Mobile fundraising is just like any other new challenge your nonprofit may face. It will require some planning for certain eventualities. In the end, though, the processes you create around how you take in new information and what you do with that data should ultimately make your nonprofit better overall.
There are two major categories to consider:
1. Creating processes for dealing with new data: how to go about taking in new information
2. Using data to your marketing team’s advantage: what to do with your data moving forward
But between those two categories, there are just five key considerations to keep in mind with text-to-give.
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Here are the 5 key things to think about when dealing with all of the data involved with a text-to-give platform.
Creating Processes for Dealing with New Data
#1. Who is in Charge of New Information?
When your nonprofit signs on with a mobile fundraising platform, you will be flooded with loads of new information. You’ll be provided with a certain amount of incoming data about your new donors, and you will have to figure out what to do with it.
It helps to assign someone to the task of handling the new data. This person will essentially be in charge of how to deal with any issue that may come up.
For instance, the new data you have (phone number, email address, etc.) doesn’t match up with the existing info you have on a donor. What should you do?
This is the kind of decision-making that needs to be figured out early on to avoid any possible confusion.
Your nonprofit needs to create a set of rules for managing new information as it comes in. Some examples of questions that may come up:
- Will new information override old information?
- How do you go about consolidating duplicate information?
- Will all information be kept in the same place, or do you want to have a separate mobile fundraising filing system?
#2. How Will Credit Cards be Handled?
This is a process that will most assuredly be different for every organization. Chances are, if you have ever raised money for your nonprofit before, you have some sort of system in place for processing credit card information.
Most mobile fundraising platform companies, such as @Pay, will handle credit card processing for you. The only thing you need to make sure of on your end is that the way you process transactions through mobile matches up with the way you process transactions elsewhere.
Much like figuring out how to deal with the new phone numbers and email addresses that come in, figuring out how to consolidate credit card information will take some discussion.
- Do you want to have a separate way to process credit cards for mobile?
- Will you use the same system you’ve always used?
- Should you invest in multiple payment processing systems?
- Would having a standard way to process credit card info across the board make accounting simpler?
#3. Find Out What Else You Can Learn
Just as you need to have processes in place to deal with the influx of credit card information and phone numbers, you should also have a process in place for finding out more information about your donors.
One crucial piece of information that you can ask for is giving preference.
When in doubt, it’s always better to know more about what your donors’ wants and needs are when it comes to giving preference.
By having your donors fill out a simple questionnaire when they first donate, you can discover so much. If questionnaires aren’t your style, you can come up with some alternative ways of discovering your donors’ preferences.
Regardless of how you collect any supplementary information: the more you know, the better.
Using Data to Your Marketing Team’s Advantage
#4. Track Data Changes Over Time to Improve Strategy
Tracking data over time is one of the most important things that a nonprofit can do to improve. Your nonprofit should be figuring out trends in the data and what those trends might mean on a regular basis.
Evaluating and reevaluating where your nonprofit stands is a normal part of any growing organization.
If, for some reason, you notice a dip in mobile fundraising through text-to-give, it might be time to look at what could have caused this change. Likewise, if you see a spike in activity, it’s a good idea to figure out what might have inspired that increase…and replicate it!
It’s all about evolving the way you do things. What works for others might not necessarily work for your organization, and that’s okay. As long as you pay attention to the trends in your data and adjust accordingly, you should be on the up-and-up.
#5. Use Data to Make Informed Decisions
Lastly, you want to use all of the data you have: email addresses, phone numbers, giving preference, donation patterns, any trends that you notice. Use all of this valuable information to make informed decisions moving forward.
Now that you have all of this information, you need to be savvy about how you use it. It’s incredible to be able to reach your donors any time, any place. That being said, you don’t want to bombard donors with information at all hours. Not only would that be annoying, it’s ineffective.
Learning about preferences, age, and habits, and using past giving trends, you can figure out:
- How to word email promotions to be best understood by all.
- When to send text messages, emails, and other blasts.
- What the most enticing incentives are for your donors.
- Why some people are more likely to respond than others.
- Where you can improve your marketing strategies.
You can extrapolate about all of these things based on the accurate data you already have. It will make your organization better at marketing overall, and it will serve to make your text-to-give campaign as effective as it possibly can be.
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