CommonGrounds per il Non Profit
SUPPORTERS DATABASE - The main objective of every non-profit organization is to be able to keep the level of loyalty of its supporters high and to make them level up in the donor pyramid. Especially when the prospect lists continue, despite efforts, to offer very poor results both as redemption and average value.
Certainly it is going through a very difficult period, economically and socially, so even non-profit organizations must start a thorough reflection of where and how it is possible to preserve greater financial resources for the "mission" association.
Where and how to invest the few resources available today? How to convince the Governing Bodies that the one proposed is the best decision? Do you invest everything on the "face to face" and, therefore, on the regular donation or on the digital that costs much less? You decide to flood messages and requests for help all the email addresses that you have available, sooner or later someone will answer ...?
We believe that in difficult times, before placing all the available investments in the budget of the year, we must better investigate all the information we have at home.
We suggest making every effort to get to know the active supporters better and not just the latter. How many know the age, the profession, the phone number, the email ... just to indicate some of the items that could make the difference in the knowledge of the active supporter, sleeper or lost.
A first step towards improving the accounts at the end of the year is to improve efficiency (the ROI) trying to allocate the "right message" for each cluster of active supporters. The simple reduction in the number of messages to be sent means, in a nutshell, to reduce costs and improve efficiency. Less paper consumed in vain will produce savings that could be used on digital or intended for a project that better matches the organizational mission.
All this can be achieved with a better classification of the database, comparing it with the content of the message, the response or not of the supporter, the profiling of the socio-demographic cluster to which it belongs (ISTAT census data on the Italian population), knowledge of the decile from an income point of view (annual data of the Bank of Italy).
But the same attention must also be paid to those supporters who are no longer active, who are dormant if not lost.
Who are they, to which socio-demographic class do they belong? Do they live in big cities or medium-large centers and what kind of income do they belong to? In the past had they been occasional supporters or were they very loyal and then, for reasons to be discovered, decided to cut their share of money to the association? How many supporters, once very loyal, no longer share the ways in which the association communicates?
Using Geofocus, we can perform regressive analyzes and information enrichments from public databases that can allow a classification of each supporter present in the database.
All the supporters who have consolidated the same behavior towards the association and belong to socio-demographic and assimilable income classes, will receive the same communication, certainly more adhering to their expectations, generating at the same time a higher redemption and therefore a value ROI much more interesting.
A greater classification of the supporter will allow a more evident personalization of the message, reduce the costs for paper, printing and laserization, will increase the loyalty of the supporter to the cause.