GivingAutomation.com

DONOR BEHAVIORIS THE “MISSION” LINK

Understanding a donor’s actualbehavior leads to better

understanding of affinity, propensity and interest in giving.

Personalized, 1:1 emails based onreal-time behavioral data can increase open rates by 50% and conversion rates by 350%

– Juniper Research

THE BEHAVIORAL INDICATORS

ON-LINE OFF-LINE

• Email Opens• Email Clicks• Website Hits• Gifts Made• Specific Content• Social Posts• Engagement Frequency• Cross Device

• Event Attendance• Calls Made• Visits Made• Gifts Made• Location-based Visits

• RFM / Wealth• Demographic / Psychographic• Consumer Behavior

TIMING IS EVERYTHING!

TIMING IS EVERYTHING!

ORGANIZATION CENTRIC DONOR CENTRIC

vs

Donor centric communications are not scheduled by the organization but triggered by a donor action (donation,

download or website visit).

“You’re 60x more likely to qualify a lead if you follow up within one hour, compared to waiting

24 hours.” – Harvard Business Review

DELIGHTDONOR

HOW DO YOU DELIGHT YOUR DONORS?

Donors desire Authentic,

Appropriate, and Timely

interactions. With today’s

technology, we can automate

those interactions to be Prompt,

Proactive, and Personalized.

DONOR DELIGHT

COMMUNICATIONS

INTERACTIONS

jk

MARKETING AUTOMATION

Sales Qualified Lead Sales Person

PURPOSE: LEAD QUALIFICATION

Marketing automation is designed

for sales and lead qualification. Its

predicated on the idea that once a

lead is qualified it is moved out of

the funnel to a sales representative

for a purchase conversation.

GIVINGAUTOMATION

Giving Data

Behavior Data

Wealth Data

Consumer Data

Content Communications Workflows

PURPOSE: DONOR LIFECYCLE MANAGEMENT

DATABASE

The donor lifecycle is more

complex than a sales cycle and

lasts a lifetime. Giving Automation

personalizes communication

triggered by donor interactions

and appropriate to their giving

level.

WHAT IS GIVING AUTOMATION?

MARKETING AUTOMATION

GIVING INTELLIGENCE PROACTIVE INTERACTIONS

MARKETING AUTOMATION

• DYNAMIC SEGMENTATION

• EMAIL MARKETING

• WEBSITE TRACKING

• AUTOMATED WORKFLOWS

• SOCIAL MONITORING

• BEHAVIORAL SCORING

• CAMPAIGNS / LANDING PAGES

• AUTOMATED REPORTING

• DATABASE INTEGRATION

YOU NEED THE RIGHT TOOLS

THAT PROVIDES…

• GIVING DATA (RFM)

• WEALTH DATA

• CONSUMER DATA

• DIGITAL BEHAVIORAL DATA

• CROSS DEVICE DATA

• LOCATION DATA

YOU NEED THE RIGHT DATA & STRATEGY

GIVING INTELLIGENCE IS…

GIVING INTELLIGENCE

• KEY GIFTS

• CUMULATIVE THRESHOLDS

• KEY DATES

• CONTENT SPECIFIC

• NEW QUALIFYING DONORS

• AUTO-SEGMENTATION

YOU NEED REAL-TIME NOTIFICATIONS

PROACTIVE INTERACTIONS

PROACTIVE INTERACTIONS

STAFF ACTION RESPONSE

DIGITAL DONOR BEHAVIORS

CONTENT TRAPS

STRATEGIC SEQUENCES

INTERNAL TEAM NOTIFICATIONS

DIGITAL ENGAGEMENT SCORING

GIVING

AUTOMATION

WORKFLOW

Valuable resources / offers that are given to constituents in exchange

for an email, donation etc.

Email opens, clicks, website hits, form completes, downloads & donations that trigger actions

Automated series of communications serve as

“onboarding” for new names/donors

Digital engagements trigger behavioral scores & notifications for

appropriate follow up

The human engagement response to relevant and important donor

action.

STAFF ACTION RESPONSE

DIGITAL DONOR BEHAVIORS

CONTENT TRAPS

STRATEGIC SEQUENCES

INTERNAL TEAM NOTIFICATIONSDIGITAL ENGAGEMENT SCORING

Website SocialNewsletters Appeals Campaigns

EmailOpened

ContentDownloaded

ContentClicks

WebpageHit

FormCompleted

GiftMade

New NameSeries

Mid-Level Upgrade

Series

New Donor Welcome

Series

2nd – 3rd GiftSeries

Monthly DonorSeries

Major DonorSeries

Planned GivingSeries

Cumulative Prioritization Email Notification

SMS/Text Notification

Accountability Reporting

Phone CallMade

VisitMade

EmailSent

MailSent

SMS/TextSent

Website

FormCompleted

New NameSeries

Cumulative Email Notification

EmailSent

Visitor to website is offered a valuable resource in exchange for an email which triggers a series of strategic

actions

STAFF ACTION RESPONSE

DIGITAL DONOR BEHAVIORS

CONTENT TRAPS

STRATEGIC SEQUENCES

INTERNAL TEAM NOTIFICATIONSDIGITAL ENGAGEMENT SCORING

Website SocialNewsletters Appeals Campaigns

EmailOpened

ContentDownloaded

ContentClicks

WebpageHit

FormCompleted

GiftMade

New NameSeries

Mid-Level Upgrade

Series

New Donor Welcome

Series

2nd – 3rd GiftSeries

Monthly DonorSeries

Major DonorSeries

Planned GivingSeries

Cumulative Prioritization Email Notification

SMS/Text Notification

Accountability Reporting

Phone CallMade

VisitMade

EmailSent

MailSent

SMS/TextSent

Campaigns

GiftMade

New Donor Welcome

Series

Prioritization SMS/TextNotification

EmailSent

EmailOpened

Phone CallMade

A gift to a campaign can be tracked, scored, and prioritized for appropriate

staff responses

Alabama Baptist Children’s HomesCASE STUDY

Alabama Baptist Children’s HomesCASE STUDY

Challenge: ABCH faced the challenge of selecting a premiere automation software solution that would cost them $5,000-$6,000 monthly. And then they would have had to learn the software and learn how to apply its capabilities to their organization.

Solution:Frazier Fundraising has been able to implement an open source solution at the fraction of the cost that included training on how to use the software, maximize its capabilities and provide a framework for how the use of strategic automations that will directly influence fundraising performance.

“The Team at Frazier Fundraising has really gotten into the weeds on helping us know how to use the software . . . for differentsituations and that is really what we needed. We not only needed to know how to use the software but what is the messaging sequence that needs to be emphasized and how to do we set this up effectively. They’ve answered all our questions and even

brought things to our attention that we would otherwise not had any knowledge of.”

- Jay BoydDirector of Development, ABCH

GivingAutomation.com

FOR MORE INFORMATIONPLEASE EMAIL OR CALL:

JASON MITCHELL(415) 858-5246Jason@fzf.email