{"id":2451,"date":"2020-04-23T00:00:00","date_gmt":"2020-04-23T00:00:00","guid":{"rendered":"http:\/\/rubenssantana.com\/?p=2451"},"modified":"2020-04-23T00:00:00","modified_gmt":"2020-04-23T00:00:00","slug":"tendencia-de-captacao-para-2020-parte-ii","status":"publish","type":"post","link":"https:\/\/ingesto.org.br\/en\/tendencia-de-captacao-para-2020-parte-ii\/","title":{"rendered":"Funding Trends for 2020 \u2013 Part II"},"content":{"rendered":"<h2 class=\"has-luminous-vivid-orange-color has-text-color has-text-align-center wp-block-heading\">From Generalization to Hyper-Personalization<\/h2>\n\n\n\n<p>Increasingly, donors expect an approach <strong><em>hyper personalized<\/em><\/strong> It is <strong><em>personalized<\/em><\/strong>. Corporate giants like <strong>Netflix<\/strong> It is <strong>Amazon<\/strong> use sophisticated new technologies to make recommendations when we are browsing their websites. A while ago the <strong>Netflix<\/strong> 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.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"http:\/\/rubenssantana.com\/wp-content\/uploads\/2020\/04\/download.jpg\" alt=\"\" class=\"wp-image-2452\"\/><\/figure><\/div>\n\n\n\n<p>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 <strong><em>non-profit organizations<\/em><\/strong>.<\/p>\n\n\n\n<p>It is no longer enough to use a <strong><u>generic marketing strategy<\/u><\/strong> and try <strong><u>attract a very diverse donor base.<\/u><\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"http:\/\/rubenssantana.com\/wp-content\/uploads\/2020\/04\/amazon-1.png\" alt=\"\" class=\"wp-image-2454\"\/><\/figure><\/div>\n\n\n\n<p>As for donors, research suggests that donors <strong>fundraising<\/strong> t\u00eam a oportunidade de aumentar o envolvimento do marketing para uma parcela n\u00e3o exclusivamente de pessoas da cor brancas. A maioria dos grupos raciais e \u00e9tnicos recentemente pesquisados indicaram que se sentiriam valorizados se as organiza\u00e7\u00f5es sem fins lucrativos criassem campanhas exclusivas para esses p\u00fablicos, ou, no m\u00ednimo, mesclando o tipo de campanha, contemplando-os. De fato, doadores afro-americanos e hisp\u00e2nicos disseram que contribuiriam mais para esse tipo de projeto se fossem solicitados com maior frequ\u00eancia, mas entendiam que eram pouco solicitados. Este \u00e9 o caso de muitos outros grupos.<\/p>\n\n\n\n<p>According to the study <strong><em>Trends in Personalization<\/em><\/strong>, <strong>96%<\/strong> of respondents believe that personalization helps build relationships with customers, while only <strong>45%<\/strong> 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.<\/p>\n\n\n\n<h2 class=\"has-luminous-vivid-orange-color has-text-color has-text-align-center wp-block-heading\">What can you do?<\/h2>\n\n\n\n<p class=\"has-background has-very-light-gray-background-color\">Personalize the \u201crequest\u201d, the \u201corder\u201d 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&#039;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.<\/p>\n\n\n\n<p class=\"has-background has-very-light-gray-background-color\">Do your research before asking a question, especially if you are approaching potential donors individually.<\/p>\n\n\n\n<p class=\"has-background has-very-light-gray-background-color\">Pay attention to your donation site. Know your audience before refining your messages. Choose projects and writing that resonates most with your donor base.<\/p>\n\n\n\n<p class=\"has-background has-very-light-gray-background-color\">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.<\/p>\n\n\n\n<p class=\"has-background has-very-light-gray-background-color\">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.<\/p>\n\n\n\n<p class=\"has-background has-very-light-gray-background-color\">Any doubt I am available.<\/p>\n\n\n\n<p class=\"has-background has-very-light-gray-background-color\">A hug to everyone.<\/p>","protected":false},"excerpt":{"rendered":"<p>Personalize the \u201crequest\u201d, the \u201corder\u201d 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&#039;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.<\/p>","protected":false},"author":1,"featured_media":2437,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"give_campaign_id":0,"_yoast_wpseo_focuskw":"","_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"","_joinchat":[],"footnotes":""},"categories":[467],"tags":[925,589,926,130],"class_list":["post-2451","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-captacao","tag-amazon","tag-captacao-de-recursos","tag-doadores","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tend\u00eancia de Capta\u00e7\u00e3o para 2020 \u2013 Parte II - Ingesto<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ingesto.org.br\/en\/tendencia-de-captacao-para-2020-parte-ii\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tend\u00eancia de Capta\u00e7\u00e3o para 2020 \u2013 Parte II - Ingesto\" \/>\n<meta property=\"og:description\" content=\"Personalizar o m\u00e1ximo poss\u00edvel a \u201csolicita\u00e7\u00e3o\u201d, o \u201cpedido\u201d. 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