its supporters, it should be a priority that you’re sending the right information to the right audience. By uploading and segmenting your custom contact lists to GiveSignup, you’re ensuring that the right people are getting specific email communications. Plus, segmenting your audience adds a layer of unique personalization that your supporters will appreciate. For example, two segmented lists you could use: those who have donated in 2021 and those who have lapsed. You can also combine or exclude lists to create dynamic recipient lists catered to your messaging.

Additionally, our email marketing platform gives you two email accounts to send from: one for marketing/promotional communications and one for transactional communications, giving you a better way to manage your unsubscribes. The beauty of this is that it allows you to save the important emails (like reminders with QR codes for your ticket events) to be sent from a different account so if someone unsubscribes from your marketing emails, they would still receive your important transactional emails.

Build Your Email in Minutes With Our Free Email Builder

Not only does GiveSignup | RunSignup give you free, unlimited access to our intuitive email marketing platform, our tool just upgraded tenfold with the release of the GiveSignup Email Builder. With Email Builder, nonprofits can create beautifully designed emails with super easy-to-use content blocks — giving you the power to add eye-catching content, like images and call-to-action buttons. 

To make it easier for your nonprofit, we even have predesigned default templates for you to choose from. Or, for the more advanced nonprofit, you can even add in your own HTML. With these advanced upgrades to your email marketing, you’re not saving your team more time and money, but you can now put more effort into improving supporter relationships with thoughtful messaging and purpose. 

Identify Supporter Activity Trends

With a database chock full of important information, you’d be remiss if you didn’t utilize your data to learn more about your supporters and how they are interacting with your organization. This way, you’re maximizing your future fundraising efforts with evidence that has been backed by hard data. The ability to learn from previous campaigns and events and understand which fundraising tactics are most effective allows you to create better experiences for your supporters and generate more fundraising revenue for your organization in the process. Especially with today’s fast-growing technology giving us easy access to valuable data, it’s important for you to have an analytics tool that is simple to use and robust in scope. 

GiveSigunup | RunSignup has two layers of analytics for your nonprofit to optimize your marketing spend and targeted communications: 

  1. Integrations with Facebook Pixel, Google Analytics, Google Adwords, and dozens more tracking and ad conversion platforms enable you to directly measure your ad spend. 
  2. A powerful insights analytics platform that helps you monitor how your marketing strategy correlates to pageviews, ticket purchases, donations and registrations with a simple and real-time event dashboard. These analytics can determine key points during ticket purchase and donations to maximize your visibility through strategic marketing and communications. 

Having an all-encompassing analytics tool can save nonprofits time and money, creating an all-around effective and efficient process for everyone on your team. For instance, Epilepsy Foundation of Colorado saves time by using GiveSignup | RunSignup because the platform is self-serve, allows for easy shared access between team members, and holds all of its supporter data in one central location.

Unlock More Generosity With a Comprehensive Fundraising Website

Your supporters would prefer not to keep track of a different website URL for each individual fundraising campaign and event. The process of checking each individual website can become tedious and burdensome. It’s actually more likely that your supporters won’t take the time out to consistently check for updates, and you’ll end up losing more supporters in the process due to the time constraints it would take to stay current and up to date with what’s going on in your fundraising pipeline. To ease the process for your supporters, we highly advise that you develop one comprehensive website that acts as your main nonprofit hub, allowing people to learn more about your organization and its mission, as well as keep track of upcoming campaigns and events. 

Pro tip: Set up your ticket events, donation forms, and fundraising campaigns for the year, and then link to every one of your events and campaigns on your new comprehensive nonprofit donation website. This consolidates every important piece of information about your nonprofit — including upcoming events and campaigns that supporters need to know about — so all they have to do is bookmark your one URL, and then revisit when they want to learn more. 

Like all of our technology offerings, creating a website for your fundraising event with GiveSignup | RunSignup is completely free for nonprofits. Plus, it’s now easier than ever to create a website that looks professionally designed and is highly functional — thanks to our Website Builder. Equipped with a drag-and-drop tool that easy to use and understand, our website builder allows you to tailor your website to fit your unique needs, with a menu header with dropdown menus, along with unlimited pages and subpages, that feature a number of customizable content pieces — like images, videos, a donation goal thermometer, and more. Plus, with each website that you create on GiveSignup, you already have access to a dashboard that allows you to measure website performance through a series of important impact metrics (e.g., tickets sold, transactions, donations, etc.). 

GiveSignup | RunSignup’s purpose-built technology can help elevate your fundraising with a unique and self-serve website builder, next-generation email builder, along with access to free tools to build simple and easy-to-use fundraising events and campaigns. Click here to learn more.

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