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…

2016 Summer Newsletter

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Message from the CEO

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Greetings to all and welcome to our first installment of the new WealthEngine Customer Newsletter. We have heard from many of our longstanding customers that you are interested in knowing what is new at WealthEngine. We are proud of the fact that we are the leader in the industry and believe it is our responsibility to share our experiences and best practices to assist all customers in achieving their goals. Whether those goals include fundraising, major gift campaigns, driving online donations, or finding new commercial customers, it all begins with gaining a better understanding about customers and prospects, their needs, interests, and inclinations.

We understand the demands and needs that you experience every day. Fundraising and revenue goals continue to grow while available resources can often times be scarce. At WealthEngine we are committed to providing best practices in the form of articles, success stories, seminars, free training, and our latest blog series with the goal of helping you with your demands and challenges.

Throughout our long history we have determined that the only way to succeed is to leverage best-in-class technologies to harness, target, and nurture your donors, customers, and prospects. WealthEngine leads the industry in R&D investments. Over the past year, we have introduced solutions that are specifically aimed at giving our customers real-time access to rich data and analytics on over 300 million individuals.

In this newsletter, we feature our most recently launched solution, WE Analyze. The offering enables organizations to analyze and better understand current donors or customers and, in seconds, produce rich client ‘look-alike’ models. Those models can be used to screen and score new prospects, highlighting the most qualified of the group to ensure they are serviced properly. Once a model is developed, you can then reach into our extensive prospect database and provide exact-fit prospects that ultimately convert at a much higher rate.

We are proud of the 3,200+ organizations that are part of the WealthEngine customer family. Chief Development Officers, Prospect Researchers, and Chief Marketing Officers all know that in order to compete in today’s environment, you need to maintain a full understanding of your customers, and you must always be growing. We are committed to providing the richest, Big Data solutions, the best analytic tools, and the industry’s most experienced team to assist you in achieving your goals. Please share your feedback with us and let us know what topics you would like to learn more about in future newsletters.

With regards,

Mark

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What’s New at WE?

WE-BlogWE relaunched our blog!
We are excited to announce that we have relaunched the WealthEngine Blog and wanted to make sure you knew where to get access to new content, tips and best practices on fundraising, consumer marketing and data analytics.

We kicked off the relaunch with a three-part blog series on Creating a Sustainable Fundraising Program:

Here’s some other recent posts that we think are worth checking out:

  • Changing Trends for Luxury Marketers – Understand these 3 changing trends for luxury marketers, and you’ll stay a few steps ahead of your competition as top-of-mind with your potential partners…Read More
  • The Art of Fundraising – 5 Best Fundraising Practices for an Arts & Culture Organization – Fundraising as an arts organization can be challenging. Here are 5 tips for setting yourself up for success…Read More
  • Attracting and Retaining Volunteers – Trying to find new volunteers and improve retention among your current ones? Here’s some steps for making improvements to your volunteer program…Read More

QuarkNew Customer Success Story – Quark Expeditions
Quark Expeditions
partnered with WealthEngine to develop more targeted marketing efforts which yielded a 20x return on investment through smarter campaigns. Rachel Hilton, Quark’s VP of Customer Experience explains, “We used our target profile to better adapt our messaging and become more tactical with our marketing efforts.”  Read the full case study.



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New Customer Success Story – MedStar Health


MedStar Health employed WE’s Grateful Patient Program allowing them to identify top major gift prospects through routine screenings. By integrating WealthEngine data directly into their system they were able to increase annual fundraising by 150%. See this success story for yourself by watching the customer video testimonial.


PublicationNew Publication
WE’s Data-Driven Major Gift Campaigns Workbook
is a 3-part series focusing on taking a data-driven approach to major gift fundraising and campaigns. Setting the bar correctly will assure that any campaign undertaken will have the best possible chance for success, taking your organization to the next level. Part 1- Planning: Setting the Stage for Success is now available for download. Stay tuned for parts two and three in the coming weeks.

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Spotlight – WE Customer Care

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WE Customer Care is the face of our company and the core of our client outreach. In short, this department provides daily support to our client base. WE listen, WE solve problems, and WE gather feedback. The Customer Care team attempts to manage your experience in a manner that provides an optimal usage experience.

The primary objective of the department is to assist in client engagement, support and product assistance. The team works closely with other departments such as sales, training, engineering, product and marketing to streamline communications and deliver results. WE work hard, believe in each other, and strive to improve every day.

The team consists of 5 members: Jonathan, Christina, Julia, and Erin are the folks that own the day-to-day communication with anyone who chats, emails, or calls us; and Josh runs the show. It’s a tight-knit group that prides itself on providing top-notch support to anyone who contacts us.

A typical day for the Customer Care team may look a little like this:

8:30 am – The team arrives in the office, checks emails that arrived overnight, and reviews any pending case resolutions that have been submitted in the past day.

9:00 am – WE officially gets to work! Phone calls, chats, and emails start trickling in once we officially open at 9:00. Their fearless leader Josh gets them pumped up so they’re ready to go when the clock strikes 9.

10:00 am – Things start to get busy. All of the team members at this point are fielding phone calls, answering emails, and responding to live chats as they come into the queue.

11:00 am – As the West Coast customers start their days, a peak of tickets tend to arrive over the course of the next few hours. The questions can vary tremendously so you never know what the next call may bring! Some of the team members are also in and out of meetings with other WealthEngine teams in an effort to keep up to date with any product, marketing, or sales initiatives.

12:00 – 2:00 pm – It’s lunch time! But the whole team can’t go to lunch together, or no one would be here to answer the phones. So instead, they stagger lunch breaks in order to make sure someone’s always here to take your call.

3:00 pm – The rush starts to die down. The East Coast customers are starting to wrap up their days. The team breathes a sigh of relief knowing that the most hectic part of the day is (probably) over.

4:00 – 5:30 pm – As the day winds down, the team typically spends this time of day providing resolutions and performing extra research on the especially difficult cases. This is also the best time of day to reach back out to clients before they leave their offices.

6:00 pm – It’s quitting time! They pack everything up, make sure they’re set for the day, and head home for the night – ready to tackle the next day in the morning.

As you can see, a typical day gets pretty full. It’s not always sunshine and roses. It’s a tough job, but WE’s Customer Care team takes pride in helping you to get the most out of their WealthEngine experience. We hope that you never face difficulties in working with WealthEngine. But you can take solace in the fact that if you do, you’re in good hands when you have to contact our excellent Customer Care team.

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Product Deep Dive – WE Analyze

we-analyzeWealthEngine released a new product in May that has been an outstanding addition to the WE product suite. WE Analyze is a revolutionary tool that brings predictive lead scoring and analytics to the masses. In this month’s product deep dive, we answer some common questions about WE Analyze and highlight how it can benefit you through modeling your existing customers and identifying new prospects.

What is WE Analyze?

WE Analyze is a new web-based product that lets you harness the power of WE’s rich consumer data set. We tap into our proprietary consumer database consisting of 300+ million individuals, each with 1500+ attributes and can append that information to any list that you upload. With all of this information you can:

  • Gain unrivaled insight into your audiences
  • Find new prospects that are just like your best customers and donors
  • Score & rank your lists to enable smarter targeting and more effective campaigns

What kind of attributes do you have?

A lot! We obviously have wealth and net worth information on consumers – after all, the word “wealth” is in our company’s name. But we have a lot of other information that can also be used to help drive some deep insights on your customers, donors, and prospects. You can understand lifestyle attributes, such as recreation habits, major life events, such as having a baby or moving to a house, demographic information, such as religious or political affiliations, and even personal information, such as real estate holdings or even the cars they drive.

So how does it work?

Through our point-and-click platform, you can upload lists of customers or prospects and within seconds see a visualization that synthesizes all of these attributes. The solution shows the top characteristics shared by all list members and indicates how they compare to the U.S. national average. From there, you can create look-alike models. There’s no limit to the number of models you want to create. Whether you want to look at your entire donor base, your high-value customers, or even just the people who attended your last event, WE Analyze can do it all. These models can then enable you to score customers and prospects to find new prospects that are very similar to your best customers – all with unprecedented speed and ease.

How can I use WE Analyze to benefit my organization?

There are a number of use cases we’ve seen where customers are using WE Analyze to drive value for their organizations. A few prominent ones are below:

  • Gain Deep Insights into Your Audience

With WE Analyze, you can upload any list and view key attributes of that group. Identify what makes the people in the list you have uploaded unique. By extracting these powerful insights, you can use them to drive better messaging through your various channels and campaigns.

  • Score and Target Your Audience

By identifying what makes the highest value group of your audience tick, you can develop a model of what that group looks like. You can then use that model to identify look-alikes within your audience, rank your prospects and score new incoming leads.

  • Build Models to Find New Leads that Look Like Your Best

WE Analyze works perfectly in conjunction with WE Prospect. We’ve built a seamless integration between the two to allow you to take any models that you build as an input into WE Prospect. You can build a model of the best in your audience, and then use the results of that model as an input into WE Prospect to find new people that look like this group.

  • Personalize Scoring in Real-Time

WE Analyze is integrated with our API so you can get the power of WE Analyze all in your own platform. Use this to score leads in real-time as they enter your website, mobile app, or call center.

How difficult is it to learn how to use WE Analyze?

This is the best part – you don’t have to be a data scientist or even extremely tech savvy to get comfortable with the modeling in WE Analyze. We’ve developed an intuitive point-and-click solution that anyone can pick up quickly.

How do I get started?

We’re excited to share WE Analyze with you and would love to set up a free demo of the tool with you. To speak with one of our team members and learn more about the power of WE Analyze, contact us here.

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A Look Ahead

Webinar | September 8, 2016
As a retail organization your fall and holiday planning is in full swing. Join us on Thursday, September 8 at 2PM ET for How to Use Wealth Data to Improve Consumer Experiences and Drive Revenue in the 2016 Holiday Season where’s we’ll discuss how to prioritize your buyers and prospects using wealth data and descriptive analytics. Register now.

Webinar | September 15, 2016
Join us on Thursday, September 15 at 2PM ET for the second part of our webinar series Data-Driven Major Gifts Campaigns Part 2: Launch: Making Your Silent Phase Loud. A data-driven approach to major gift fundraising and campaigns sets the bar correctly and will assure that any campaign undertaken will have the best possible chance for success, taking your organization to the next level. Learn how to use a data-driven approach, coupled with campaign best practices to prepare and execute a major fundraising campaign. Register now. 

Events | October 4 – 7, 2016
We’ll be at Dreamforce…will you? Visit our booth in the Salesforce.org zone. Visit http://www.wealthengine.com/dreamforce to see who’s attending from WealthEngine and to schedule a meeting with us.

Training
Looking for a refresher on FindWealth 8? Our training team is offering free monthly sessions focused on various topics around our platform including our ratings and scores. View the topics and register.

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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.