From Generalization to Hyper-Personalization
Increasingly, donors expect an approach hyper personalized It is personalized. Corporate giants like Netflix It is Amazon use sophisticated new technologies to make recommendations when we are browsing their websites. A while ago the Netflix shared how they not only use individualized watch history, but also use still images from movies, to show different cover images to different users in order to appeal to a multitude of different tastes.
It seems that as a society, we are also starting to expect this same level of sophistication in our interactions with the rest of the world. From 2020 onwards, expectations will increasingly include non-profit organizations.
It is no longer enough to use a generic marketing strategy and try attract a very diverse donor base.
As for donors, research suggests that donors fundraising têm a oportunidade de aumentar o envolvimento do marketing para uma parcela não exclusivamente de pessoas da cor brancas. A maioria dos grupos raciais e étnicos recentemente pesquisados indicaram que se sentiriam valorizados se as organizações sem fins lucrativos criassem campanhas exclusivas para esses públicos, ou, no mínimo, mesclando o tipo de campanha, contemplando-os. De fato, doadores afro-americanos e hispânicos disseram que contribuiriam mais para esse tipo de projeto se fossem solicitados com maior frequência, mas entendiam que eram pouco solicitados. Este é o caso de muitos outros grupos.
According to the study Trends in Personalization, 96% of respondents believe that personalization helps build relationships with customers, while only 45% agree that marketers are really getting personalization right. It is more important than ever to appeal to different demographic groups in society, understanding and sectorizing, personalizing marketing to serve them more effectively.
What can you do?
Personalize the “request”, the “order” as much as possible. It is not recommended to request a donation of R$ 50.00 reais to a donor who is able to donate millions. It is essential before starting any fundraising, to do your homework. Know your financier's niche, know your product, know the financier himself, know his habits, his tastes, his hobbies, know what types of projects he likes to contribute, which social actions he has the greatest adherence to.
Do your research before asking a question, especially if you are approaching potential donors individually.
Pay attention to your donation site. Know your audience before refining your messages. Choose projects and writing that resonates most with your donor base.
Specialize your messages. When communicating with an increasingly diverse donor base, whether communication occurs online or offline, specialize your messages. Consider regional differences and other demographics.
Well, the correct thing has always been and always will be, know your financier and his structure even better than he knows himself, so your chances of being assertive will grow exponentially.
Any doubt I am available.
A hug to everyone.
