The Cloud for Good Direct Response Services are created to support your direct response initiatives, identify the most efficient fundraising approaches in relation to your target audiences, and execute your direct mail campaigns. The Direct Response Services team at Cloud for Good works as an extension of your fundraising team to safeguard your fundraising programme from brief setbacks like attrition or unavailability on your team. Cloud for Good Direct Response Services are available to support your efforts when your organization’s most important fundraising facilitator is compromised or performing at less than optimal efficiency.
What Makes Up Direct Response?
The execution of a campaign, data augmentation, data visualization, and ETL assistance are the four separate but linked parts of direct response.
Moving data from one place to another is referred to as ETL (Extract, Transform, and Load) support and serves as the foundation of an integrated service. It is very likely that data is kept outside of an organization’s CRM in a data warehouse, data lake, or operational data store because many businesses that implement direct response campaigns deal with enormous amounts of data. Clients who work with Cloud for Good may get data out of their CRM, into a data warehouse, and back into the CRM. By doing this, businesses will be able to provide end users with the appropriate information at the appropriate time and location.
Implementation of a campaign
The execution of the campaign, which includes the formulation of the marketing plan, the creation of measurements, costs, projections, and coding, comes next. While the execution of Direct Response Services is based on segmenting donors who need to be solicited for each distinct campaign, this is one of the most crucial parts of these services. When considering the many sorts of data acquired about donors, such as geography, interests, and inclination to give, these segmentations can get rather complex. The Direct Response Services team at Cloud for Good works to analyse this data, find the right donors, and then match those donations with the right campaigns.
Data Visualization + Data Augmentation
How precisely is this donor data being compiled? both via data visualisation and data augmentation. Using existing data, augmentation creates measures that make it simple to locate donors. Complicated data aggregation and data processing flag constituents in a specific way that enables logic to be constructed in accordance with unique approaches to donors who have been explicitly identified. Then, using different data visualisation environments like Tableau, data visualisation is developed and maintained. From this point, continued user support for more complex data visualisation requirements is made possible because Direct Response offers a single point of truth for all data environments across an organisation.
Stack of Direct Response Solutions
Consider the solution stack required for success while thinking about direct response fundraising. The CRM is the most important tool since it gives fundraising teams a more full picture of their donors. In order to ensure that teams purposefully obtain the information they require, Cloud for Good works with these enterprises to transform the way CRMs are utilised. This can imply that not all information will be kept in a CRM. An organisation may not need to know the exact date of each donation or the source from which it came, but it is usually advisable to request a lifetime giving summary. The data warehouse can be used in this situation to process massive volumes of data, provide intricate metrics, and then act as a corporate data repository. Then, with the use of integration tools supplied by the customer, Cloud for Good helps connect these solutions, syncs them, and offers a platform for automation through routinely generated reports.
Use Cases for Direct Response Services
Simply put, direct response services are a fundraising strategy amplifier. By this method, we’ve seen organisations raise billions of dollars yearly. Our customers come from a broad range of industries, such as the health, social services, and international development. In order to carry out direct response programmes, we collaborate with some of the biggest organisations in the world. Several of these programmes have raised billions of dollars thanks to technological campaign implementation by Cloud for Good.
Fundraising success is a fine line to walk. Make sure you are communicating with the appropriate audience at the appropriate time via the appropriate channel. This might result in the usage of postal, telemarketing, and email campaigns all at once. Both mail and telemarketing services are often included in Cloud for Excellent Direct Response Services. Yet, it is now possible to develop an omnichannel marketing experience by expanding the ETL tool and fusing digital platforms with data warehouses. Direct response fundraising necessitates complex campaign logic for many of our clients in order to determine the appropriate channel, ask amount, or package for each donor.
Budgeting might be an important consideration when segmenting donations. In some circumstances, the client can modify the mail plan while it is still in flight by restricting the number of recipients in one segment and transferring them into another or eliminating all recipients who are unlikely to respond. Tracking is another important element of direct response campaigns. These might be address changes following a mail house’s National Change of Address verification, the results of a telemarketing push, monitoring whether the donor answered or seemed interested. Finally, this data is uploaded back into your data warehouse and saved so we may more accurately determine the preferred channels for that contributor and improve our chances of contacting them in the future.
Acknowledgements are another element of direct response initiatives. For many of the gifts you receive, these acknowledgments are occasionally required by law. Yet, they also serve as an excellent tool for maintaining relationships with donors. By expressing gratitude, you may let donors know how their contributions are helping to further the cause. Yet, the majority of organisations do not have a universal form of acknowledgment.
Every donation is special and significant to your organisation. In the era of cryptocurrencies, equities, memorial contributions, PayPal, etc., you might be seeking for various ways to express your gratitude to your supporters. Are these acknowledgments being sent electronically or via regular mail? In some circumstances, if a thank-you present is connected to the donation, you might additionally need to back up fair market value. Overall, being able to personalise your acknowledgments makes it easier to express your gratitude to and recognise each donor who has chosen to support your purpose.
Caging is a service that many of our clients use. Customers hire caging vendors to handle incoming lockbox mail, and this crucial service helps clients process gifts much more quickly and efficiently. Caging vendors are in charge of collecting donations on behalf of an organisation and producing a digital output of those contributions so that it may be deposited into a CRM. These vendors oversee an incoming lockbox and create files containing all presents received the day before, along with a control file that allows for the comparison of the expected number of gifts with the actual number of gifts in the file.
Nevertheless, these companies won’t add those files back into your CRM. In this case, cloud for Good can be useful. Our Direct Response Services request incoming files from the caging vendor, read the files, and then contrast the totals in the files with the control file. Once everything has been verified, the file is processed using the same tool along with the built-in error reconciliation before being posted into Salesforce using the batch upload object. For one of our clients, as an illustration, we process thousands of gifts per day with minimal client involvement. This reduces gift management costs and gives them more time to concentrate on donor stewardship.