New platform, Donor2, leverages digital technology, marketing automation, and multichannel engagement to solve the donor attrition crisis.
PENNSAUKEN, New Jersey – March 3, 2015 – Innovairre Communications, a world leader in fundraising, today introduced Donor2 (pronounced Donor Squared). The product integrates data-driven insights and personalization, online/offline media engagement, robotic technology, and analytics into a proven process to convert new donors into loyal donors.
According to a recent AFP study, “For every $100 in new donations nonprofits received, they lost an average of $92 from supporters who failed to give again and others who contributed less than they had previously.” To solve this attrition problem, a team at Innovairre analyzed hundreds of donor file audits it conducted in the past 24 months to discern which strategies can better convert new donors. The analysis revealed that speed-of-acknowledgement, personalization, augmented donor/data insights, robotic handwriting technology and multichannel engagement were all significant drivers of improved results. With these quantified insights, the Innovairre team built the Donor2 process. The analysis also proved the significant impact of improved retention: a 10% improvement in retention can yield up to a 200% improvement in donor lifetime value.
The Donor2 process is broken down into 9 steps in 8 weeks, with some of the key steps including data augmentation, highly personalized/rapid-turnaround acknowledgements, multichannel engagement, and analytic engine deployment. A simple pro-forma tool enables any NPO to quickly evaluate their projected ROI from Donor2 based on the specifics of their program.
“With only 27% of new donors being retained these days, we had to do something for our clients and the causes they’re committed to helping. Now with Donor2, NPOs can quickly and easily reverse that attrition trend with a program built on time-tested techniques,” said Don McKenzie, President and CGO at Innovairre.
Mr. McKenzie added, “The speed and personalization of a simple thank you makes a massive difference but in the long run, it is showing donors the impact of their gift that has the greatest effect on increasing donor retention rates – and that’s key to the success of Donor2.”
Innovairre is now inviting current clients and other NPOs to experience Donor2 through an 8-week test that coincides with planned donor acquisition campaigns throughout 2015.
About Innovairre Communications
Innovairre is the worldwide leader in fundraising, supporting agencies and nonprofit organizations. Innovairre services more than 500 charities, with 4000+ employees, working across five continents. Innovairre leverages a scientific marketing approach, including advanced data analytics and insights; progressive digital marketing; leading-edge technologies; a proven creative and testing methodology; and unsurpassed capabilities in direct mail development, digital printing and premiums for the nonprofit sector. Innovairre also supports many leading commercial companies and has specialized expertise in the financial, insurance, healthcare, publishing and retail categories. For more on Innovairre, visit Innovairre.com or follow us Twitter or LinkedIn.
