Have you sent an appeal by email with a small ask towards your annual giving campaign to a major philanthropist? Have you contacted a member seeking their availability to volunteer next Saturday? Or do you send the same communication to your loyal donors and lapsed donors? If yes, then your loyalty and income opportunities could be compromised and would benefit from time spent understanding and segmenting your data.

A FEW SIMPLE TIPS:

Quality over quantity

It’s time to stop reporting on the growth of your database and consider the quality? What are your open rates like? Are you designing something bespoke for a smaller few and considering removing those who are not engaging? Perhaps you might consider sending a ‘thank you’ to people who have recently attended your events and a ‘We miss you’ message to those who have not engaged for some time. You will achieve greater cut-through if your message is relevant and personal.

A personalised lens

Have you recently reviewed how your data is segmented? Is it simply website subscribers, and donors? Or do you track attendance at events and begin to send those who attend your film nights more tailored content and those who attend your online forums more information about upcoming speakers? Do you think about what matters to your audience, how your audience is evolving and how you may enhance their engagement with you?

Care for donors of all kinds

It doesn’t matter what an individual contributes, it’s important to look after everyone. Successful small charities don’t ignore the $5 donor and know the importance of brand and loyalty. Charities must consider the entire experience: calling donors, live events, ease of access to information, visual identity, welcome emails for new donors, recognising loyalty and providing impact updates to match donor interests. Strategic engagement, strong relationships, and customised communications lead to lifetime loyalty and avoid donor fatigue.

Creating resource efficiency

With affordable tools such as Mail Chimp and Campaign Monitor, segmentation and automations are available to you and mean you can automate segmented journeys for your donors and audience allowing for scalability and avoiding team burnout. Watch demos and learn how to use your system, we can guarantee you there are tricks and tips you didn’t know were at your fingertips!

If you’d like to learn more about Driving loyalty and income through data, it’s time to book your ticket to the 
Benefolk Income Summit 2025.

The event includes tips and tricks from Penny and Jessica focused on how to maximise the value of audience data to enhance engagement and create new revenue streams. Using a small charitable organisation case studies, learn how Benalla Art Gallery and Benalla Art Gallery Foundation used data segmentation to gain deeper insights into its audience and convert members into donors.

Date: Thursday 29 May Time: 12-1pm Location: Online Book Now

Learn more about Penny Whitehead and Jessica Macpherson.