Fundraising

The Donor Journey: Delivering Personalized Experiences without Breaking the Bank

Problem Statement

Many organizations dream of delivering personalized user journeys to every audience member, but the reality is hard to achieve. How can your digital strategy deliver customized journeys—and drive donations—without breaking the bank?

People’s expectations for seamless, personalized experiences interacting with causes, brands, and politicians are evolving more quickly than the differences between the verticals themselves. Whether it’s one-click food delivery or a personalized issue focus from a nonprofit, users are becoming more accustomed to a custom experience. And marketers have caught on. According to Salesforce’s 2016 State of Marketing report, “high-performing marketing teams are 8.8x more likely than underperformers to have adopted a customer journey strategy team as part of their overall business strategy.”
 
So while personalized user journeys for every audience member is the dream, staff and resource realities force compromises. How can you strategically implement an effective experience for your various constituencies? How do you know when and where to invest in cultivating a social follower or one-time donor?

Join senior digital leadership from the United States Fund for UNICEF and Blue State Digital to discuss core principles of effective user journeys, a framework for making resourcing decisions around them, and tips and tricks to help automate where possible.

Areas of discussion:

  • Is it time to dismantle the ladder of engagement and traditional marketing funnel and think about our users with a more hybrid, interest-based strategy?
  • How can we map out the user journey for core personas and balance that with the reality of always-on digital program?
  • How do you make a decision about whether or not to create a custom journey for new audience members (volume? issue? channel?)?
  • Best practices and examples of welcoming someone to your organization/issue, such as the US Fund for UNICEF’s Tap Project
  • Technical tips and tricks to help automate and mechanize this process
Orwin Evenson
Blue State Digital


Vijita Kumar
US Fund for UNICEF
Assistant Director, Integrated Marketing

Lisa Sock
Lisa Sock + Associates
Integrated Advocacy + Fundraising Strategist
For nearly 20 years, Lisa Sock has worked with some of the country’s largest organizations to deliver advocacy and fundraising campaigns on international, national and state levels. She currently consults on advocacy and fundraising efforts with local and national organizations, including the ACLU, Amnesty International, the U.S. Holocaust Memorial Museum, City-Meals-On-Wheels, Covenant House, the Drug Policy Alliance and the Human Rights Campaign.

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