{"id":348677,"date":"2019-06-05T13:15:31","date_gmt":"2019-06-05T17:15:31","guid":{"rendered":"https:\/\/nexusdirect.com\/?p=348677"},"modified":"2019-06-05T13:15:31","modified_gmt":"2019-06-05T17:15:31","slug":"how-well-do-you-know-them","status":"publish","type":"post","link":"https:\/\/nexusdirect.com\/sanpablo\/how-well-do-you-know-them\/","title":{"rendered":"How Well Do You Know Them?"},"content":{"rendered":"

Recruiting Donors<\/h2>\n

Recruiting new donors is one of the most important and most expensive challenges of any fundraising program. Get it right, and you\u2019re on your way to sustainable growth. Get it wrong, and you\u2019re investing precious resources without getting the return on investment you deserve.<\/p>\n

And it\u2019s not getting any easier. Our prospective donors are being bombarded with messages through conventional media like TV, newspapers, and radio, as well as highly personalised content delivered by digital and social media.<\/p>\n

So how\u2019s a nonprofit to compete? How do we cut through the noise and clutter to recruit new donors?<\/p>\n

The long and short answer is: know your prospect.<\/strong><\/em><\/p>\n

Research and Segmentation<\/h3>\n

To assist the voluntary sector in Ireland, Nexus Direct and Coyne Research developed a segmentation model, which profiles Irish consumers in terms of attitudes and behaviours towards charity donations.<\/p>\n

We segmented the entire consumer market, not just existing donors, because we\u2019re focused on recruitment of new donors.<\/p>\n

How Did We Do It?<\/h3>\n

We took a deep dive, going much further than simply demographic data<\/a> about age and gender, into what\u2019s called psychographics<\/strong> \u2014 segmenting consumers based on their psychological attributes around donating to charities and things like lifestyle, personality, and consumption.<\/em><\/p>\n

The research revealed an important emerging segment, as well as details on how to better target our traditional audience.<\/p>\n