Didn’t we all do that already, during the advent of our websites and email programs?
1) Your supporters and participants are sharing more personal data than ever before.
Consider Rex B. The data your organization has on Rex B. has expanded greatly in breadth and depth since he first shared his name and email address seven years ago to subscribe to your twice-monthly tips on healthy eating.
Today, Rex’s data reflects a diverse set of interactions across programs, campaigns and channels. What was previously noted anecdotally is now tracked systematically, and easily accessed and analyzed—seven years of activity from Rex’s first $20 donation to your nonprofit’s anti-pesticide campaign, through running/fundraising in your Clean Machine race two years ago (and donating via his two daughters’ who ran with him), unsubscribing to that tips email, volunteering to share your curriculum in fifth-grade classrooms district wide, and, most recently, sharing your “ask a friend to volunteer” email with two of his friends.
2) Rex knows you’re harvesting his data. That’s made clear to him in the specificity of your year-end thank you email that hit on his volunteering and his running/fundraising for the Clean Machine. He loves that personalized connection—it makes him feel he’s a real and valued part of your organization and impact.
3) He also knows his profile of preferences, habits and actions is valuable to your organization. He invests his data with your organization in exchange for a relevant, connected and engaging experience (like that thank you email).
4) That’s the kind of useful and unified experience required to drive Rex’s next action. But you need his data to deliver it.
- Does it cover how your organization captures, stores and uses all supporter and participant data? Most nonprofit privacy policies focus solely on contact information.
- Have you conveyed the policy clearly and frequently to those you want to trust in your organization? Test it.
- Are roles and responsibilities outlined and assigned to ensure the policy is implemented in full? Have you asked for help and trained the right colleagues to provide it?
P.S. Get more nonprofit marketing guidance delivered to your inbox, plus in-depth case studies, templates and tools via the Getting Attention blog & e-news. Subscribe today.