Name: How Digitally Mature Organizations Engage and Convert Donors Year Round
Uploaded: 2026-03-04T19:31:43.957Z
Duration: 57 min 8 s
Description: How Digitally Mature Organizations Engage and Convert Donors Year Round

Transcript for "How Digitally Mature Organizations Engage and Convert Donors Year Round": Great. Hello, everyone. Welcome. Thank you so much for joining us this morning or afternoon depending on where you are. This is part of our fundraising master class series, how digitally mature organizations engage and convert their donors year round. So just a a couple quick housekeeping items before we get into it. You'll receive a link to the recording, and please feel free to enter questions as you think of them throughout the session. We've got another colleague monitoring the q and a, so throw some questions in there. We'll try to get back to you in real time. If we can't, we'll save some time towards the end for some questions as well. But, yeah, without further ado, we will jump in. So hello, everyone. I am Paul Saint Anj, CEO and cofounder here at Doing Good Digital. We are a 20 person agency focused mainly on digital fundraising, working with clients all across the country. I am in in Canada as well. I am in the Los Angeles area, and I've been in the sector now for, gosh, thirteen years or so and always working in digital. So I'm really happy to be here today, and I'll pass it to my colleague, Keisha Hartman. Hello. I'm Keisha based in Salt Lake City. I've also been in the nonprofit sector now over the last thirteen years starting on the fundraising side first before switching over into the agency world where I've been able to work with many organizations like yourself, really empowering you to use forward thinking tools and strategies. So I'm happy to be joining you all today while we're waiting for some people. One of the hot topics we were talking about today was, are you team, daylight savings time or not? So let me know in the chat what your thoughts are. Don't forget this weekend, spring forward, set those clocks back or forward, one hour. I am team daylight savings time. Yeah. It is like I just heard Vancouver, Canada, or sorry, British Columbia today just said they're changing their whole policy around daylight savings. Just heard it. I need to Google it. I don't know all the details, but people check it out. So yes. And just very quickly about us. Again, we're focused exclusively on nonprofits. We work with clients, as I mentioned, across the country. We typically work with clients on a retainer basis, essentially supporting or managing their entire digital fundraising program. So anything from acquisition to fundraising campaigns to stewardship, love to do it all. But with that, we will jump into today's topic. Yeah. Here's where we're headed today. We'll start with assessing your digital maturity so you know exactly where you stand, and then we'll chat a little bit about investing wisely in the right technology, and then how we can design those meaningful donor journeys, and then wrap up with some practical examples and ideas that you can start using. Awesome. And I think people are more excited about this daylight savings topic than our actual topic today. So shall we pivot there? No. No. We'll just we'll keep going. We'll keep going. Okay. So first off, assessing your digital maturity. So what is digital maturity? We wanted to visualize this over three categories. We've got a breakdown of each category in much more detail that we'll be going into shortly. But first, just to take a step back, I imagine many of you have been on many of these webinars, whether from Blackbaud or other organizations, covering a lot of the topics that we're gonna be talking today. So no surprise talking about things like personalization, donor journeys, meeting the donor where they are, personalized gift arrays, donation form optimization, all the things. We're gonna get to all of that in just a few minutes. But I wanted to start at, like, the the 50,000 foot feet level to talk conceptually about what are when we think of leading nonprofits, what are they doing differently in 2026 to really set the stage and really become that leader? And when we look at it, we think they're leaning into creativity, uniqueness, and boldness. And the question is, like, why now? Why is is now leaning into boldness and creativity and you'd uniqueness and opportunity? And it's because of the the new the new world of AI. It's becoming much easier to build unique, bold, beautiful experiences for your donors and constituents. Also, the landscape, because of AI, is becoming cluttered. There's lot it's a lot easier to create content. So now more is more important than ever to really try to find that way to stand out digitally to all of your constituents. Now historically, these big, bold, creative initiatives have probably been reserved for the the for profit world. These are some of my favorite. Hopefully, you've seen some of these at the top of the list. Spotify wrapped. We all love that. Another personal favorite, Domino's Pizza Tracker. But, like, why, you know, why are not more nonprofits or even leading nonprofits? Why can't we do more of this? And the answer has always been budget and time. But now time and budget is becoming less of an excuse. Designers and developers are now massively more efficient. A custom campaign or a custom landing page that would have taken your team or our team, you know, maybe a hundred hours in the past, it might be able you might be able to do it in fifteen hours. And we've got some examples just in a moment. And even more importantly, now you might be able to build some of the things that we're showing today without an agency. I think historically, a lot of these leading organizations, they had a big agency like us. But now with and, of course, we'd love for you all to call us and have us build some of these things for you. But now with AI, a savvy nondeveloper can execute in some of these initiatives. So in our opinion, now is the time to really lean into creativity. So I encourage you all, lean into old fashioned brainstorming, getting in a room, getting getting with a whiteboard, coming up with unique ideas to make your nonprofit stand out. So so I that's what we see. So we're gonna talk about this the more tactical things, for the rest of the presentation, but those are really a lot of the reasons, I think, what leading nonprofits are leading into today. So just as a a couple examples we wanted to share just off the bat of how you can become efficient. And, Keisha, maybe I'll pass it over to you pass it to you for this one to talk about. Yeah. Thanks, Paul. As Paul mentioned, now with AI powered tools, teams can significantly do more with fewer resources, and that's the same here at DGD as it is at your organization. So what started as an internal brainstorm for this specific client, Richstone Family Center, where we do an acquisition download for them. We wanted to really level up and think through what else could we be doing, really think outside the box. So rather than your typical either like PDF download or quick user download like that, this is an interactive app and a conversation starter that you can use with your family. And so after that brainstorm, we used the tools within Figma and AI assistants like Claude, and we were able to really quickly describe the experience we wanted and generate a working prototype. And those tools go beyond just the design now. Now they're able to actually produce the code that were needed for our developers to actually incorporate this directly into the build process. And in the past, creating something like this might have taken our team double the time. But now with those AI assisted workflows, we can now move from idea to prototype much faster, which ultimately reduces the cost and you're able to see something, a lot more beautiful, a lot more engaging that's going to also in turn give your team bigger results. Yeah. Agreed, Keisha. Yeah. And just and talking specifically, I mean, I think the design on this took three to four hours using AI. The coding took three or four hours. So so I encourage you all to think differently. I was for some reason, the screen share is not working for me today, so I can't show you this animation here. But another example of thinking big is how we can incorporate something like Spotify wrapped to your constituents. So instead of a a typical end of year donor, maybe newsletter or annual report or impact report that goes out, how could you customize that to your users? And, again, using AI, you can do some of this. So my my message to everyone is as you're all trying to, you know, be bigger, be bolder, try to aspire to be like leading nonprofits, I encourage you to subscribe to the the nonprofits that you that you admire to be. Start watching all of the content they produce, and you would just be surprised that you can start to incorporate some of these things on your own. And, again, it just takes someone a little bit savvy, leveraging some AI, and you can build some of this. And, again, also, you could call us. We'll do it be able to do it for much cheaper than we typically could in the past. But before we get into to that, and if you're not ready to, like and we've got more of these sort of big bolder ideas towards the end. If you're if you're not ready if you're still like, okay. Well, that's great, Paul and Keisha, but we just gotta build the foundation. Where do we even start? We wanted to start there first. So let's talk about, everything else to sort of build your foundation, to become a a leading nonprofit. So, Akisha, I'll pass it back to you for the slide. Yeah. So we're gonna focus on the four areas of acquisition, campaigns, engagement, and donor journeys. Most organizations aren't going to necessarily jump from leading all the way or or from developing all the way to leading. Right? You're typically going through these stages as you're starting to become more strategic and more integrated. So starting with acquisition at the development stage, this may look more like using your donation forms and a little bit of organic social. And then as you move on, you're adding more tools. You're thinking through more events. You're thinking through actual lead and paid ads, all the way up to running a multichannel acquisition strategy that is something more year round and less maybe, like event based. And then, as we move over into campaigns, you know, typically, you start with a companion companion piece to direct mail, and then you're moving that towards, really starting to figure out an integrated digital campaign. Is that more SMS? Is that more an interactive experience like we've showed in the previous two slides. And then that also tails into engagement. So not just e news and impact stories, but really more interactive content and more personalized experiences that are more towards your supporter and constituent interests that shows that they are clicking on those more personalized type of campaigns, which plays well into donor journeys, going beyond that basic welcome series, creating multiple journeys based on their acquisition, something that is more behavior based in that multichannel experience as you get in into leading. And so, again, it's not really necessarily doing everything at once, but really building that foundation that then you can start to layer on more strategy, layer on more personalization, and channels as well over time. And, certainly, we'll be providing these slides afterwards so you can use this as a bit of a checklist as you're continuing to grow your organization. And just to to continue on with some key themes when we look at leading organization, also personalization. This is a big one for us and and most of our larger clients. So, how can you really start to think about, hypersegmenting your database around interest categories? So tracking what your donors are actually interested in or donating in or donating to, excuse me, and then sending them content related relating to that. So the easiest example we like to talk about is an SPCA organization for someone who's constantly clicking on maybe cat information or donating to a cat fund or a cat fundraiser. Their content going forward, would lean more heavily towards cats instead of all of the animals. So a lot of our our clients, and that sort of dovetails into the next, point around technology. It's leveraging technology that allows you to easily track people's interests and things like that so you can, easily conditionalize content or segment your audience around more than just RFM. I mean, typically, it's just segmenting around LiveBun, CyBun, etcetera. But now segmenting around interest, really allows you to go one step further. And then going back up, other sort of the the top key points for us around personalization is also dynamic gift arrays. So ensuring you're having personalized gift arrays based on the segment. Some tools will offer that ability through the platform itself, like Luminate. We'll talk a little bit later about, or but you could also do it through just manual segmentation and making sure that you're driving, the right segments to the right gift arrays. And on the technology piece, I won't go too much into it now because we are gonna talk more about the trends and the differences between all in one platforms versus strongly integrated point solutions. But I I think for a leading organization, they typically just have their their technology dialed. It's either one or two big all in one platforms, or they have multiple point solutions that are very tightly integrated. And that allows you to do a lot of the things that I just mentioned. Excuse me. And lastly, on on AI, I mentioned earlier just about some of the, excuse me, the ways to leverage AI for design and development. But also, traditionally, in the nonprofit now now AI allows us to analyze and segment a lot better than we could in the past. So, I mean, at least for the last few years, I'm sure everyone on the phone has heard of companies like DonorSearch or Dataro that have AI capabilities to help you segment and better target your database for major giving, for direct mail. But now AI allows us to go a step further when it comes to digital fundraising as well. And so when we're working with some of our larger clients, I I'm amazed at how quickly they are moving. And when it comes to sort of AI analysis, what we're starting to see is people are feeding in the last four to five years of digital fundraising campaign data and uploading that to an IT approved system. So if you're internally on Copilot or if you have IT approval for something like Claude, and making sure you're deanonymizing all of the data. If you can upload the last five years of your results with the last five years of your creative, you can package all of that in a nice way that Claude or Copilot can read. You can start to get much better insights. So when you're coming up with your next digital fundraising campaign, you're not just winging it. You can start to write creative that actually tailors to specific audiences. So for my example here, you can start to learn, like, for example, your donors 60, your baby boomer audience who all who are a live hunt. They typically like to a doctor and a patient in a photo. They like a non personalized subject line. They need a donate button in the header. So these are things that I am shocked to how quickly, Claude we we like Claude here internally, is moving, and it allows us to do of this for you. So I encourage you to do this. I mean, again, this is something that we can help with if it's anything someone is interested interested in to really refine their creative going forward. But how do we how do we get there? This is sort of the the path. So technology tools and infrastructure, then audience and data, then digital channels and campaign performance, and lastly, focusing on that that donor experience. So we're gonna dive into a little bit of this in in more detail. I'll just skip this one. We'll go right to here. Yeah. I'll chat chat through, you know, when you're considering in terms of your technology stack and all in one platform, something, where it has all the email, has your data, has your donation forms. We'll be chatting about that. And then in the next slide, we'll talk about a multiple platform stack. But when an organization uses an all in one platform, one of the biggest advantages is that centralized data. Everything lives in a single system, which means often cleaner reporting and a clearer picture of donor behavior. And another major benefit is the native connections between your tools such as email, forms, fundraising, automation, they all talk to each other without needing a custom integration or another tool. And that makes it easier to build journeys, to trigger the personalized messages, to have a dynamic donation array, and really streamline your workflows. And you also have a consistent user interface, with your staff. So instead of juggling multiple tools, having different logins, having different learning curves, your team can work in one environment, which usually improves your efficient efficiency. And finally, we really like for all in one systems, it often gives you more flexibility for custom design and pages to really create that cohesive journey, that cohesive experience. So no matter if it's an email or they're clicking on different pages, and navigating between that and your website, it is branded and seamless and more intentional, versus maybe a more clunky experience of multiple tools. I'll pass to Paula to chat through, some of the cons. Mhmm. Yeah. And just and to, and in the Blackbaud ecosystem, when we think of all in one platforms, we think of, Luminate online, which is their more enterprise platform. So that comprises of, like, donation forms, landing pages, events, peer to peer, email module, automations, all the things. But then also now, a Blackbaud, a razor's edge, NXT, they're really trying to further build that out to really be that all in one platform as well because now it has, you know, it's a best in class CRM. Their donation forms continue to get better, especially with the recent launch. And then now they also have email and automations in there as well. So for smaller organizations leveraging something like Razor's Edge NXT, you do have a lot of your tools in one place that does allow you to keep your data in one place and do some of the things that we're talking about. But there are some cons. And so the the cons to an all in one platform is it just may have uneven strengths across features. If you are looking for, like, a you know, if you got very specific needs when it comes to your email program, you want, like, super custom decision trees and donor journeys, then building that email out in Razor's Edge might not be as easy, and then you might need to look to some sort of point solution that could connect with Razor's Edge. Limited ability to swap out components. So, again, if there's something in and on one platform that you you don't love, you're not able to really swap that out at all. And then you're also tied to really one vendor, on the road map. So, we are big at doing a digital. We are big proponents of all in one platforms. We do believe that the, the pros outweigh the cons because it really does allow us to really personalize that dough that digital donor experience, because of all of that data inside a platform like Luminate online. And then Keisha was gonna talk a little bit more about the pros of, you know, if an all in one platform is not for you, there's also considering a multiplatform stack. And we definitely work with organizations, maybe smaller organizations that do have a multiple platform stack, and that may be one of the biggest drivers, maybe cost. It could be more affordable if you're really kind of having the ability to choose the best fit tools for each function so you're not locked into one vendor's version of, email forms or fundraising, you can pick the strongest option for each piece of your program. You get a little bit more flexibility in terms of, picking those right fit tools. And if your needs evolve, you can add new tools, or capabilities without waiting for a single platform to catch up. And finally, you can upgrade or replace individual components without having to completely overhaul your entire system or tech stack. If one tool stops performing or a better option maybe comes along, you can make the change without disrupting the rest of your ecosystem. Yep. And I think as you're sort of considering your journey as an organization and what your technology your each of you on the phone on this webinar, what your technology road map looks like, I think it starts with trying to decide what camp you're going to be in. Are you in the all at once sort of camp, or are you in the multiple multiple platform camp? The the biggest con to having multiple platforms is that it does require a lot of integrations and syncing between tools. So I think the the organizations that are successful in a multiplatform environment, it's usually because they have the resources to be able to tie things together, because it does take a lot of work to integrate everything. But, again, if you're the nice thing is Blackbaud does continue to come out with integrations to Razor's Edge, most recently with Constant Contact. So if you are in a situation where you do feel like you want something more advanced out of razor's edge, then you can now start to integrate it with Constant Contact, and then you get a best in class email tool with a best in class CRM and great donation forms. So certainly lots of things to consider before as you're you're thinking through your your strategy. So we're gonna move to the next sort of piece on our road map is audience and data. And so, Keisha, maybe I'll have you talk through the first couple of points here. Yeah. When it comes to audience building, you know, thinking through using more real time analytics or prospect research or AI that infuses your audience building compared to regular RFM list pools. And when it comes to, data integration, being integrate data between other channels and getting them into your email, your web, your SMS platform, that really allows for that greater personalization when it comes to segmentation and content in your emails or content on the donation form and web pages. And lastly, on audience and data, it's it's hygiene. I think this is more important than ever now because as we start to integrate AI into a lot of our processes, ensuring that we're maintaining proper file structures and and data hygiene practices within Razor's Edge or our CRM in general. Because the more hygienic both our folder structures and Google Drive or whatever it is and razor's edge. When we do start to integrate AI into our processes, and Blackbaud is certainly coming out with their AI agents soon or they might have they might have already, the more hygienic your CRM is, the more valuable those tools are going to be. And when it comes to your digital channels and campaign performance, As Paul mentioned earlier in terms of measuring performance, analyzing data with cloud or other AI tools, it's really important to understand how things are performing, and that's, one way you're able to do that. In terms of digital channel integration, elevating what channels you are using today and which ones you can expand to. Some of you may be, you know, expanding into SMS. Some of you may be investing in more into organic and paid social channels, but layering those pieces on to really create that, more, like, digital integration and being able to measure that. And also fundraising channel. So when we think of digital, a lot of people typically just think of digital as annual giving or even peer to peer. But how can I mean, most of your mid level donors, your major donors, planned giving donors, they're all online? So how can you think about a a digital strategy to really support all of the good work that those major that those gift officers are doing in those channels. And now shifting to the donor experience in terms of stewardship, allowing for even more unique stewardship, when it comes to AI and all of the tools that are now available, whether it is animating the thank you page, showing the donor where they are in their journey similar to what Paul talked about earlier. If you think through the, like, Domino's, app when you're ordering your pizza or, you know, why not sort of launch your own Spotify wrapped? So thinking through beyond the typical stewardship. And I'll jump to personalization and then pass it to Paul. But, in terms of personalization, showing content that the donor or the constituent has showed interest in, whether it is, something they've clicked on in the past, relating to maybe research or cancer, and you're showing images and stories related to the things that they've said they are interested in. So you're able to use that tracking interests, or adding URL parameters, to group those people. You can also do that through surveys. So, really just asking them what are they interested in, tell us more about you, and getting their insights. So then again, you can sort of stick out, ahead of the noise because you are delivering really personalized information to them. Mhmm. Yeah. And lastly, on on donor journeys, I do think these are really going to evolve over the next couple of years. It's currently, and if you're not doing this already, hopefully, most of you and certainly leading organizations have donor journeys. And we say donor journeys, we think of email journeys. Have email journeys built out based on donation amount, when they donated, the propensity to give more. So welcome series, a mid level upsell, something a monthly upsell once a donor takes a certain action or makes two donations within two months or something like that. But where donor journeys are going is they're becoming more behavioral. So whether it's through Blackbaud or platforms that integrate with Blackbaud, we'll soon have the ability for a razor's edge or a platform like Dataro to really identify each day what donors should get, what's journey. So that's certainly coming out, and leading organizations are starting to explore that. And I've got some examples of that in our next section. So without further ado, we did want to, we wanted to share some ideas that you could implement for your organization. All of the work that we're sharing below, this is these are campaigns and and work that we've done, that with leading organizations. However, again, as I mentioned earlier, I just encourage all of you, like, sign up for email lists, make some $5 donations. And in the past, you'd be like, oh, man. I can never we I wish we could do that. But I think now just more of an opportunity for you to be able to do some of those things that you're seeing that that are out there. So some of these ideas are are really simple, but, again, you have the ability now to make it more to do more of it. So for example, this is a a lead sort of a a lead magnet slash a giveback stewardship campaign that we did for our client. So when we think of leading organizations, we think of clients that are not just asking throughout the year, not just asking for for donations throughout the year. They're finding ways to give back to their donors or give back to their constituents. So this was an example of a a digital incentive for donors. It was a holiday cookbook where people could get recipes. And, actually, for Giving Tuesday, a couple of years ago, the organization this organization decided rather than asking for money from their people that have donated that year, they decided to give this instead, and that helped boost some of their results for end of the year. So, again, I yeah. If you were doing, lead magnets or if you're not doing lead magnets, how can you create more of them and create things like this, whether it's a calendar, an interactive activity book for children, you know, any any sort of, like, stewardship that you can offer your, your donors that are similar to this, I think, a long way. It can help with some of your end of year and some of your fundraising goals. And more around the same, like, acquisition or lead magnet idea, this one is something that is a little bit more, of the leading organization where, this is also an acquisition campaign, and, we did add ads for this for, six months, and it was actually bringing in 4,000 plus downloads per month, once we had set it up. And it's still active and and bringing in about the same amount. But beyond just kind of the regular PDF download, before you get to that stage, it's an interactive map. So as you're clicking on the different locations in the map, you're seeing a recipe detail, you're seeing a little bit about that area and why that recipe is important. And then when you go to the next page, Paul, that shows just kind of after you've you're committed and you're wanting to, get the download, then you are, presented with entering in your information. So we can capture, you and get you funneled into the new subscriber welcome series. But, again, saw a lot of great results, 4,000 plus downloads of, and really the biggest difference is it's more interactive at the beginning. And then the end result, a cookbook is is relatively the same, but having that one extra piece kind of took this to the next level. And and just to dovetail on, like, how leading organizations are thinking about acquisition, it's they're constantly running and iterating and testing new acquisition campaigns. So this one's been very successful, so we're continuing to double down on this one and continuing to run this one. But, again, we've got some others in development, with this organization that we're eventually wanna test as well because maybe we can get bigger, or it it could perform better. So, leading organizations are really they're running acquisition throughout the whole year. And then secondly, what we're seeing with a lot of these leading organizations, it's taking these acquisition campaigns and finding ways to translate them to stewardship to existing donors. The next few slides, we're gonna kinda show you that same example through personalization, and all these examples are used within Blackbaud, Luminate online and using all of the that interface. But this example here is more of developing. It's an email that's showing content based on the supporters. So based on the actions of the supporter, they are getting this specific language versus somebody who had different actions who's in a different place in their journey. They would be receiving something entirely different. So all this information should be available to automatically display in an email using what's called s tags in Luminate Online and conditional content to all within the same email be talking differently to different people. And we can move to the next one to chat through. This one's more of a a leading example. This client wanted to really enhance the donor experience, making it more engaging, more personalized to use specifically the Supporter Center or the donor portal. So one thing that we now call it, for this organization is called My Account. So we kind of branded it to be something, a little bit different, and it's really a centralized place for them to do the typical, like change their monthly donation, review how much they've donated throughout the year, but we introduced this gamification. So we have little badges there where we've come up with a badge strategy based on, what groups they're in, if they're alumni, if they participated in events in the past, how much they've donated. We're asking them to set like a fundraising goal for the season. And then if they've achieved that, it it displays as well. So really kind of going beyond just the typical supporter center or donor portal and providing that more personalized experience. Mhmm. Yeah. I'll just I'll just jump yeah. I'll just jump in on that for a second. And then and, again, this goes back to when you're you're planning your your rest of the year, you're sitting down with your team, and you're brainstorming. It's like, can we leverage just how can we develop ideas to really personalize that experience for donors? So this is certainly one way. But taking this a step forward, it's like, how can you personalize the newsletter that goes out every month? So if you have a badge strategy in place or even if you don't, displaying those badges at the top of the newsletter or at the bottom of the newsletter, to really show the donor, like, oh, you recognize them. You know who they are. You and then you can even display where they need to go next. So maybe you'd gray out that mid level badge or, you know, you can show them that they've donated for every three of the last four end of year campaigns, but that other end of year campaign's still grayed out. So, again, I really encourage you to get in the room, brainstorm ideas like this because they are more possible now. And we'll go to the next slide. And, unfortunately, the animation's not gonna work on this, Keisha. You'll just have to roll through it. Okay. This is more I I would say advanced, but I would also say actually leaning a lot more towards leading. It is more of the Spotify wrapped idea, in terms of really providing a more personalized donor impact. And so when you think of your annual report or, and you're really wanting to show donor impact as an organizational level, in this example, we took it a step further and put in how the donor what they actually gave, what they gave to, and infused that into the impact report. And it actually kind of almost looks like slides. It kinda goes through page by page and gives that personal donation amount, the personal fund that they donated to, in addition to the community. And then we had a non donor version as well because they you know, the impact report is still very important to, any type of supporter. And so the non donor version didn't have that specific amount, and had the language a little bit more around, you know, community. And together as a community, we accomplished this. And there was, also a small kind of call to action to donate as well, but you can see there is so much more that you can do with that personalized information and really how that story of how the donor is involved with that at an organization level. I'll see if we can get maybe send a link or something so we can see you can see this because it is quite beautiful. And then going back to ideas of how you can engage existing donors or addition existing supporters, We did a we did some work developing some background images, background images for for donors that have donated in the last twelve months or a part of specific groups within our client. And, again, now I mean, we did spend some time designing this. We love our designer, obviously. But I think now you've got the ability to I mean, I think with some of the tools that are out there, you could develop backgrounds and images like this for your organization. You could share this as part of a newsletter or as part of a giveback to to your donors. And then a a simple one, which is probably more of a a developing or even a a beginner strategy, is, again, just really looking at personalization in the emails that are going out. So in this example here, the only difference is rather than having the simple personalization that's in the body of the email, we took it a step further to do the personalization in the image of the email. And so that is just a way to go beyond the standard personalization. Unfortunately, this animation words, for whatever reason, the platform today is not allowing us to to show this. But when we think of, this was a part of an end of year campaign we did for a client where after the donation was made and after the end of year in early January, all the donors that participated in the end of year campaign were brought to a nice, beautiful, interactive landing page where it said thank you in the sky. And then as you scroll down, all the stars in the sky appeared, and each star had a name on it, which was representative of every donor that donated to that campaign, and your name was, like, shiny even brighter. So, again, how do we and I when we when we think of I guess I'm a broken record at this point, but leading organizations is, like, how do we how do we just think a little bit differently about that thank you experience or about that stewardship experience for your your clients or, excuse me, for your donors? On this example, and I think we're seeing this more, like, even on donation forms, the use of animation to try to inspire users to take specific actions. So this is a growing leading strategy. So in this example, on the left one, that thermometer this is an email. The thermometer actually grows as you're looking at the email. And on the one on the right, the orange button has some text donate now that scrolls on and off the text, and that little heart actually pulses. So you can do this now in emails, which we're seeing a lot of organizations now take advantage of. But even taking this one step further to donation forms when you're thinking of a monthly donation or getting that upsell to a monthly donor, yes, you could default your donation form to a monthly button, but maybe you could have a little gamified button. So if someone presses that button, a little heart appears or something like that. We're seeing those types of strategies work. And, again, those that type of strategy is possible in a platform like Luminate online. And lastly or not lastly, but another example here is and another lastly, on the animations point, I should say, is on this slide, what we did is if you were to actually make a donation to this organization, you actually see a lot of confetti that falls onto the screen in a nice beautiful way after you make a donation on the thank you page. So just a nice way to surprise and delight, and I think donors are expecting, and it will make them more memory. It they'll remember you a little bit more if you can come up with a little bit of surprise and delight for for them. Now kind of switching to some surveys and more sort of lead magnet examples. On the left hand side, you'll see a screenshot. This was an email, and what we did was we used surveys. And so this was a specific campaign around AI, but it was a quick engagement survey. We asked the question directly in the email, and then based on their selection, it led them to a page and told them if they were correct. And then there were just two, you know, two more questions. So it was only three questions, and then at the end they got to see their final score. So you got two out of three, and then we had three clear calls to action. So, either around donating and donating to, groundbreaking AI work, The my account, at the example that we talked about earlier, where they've earned their badge for completing the quiz. So just a continuation as you are thinking through your entire strategy. Now that you have that infrastructure, you can weave it in throughout all different kinds of campaigns, as well as share the quiz. So spread the word, challenge, you know, challenge your friends to test their AI knowledge. And then one thing that we also did that I don't think we really touch on, but we did what's called, more of a abandoned cart email. And this, again, is something you're able to set, within Luminate online using we use a little bit of interest categories and some queries to achieve this, but we launched the abandoned cart email with this campaign. So if somebody had clicked on the donate button but didn't actually donate, they received a separate email for a second opportunity to, connect and complete that donation. So it had high engagement rates, high click through rates, and we did get donors, and 41% of them were new donors, that were added to to the list from that campaign. So it was a win win for engagement and interactivity as well as, donate donations. And a a similar example from an acquisition standpoint is a fun canine campaign that we came up with again just from a a a fun brainstorm altogether. The Coast Guard Foundation has a canine program. So on this landing page, you could actually it encouraged users to pet the dogs. So as you started petting the dogs, the little dogs would they would sort of move. And then in the bottom right hand corner, a little heart would start to grow, and it really motivated the user to continue petting the dog until the heart was full. And once the heart was full, you could learn a fact about the animal, and then you could send a car you can actually send a card to the canine thanking them for their service, with the Coast Guard Foundation. So really great campaign, a really strong lead magnet that performed really well and got a lot of sign ups. And, again, the the whole animation around the whole petting of the dog process, I mean, that was very difficult to do a long time ago, but now we can do that type of thing a lot quicker now. So kind of a fun campaign. I'll probably skip over this one, but just another example of, another type of lead magnet you could lean into. I do wanna make a point on on survey collection as as Keisha mentioned. I think also now with AI, you can really lean to collecting more data from your donors or from your constituents, and it doesn't necessarily have to be a typical survey like click here if you would prefer cat content. Click here if you would prefer dog content to to use my example from earlier. But you could certainly encourage, long form survey, completion. Like, tell us your story. And then now with AI, we have the ability to to sort of compile all of that data together and easily categorize all of the people that filled out those surveys. And when I say categorize, you can sort of categorize them into and using my example from before, these people clearly love cats. These people clearly love dogs, and then you can categorize them that way in your database. So, this is a health care client, Roper Saint Francis in Charleston, but we were just. This is a an example of a nice survey to collect, patient stories. This is another example, to certainly create community and create something that's interactive, something that is engaging in more of that leading category. And so, really taking a step back to see, in this example, we wanted to really celebrate nurses week and, take it one one step further. And so we created this page where people are able to share their messages of gratitude and connect with the larger community. So after you submitted, your message, it is scrolling on the page. You can read through all the different other messages. And then the second call to action was, more of that that donation when they were on that, thank you page. Again, done through Illuminate online, we used the survey module as well as, we were able to really kind of create this community experience. And then one point I wanna make here too is because we've built this, we are now able to use it and repurpose it for other type of campaigns. So where else may people wanna send in messages that make sense? Maybe, you know, with your organization, maybe it is more of a holiday, or maybe it is an awareness month, something like that. So there are endless possibilities once you have it initially made to see where else you can apply it and where else it can go. And the results for this one last year when we had rolled it out, we had over 500 messages, 60% of donors were new online donors, and, we had a lot of a lot of engagement on time spent on this page and and truly being able to like read through it and, people enjoying it across the institution as well. Great. Thanks, Keisha. And I just wanna share one more concept than what I know we're running on late on time, so we'll jump into some questions in just a moment. I see a couple in the q and a feature. We did wanna just touch on, designing meaningful designing meaningful donor journeys. I think that is something that we're starting to see, and I mentioned this earlier where your typical donor journeys or email automations are pretty rigid. It's based on something like a welcome series, a three part email will go out, or based on a certain business rule, like when someone hits their twelve month anniversary, you have an automated email that goes out. I think that's always been the leading strategy, but now we're starting to see it evolve into a more behavioral based strategy. So recently, in partnership with Dataro, who's also a blackboard technology vendor and integrates with Razor's Edge, we're really leaning into, yeah, behavioral journeys as I mentioned. And Razor's Edge at some point might launch something like this themselves. But in the meantime, Dataro does connect with Razer's Edge. And, essentially, each week, they can identify which users should go through which journeys. So we can prewrite all of the email journeys, like monthly upsell, mid level upsell, planned giving upsell. And then each week, Dataro can kick off that automation. So we're we're definitely starting to see a lot more of this with our our leading clients and leaning into behavioral more so than just your typical RFM journeys. So thank you. Thank you if you are still here for listening and and working through all of these examples with us. Just wanna take a couple of questions here that we have in the q and a. I think the one question is someone was asking if we'll be sharing more about dynamic gift arrays. I can talk just briefly on dynamic gift arrays. It's a functionality available in Luminate online where, essentially, you can develop, business rules for your gift array on your donation form if that person's coming from an email. So for example, if someone were to get an email who's a mid level donor and they click on donate, when they land on the donation form, the donation form would know, who they are and would automatically adjust that gift array higher. And then to set that up, we would or you would come up with certain business rules that said, you know, if last gift or if cumulative giving in the last twelve months were equal to x or between these amounts, please display these five amounts rounded to the nearest $10 to keep it very simple. But, essentially, write a formula like that. If you're on Raiser's Edge, I don't believe they have dynamic gift to raise yet, but you could certainly segment your list, and I strongly encourage this. Make sure you're sending your mid level donors to a a mid level form that has higher gift amounts, whereas your regular annual donors, you can send them to a regular annual form. A couple other questions here. Someone asked, aside from adding additional vendors, how would you recommend small teams get started with more personalized segmentation? We strongly believe that all of you and all of us, we should really write the first draft write the first draft of email copy. I think the challenge that we might start to see emerges is that if everyone's starting to use AI to write their first draft of copy, a lot of communication might start sounding the same. So I really incur and and AI, at least right now, they're not sitting down with that program officer at your organization and really understanding what that program officer or family just went through. Those are people who are on the ground like yourselves, and you have the ability to hopefully write some really compelling emails. So I would always encourage you to write that first draft, but then maybe leverage AI to make some tweaks to it, to make some tweaks for segmentation, to swap out a paragraph, to really allow you to be more personalized. I definitely think as a fundraising efficiency is really going to change over the next couple of years, and I think we'll all be surprised at how efficient we can all become. And I think that's about it. So, yeah, with that, thank you everyone for joining today. It was a pleasure chatting with you all. Certainly available for any questions, any follow-up. You can reach me at paul@doinggoodagency.com or Keisha@keishaatdoinggoodagency.com, and we hope to see you again.