{"id":359176,"date":"2023-11-21T16:52:00","date_gmt":"2023-11-21T21:52:00","guid":{"rendered":"https:\/\/nexusdirect.com\/?p=359176"},"modified":"2023-11-21T16:52:00","modified_gmt":"2023-11-21T21:52:00","slug":"how-are-you-measuring-your-giving-tuesday-campaign","status":"publish","type":"post","link":"https:\/\/nexusdirect.com\/sanpablo\/how-are-you-measuring-your-giving-tuesday-campaign\/","title":{"rendered":"How Are You Measuring Your Giving Tuesday Campaign?"},"content":{"rendered":"

The holiday season is upon us, and that means the busiest time of the year is in full swing, with Giving Tuesday and End-of-Year campaigns running full speed ahead.<\/p>\n

Fresh from the insightful Mini-Con conference hosted by DMAW in Washington, D.C., and reflecting on our own experiences during prior holiday seasons, I\u2019m zeroing in on the topic that is generating some interesting debates \u2014 attribution.<\/p>\n

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Understanding Attribution<\/strong><\/h3>\n

At its core, attribution in our industry is about identifying which touchpoints drive engagement and, most importantly, donations. But the complexity arises when a donor\u2019s journey spans multiple <\/em>channels.<\/p>\n

Picture this: A donor or prospect first learns about your Giving Tuesday campaign via a mailed postcard, then interacts with your follow-up emails and reads a blog on your site, before a Google search finally cements their decision to donate. If only the final touchpoint is credited, the significance of the preceding interactions can be overlooked.<\/p>\n

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The Art of Being Strategic Without Being Siloed <\/strong><\/h3>\n

\u201cCorrect\u201d attribution guides how you allocate your budget, but it may only tell one story \u2014 the story of revenue per channel \u2014 not the entire journey that drove each donor to give.<\/p>\n

While we advocate for a judicious approach to budgets, recognizing the value of an omnichannel strategy is equally critical for fundraising success. As discussed during the Mini-Con, it’s vital to combine campaigns, channels, and departments to make attribution all-inclusive versus using direct revenue as the only KPI to determine success. This holistic approach requires a shift in mindset: resetting expectations, conducting regular matchbacks, and measuring efforts in real time.<\/p>\n

Moreover, assessing channels in silos perpetuates the outdated attribution that keeps channels<\/em> at the center of your campaign strategy rather than your audience<\/em>. For example, display results might seem underwhelming when looked at in a vacuum, but when you consider how their presence has lifted response to your other channels and the quality of donors they have brought in, suddenly they tell a much different story about the health and future of your program.<\/p>\n

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What Can You Change Today <\/u>To Make Attribution Easier Tomorrow<\/u>? <\/strong><\/h3>\n

Know your donor and their preferred channels!<\/strong> There are more than 20 channels available today, so it\u2019s not possible or realistic to deploy a campaign in all of them. With that in mind prioritize which channels to harness based on insights about your donors, where they consume content, and your own content availability \u2014 if you don\u2019t have video content, for example, YouTube ads may not be the best use of your budget this year.<\/p>\n

First impressions matter! <\/strong>Prioritize the channels that introduce your campaign. If you send out a Giving Tuesday postcard first, which we have found to lift GT results, consider adding personal touches, such as live stamps or handwritten fonts. The following touches in other channels can echo the messaging and creative of this introductory touch to boost the surround-sound effect of your campaign. Furthermore, there are many (often small) elements you can improve upon within email communications, which you\u2019ll see have immediate, positive impacts. While we\u2019ve seen these tried-and-true methods work for multiple organizations, here are some stats shared at Mini-Con to bring back to your team this Giving Tuesday:<\/p>\n