Using CLEAR to optimize new donor acquisition
Improve new donor acquisition using the Personas of current donors, as well as Personas, Insights, and Analytics for new donors
What You'll Need:
1) A CLEAR for your Current Donor Base
2) A CLEAR for your New Donors
Once you've created a CLEAR for your entire contact list, filter down to just your "New Donors".
You can use whatever timeline & attributes you would like to define this segment - just make sure it represents the donors you would like to target. Save and name that segment "New Donors", then request a CLEAR report for that group.
By comparing your full donor list with your new donors, you'll begin to uncover what makes your new donors unique. It may be that they have a different generational breakdown, or perhaps they are the complete opposite of your typical donor. Whatever the comparison brings to light, those differences will be the key to targeting more of them.
Got it - Now What?
Once you understand the key differentiators for this group, use that insight to:
Target marketing and ad buys aimed at the new persona & lookalike locations
Adjust messaging and primary channel of communication to align with the new donor persona
Adjust targeted asks based on wealth rating & giving/spending capacity
Leverage persona demographics to optimize the purchasing of prospect lists
How were you able to leverage your CLEAR report? Let us know at firstname.lastname@example.org