You The future of donor experience is here today. Here’s what it looks like.
When a person takes an advocacy alert, downloads a white paper, starts but doesn’t finish a donation page, or receives services from a nonprofit, their interactions are logged. This starts the communications ball rolling.
Now, the organization can see her demographics, capacity, gifts to other organizations, previous browsing behavior on their site, interests, purchases, and more from her data. The analysis says she could be a valuable monthly donor and does not care for texting or phone solicitations.
From that analysis, the communications fly. A mail piece is generated that’s specific to her and the issue she was interested in just moments ago and leaves in today’s mail. Digital ads appear as she browses the web and uses social media. As she watches a streaming service, the issue at the forefront of her mind shows up, along with how she could make a difference.
When she calls to make that difference, she immediately gets emails showing her impact, a T-shirt in the mail, a personalized thank you, and a survey about her experience.
The technology that makes this possible is called a constituent data platform (CDP). CDP functionality comes down to collecting data about people, identifying to whom the data belong, predicting the best path, activating based on those predictions, measuring progress, and repeating this process.
With constituent data platforms (CDPs), you can go beyond delivering audiences for mail, text, ads, phone calls, etc. CDPs deliver relevance – the exact impact you want to have on the world right now. This CDP experience attracts and retains donors.
The level of customization CDPs offer is unmatched – a CDP can dynamically change copy and images without sacrificing speed. Constituent data platforms give you the power to customize communications based on channel preferences, language preferences, cultural background, whether they’ve volunteered, giving history and more. All at once.
This task is complex – CDPs, tech stacks, identity resolutions, and machine learning can be daunting. We want to take you through a CDP using plain English in this free white paper.
