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 have the opportunity to increase marketing involvement for a group that is not exclusively white. The majority of racial and ethnic groups recently surveyed indicated that they would feel valued if nonprofits created exclusive campaigns for these audiences, or, at the very least, mixed campaign types to target them. In fact, African-American and Hispanic donors said they would contribute more to this type of Project if they were requested more frequently, but they understood that they were rarely requested. This is the case for many other groups.

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 for a donor who is able to donate millions. It is essential before starting any fundraising, to do your homework. Know your funder’s niche, know your Product, getting to know the financier himself, knowing his habits, his tastes, his hobbies, knowing what types of projects he likes to support, 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.