Three Keys to Combating Nonprofit Fundraising Challenges: Part Two

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Part Two: Creating a Culture of Philanthropy

In Part One we discussed how training and professional development, along with a comprehensive development plan that has buy-in from key stakeholders, can help alleviate some of the challenges facing the nonprofit community. Now, we’re discussing the all-important culture of philanthropy nonprofits must adopt to be successful fundraising organizations.

Too often, development directors and their teams work in a silo, cut off from the executive director and program staff. This is inefficient and unproductive as development is only truly successful when it is embraced as part of the integrated whole.

Think of it from the donor’s perspective: by giving a gift a donor is investing in the organization – its leadership, its mission, its vision. If there is a firewall between those elements and the development office, the donor experience will be very shallow. The donor will not feel connected to or involved with the organization.

So how do you, as a development director, help to create and nurture a culture of philanthropy within your organization? By educating, cultivating, involving and stewarding your co-workers with the same passion and vigor you bring to donors and prospects. Building relationships internally is how you build an internal culture of philanthropy.

Begin by asking for five minutes at staff or committee meetings. Introduce yourself and explain what philanthropy is and what it accomplishes for the organization. Keep your message short, on point and relevant. Include a brief introduction, three laser sharp points, and a memorable conclusion and call to action in your presentation.

Next, hone your listening skills by meeting with individual program staff to find out what their needs and challenges are, and how you can help them meet their challenges. The better you understand your co-workers and their unique opportunities and challenges, the better you will be able to relate to them and the more opportunities you will find for collaboration.

As you are developing strong relationships face-to-face, you may also begin to plan and institute some structured approaches to educating non-development staff on the value and importance of philanthropy to your organization. The following are ways you can educate your internal constituents, to keep philanthropy top of mind:

  • Create an employee giving program. An employee giving program provides opportunities for education on the role of philanthropy within the organization, creates a sense of ownership and involvement among staff as they become stakeholders, and provides stewardship opportunities.

  • Create opportunities for donors to honor staff members. As staff members are honored by patients, patrons, students, or clients, they become acutely aware of their personal impact on philanthropy and enjoy the good feeling of knowing their efforts are making a difference. As members of your staff are recognized by external constituents, be sure to steward them appropriately by recognizing their achievements, perhaps with a ceremony and tangible, public token such as a lapel pin. Similarly, the public recognition inherent in giving clubs and societies also helps to foster a culture of philanthropy.

  • Distribute a philanthropy newsletter. Monthly or quarterly, distribute a newsletter to staff that showcases the results of philanthropy and staff giving. Focus on how philanthropic giving to your organization positively impacts their jobs and work environments. Does it enable them to purchase new equipment? Hire additional staff? Provide professional development? Be sure to highlight the specific achievements of the employee giving program. Read our eight tips on creating an effective newsletter.

Yes, there are challenges in the development profession. Much is expected, and too often there is little organizational support and little to no useful infrastructure. We can meet these challenges head on. Begin by investing in your own professional development, crafting a thorough and realistic development plan, and fostering a culture of philanthropy at your organization.

Get started by downloading our free guide Role Playing Exercises for the Fundraising Process from BoardSource.  

Three Keys to Combating Nonprofit Fundraising Challenges: Part One

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Part One: Professional Development and the Development Plan

Executive Directors and Development Directors are often faced with some significant challenges when it comes to fundraising. While the magnitude of these challenges can vary, they are not insurmountable. In this two-part blog series we share resources that may help overcome or alleviate some of these challenges. Identified challenges include:

  • Many development directors have had limited firsthand experience securing gifts, and the applicant pool for development professionals is woefully inadequate to meet the demand
  • Many development departments lack written development plans and even basic technological infrastructure such as a donor database or CRM
  • Executive directors and board members are often ambivalent about fundraising or have an outright dislike for asking for money
  • Development directors are often tasked with unrealistic goals and get little support from organizations, many of which lack a culture of philanthropy.

Accessing Training & Professional Development for Your Staff

Training and professional development opportunities are important components of the ongoing education of development directors and officers, and also executive directors and program staff.  More and more colleges and universities are offering curriculum, degree programs, post-graduate programs and certificates in fundraising and nonprofit management. 

If there is an institution of higher education in your vicinity, by all means check to see what they offer in the field of fund development.  If not, many programs are offered online, and there are even free educational resources available through AFP, WealthEngine and Guidestar.

To help your organization’s leaders see professional development as an investment rather than an expense, tie training and professional development to the strategic goals or objectives of the organization.  For instance, if one of the goals for the development team is to increase major giving, an investment in major gift training would be appropriate to help achieve that goal. 

A Strategy and Tactics Worksheet  provides the rationale for investing in training for major gift officers and other staff – even those tangentially involved in fundraising.  Broad training covering the value of and processes used in fundraising will benefit efforts to establish a culture of philanthropy.). 

Creating a Development Plan for Your Organization’s Fundraising Programs

A development plan is a MUST first-step to creating a successful development operation.  And prior to developing a plan, a thorough analysis of past operations and results is needed.  Only by understanding where the organization’s strengths and weakness exist, can a competent development leader craft a plan that will improve results.  WealthEngine’s Growing Individual Gifts Workbook provides step-by-step instructions and tools to guide you through the analysis, forecasting, strategy development and writing of a comprehensive development plan.

A development plan should be drafted by the development staff, with input from the executive director.  Once finalized, the plan should be presented to the development committee of the board of directors, and then to the full board.  The process of presenting the plan to the executive director, board committee and full board is an invaluable opportunity to educate these leaders about the importance of philanthropy, and their roles and responsibilities related to fundraising.  With this accomplishment, you are on your way to creating a culture of philanthropy, which I’ll discuss next time.

2017 Winter Newsletter

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Message from the CEO

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Welcome to the Winter edition of our WealthEngine Customer Newsletter. 2017 has gotten off to a fast start. With changes in the business and political landscapes, many organizations find themselves looking for solutions that continue to help them drive growth. We are proud to provide the industry’s best products and services that help you meet your sales and fundraising goals. Our mission is to help you find, understand, and engage wealthy prospects that can positively impact your organization.

Within this newsletter, we focus on personalization and the engagement economy. Whether you are a Development Officer looking to increase donations to your nonprofit or a CMO that wants to identify the ideal customer for your products and services, tailoring the message to target your audience is key. To provide that customized message, you need deep and rich consumer insights. That’s where WE come in. WealthEngine has helped more than 4,000 organizations over 20 years understand their audience more completely. Armed with these insights, our clients can consistently deliver authentic and personalized experiences to their prospects and customers.

As we entered 2017, we have taken this mission to a whole new level. In December 2016, we proudly partnered with Marketo, joining their best-of-breed partner ecosystem, LaunchPoint. Marketo is the leading engagement software platform designed to help organizations develop longer-term relationships with their customers – from acquisition to advocacy. We believe strongly in this mission.

The WealthEngine-Marketo solution brings all the outstanding benefits of WealthEngine directly into your Marketo instance, providing consumer-level data appends, rich audience insights, look-alike modeling, and precision prospecting. We go over our Marketo integration in more detail within our Product Deep Dive this month.

In this issue’s spotlight, we also sit down and talk with John Andrews, our Director of Predictive Analytics. WealthEngine is committed to providing you with actionable data to help your marketing and fundraising efforts. John brings that data to life and helps maximize the impact you can get through custom modeling initiatives.

Finally, we are committed to providing you all with additional resources and content to help you meet your demands and challenges. As such, we feature best practices and industry trends within our regular blog articles, customer success stories, webinars, and free trainings. We also continue to publish thought leadership to share with our customers and prospects for free.

We are proud of all our customers and are always looking to welcome more organizations to the WealthEngine family. We hope you have started off strongly in 2017. We are excited to continue our work with you on new opportunities. As always, please share any feedback with us and let us know if there are any additional topics you’d like us to touch on in future newsletters.

With regards,
Mark

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What’s New at WE?

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At WealthEngine we strive to keep you updated on industry information, best practices and tips. That’s why we’re pleased to introduce two of our newest publications:

Advice from the Experts: Best Practices for Integrating with an API
Have you or your company thought about integrating with an API? We reached out to some industry experts to solicit their feedback for best practices and tips for evaluating and integrating with APIs and compiled the information in an eBook entitled Advice from the Experts: Best Practices for Integrating with an API. The eBook discusses the following questions:

  • Why are APIs useful?
  • What factors should you discuss internally when deciding to integrate with an API and evaluating providers?
  • What tips do you have for diving in an integrating with an API?
  • What best practices do you have for quality testing your integration with an API?
  • What process efficiencies have you found since integrating with an API?

Download Advice from the Experts: Best Practices for Integrating with an API.

An Analytical Approach to Wealth Intelligence: How Luxury Brands Can Grow Market Share Using Predictive Analytics and Modeling
Wealth intelligence allows luxury marketers to truly understand the affluent consumer and their wealth, demographic and lifestyle attributes. This insight is critical, as marketers work to build targeted marketing strategies that reach the most qualified consumers with compelling offers and a seamless brand experience. Read our whitepaper An Analytical Approach to Wealth Intelligence: How Luxury Brands Can Grow Market Share Using Predictive Analytics and Modeling which discusses:

  • Today’s trends and challenges for luxury marketers looking to grow your business
  • WealthEngine’s unique approach to developing and utilizing wealth scores
  • Best practices and practical tips for applying custom predictive analytics
  • Determining the optimal solution to meet your goals

Download An Analytical Approach to Wealth Intelligence: How Luxury Brands Can Grow Market Share Using Predictive Analytics and Modeling.


New Customer Success Story!
Turning Point Ministries partnered with WealthEngine to help reframe their thinking around fundraising, better segment their database, and determine who to cultivate for major giving. Read how Turning Point Ministries doubled their mid-level donors.

 


QuarkWealthEngine’s 10 CMOs to Watch in 2017
We know how important marketing and building relationships are to our clients. We also know there is a lot we can learn from leaders who are always looking at things a little differently, who are ahead of the curve and who are continually learning and sharing what they learn with others. We’ve compiled a list of 10 CMOs from companies including Under Armour, Capital One, National Hockey League, Pandora, and more. Read about what these CMOs are doing at their companies.

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WE Spotlight: John Andrews

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As clients, you more than likely only interact with our account representatives and customer care team, but have you ever wondered what happens once you’ve purchased a modeling project? Or who works with the data you’ve submitted?

We’d like to introduce you to someone more behind the scenes at WealthEngine – John Andrews, our Director of Predictive Analytics. John joined the WealthEngine team two years ago. Prior to that he worked at a digital advertising agency in Northern Virginia where he conducted field experiments to measure the effectiveness of online persuasion and awareness advertisements.

What exactly does a Director of Predictive Analytics do? The short answer – a lot. But to be more in-depth, John is primarily responsible for the production of client-specific models such as our enterprise models and custom modeling suite, as well as the production of some of the off the shelf models that are sold including Enhanced Screening and SmartFundraising. 

John also worked with the WealthEngine product team in developing WE Analyze, focusing on the math behind the solution.

What does a typical day look like for a data scientist? In John’s case it involves a lot of programming. He developed a proprietary modeling library in a programming language called R, which he continues to refine and add new functionality to.

John also works with the WealthEngine consultants to ensure client data is prepped and in the correct format for use in creating the specific model or models. When needed, he works with clients to get clarification on the data they submitted. In the coming year, John is looking forward to interacting with clients even more to discuss how WealthEngine can have the greatest impact in their programs.

One of John’s biggest initiatives, in collaboration with the product team, is figuring out how to deploy WealthEngine models for rapid and repeatable use. The goal is to deploy client-specific models to the WealthEngine Platform so that the clients themselves can get their own custom real-time scores on their customers or donors. Specifically, a client would be able to upload their data to the WealthEngine Platform, select a model of their choosing, and get results within minutes.  According to John, “it’s about bringing the model to the data and not vice versa.”

One of the best parts about WealthEngine for John is having the opportunity to work with big data technologies and building up his skill set in that area. And, John “enjoys working with smart people in a fast-paced, growth-oriented work environment.” A notable client experience for him was working with the Humane Society of the United States to narrow down a group of a half a million donors down to a more manageable number to cultivate for a mid-level giving program.

Outside of WealthEngine, John, a father of four, enjoys spending time with his family. He builds model rockets with his daughters and plays t-ball with his son. 

You can catch John at APRA’s Data Analytics Symposium at its Annual Conference in July.  His presentation is titled   "Thinking Outside the Black Box: Balancing Model Interpretability and Accuracy".

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Product Deep Dive – WE Marketo Integration

we-analyzeAt WealthEngine, we have always believed that technology integrations are a key component to our success as a software provider and the success of our clients. We strive to make it easy to add our wealth intelligence into our clients’ current business processes.

With over 35 integrations and counting, we are very excited to extend beyond our current CRM and DMS integrations and dive into the world of marketing engagement platforms. At the end of 2016, we announced our premier partner integration with marketing automation platform leader, Marketo. Along with this partnership we joined their LaunchPoint ecosystem as a marketing solutions provider.  

In this month’s product deep dive, we will explain how we are empowering Marketo users with our consumer data insights.

What is Marketo?
Marketo is a leading engagement marketing software platform designed to help marketers develop long-term relationships with their customers – from acquisition to advocacy. The platform allows organizations to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.

Who uses Marketo and what are its common features and functions?
Marketo’s marketing automation software is used in many modern marketing processes, for organizations of all types including B2B, B2C, and not-for-profit. But increasingly, companies across all categories are adopting the software for it’s real-time, engagement-oriented approach to maintaining and extending relationships throughout the customer lifecycle.

Common features of the platform include email marketing, landing pages and forms, campaign management, engagement marketing, prediction and lead scoring, customer lifecycle management, CRM integration, social media marketing, mobile marketing, and marketing analytics.

What is Marketo LaunchPoint?
LaunchPoint is an ecosystem of marketing solutions that complement and integrate into Marketo’s customer engagement platform. Whether you’re looking for analytics and big data solutions, content marketing solutions or lead data providers, you can find the application that’s right for you.

What are the benefits of WE & Marketo?
WealthEngine delivers Marketo customers the following capabilities and benefits:

  • Wealth & Consumer Data Appends: Append data in real time with net worth, lifestyle, and interest attributes to drive persona-based nurture tracks
  • Rich Audience Insights: Provide new wealth insights to better segment lists, score leads, and prioritize actions
  • Look-Alike Modeling: Use predicative analytics to create look-alike models and find new leads based on characteristics in common with the best customers in their database
  • Precision Prospecting: Generate the ideal prospect list and seamlessly pull it into Marketo

What are some use cases of the WE Marketo integration?

  1. What if…you knew the net worth, lifestyle, and interests of leads in real-time, as they were engaging with you?
    Every day high-potential prospects visit your website and interact with your organization. The problem is that you may not know it until much later. When prospects interact with your online presence, they are engaged. That engagement can fade as time passes so it’s important to take action right away to nurture that relationship. With the WE Marketo integration as new leads are coming into your system you can automatically append our data to the record in your Marketo database, which will allow you to incorporate those ratings and scores into any automated workflows for segmentation, lead scoring or routing.
  1. What if…we could enable you to create the perfect prospect list and seamlessly pull it into Marketo?
    WE Prospect changes the Marketo prospecting landscape by giving you a simple way to find, understand, and contact wealthy prospects from directly within Marketo. The platform enables users to create ultra-segmented audiences by letting you easily search and drill down through wealth and personal attributes, instantly see a visual breakdown of the resolts, and import prospects directly to your Marketo lead database with foll contact information.
  1. What if…we could enable you to gain unprecedented analytic insights into your Marketo leads?
    WE Analyze is a predictive lead scoring and analysis platform that harnesses the power of one of the largest consumer data sets ever created, so you can gain deep actionable intelligence and quickly identify your best prospects and understand what makes them unique. Using these insights, you can determine messaging and keywords for your next email or ad campaign you deploy from Marketo.
  1. What if…we could enable you to create look-alike models and score new leads in Marketo?
    With the integration we add our data to your Marketo list, analyze it and create a model of your list. Whether you are running a broad reach email campaign or looking to supplement an invite list for a regional event, you can pull new prospect lists that are a best fit to your target model. Also as new leads are entering your Marketo database you can automatically score how similar they are to your target models so you know which you should prioritize for engagement.

How to get started?
If you are interested in learning more about how WealthEngine’s wealth and consumer data platform can enrich leads within Marketo to enable personalization and improve conversion, please visit our LaunchPoint listing and fill out the form to get started. A WE Marketo integration specialist will get right back to you.

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A Look Ahead

Event | March 19 – 22 | Orlando FL
Ellucian Live | WE are proud to be part of the Ellucian partner community and will be exhibiting at Ellucian Live in booth # 829. Register Now

Event | March 19 – 23 | Las Vegas NV
Shoptalk | Our commercial markets team is joining this retail and ecommerce conference as an exhibiting sponsor. Register Now

Event | April 11 – 13 | Nashville TN
Abila User & Developer Conference | WE are looking forward to exhibiting at the Abila Users Conference as a product partner. Please visit us in booth #149. Register Now

Event | April 23 – 26 |
Marketo Summit | WE are excited to be joining the Marketing Nation Summit as a premier technology partner exhibitor. Register Now

WE Webinar | April 25, 2-3 PM ET
Leveraging Social Media & Events to Engage Millennials | Join us for a dynamic workshop offering clear strategies, tactics and resources in increase fundraising event success and connect with the next generation of donors. If you are planning an upcoming fundraiser and looking to expand your donor base to a younger audience, this program is not to be missed. Register Now

Event | April 30 – May 2 | San Francisco CA
International Fundraising Conference | WE are looking forward to sponsoring the annual AFP Conference and will be exhibiting in booth # 428. Register Now

Training
Looking for a refresher on the WealthEngine Platform? 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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America’s Wealthiest Singles 2017

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In honor of Valentine’s Day we analyzed the wealthiest bachelors and bachelorettes in the country. Take a look at the infographic below to see where these singles live, what they’re interested in, how charitable they are, how many properties they own, and more.

Curious how we found and analyzed this list? We started by creating a list in WE Prospect of single men and women in the US with a net worth greater than $5MM. Then we used WE Analyze, our predictive lead scoring and analysis platform, to visually see the composition of the singles. The best part? We got all of this information within minutes.

Want to see it yourself? Contact us for a demo.

Retailers risk losing baby boomer clientele with inattentive CRM

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An overwhelming 93 percent of baby boomers do not feel loyal to their favorite brands, according to a new report by ICLP.

With emerging generations such as millennials getting a lot of marketers’ attention, baby boomers feel neglected by the retailers they interact with, a sentiment that could cause them to stray. In the United States, this generation holds 70 percent of all disposable income, making marketing to this age group a strategic priority for luxury brands.

“Many retailers are guilty of overlooking and not adequately recognizing and rewarding baby boomers,” said Phil Seward, regional director, Americas at ICLP.

“Only 12 percent expect brands to spend time to get to know them better and truly understand their needs and wants,” he said. “Likewise, more than three out of four boomers are not rewarded with offers specifically tailored to them.

“Retailers should make relevant recommendations and tailor their communications to make shoppers in this demographic feel valued and in turn, increase their loyalty.”

Boomer relationship management
ICLP worked with Survey Sampling International to survey more than 1,000 U.S. consumers ranging in age from millennials to baby boomers.

Respondents were asked to describe their experiences of criteria such as trust, recognition, rewards and communication with friends and romantic partners, which were then compared to their interactions with brands.

Working with professor Ron Rogge from the University of Rochester, these responses were then charted using Sternberg’s Triangular Theory of Love as a reference. This model measures the strength of love based on three components: passion, intimacy and commitment.

The brand relationships that were described in the survey ranged from empty to devoted, with the most passionate and committed also the least likely to walk away from a favorite brand.

Aside from this small group of highly devoted clientele, brands need to do more to prevent losing a customer to a competitor.

About seven in 10 of baby boomers, who are at least 55 years old, feel they are not being rewarded enough for their patronage of brands. Additionally, only 12 percent expect that brands will learn their taste or preferences and tailor marketing toward them.

Personalizing outreach such as product suggestions, content and branded communications is one way for retailers to make up for the perceived lack of appreciation.

Another opportunity is a rewards program tailored to the member’s wants and needs. Currently 77 percent of boomers say that perks and offers are not customized to them.

When things go wrong, 60 percent of boomers want companies to admit their mistake and solve the problem quickly.

Earning consumers’’ confidence also revolves around the products themselves. More than 50 percent of baby boomers rely on being able to trust the quality of a brand’s merchandise.

Reaching a level of devotion not only prevents a customer from straying. Those who feel strongly about their favorite brand are more apt to recommend it to a friend.

Only one in three boomers said they would regularly suggest their top brand to another consumer, showing room for improvement.

Spending power
Millennials were the most likely of any adult generation to have purchased a luxury good or service within the last 12 months, but these consumers have the weakest buying power, according to a report from the Shullman Research Center.

A lot has been made of the up-and-coming consumers, as marketers seek to woo them to their brand even before many of them have the means to make high-end purchases. This strategy may pay off down the line, but luxury brands would be smart not to ignore more established clientele (see story).

Traditional in-person experiences are still essential for reaching the wealthy baby boomer market, according to a new report by WealthEngine and Forbes Insights.

Baby boomers generate nearly half of the United States’ after-tax income, an amount of $3.6 trillion, and overwhelmingly prefer in-person to online purchases for all luxury products and services except for travel. Although much is made by marketers, brands and researchers alike about the significance of reaching the millennial consumer in digital spaces and according to her preferences, the boomer must not be forgotten (see story).

Beyond boomers, ICLP advises brands to focus on all generations with tailored efforts.

“Retailers must implement personalized engagement strategies that ‘surprise and delight’ consumers across every demographic, so each customer should receive tailored communications, benefits, offers and recommendations on an individual level, using insights derived from big data,” Mr. Seward said.

“Brands must also remember online and mobile platforms no longer pertain to just millennials as baby boomers and Gen-Xers are shifting more of their shopping activity online, and using many of those same rewards apps.”

An Emerging Trend Combats Struggling Luxury Real Estate Market, Draws Record Interest Level

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A struggling luxury real estate market, especially for metropolitan areas like New York, Miami, Hong Kong and London, continues to impact the global economy. With “asking prices” falling and “days on market” rising, the luxury market’s top performers are seeking innovative approaches to attract buyers for current listings and market their services to prospective clients.

An Analytical Approach to Wealth Intelligence: How Luxury Brands Can Grow Market Share Using Predictive Analytics and Modeling

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Wealth intelligence allows luxury marketers to truly understand the affluent consumer and their wealth, demographic and lifestyle attributes. This insight is critical, as marketers work to build targeted marketing strategies that reach the most qualified consumers with compelling offers and a seamless brand experience.

The global market for luxury goods represents over $1 trillion USD, across several categories including fashion, retail, travel, hotels, food & beverage, and spas. The key to understanding customer segments within these categories is through data and analytics.

We know that by using data and predictive analytics, luxury marketers have a means to better target and engage their customers. Data and predictive analytics allow you to uncover opportunities to drive repeat or additional purchases so you can create a closer tie to the customer. Analytics allow you to truly understand the customer and their wealth attributes, so you can target the most qualified luxury consumers and offer a compelling and seamless brand experience.

With this in mind, we developed this whitepaper to show the value of wealth intelligence and predictive analytics when developing an effective marketing strategy.

Key topics in this whitepaper include:

  • Today’s trends and challenges for luxury marketers looking to grow your business
  • WealthEngine’s unique approach to developing and utilizing wealth scores
  • Best practices and practical tips for applying custom predictive analytics
  • Determining the optimal solution to meet your goals

To read more about these topics download An Analytical Approach to Wealth Intelligence: How Luxury Brands Can Grow Market Share Using Predictive Analytics and Modeling.