Name: Cutting Through the Noise: How to Build Personalized Donor Journeys and Maximize Campaign ROI in 2025
Uploaded: 2025-02-13T20:30:24.205Z
Duration: 43 min 44 s
Description: Cutting Through the Noise: How to Build Personalized Donor Journeys and Maximize Campaign ROI in 2025

Transcript for "Cutting Through the Noise: How to Build Personalized Donor Journeys and Maximize Campaign ROI in 2025": Well, welcome to everyone who is joining us. We're excited to have this conversation with you today. As you join, if you haven't been on one of our webinars before, we have a chat on the right hand side. We'd love if you would just say your name, where you're from, what organization you work with. Scott is in there. He loves a good GIF or meme if you wanna drop those in there. But we'd love to know, where you're coming from today. We'll start by introducing ourselves. My name is Carly Berna. I'm the fundraiser in residence at Virtuous, which really just means that, I previously was a chief development officer at a $30,000,000 nonprofit. So I was a fundraiser for ten years, and I was actually a Virtuous customer for seven years. So I have experience on the nonprofit side and as a Virtuous user. And today, we're joined by Aidan from Feather. Aidan, I'll let you introduce yourself. It's great to be here. Thanks for having me. I'm the cofounder and chief revenue officer over here at Feather, the nonprofit marketing platform. And, we help nonprofits with their digital marketing. We'll talk a little bit about that today and how we fit in with Virtuous and proud partners with Virtuous. And, looking forward to the discussion. Yep. Great. So we'll go over real quick just what, we'll be covering today, and feel free to ask questions throughout. You can drop them in the chat or there's a q and a section on the right there too. We'll get those questions directly. You'll also notice throughout this webinar that there will be some different polls that come up, and so we just want to engage with you. So feel free to answer those, throughout the session. But we will start by just talking about the agenda. We're gonna talk about how to grow your audience, how to know your audience, the importance of personalized donor journeys, and then my favorite topic, which is why ROI matters and how to make sure that you're looking at that for data driven campaigns. We'll take q and a throughout, but if there's questions at the end, we'll answer that too. Before we dive into, the content, let's start with our first poll, which is what CRM are you currently using. You should see a a poll, text on the top right there with a little red dot where you can click on that and answer, what your current CRM is. So we'd love to see that. So we're gonna start with how to grow your audience. If you are a virtuous, follower, you may have seen that last year, we rolled out a, nonprofit benchmark report. And one of the metrics that we looked at in there was new donor acquisition. And we looked at seven metrics, and we thought that this was one of the ones that matters the most because donor churn and donor retention is so important. And if you're not filling your, donor pipeline, as you might call it, with new donors and some of your donors are not retaining, then you're not going to be able to continue growing your fundraising, which will then, of course, impact your mission. So the number that we saw out of the benchmark report last year was about 27% of new donors of all active donors in a specific nonprofit's house file. So you can see by, different size nonprofits there how this number changed. The smaller the nonprofit, the larger new donors, the larger the nonprofit, the smaller percentage of new donors. So this is important because you wanna be looking at what percentage of donors are being retained and then what percentage of new donors you're getting. And if your new donor percentage is not as high as your donor retention percentage, then you have what we'll call, like, a leaky bucket, and donors are, leaving your file and you're not adding new donors. So we'll be talking a lot about acquisition today. But if this is a metric you haven't, looked at in your, CRM before, definitely something that I'd suggest that you highlight. But I'll hand it over to Aidan to talk through donor acquisition. And, we'd love to hear in the chat, you know, what you primarily use for donor acquisition, obviously, direct mail is a common use case. Events are a great way you can get people in the door. But what we're mostly gonna talk about today is digital, acquisition. So a couple of different ways to reach net new potential donors through digital advertising, digital marketing, and multi channel campaigns. Could we go to the next slide? So this is the the classic idea of a marketing funnel, right, where at the top would be driving awareness, in the middle would be driving engagement, at the bottom is driving action. And I think our observation is that most organizations are only engaging people down here at the bottom. Right? And this is the people who are most already engaged. And so it makes sense that these are the people who you wanna drive action, right, from the people who are already active donors, recent donors, who are already subscribed to the newsletter, they're attending your events, you know, these are your volunteers. So obviously, great place to start. These are your most engaged people. But if that's the only place, where you're going, then you're leaving a lot on the table. If we advance one more. So moving up the funnel, and this is where digital marketing can really complement some of the mainstay channels. So looking at who are the people visiting my website, but I don't know who they are. Right. So they're engaged, right? You have website traffic, but they're anonymous. They're not in your CRM. You don't currently have the ability to engage them. So that's one great example. Those are people where maybe the next step would be driving some type of engagement to move them down the funnel and get in a position where you can make the ask. Same idea with reengaging, maybe people who are in your CRM, but it's been a while. It's been a while since they attended an event. It's been a while since they, you know, made their most recent donation. Alright. So reengagement would be the goal there. And the top would be truly net new. Like, how can we reach people who have never been to our website? They've never engaged with us on social. They're not in our CRM at all. And, if you click, one more, Carly, there are different channels and different kind of ways of reaching people that would work better at each of these different stages. Right? So email marketing, including marketing automation and drip series, that's great further down. Right? It's people you already know and they're engaged. Email is great for reaching them. But for people who either you don't have an email address for or for people who maybe they're in your file but they're they clearly have not opened emails in a while. You can, you know, pivot off of that. You can see that in your email marketing. Someone hasn't opened an email in a while or for people who are, again, anonymous, they're on your website or you're reaching out new. Digital advertising is a great way to either re engage or to drive them to the website for the first time. So in, you know, in that middle section here, first party data, that would refer to who are my website visitors or who are in my CRM. That's first party data I already have. Whereas third party data would be, hey, I wanna use things like information from Meta or Google that they let me layer in. Or using tools like Feather, you can layer in demographic data, affinity data, location data to truly target net new people and drive them to the website for the first time. Again, different stages of the funnel, you might have different channels that are the best fit for reaching them. And, just to show maybe a real example of what this looks like, this is example of geofencing. So geofencing, you're saying, hey, I wanna drop a pin on a map of a very specific location. This is a real example, of an organization that's based in Arizona. And they said, hey, we're gonna target specific high net worth neighborhoods in the Phoenix Metropolitan Area, and we're going to drop pins on those specific neighborhoods, and we're gonna target ads to the people who live in those areas. Right? You might also think of this with a major event, like a music festival. You could drop a pin on the map and target ads to people who are attending a major music festival or some other type of relevant event. So this is just one example, but it's showing how you can use, in this case, you know, hyper location data as a filter to say, I wanna reach a very specific group at a very specific time because I believe that would be aligned with my definition of a good fit prospect. Again, there are different ways you could do this. You could do this based on demographic data, interests, wealth, you could do lookalikes, say, finding more people based on, you know, what you see here. If you wanna just go to the last one here. Now just to show, this is something that you can follow people across the web, reaching people across their devices, you know, as they browse different blogs, in this case, the Food Network, as they go onto social media. So this type of digital advertising for awareness, it's a great way to get, not just, like, in front of people for the first time, but as a way to sort of stay top of mind. And again, follow them across different websites, across different apps, across their different devices, way to nurture, and ultimately, again, drive that engagement and then move them towards, if you wanna make a donation. Yeah. I just wanna jump in and double down on that funnel you were talking about, Adrian, because I feel like it's so important to think about the different type of content for the different stages of the funnel. I think sometimes we think, okay. For advert or for digital advertising or digital acquisition, what is my offer? And then, like, that becomes your one offer, and that's what you go to market with. But, really, like, you're saying, hey. The person who's in the awareness stage is very different than the person in the engagement stage. So if you haven't thought through what is the different content for those different stages, that's one step I would say from this webinar to say, okay. What is the person thinking in the awareness stage, and what kind of content should we give them? And we'll get into this too, but, of course, the metrics for the different stages are different. Someone in that awareness stage isn't ready to make a donation yet. They're still learning about your organization. So I would highly suggest thinking through those different content pieces. Totally. The goal should just be to move them to the next stage. Right? So if they've never been to the site, maybe that's the first goal. Right? If they've been to the site, but you don't have them in the CRM, maybe stick up and fill out some type of form, sign up for the newsletter, content piece of some kind. Totally. Yep. So we're curious, if you're on today, is your organization currently doing paid digital advertising? So if you want to jump into the poll there and fill that out from no, we're not doing any to yes, it's a meaningful channel. Just be super interesting for us as we're talking about digital advertising. And if you don't know, then glad you're here so we can talk about more about what digital advertising is. So we're going to move to how to better know your audience, why understanding your donors is so essential. If you have, again, been a follower of Virtuous for a while, we talk a lot about responsive fundraising. And, really, the primary goal of that is to have personalized connections with your donor base at scale. So it's really important to understand what are those insights that your donors are telling you because that's how you can drive those personal connections. So, for example, maybe one of your donors is always giving to, water campaigns. They're they're telling you without telling you that they're really interested in water campaigns. So what are those insights that can drive engagement for that specific donor? And then, of course, personalizing the communication, that you're having towards them, so that it makes sense to them. Just like if you are watching Netflix and they suggest a show to you, they're using all of your background data from all the other shows you've watched. So it feels like, oh, hey. This is a good suggestion. That's the same reason that it's important to understand your donors here because you want to understand what the next right step is for each donor. So, Aynell, I'll hand it to you. On the on the website analytics front, you know, I think, you know, most people are familiar with the Google Analytics and and tracking kind of broad strokes what's happening. If you're not, we would highly recommend, you you do make sure your team has implemented Google Analytics or something similar, you know, so you can see total traffic and, you know, certain pages. But there's an opportunity to take this a step further, down to the individual level. And even while people are visiting the site anonymously, so this is an example here. This is a screenshot from what it looks like inside of Feather. This is a website visitor, an anonymous one. So you see the name Indigo Pigeon. So in this case, it's kind of a placeholder name. We don't know who this is, but we know that this is a unique person who has come back to the site multiple times. And you can see here on this day, at this time, coming from, you know, a Mac computer on a Chrome browser, they visited this page. Right? Before that, they clicked this link. So using the right tools can really let you see with greater specificity, you know, what are your your audience is doing? How does that change maybe to the point in the chat about, you know, not just for reaching donors and for fundraising, but for also, your programs? And you might wanna see, well, who's visiting this section of our website about our programs, which might be different than those visiting the sections of your website, about your annual report and impact statement or about, you know, donation opportunities. Right? So by separating that out, you can see different sets of your audience and you can look at the differing behavior. Yeah. And I'll add on the virtuous side. We have something similar, but, it can work with feather, which is that we can see, what we call the responsive listener where you can see which pages of your website that your donor has visited, and then you can query based on the fact that they have visited your website and follow-up with them as well. So both Feather and Virtuous kind of, complement each other here, and there is an integration between the two so that that data can be used. Keep going, Andy. And on that note, you know, we'll flow right into an example of of the the integration working well together. But the point of gathering this information, yes, it's insightful for starters just to look at it. Right? You can learn more about your audience, learn more about your behavior for that matter, learn more about your website and, you know, how it's set up and whether it's working optimally. But the main more useful application of this is to take action based on that. Right? Building segments, whether it's for digital advertising, like retargeting website traffic, purely anonymous. You might say, hey, show me the people who have been to this page, but not that page. Right? Or show me people who have been to the donate page, but have not been to the thank you page. And therefore we know they have not completed the transaction. Right? That would allow you to then create this actionable segment and run a retargeting campaign specifically showing ads to those people. You can also, and if you want to move on to the next one, by connecting this anonymous data and the website analytics data within Feather, you can connect that to CRM data coming in from Virtuous through the integration between Virtuous and Feather. And that's where you can do much more interesting activations. And so this is one example here of showing how you can build a segment that's saying, well, show me the people that do have an email address on file, and they've been to this specific page or homepage in this case, since in the last thirty days, right, within the last thirty days. And also, you know, we know that they have not made a gift in the last hundred and eighty days. Right? So these are people who haven't donated in a hundred and eighty days or more, but they were on your website this month. Maybe this would be a good group to give a nudge to, whether that's sending them an email or retargeting with an ad. And these are people there. They're thinking about you, and they haven't made a gift in over a hundred and eight days. This is just an example of how you can kind of mix and match between the behavior data and, CRM data from Virtuous. And later on, we'll get into a bit of the multichannel campaign ideas, but how you can make these segments and take action on them. Yeah. I'm I'm curious, Aidan. Is this just, like, a piece of code on the nonprofit's website, or how easy is it to to get this information from a website? Right. So, the way Feathers Tracking works is similar to a lot of other digital marketing platforms. There's a there's a little snippet, of JavaScript that would just need to be copied and pasted into usually, like, the header or the footer, and then they'll show up on every page of your website. It can also be configured, for example, between raised donors. So putting, you know, our feather superpixel on raised donors donation page, you can then capture more nuanced information from that donation form. Yeah. It's it's similar to, like, a Google Analytics and other tools. You kinda place it throughout the website, and then we'll automatically start tracking this. I think there's a question of for this particular screenshot, this, is showing in the Feather segment builder. So this would be if you have the integration set up and virtuous data is flowing into Feather. And then this is what Feather's segment builder looks like. As Kavi mentioned, there's a a similar, you know, ability within Virtuous to build segments, obviously as well. This just I think that The power here is that Feather is showing that website activity, but Virtuous has that donor donation history. So with this segment you're showing here, like, you you're looking at that they haven't given an x number of days, but that they visited the website. So it's the power of both the virtuous CRM fields and also the feather website activity. Though this screenshot, yes, is in feather, but it's grabbing from those two data sources. Absolutely. Yeah. So let's move on to talk about, creating personalized donor journeys. So why is this needed? This is kind of goes to what I was saying before, which is we as consumers are so used to being talked to in a way that is so personalized based on, you know, the different activities we take, whether it's looking at a website and then all of a sudden you get a suggestion to buy something, going on Amazon and having it suggesting a list. We wanna do the same thing on the donor side. So we want donors to feel like we have a personal relationship with them because they're giving to us. They're committed to a cause. They're committed to your nonprofits, and they should feel like there's a personal relationship there. So what is a personalized journey? I have a couple of examples here. I'll walk through these, but I do wanna highlight that a few years ago, Virtuous did a study with NextAfter that was specifically about multichannel donors. And that study showed that, multichannel donors are worth three times as much as donors who just give online or just give offline. So we actually have a link to that study in the resource section of this webinar if you wanna check that out. But the reason I'm calling that out is because the idea of a personalized journey becomes really powerful when you're using both offline and online automation. So this means that, if you look at the top left there, say someone is a new donor, and they start by getting a letter in the mail. And then it's followed up with a call, which is then followed up with a text message. So, again, this is multichannel. It's not just sending them mail or just sending them email or just sending them text messages or just calling them, but, again, having different touch points with them. And of course, if you find out that the donor really prefers text messages, then you can adjust that way so that it's personalized specific to their communication preferences. On the top right there, another example is if you're trying to upgrade a donor to become a major donor. Maybe they've given a handful of times at kind of a mid level and it's ready to move them to the next level. Again, maybe here they're getting an email and then a postcard and then a text message. So this can all be done through automation in Virtuous. But, again, it's a personalized journey for where they're at in your kind of marketing funnel like we were showing before. Again, on the bottom left there, another example is a lapsed donor journey. So, like, we were talking about how important donor retention is before. Say someone hasn't given in thirteen months. Maybe you start with a phone call followed by a text message, followed by an email. And, again, we're just trying to engage them on different levels, but where they're at. And the last one there is, what we're calling an awareness journey, kind of like a content journey. So maybe someone downloads a PDF from your website. Maybe it's your annual report, and now you wanna follow-up with them. Obviously, they're interested in, to read that. So you send a couple of emails, maybe send a postcard. Again, doing this type of personalization at scale does require technology to be able to use automation, but it's, again, listening to their insights that they're telling you from a behavioral standpoint and responding to them. So to them, it feels like a personalized journey and that they, really know you. So that's really the, power of a multichannel campaign, and I think we have an example from Feather as well. And just real quick, I wanna double down what you said about this has become sort of a consumer expectation because we are receiving this, you know, from retail and from other areas of our life. And that cuts both ways. On the one hand, it means, if you have hesitation about doing this type of data driven digital advertising and digital marketing, I would encourage you to challenge that a little bit because this is something that is well within you know, consumer expectation of happening. If anything, the benefit of this is you can make sure that the right and most relevant message is going to the right person. Right? As opposed to more of, like, mass marketing that's not personalized at all. It's an opportunity to show, you know, a more tailored, a more personalized engagement to each one. And so, for example, like, if you know, you know, certain things about their interests, you can target a message that has that that, copy in it. This is just revisiting, you know, the example of the segment shown before using virtuous data, and feathered website data and how you can activate it by doing a multichannel digital campaign. So this here would be I wanna target digital ads and send emails to that list. So again, the example of people who have not donated in the last hundred and eighty days, but they went to our donate page in the last thirty days, maybe this would be, a great group to give a nudge to, and this is how you can, give a nudge in multiple places. I think that one of the headline stats from from that report was how multichannel donors are three times as valuable. I've also seen stats about how multichannel campaigns, you know, have, like, twice as high of a conversion rate and all these other, you know, different stats that support. It's significantly higher performing to reach somebody in two or more channels. In this case, showing digital ads plus email. As Carly mentioned, it could be postcards plus email, or SMS plus postcards, whatever it might be. It's significantly higher performing than just reaching them in one channel or another, just ads or just email or just SMS. Better yet to do several. But in this case here, the main distinction I wanna show with this slide is, you can set up triggers that will start automatically one to one, engaging, in this case, potential donors or in this case, actually this is showing shopping cart abandoners, so to speak, of a symphony orchestra, but you could do the same thing with donation form abandoners. So the previous example is more of a proactive approach. It's like pull the list right now of people who meet this criteria and send them all this ad and this email. This example here is more saying, I wanna set up ahead of time, the criteria, a trigger, and as individuals, you know, cross that threshold or meet that criteria individually, send them an email or enter them into a drip series of emails or individually, add them into a, in this case, a Facebook retargeting campaign. So that's, it's the same idea, just more setting a tripwire and then having the auto enroll people more of a marketing automation approach. As a previous example, it was more of a proactive, I wanna pull the list and send them all a message this moment. And I see there's a question here. Does Feather integrate with Raised Donors donation pages? Absolutely. Yep. And that's, getting back to the idea of that that tracking pixel, what we call the the super pixel, but that would can be placed, either in a Google Tag Manager container or just directly, into the back end of the the donation pages. And it can be configured to capture any of the fields that are submitted to that form. So it allows you if you're running, let's say a digital advertising campaign within feather and has the goal of driving a donation through a raised donors page or form, by setting up the the feather code, on the back end, you can then close the loop and say, how many of the people saw this ads, clicked this ads, actually donated, how much did each one donate, and then it will show up in the feather campaign reporting as well. So that's part of how the systems, integrate together. Okay. So let's talk a little bit about why ROI matters, and how to make that work with campaigns. I have just a couple of screenshots from Virtuous here. On the left is an example of Virtuous's segmentation. We talked about this earlier. The power of Virtuous and Feather is that you can use both the the Feather digital, information as well as the Virtuous donor information. But one thing in the virtuous segment segmentation is that, you can actually put costs in. So oftentimes, when you're looking at reporting, you're not always looking at costs. And so then you don't know what the ROI is. Maybe you're just looking at click through rate or something like that, but you don't actually know your cost against the revenue that came in. So the left screen there shows segmentation within Virtuous, and one of the fields is cost. And then on the right, I'm just showing an example of Virtuous BI, which is our enterprise level reporting tool, where you can build pretty much any dashboard you can dream of. It's a high powered business intelligence tool, so you can bring that cost information in. You can look at ROI, to make sure that when you're spending, especially on a digital acquisition campaign, that you're getting that, return that you want. And then also just mentioning again, throwing back to the benchmark report from last year, one of the metrics that it's important to focus on is what's called donor lifetime value. I know this can be calculated many different ways across the nonprofit space, but the way we calculated it was by looking at average donation size times average number of donations in a year times the average number of years giving. Why is this important to digital advertising? Well, when I was doing digital advertising at a nonprofit, oftentimes, we would see that, okay, we spent $200 on this donor, and so far, they've only given $30. So their ROI is 15% towards, you know, a breakeven. So it looks like a pretty poor investment. But over time, we would look at what's called donor lifetime value, and we'd see that, for example, our goal was to break even at the two year mark. So we wanted a 100% ROI at the two year mark. But within five years, we wanted a three to five times ROI. And so that's why looking at donor lifetime value is so important because you're investing in the future by doing acquisition, whether it's digital or direct mail, or television or whatever other channel you're using. It's important to know what that lifetime value is. So let's say your lifetime value is $400 for each donor that you bring in, meaning that within x number of years, they're gonna be a $400 giver. So you can trace back and say, okay. Well, I can handle an upfront ROI of 30% because I know they're gonna hit that $400 mark, which is gonna be, you know, three times the amount I spent. So it's important to look at that lifetime value. If you have never thought of this before, I'd recommend looking at the benchmark report. We go into a lot more details than I'm showing on this slide here, but how to calculate it, why it's important, what it means from a perspective of an acquisition campaign, and just something for you to look at when you're thinking about acquisition campaigns. Again, this on the right there, it shows different sizes of donor lifetime value by different sizes of nonprofit revenue. So it varies a little bit across the sizes of nonprofits. But the other thing to look at, and I don't know if you've seen this too, Aidan, is what your donor lifetime value is by channel. So sometimes digital versus direct mail, versus, you know, phone has a totally different lifetime value. So you wanna make sure that you're spending in the right places at the right time. So if your digital lifetime value is much higher and your ROI is much higher there, you wanna spend more there instead of perhaps another channel. So just another metric to really pay attention to as you're considering acquisition and where you're putting those fundraising dollars. Yeah. Lifetime value is such a key concept and why I think that is often overlooked in acquisition. There is a tendency sometimes to, you know, fixate on, like, I need to be, you know, breakeven or even get a a higher, I think, a 1.5 or a two x ROI immediately in real time on an acquisition campaign. That's wonderful. It does sometimes happen, but it is much more common, as you pointed out, where the math is very favorable even if you are not breaking even on the acquisition itself. Right? Like I love your statement about the two year mark is what you used to look at. I think that's much more common. Because often that lifetime value I mean, we see, there's a ton of data supporting acquisition of, you know, smaller individual gifts at the start can lead to people becoming monthly givers, can lead to people becoming more of that, like, mid level or sustainers. Right? Or even looking at major donors, what was the size of their initial contribution to a specific organization? I can't remember who posted but I saw a recent report about that one as well. And it was surprisingly small. It was at the major gifts. Often their first, contribution to a given org was less than $500. So when you think about it that way, it's not just acquiring, you know, small or individual, gifts. You could be acquiring pipelines for, you know, more of like that mid level or even major, gifts. And in this time now where there's, you know, growing ability to, you know, acquire and manage monthly recurring, I think that also is another way of, you know, changing the math. Or how can you get someone in the door and then try to upgrade them within the first ninety days? Can you nudge them to become a monthly giver? I think NextAfter also had some great data on that, about how the best time to ask for that second gift or to ask for an upgrade was actually a lot lot sooner than most people expected. I think their suggestion was was between sixty and ninety days, which again, just think a lot of people were surprised by that, but that was what they found, in the data. So, great great stuff there. I think the main point about AB testing, and and this is just one of the nice benefits of digital, is that it's quite quick of a feedback loop. Right? Like, you can run an ad campaign, you can send an email, and you can very quickly learn something. And so in addition to the idea of lifetime value, I think another part of the value you receive from certain types of marketing campaigns, as long as you're reporting and tracking correctly, is you're actually gaining a lot of insights into what messaging resonates, whether with your audience as a whole or better yet, you know, tailored messaging for different segments of your audience. And you don't have to test all the different things I've listed here. These are more just examples. Maybe you pick one or two of these. You know? I don't I don't wanna overburden you, you know, with with a million different variations. But maybe you try, let's try plain text email. AB tested against, you know, email with, you know, lots of pretty images. Right? Now there's been a lot of, data released recently by some, you know, email marketing consultants in the nonprofit sector around how they're seeing, more success with plain text email, which might be counterintuitive. So maybe you try AB testing the ad creatives. Right? I wanna try one that's, you know, imagery that's, you know, like, more illustration and and simple blocks and shapes and colors, and I wanna try another one that's photography. Right? That might be an example too. So I strongly encourage always be testing something in your donor communications, in your marketing. And that is just one of the benefits of digital is you can get such quick of a feedback loop and you can pivot so quickly as well. Yeah. Before I jump to the next slide, I just wanna comment that, we always used to joke when we did AB test that ugly always wins, because sometimes you make this beautiful email with these beautiful photos, and you think it's gonna definitely be the winner. And like you said, the plain text email is what wins. We also sometimes tested, like, happy photos versus sad photos, positive copy versus negative copy because, really, you know, we aren't our donors. Sometimes we think we are, and we we have that intuition, but, really, we should leave it up to them to tell us what it is that works even if it doesn't seem to agree with what we think looks best. Right. I think, nonprofits, like a lot of organizations and and companies fall victim to, Hippo a lot. Right? Like, highest paid person's opinion. Yes. Maybe the opinion of the board or whatever it might be. But, by having, you know, your testing and your your reporting set up correctly, it doesn't have to be an argument about opinion. You can actually see. Yeah. You know, in this case, the donors or or your audience will tell you the right answer. And this is just showing here, like, some examples of of what the reporting looks like within Feather, and the types of stats that you should be able to get regardless of of what you use for your marketing, whether it's, digital advertising platform, email marketing platform. Things like how how many people did we reach, how many unique people, how many clicks, how many unique clicks, what's our click through rate. If you set up conversion tracking, right, if your if your campaign has a goal, in this case, you know, driving donations, you should be able to close the loop, similar what we were talking about earlier with raised donors and see, okay, of the people who clicked, like how many actually donated, what was the total amount of donations received, what was the cost per acquisition when it all came out. And so that's an example here, kind of being able to show, okay, this campaign spent $700 It drove 66 unique conversions. In this case, conversion was a donor, and those donors were $44,000 This is a wildly successful campaign. This campaign was one of those absolute bottom of the funnel you know, shopping cart abandonment campaigns. So, you know, you would expect it to be disproportionately successful because this was trying to recapture people who had already been to the donation page and just hadn't quite made across the finish line. So, of course, this was higher performing than average. But these are just examples of the stats that you should be able to see. What was our cost per click? What was our cost per acquisition? And being able to test different, different variations to see what performs best. Yeah. You know, I'm curious. I could just be naive here. But could you talk a little bit about the term shopping cart abandons? Are you talking about when someone leaves the donation form or an ecommerce site or both? Yeah. That so that that phrase is obviously borrowed from the ecommerce world, but it applies really to any type of form or any type of registration flow or purchase checkout flow. It doesn't actually have to involve a shopping cart or a transaction at all. It could just be even a form. But it's the idea of someone who starts but does not finish whatever your, your capture is. But there again, it could be as simple as signing up for the email list, like someone who visits, like, the landing page that has signed for the our newsletter but doesn't submit it. It could be as complex as somebody kinda registering for an event to include purchasing tickets, you know, multi step process. Yeah. It's it's a phrase borrowed from ecommerce, but it is referring to people who who start but don't finish any type of checkout process. Donation form abandonment, obviously, is is probably the most relevant in this context here. People who look at the donation page or people who start the donation process but don't finish the transaction. Got it. That makes sense. Alright. You wanna talk a little bit about the power of integrations? Yeah. I think this kinda just brings it all together, which is, by having the ability for different systems to talk to each other and for the data to kind of flow, either all back into your source of truth, like Virtuos, you know, from other systems like Feather. And if you have a digital marketing platform that's complimentary to the CRM, it allows you to get that more complete view, of what's working and what's not, and also get the data back in a place where you can further, not just report on it, but you can create those actionable segments. And so, you know, in this case, between Feather and Virtuous, having the data go back and forth, allows both systems to work more effectively. Yeah. And if you are interested in learning more about Feather, you can check-in the polls tab right now. You can click yes there, and then Feather will follow-up with you there. I think we've answered most of the questions. If you have any other questions, drop them in, to the chat. I just want to comment. You know, if you are a current virtuous customer, I'd highly recommend downloading that document we referenced earlier about, dynamic campaigns. That should be in the document section. There's a lot of great information there about multichannel campaigns, how to use automation to use multichannel. So if that's something that you're not doing right now, I suggest you do that. If you're if you're not, a Virtuous customer, we'd love if to talk to you more about Virtuous and how that could help you with your current fundraising. So you can either answer the poll about getting a Virtuous demo, or you can use this QR code here, to get a Virtuous demo. And if you're a Virtuous customer that is already, using different segmentation, but you're ready to take it to the next level, you wanna look more at, that digital information that we showed, that feather has in their platform, and you wanna be able to use the power of both your virtuous donor behavior as well as the, Feather information combined together. Highly recommend talking to, the Feather team. But before we wrap up, we do have another question that I'll, hand to you, Aidan. It says, how do we map virtuous donor data into Feather to create personalized multichannel campaigns, and what kind of results can we expect? So there's two different ways that we integrate. So one was touched on before around raised donors. Right? So if you're using Feather, you're familiar with your Feather Super Pixel, but that that little web analytics snippet, that being placed in whatever the the virtuous various forms or sign ups, in this case, I mean, raise donors donation pages. So that's one way. And again, it can be configured to capture any of the fields that are in that form. So that way, anytime, you know, through a raise donors form, someone is submitting, you know, their name, email address, additional information, address, potentially, whatever else they're capturing, the amount that they donated, all of that, can flow into Feather. The second way is through Zapier. So both Feather and Virtuous connect to Zapier, and Zapier allows you to pass contact records back and forth between the two. And you can map, you know, custom fields in either system. So you can pull native fields from Virtuous into custom fields in Feather. You can pull Feather fields into custom fields in Virtuous through Zapier. Zapier is sort of our our connector. Do you have any thoughts on case studies or things you've seen of customers who've used both Virtuous and, Feather together and what kind of results you've seen? Absolutely. Yeah. I mean, obviously, it's hard to promise very specific, results, but, yeah. I think some of the obvious ways where Fed and Virtuous customers, you know, have have seen success is this idea of doing multichannel marketing with, you know, the advertising components that are native to Feather. You can also do email marketing out of Feather, or you can do the email marketing out of Virtuous and use Feather for the advertising. Either way you wanna do it, we have some customers, in each bucket. But that ability to have both systems connected and then being able to pivot off of that data so you can see, okay, when was the last time they donated? Alright. How do I wanna alert that with website data? I wanna target them with social advertising. Alright. I can launch that on Tethr. I wanna do social advertising and display. Okay. I wanna combine that with email. Alright. And you can do triggers, all of that. So, I know we have several dozen overlapping customers that are pretty happy and successful with it. And expanding, you know, the digital audience tends to be the main the main desire, reaching that new people and then moving them down the funnel like we talked about today. Yeah. And, I would say that, you know, the way acquisition is looking right now on the nonprofit side, so many people are moving more towards digital. So if this is something your, nonprofit hasn't considered yet, I'd highly recommend that you think about what that next step is for you, whether you're just starting out or you're more advanced and looking to scale, Feather is a great option for that. Before we close the webinar, I just wanna mention that right after this webinar ends, there will be a survey. We'd love to hear your feedback. So if you're willing to share, we'll we'd love to secure that. So that should just pop up, here when we're done. But for those that came, thanks so much. I hope you learned something about either digital advertising, digital acquisition, dynamic campaigns, ROI. I hope you had a takeaway here, and we're looking forward to chatting with you or you chatting with Feather. Hope you all have a great rest of your day. Thanks again for having me, Carly.