Data Optimization Strategies to Maximize Donor Engagement & Contributions
MATW is a non-profit organization committed to empowering and uplifting refugee communities worldwide through hospitals, food, water, and emergency crises.
Project Type: Marketing Attribution, Conversion Rate Optimization, Audit & Analytics, Data Story Telling
Tools Used: Segment, GA4, GTM, Looker Studio
30%
more donations while lowering ad costs by 80%!
5,000+
new donors acquired through optimized targeting and segmentation.
80%
lower ad spend.
MATW
Donor Engagement & Contributions
Conversion Rate Optimization
The Challenge
MATW wanted to scale its donations efficiently. Their objectives were to:
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Bring new donors to the fold. -
Enhance the Contribution Lifetime Value (CLV) of existing donors.
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Increase conversion rate through website optimization.
The Solution
1. Setting the Foundation with GTM Server-side Tracking
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We started with setting the groundwork. We recognized that their website activity needed to be tracked more efficiently. By implementing server-side tracking through Google Tag Manager (GTM), we ensured that every interaction was recorded, laying the foundation for all future strategies.
2. Acquiring New Donors
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We evaluated MATW’s marketing spend and found that a staggering 80% was allocated to Google CPC. We dove deep into their Google CPC campaigns and provided actionable insights on top-performing segments. MATW could optimize its spending and acquire new donors more efficiently by targeting these identified segments.
3. Engaging Existing Donors
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Our approach here was rooted in behavioral segmentation, also known as RFM segmentation. We classified donors into distinct segments based on their Recency of Activity, Frequency of Activity, and Monetary value of their contributions. Some of the pivotal segments included: VIP donors: High contribution, frequent donations, and recent activity. Potential Churn: Inactive for a while but had previously shown high engagement. The actionable insight here was to target the VIP segment through various CRM levers like emails, SMS, and phone calls, aiming to stimulate them for more frequent contributions or potentially move them towards subscription-based donations.
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VIP donors: High contribution, frequent donations, and recent activity. Potential Churn: Inactive for a while but had previously shown high engagement.
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The actionable insight here was to target the VIP segment through various CRM levers like emails, SMS, and phone calls, aiming to stimulate them for more frequent contributions or potentially move them towards subscription-based donations.
4. Channel Optimization
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With various channels available, from traditional CRM methods like email and SMS to more modern platforms like Google, TikTok, and Facebook, we worked closely with MATW to ensure each channel was leveraged efficiently. The end goal was always clear – optimize to increase donor contributions.
5. Conversion Rate Optimization (CRO)
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Beyond acquisition and engagement, ensuring donors completed their contribution was vital. We worked on strategies to optimize the donor’s journey, with minimal drop-offs and maximizing conversions.
6. Reporting & Recommendations
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To help them take action from data, we set up dashboards tailored to MATW’s needs. These dashboards offered a holistic view of donor behavior and helped them answer business questions with data.
7. Day-to-day support
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In cases of emergency crisis and need for rapid response, we provided daily sync and support to top executives, CEO, CFO, and CMO.
The Result
With improved visibility, they are better equipped to provide more effective recommendations. This journey is ongoing. We’ve identified potential markets that have enabled them to boost their donation figures. Our collaborative efforts have made a significant impact on Marketing, Product, and CRM. By working closely with their team, we achieved an impressive 30% increase in total donations while optimizing budget allocation, 80% saved, for paid search and paid social campaigns.
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30% more donations while lowering ad costs by 80%.
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Collaborating with their team, we achieved a remarkable 30% surge in total revenue.
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Improved budget allocation for paid search and paid social channels, with an 80% decrease in Ad Spend.
We’re big on SEO, paid search, and display video. So we need data from these channels and very clear insights to improve our decision-making. MarketLytics enabled us to be better at our internal decision-making on where to spend and when..
Martijn Scheijbeler
SVP Marketing
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