It all began with the Japan earthquake, followed by the Mississippi floods and now the devastating tornados. In less than a month, the hurricane season will be upon us. How do natural disasters effect a nonprofit’s bottom line? Are you seeing a decline in your donations? If you answer “Yes” to this question, what should your organization do to improve your results?
The answer – segmentation! In a blog in April, McKinsey & Company identified the characteristics of Americans who support at least one social cause. Whether you are planning an event, selecting donors for a mailing or e-blast, you want to be sure that you target those most likely to respond. This is especially true when our emotions are drawn to those who have been affected by a disaster.
Data analytics is a tool that can help you identify constituents and donors who will support your mission even as it competes against Mother Nature’s wrath!
Not sure how to use analytics? Give BIG a call. We can help.
-Gail
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