In our omnichannel marketing world, it is imperative to reach donors and prospects through diverse channels. In the ever-changing fundraising landscape, digital strategy has become crucial to new donor acquisition and donor retention. However, for many nonprofits, digital and especially email acquisition can seem daunting, time-consuming, and expensive due to the historical lack of qualified data and email addresses available. Fortunately, we have a solution. Now you can build on the success you have already had with Apogee and DonorBase.

With the launch of email cooperative data within our omnichannel cooperatives, Data Axle Nonprofit is revolutionizing digital acquisition strategy. We are the first co-op in the industry powered by omnichannel donation activity from a variety of data sources including direct mail donations, email addresses directly linked to digital donations, text, and P2P. These cooperative databases provide a robust source of data for email acquisition. Using this key information, combined with exhaust data and best-in-class models, the email co-op delivers donor audiences for email campaigns that are responsive and engaged.

Did you know that most people have five to ten email addresses? They use separate emails for distinct aspects of life, whether it is for work, purchases, personal, etc. So, if you are not reaching prospective donors at their email address associated with giving, you may find your outreach efforts unsuccessful. For example, consumer email addresses are just as they sound – they only capture purchase behaviors while overlooking charitable giving. The email cooperative solves this predicament by providing emails directly linked to confirmed donation activity. It can tell you which individuals have a history of donating, what email address they use to make donations, and if they engage with philanthropic messaging. Targeting an intentional, charitable audience at the address with which they engage philanthropically increases the chances of reaching new donors who are ready to support your mission.

Once you have a targeted philanthropic audience, you can focus on building relationships and fostering long-term support. Cultivating trust with prospective donors via email takes time and nurturing, often 18+ months of delivering relevant messages. With unlimited usage, our modeled audiences may be contacted continually to warm, engage and connect with these prospective donors to obtain that initial gift leading to longstanding loyal support.

Remember the importance of testing and tracking email campaigns to make informed decisions. Monitoring key metrics such as open rates, click-through and conversion rates allows you to evaluate the effectiveness of each message and campaign, track engagement and optimize your strategies.

Our comprehensive data from Apogee and DonorBase can bridge the gaps and reach donors in new ways through multiple digital channels. Email is just one digital touchpoint, combining it with a full omnichannel media strategy produces the highest rate of return. Incorporating text-to-give campaigns and display advertising, in combination with email campaigns, allows for additional touchpoints and greater reach leading to success.

Not sure where to start on your omnichannel journey? Contact us at [email protected] to learn more about our customized modeling solutions to support all your omnichannel campaign needs.