In the NGO world running campaigns is a very complex endeavour.
They run campaigns for acquisition of donors, to increase the value of donations, and to retain donors, all this has to be cross referenced on which channel to use. Email, Telemarketing, Direct Mailing, SoMe or just a regular text message?
Try imagining if you had to figure out the amount of possible combinations in a spread sheet.
– That should give a good mental image of the complexity.
But we are not done yet. Let us add the data and system landscape into the mix. Data is spread between CRM system, Marketing Automation, CDP, and Telemarketing Systems.
Pictura data being this wide-spread – traditional business rules in selecting donors to campaigns becomes equally complicated and with this difficult to scale.
As a result of this, most NGO’s are leaving an untapped potential in fundraising.
Change, while necessary, can sometimes be very hard to grasp.