|Hitting a target audience with relevant and engaging communications is vital for building up a loyal customer base and, in the case of charities, a regular source of donations. But delivering well-targeted marketing depends on thoroughly understanding the people you’re trying to reach – and you can only get these insights if people share their data with you. Of course, in the wake of some high-profile data breaches, you could understand why many are reluctant to do so. The onus is therefore on your organisation to make donors and stakeholders feel more confident about sharing their data and for you to show them how they could benefit from doing so.
New research by the Chartered Institute of Marketing (CIM) suggests that charities are actually in a relatively strong position when compared with organisations in other sectors. Indeed, in the CIM’s list of the most trusted sectors when it comes to data management, not-for-profit, public sector and education (including charities) came in at a creditable fourth place, behind banking/financial services/insurance, healthcare/pharmaceuticals and professional and business services. But this ranking was achieved on the strength of just 14% of consumers saying they felt confident that Third Sector bodies looked after their data responsibly.
So it’s clear there is more work to do here if charities are to get people to open up about what makes them tick.
Let people know how and when their data will be used
Show people the benefits of sharing data
Another tangible benefit of data sharing might be more meaningful loyalty-based rewards. For instance, if you have a target audience interested in health and fitness, branded pedometers, cycling accessories or performance t-shirts could be great promotional gifts.
Put a digital strategy in place
Keep up with the law
Above all, show you respect the people you rely upon and be honest and accountable when it comes to using data. Charities rely on goodwill from the public alone and how you use data could be key to building and maintaining trust in your organisation.
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