The Benefits of Real-Time Wealth Insights through an API: Part 1 – Know Your Best Leads

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Here at WealthEngine, we believe in the power of using wealth data to drive sales, marketing, and fundraising decisions. Our product platform provides you with a wealth(!) of information on over 300 million consumers. It truly is the best way to dive deep and learn more about an individual to personalize efforts.

However, sometimes you need answers quicker…like, “real-time” quicker. And you need that information within your own platform. What do you do then? That’s where an API comes into play.

We talk a lot about APIs here at WealthEngine. We truly believe that they add another layer onto an already powerful data set. And we want to share all the various ways our amazing customers are using our API to drive positive growth within their own businesses.

In our publication, 5 Benefits of Real-Time Wealth Insights through an API, we share more information about the ways you can use wealth data through an API connection to supercharge your processes. In the meantime, we’re supplementing that with this 5-part blog series. Now onto Part 1 – Know Your Best Leads!

Who are your best leads? It’s not as easy of a question as you might think. It’s easy to answer the question – who are your best customers? But who among the people that haven’t yet bought from you are the best ones? That’s what you can use wealth data to help you solve.

So why is understanding your leads important? Well, consider the following questions:

  • How do you prioritize your day?
  • Who do you call when you first walk in the door in the morning?

Most sales reps have some level of lead scoring in place to help them with prioritization. But we’ve found that the majority of lead scoring models that businesses have in place are vastly oversimplified. These systems can filter out the obvious bad leads but still struggle in prioritizing a huge number of leads.

In order to combat this, a rep will spend a majority of time researching an individual. They’ll spend time on Google or social media trying to learn as much as possible about someone before they make that phone call. How much time do you spend on that research? I bet it’s as much as 20-30 minutes per call – just to help you prepare and prioritize.

You want your sales reps to spend less time researching, and more time doing what they do best – selling.

Through an API, you can automate the flow of information directly into your CRM or sales platform. In our case, it’s wealth and consumer attribute data. But it could really be any type of information that can drive a more sophisticated lead scoring model and ultimately help you make better decisions.

Have you automated your lead scoring process using additional information obtained through an API? Share it with us in the comments below.

Stay tuned. In the coming weeks, we’ll share more posts around APIs and how you can use them positively within your business. In the meantime, check out our API ebook.

Digging for Gold: Using Technology to Find Your Next Big Donor

For anyone unfamiliar with WealthEngine, think of it as an app for finding wealthy patrons. While there are sites out there geared towards finding true love with millionaires, WealthEngine is more about identifying potential donors. It works just like a modern dating app; you can refine your searches based on location, age, gender, giving history, and then search WealthEngine’s database of 300+ million individuals for a potential match…

6 Ways to Use Consumer Data to Drive Better Marketing & Sales – Part 2

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Last week, we covered the various ways marketers could use consumer-level data to help their outreach. Go back and read for yourself if you missed it. This week, we shift our focus to the sales team as we wrap up our post on how sales and marketers can use consumer data to drive increased revenue opportunities.

  1. Lead Scoring
    You have a list of leads. They may have come from marketing, a list you purchased, or through your own prospecting. You’re ready to work through this list. Now, who do you call first? What about second? Third? Fiftieth? This is difficult to answer without data. As easy as it would be to start with the A’s and work down to the Z’s, that’s not efficient. You want to focus on the leads that have the highest chance at driving conversions and maximizing revenue first.

    Lead prioritization is a real thing, and it’s only done well if a good scoring model that is based on a concrete set of rules is used. These rules can be massively enhanced with consumer level data. For example, if you are selling customized high-end travel packages, don’t you want to prioritize those who can afford it or the ones who have shown an interest in your destinations?

  1. Drive Better Sales Conversations (and Conversions!)
    Let’s face it. You sell to people, not to companies. I don’t care if you’re in B2B, B2C, B2H, or B2[Insert Any Letter] sales, at the end of the day, you finalize your deal by interacting with a person. It’s obvious that if you know more about that person, you can drive a better conversation.

    According to the Brevet Group, only 13% of customers think that sales people understand their needs. Sure, this also relates to their business problems. But it’s also focused on understanding the person. Having some information about someone’s interests, attributes, and who they are as a person can arm a sales person with content that can drive better meetings and, ultimately, higher conversions.

  1. Cross-Sell / Up-Sell to Existing Customers
    Well executed cross- and up-selling is a great way to drive revenue for your business. It’s also an effective way to increase customer satisfaction, as you are pairing consumers with products that can better fit their needs and/or are complementary to their purchase. Typically, this practice is done based on the type of product they purchase. For example, if you’re selling a laptop, you may try to up-sell the customer more RAM or cross-sell them a laptop case.

    Using data about the specific consumer is another way to drive more up-sell or cross-sell opportunities. By having information, such as a consumer’s net worth or interests, you can help guide them to a product that will better fit their own needs or budget.

There are a number of ways in which consumer data can help drive sales and marketing efforts; these are just a few of them. Companies that are embracing information and using it to enhance their sales and marketing processes are giving themselves a competitive advantage. If you’re not on board with this revolution, it’s about time you got started. Don’t get left behind.

We want to hear your stories about how you’re using consumer data in your sales and marketing. If you have one, please share in the comments below.

Or do you want to learn more about helping your business become more data-driven? Contact us for a preliminary conversation.

6 Ways to Use Consumer Data to Drive Better Marketing & Sales – Part 1

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Marketing has become a data-driven function at most companies. Gone are the days when the Don Drapers of the world thought up extravagant marketing campaigns and executed them without running tests or conducting detailed ROI expectation studies. According to a Teradata survey, 78% of marketers feel pressure to become more data driven in their day-to-day jobs. Gut instinct, while still a valuable skill, can’t be the only tool in a marketer’s tool belt. Instead, a marketer must be literate across all digital channels, along with the wealth of data that comes with them.

As the data revolution has gained steam, companies that provide information on consumers have increased along with it. Companies such as Acxiom, Experian, and of course WealthEngine help to highlight consumer data that can help companies drive more revenue and make better decisions. There are use cases for consumer data across all parts of a business, but arguably no more than there are in sales and marketing.

Today, we’ll stay on the marketing side and discuss the first three ways you can use consumer data to drive revenue. Next week, we’ll finish up the post with the last three ways that you can use consumer data to help your sales.

  1. Personalization of Marketing Content
    Personalization is not just a fancy buzz word – it’s a real marketing trend that is made possible by the digital enhancements that have been made over the years. However, personalization is not possible unless you know information about the person for whom you are trying to customize your content. Understanding more about a particular person, such as the car they drive or their interests, can help you focus on the content that is going to best resonate with them. 
     
  2. Build Targeted Campaigns
    Have you ever received a marketing piece that just wasn’t meant for you? We’ve all been on the receiving side of that. As a marketer, I can tell you that this happens sometimes – particularly if you can’t build detailed segments of your prospects. The more generic your segments, the more likely you’ll swing and miss with a good number of people that receive your communications. By using consumer-level data, you can go deeper with your levels of segmentation. By doing so, you can become much more targeted with your campaigns, ensuring that the right people see your materials and you won’t waste a touch with the wrong ones. 
     
  3. Increase Marketing Automation
    Marketing automation platforms have become more sophisticated every year. You now have the capability to build detailed campaigns that could go in a number of different directions based on user actions. You can also vary the steps of a campaign through other triggers, such as a characteristic about a person. Some of our customers connect directly to our data through an API and use wealth as a trigger, routing potential prospects through different journeys based on their wealth.

Rich consumer data can be a game changer on the marketing front. By employing some simple tactics, your marketing campaigns can transform from generic into highly focused conversations.

Join us next week as we finish the post by focusing on the ways sales teams can use consumer data to improve their processes. And as always, if you have a story in which you used consumer data to improve your marketing efforts, let us know about it in the comments below.

Attracting and Retaining Volunteers

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According to Independent Sector, a volunteer’s time is worth over $22 per hour.  Last year alone, 62.8 million Americans volunteered almost 8 billion hours.  As a nonprofit, you know how valuable these people are to your organization.  By paying attention to how you work with your volunteers, you attract their devotion, enhance their experience, and make them part of your mission over the long term.

The Urban Institute reports that nonprofits need to center efforts on enriching volunteer experiences.  Of those surveyed, many volunteers felt as though there was too little direction and not enough management of their duties.  Sadly, they felt that they were wasting their time. 

Follow the steps below and improve your volunteer programs in no time:

Enlisting Volunteers

How do you solicit new volunteers?  One of the easiest and most cost-efficient tools is your website.  Your website should be easy to manage and have clear direction to additional information.  Your call to action (something that says “Click Here to Volunteer”) needs to be simple and easy to find.  Your messaging should be consistent, warm and insightful.  You can even achieve a personal touch by creating customized landing pages, which can call attention to specific campaigns, events, or organizational goals.  Customization can help people feel connected to your organization by tapping into what each person is interested in from your organization.

Matching Volunteers

Finding the best fit for volunteers is imperative.  You can do so by identifying them by skillset and interests.  Just as your organization works to group donors by their interest and level, your volunteers need the same attention.  They are time donors and are just as important as your monetary donors. This alignment will improve the quality of their experiences and help you with the third component…

Retaining Volunteers

Enlisting and training volunteers is an investment of your resources.  So, take the extra time to keep your volunteers engaged with your organization.  Just as you take care of your donors with personalized recognition, you need to honor your volunteers’ contribution and solicit their feedback in order to better understand what is missing from your program, what needs help, and what is succeeding.  To increase retention, you must invest in matching, training, and recognition.

These steps just scratch the surface of setting up a volunteer program. It’s a difficult (and often overlooked) area for organizations. However, putting the necessary thought and time into setting up effective programs will pay dividends with those who engage with you on a regular basis.

Have you had success working with volunteers in your organization? Share it with us in the comments below!

The Future of Your Nonprofit May Depend on Cultivating Millennials Now: 5 Steps to Consider in Your Development Plan

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Read our guest post below from Swell Fundraising.

According to Morgan Stanley, the thoroughly-researched and well-documented millennial generation will benefit from the largest transfer of wealth in history. Have we ever heard and tried to understand so much about a generation? For nonprofit directors, understanding this generation is essential to the long-term health of your organization. 

Here are 5 steps you can take today to move your organization forward.

  1. Board Development: Explain this transfer of wealth to your board or Development Committee. Propose that your organization add millennial cultivation as an additional measure of success, for two reasons. (1) Things that are measured get done; (2) More importantly, if measured, the work will be more valued by board members.  
  2. Leverage Current Activities: Many nonprofits create a Junior Board, a new event, or new giving level specifically for younger donors. However, we all know that time is scarce. If possible, try not to ‘create’, but rather consider what you are already doing and seek ways to leverage it. Examples include:  (1) Invite younger members to the board (rather than creating an entirely new group) and put them on your development committee; (2) Use your event to reach new donors by adding innovative tools (like Swell), updating the style/theme of the event, honoring young philanthropists — anything that helps to shift the event toward younger donors; or (3) Interact and network with millennial activities/groups on social media.
  3. Value Volunteer Time: Millennials value the gift of time and money equally while many nonprofits often do not. We recommend creating opportunities for young donors to volunteer their time with organizations but only if the organization is prepared to prominently recognize and thank them for their time. Consider sending a handwritten note (millennials can be surprisingly old-school) and elevating the value of that time. Without proper thanks for time donated, organizations may damage this donor relationship before it’s even begun. 
  4. Connect:  Millennial donors are ALL about their friends. This is attributable to several factors including social networking. It’s unlikely that a millennial donor will engage with your nonprofit and remain engaged if his/her friends do not. Establish mechanisms in your organizations for young people to stay connected to your organization and each other, i.e. small giving circles, volunteer groups (‘tribes’) or event tables. Review your activity and create ways for young people to connect with a group. Social media is a powerful tool in reinforcing these groups when used for posting pictures, tagging groups of people and creating event pages.
  5. Think Big (and Small): Millennial donors want to change the world. As nonprofits tackle society’s most intractable problems, incremental or nonexistent improvement may weigh on their optimism. Nonprofits need to demonstrate how they changed the world for those served or highlight the path (even if long) to real change. Millennial donors will respond to tangible projects with visible and often short term results.  

Just as younger voters are challenging the political system, they will also push the philanthropic sector. No longer will a donor be impressed by an organization’s 50-year history or heavy-weight board. They want to be engaged on a deeper level, with both their time and their money. Cultivating them now will impact your bottom line in the long run.