By: Keisha Hartman
Whether your year-end strategy is already mapped out or you’re just getting started, we have some tips for you to create a dynamic end-of-year digital fundraising campaign in Luminate Online.
Dynamic communication is an essential part of a non-profit’s digital marketing efforts because it allows to you interact with your supporters on a deeper level. Luminate Online (LO) has tools that allow you to send your supporters the right message at the right time. The message is fully optimized and targeted to every single user by leveraging your existing constituent data and behavior.
Here are a few ways you can make your year-end campaigns dynamic:
CREATE DYNAMIC GIFT ARRAYS
Custom ask amounts increase revenue by providing donors with dynamic ask strings based on previous giving history and calculations that you create. You can accomplish this by using a formula to dictate the ask amount for a donation level, rather than a hard amount. By doing this, larger donors can see larger suggested giving amounts and smaller donors can see donation amounts they may be more comfortable with.
You can embed a Dynamic Ask component on a PageBuilder page or an email and configure it to suggest different monetary amounts when the person follows the link to this donation form.
For example, you can ask in an email “Can you help us with a $10 donation?” The $10 amount is dynamically calculated and replaced with the appropriate value for the donor based on the method selected to determine their previous giving history. When the person clicks the amount, the donation form automatically displays with this amount entered in the Other Amount field on the form.
UTILIZE INTEREST CATEGORIES
Interest Categories allow your constituents to have a more personalized experience when visiting your site. The more you can make your constituents feel like you know exactly who they are – the closer they will feel to your organization and the more likely they will be to support you.
By creating separate email and web interests, you provide your users with options for both viewing web content on the site and receiving email that is of interest to them.
Here’s how to use interest categories for year-end campaigns:
In addition to displaying content tailored to individual supporters based on interests, you can also personalize your content based on geographic location, giving history and more.
Use S-Tags for conditionalized and personalized content. S-Tags (session component tags) allow you to insert and render content related to the current user session— like first name and last name; or more complex information like group membership or last donation information.
S-Tags allow you to not only personalize the email with these bits of information, but also show conditional content only to groups of people with certain characteristics.
Here how to personalize content:
Whichever strategy you choose, the key is creating a personalized donor experience.
Your supporters are going to be receiving a lot of solicitations at the end of the year, how will your organization stand out? Let us know how we can help you create a dynamic end-of-year digital fundraising campaign with Luminate Online.