Data fades. Just like fireworks in the sky.

in Copywriting - Nonprofit,Cultivation & Stewardship,Marketing for Nonprofits

Why does a copywriter have “data” as the topic of her blog post?

Because quality data . . . diverse, accurate information on donors and members . . . is information that allows me to write stronger copy for you.

Value of Data

It gives anyone more of the right information for writing copy that generates higher response. And for building relationships.

For years the nonprofit industry has been talking about building stronger relationships. Well, to do that in today’s market you need plenty of data. And you need the database software to manage that data.

Again, because with the right data you can write stronger copy. Copy that sparks donor interest, guides their experiences, and develops stronger loyalty. Capture the data with each interaction and build a profile to understand each of the better for tailored campaigns.

What Data to Collect

Yes, know their names, email addresses, and mailing addresses. But also what campaigns (offline and online) have they responded to? Do they always give the same size gift; or are they more generous with certain topics? Which emails do they open and click through on? How long have they been with you? What’s their life-time value? Demographic data is also important. What are they doing with you in social media? Etc.

I’ve heard it said that an email address is like a business card. It’s a starting point. Now build on that with their online AND offline activities.

As they browse your website, offer value so they interact and you can capture more information on what’s of interest to them. Give something in return that enhances the donor’s or member’s experience with your nonprofit.

Think of it as a conversation that must be two-sided.

Beware of Fading Data

Once you collect the data, don’t assume it remains accurate forever. Just as the fireworks on the 4th of July explode in the sky and then fade away … much of the information you collect on supporters becomes questionable after a couple of years – its reliability fades away. Especially email addresses, phone numbers, and similar data.

So this is an on-going effort. Make the investment in data collection and the software to manage it with flexibility (i.e., ability to sort and segment in detail).

The reward for the data investment is having the precious knowledge on your supporters that allows you to write highly tailored and targeted campaigns. This builds stronger relationships. This builds loyalty. This increases retention and life-time value. This means higher response and more revenue for your nonprofit.

In contrast, fail to invest in data and your nonprofit may also fade away like the fireworks. Is that the risk you want to take?

Related posts:

First … Happy Independence Day to all my fellow Americans. Enjoy your day off! And because tomorrow – the 4th of July is a national holiday – I published my post on Tuesday this week instead of Wednesday.

One Size Hurts All

Relevance, value and personalized communications – “Lists don’t matter. Do you agree?”