While many non-profits may not recognize that they have "leads", the way they look at volunteers, donors, and students is very similar to the way businesses look - or should look - at potential customers. And the 2009 eNonprofit Benchmarks Study proves to have important lead nurturing lessons that can be applied to any organization.
Use Targeted Messages to Increase Response Rates
By targeting messages by geography, interest area, or recent action, organizations were able to increase response rates dramatically, up to a 200+% change. Action: Learn what your leads are most interested in to better target your content and offers to them. Also, follow up with them in a timely manner, to take advantage of the moment that they are already engaged with your organization.
Identify Which Leads Have Greater Value to Your Business to Be More Efficient at Driving Results
When looking at the total sum of dollars raised, a large percentage is attributed to a disproportionally small number of donors. Action: Identify the leads that have the potential to deliver the most value to your business, for example, those who are the best fit or more likely to buy a higher priced product/service.
Identify Your Biggest Promoters to Encourage Your Community to Promote You
Similar to the takeaway around gifts given above, there were a small number of activisits, called "super activists", that account for a large number of actions taken. Similarly, your business will have a select number of people who will promote your organization to everyone everywhere. Action: Identify your biggest promoters and cater your communications accordingly. For example, give them the tools to more easily and effectively promote your organization and your content.
How can you use these learnings to better nurture your leads through the sales process and get more efficient with your marketing efforts?
The eNonprofit Benchmarks Study is authored by M+R Strategic Services and the Nonprofit Technology Network (NTEN). It provides an analysis of online messaging, fundraising and advocacy metrics for nonprofit organizations. Learn more about the study here.
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