Organisations worldwide rely on a business tool given the title of a three-letter acronym to create successful appeals campaigns. Can you guess what it is?
Client Relationship Management (CRM) is the backbone for how organisations manage donor relationships and interactions for current and potential donors. It’s an essential tool that allows organisations and businesses to gain important and insightful data of their target audience such as their demographics, behaviour and values. It’s no secret that this cog in the machine that helps run more supporter-intuitive organisations is of utmost importance to an appeal’s overall success. Although setting up your CRM demands resources, this is an invaluable tool to plan your next campaign. But what if you were able to expand its dexterity to help boost your appeal season planning in 2023?
How to make use of your collected data to create better appeal plans
Donor-centric data can be the cement that forms the foundation for a successful appeal campaign. Although you may have gathered high-quality data from your CRM, knowing how to use it is key. Below are some top tips from our creative fundraising agency perspective:
1. Clearly define your target audiences and create their personas
Creating a target persona is essential for any appeal campaign. It brings to life your audience, giving them a face, age, gender, and culture, with all their values, attitudes and hobbies applied. Creating this allows for organisations to create personalised, user-specific content for their appeal. When using your CRM data, you can accurately assess your audience’s values, attitudes, hobbies, and social practices without the need for any of the guesswork – for the team creating the campaign, it also adds a level of creativity and fun around ensuring that what they’re designing is on point for who they aim to be targeting.
2. Select the most relevant marketing channels to suit your target audience
Once your target audience and their personas have been created, it’s time to research. Your CRM data is essential here in identifying what media platforms each age group and demographics interact with. Your CRM can provide this information if set up properly. Having the data of what each donor is currently engaging with and which platforms you have had the most success with can help give valuable insight for your future campaigns.
3. Create and provide personalised and specific content
Using the data-rich information extracted from your CRM, your organisation can begin to create personalised content for your appeal. Although this method is more time-heavy than creating standardised content there are 3 key benefits in doing so:
- Your personalised content creates a unique bond with your supporter compared with other organisations
- Your organisation becomes more human-centric and ‘authentic’ to your audience
- You gain higher-quality brand loyalty from donors
Despite this method being more demanding on time and resources, the ROI significantly outweighs the standardised copy and design in campaigns over the long term.
How to use CRM data to successfully create segmentation
Audience segmentation is a strategy that organisations implement to separate and strategically place their current and potential donors into small groups using shared characteristics. From here, organisations can accurately target these groups using personalised, donor-centric marketing tools to gain a high ROI throughout their appeals.
Why use CRM data in the segmentation process?
It’s easy to research general statistics on your created audience persona, but nothing beats accessing your own data. When you know what your donors are interested in then you can upsell or communicate some giving themes that resonate with them.
Overall, it’s important to understand that CRM data is a tool that can be used throughout all your campaign planning process. Gathering quality CRM data, understanding and implementing it into your appeal planning, will allow your organisation to deliver more donor-centric campaigns that increase connection, loyalty and ROI.
If you would like to learn more about spinning your CRM data into appeal-planning gold, click here.