In the charity sector, every penny counts – especially in today’s climate where donors are feeling the pinch.
The ongoing cost-of-living crisis is impacting charitable giving, with a quarter of people changing their charitable behaviours or considering doing so.
This means that supporter engagement has never been more important, and your charity marketing strategy needs to work harder than ever if you’re going to overcome the challenges currently facing the charity sector.
So, how can you ensure your charity marketing campaigns reach and resonate with the right people? By using data analysis to shake up your marketing strategy, of course!
The power of data
Did you know that businesses that use data-driven marketing strategies report five times more ROI than businesses that don’t?
It’s true: a data-driven approach to marketing enables you to boost engagement, extend your reach, and ensure you are getting the most out of your marketing strategies so you can optimise your resources, make informed decisions, and improve ROI.
Want to find out more about how to embrace the power of data? Read on to discover five reasons to use data analysis to shake up your charity marketing strategy so you can run a lean, mean, marketing machine.
5 ways data analysis can shape your charity marketing strategy
1. You can get to know your donors
How well do you really know your donors? If you’re going to create a charity marketing strategy that truly works, you need to understand your donors and get to grips with what makes them tick.
Using your data, you can divide your donors into segments so you can really get to know who your supporters are and how they support you.
From getting an insight into which campaigns they have previously engaged with to uncovering their donation history, the more information you have about your donors, the more targeted your marketing strategy will be.
2. You can choose the right channels
With a multitude of different channels available for marketing, it can often be challenging for nonprofits to find the right one for them.
Do you donors respond best to print campaigns? Or perhaps they find email communication the best way to engage with your brand. Alternatively, they might respond better to social media content – or even a multi-channel approach that combines lots of different mediums.
By using data analysis, you can understand how relevant each donor touchpoint is so you can determine which channels are right for your marketing, allowing you to tweak your marketing strategy accordingly.
3. You can boost engagement with valuable content
Once you’ve identified who your supporters are and where they are engaging with your brand, you can then start honing your communications depending on what drives them, encouraging your supporters to engage with your charity.
The heart of any marketing campaign is content, and donor-centric messaging is an essential part of your charity marketing strategy.
By using the insights gathered from your data, you can create content that really resonates with your donors and deliver it across all channels, ultimately building trust with your donors, strengthening supporter retention, and increasing donations.
4. You can personalise your communications
These days, however, compelling content alone isn’t enough. By using your data, you can take things one step further and personalise your communications so you can truly engage with your supporters rather than making them feel like just another statistic.
In fact, 84% of people say that being treated like an individual rather than a statistic has a significant impact on what brands they support.
It’s no wonder, then, that 90% of leading marketers attribute personalised marketing to greater business profits.
5. You can monitor performance and improve over time
Finally, by using data science, you can track the performance of your charity marketing campaigns to identify what has worked, what hasn’t, and identify opportunities for the future.
By utilising metrics such as donor retention rates and donor acquisition rates, you can clearly see which campaigns are working and why – enabling you to recreate successful campaigns and learn from your mistakes allowing you to improve your strategy over time.
Want to find out more about the benefits of a data-driven marketing strategy?
If you would like to implement a data-driven marketing strategy for your charity but feel like you currently can’t see the wood for the trees, contact our expert team today to learn about how we can use data to hone your charity marketing strategy.
