Updated: 2 days ago
This blog is part 6 in a series of 6 about transforming regular giving.
Multi-relational relationships are so important, as alumni are members of your institution for life. When young, they reach up for support from the previous generation. When they are old, they make provision to help younger generations they will never know. In the decades between, they go through many different relationships with their alma mater: Further study at their university; sending their kids to their old school; leisure learning and summer schools; recruiting for the business; building a network for their career. You interact with them through newsletters, events, podcasts and much more. It's a relationship deeply rooted in the identity of virtually every alumnus/a.
When you interface with them, you want to ensure every one of these opportunities is maximised. But how can that be done? We worked with an Australian university that every term had over 130 events. Our software allowed them to list every single opportunity but have only two or three that were the most relevant to the alumnus show when an asker called or visited them.
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Would you like to tell people in their late twenties about your business school? What about asking your engineers in companies within 50 miles of your institution about engineering work placements for your students? Could you get many more people coming to your next recital or play or exhibition if people with the right interests, close by, were actively asked?
This type of elevated asking, where personal interactions are relevant to the prospect and where communication is not simply about money but a holistic, mutually beneficial relationship is a dream for alumni and parent relations. Whether it’s a personalised email or a personalised call, a letter that shows you have taken the trouble to treat them as an individual or a simple text that reminds them at the right time of something that matters to them, like where an event is taking place. This thoughtfulness really counts. It also transforms giving if the communication is so much more than just getting a gift. It's really hard to get right. But it is how we have helped institutions transform their culture of giving at hundreds of institutions around the world. And with Serafina at your disposal, you can take interactive, relationship based fundraising and friendraising to new heights.
Omni-channel for a digital age
Digital giving is such an advance, but the workload it creates is huge. Viral success cannot be relied on and to manage all that traffic to get people’s attention takes months of preparation and incredible resources. The evidence is that most gifts do not come from tweets and peer-led posts but from nudges and calls to action instigated by the institution. London Business School found the majority of gifts came from people clicking through from emails. One of our Oxford clients raised £280,000 in their crowdfunding programme, but £80,000 of it was from direct mail and £100,000 from large gifts solicited in person. If a giving day is to work, you need to be at the helm driving it forward.
Digital fundraising is a process of creating deadlines and reporting success and beating the drum, passionately, to the right people again and again. It's powerful when your donors can see their peers giving, if they know their class has produced the most gifts, or the highest amount or both. That can only happen with realtime visualisations, personalised email lists, compelling drop-in paragraphs, photos, videos and graphics. These need to be backed up by texts, calls and targeted mail. If you have tried this, it probably worked well... and you probably nearly died in the attempt. Not any more!
Download our free guide to regular giving:
With Serafina, omni-channel is at your disposal. You can manage an entire giving day, giving week or crowdfunding programme, streaming personalised communications on all channels, straight from the system. Better still, with event-based actions, you can make things like new donations trigger new emails, to drive challenges, or when a donor gives, move them to the right stewardship track automatically. Instead of a team of people trying to find donors on lists and moving them in time for the next send, you can plan your communication stream and watch it deploy, just as you intended, reacting to responses, and see the money roll in.
But Serafina’s features are not simply about giving days. We have worked with over 100 HMC and GSA schools. Many used to have a yearly newsletter and an annual dinner but wanted to do so much more. Thanks to being able to deploy the power of multichannel messaging they were able to create a personal approach to their alumni and parents, treating each person as an individual and thereby transforming loyalty and donor support.
You can transform every aspect of your communications. Personalisation, responsiveness, automation and everything in one space gives you the power to engage your community like never before.
Having so much data provides amazing opportunities and Serafina allows you to manage everything from one place. You will know what you can achieve and have the tools to achieve it. You will be able to deliver personalised, multi-channel approaches that transform donor response. Every comm stream, email, phone, digital, DM, face to face and text will be at your immediate disposal. It will be a pleasure to work with so many supporters who love you being in touch, love helping and love knowing what they can achieve.
Supporters will love being treated as individuals, all of them, not just the few who might deliver big gifts. All your communications will have relevance. You can create customisations that will touch them because they resonate with their real lives and their passions and desires. You can motivate them to be engaged and to give because you can create nudges that matter to them. Nudges that gently push them along with the flow of their beliefs and interests. Serafina lets you relate fully to all your prospects, on mass, and as individuals.