For the most part, I focus on writing about fundraising strategy and tactics. But every once in a while, our product development team here at Kimbia releases something so awesome I can’t help but want to tell the world. And especially just in time for the holidays! The new automated data capture feature is sure to make for a lot of merry fundraisers.
What it is: Automated data capture is a new utility, which allows constituent or donor data to be used to prepopulate all sorts of forms (registration, donation, etc.). While this is not unheard of in the industry, while designing this functionality we really took into account how marketers want to communicate and raise money. Here are a few examples. It:
- Works easily with any email client — as long as the field exists, we can extract it and prepopulate it.
- Has a simple, user-friendly interface — no coding is needed to collect data.
- Provides extra security when collecting secure information such as logins.
- Gathers information about the donor unobtrusively.
- Enhances Google conversion tracking and understanding. Using only Google analytics gets you generic conversion information. With the new automated data capture functionality, combined with Kimbia reporting, you can capture and use Google meta data for additional filtering (ex. utm codes by state with gifts over $500) in addition to validating Google’s own conversion numbers.
But why am I so excited about this? Because just in time for holiday and year-end fundraising, when donors are feeling most generous and donations flow in, our clients now have another way to improve the donor experience, make it easier to give and raise more money.
Here are some ideas on how to use this new functionality to make this the best holiday fundraising season yet!
- Personalize the clickthrough. Sure, you may have personalized the email with my name, and maybe even where I live, but with automated data capture, you can now prepopulate my info on the donation form: name, mailing address and other fields you may require. This takes away the level of effort to donate, and makes it easier for me to give. And the easier you make it, the more likely I am to give.
- Personalize the “ask.” This is a more advanced, but very powerful approach. Passing my prior giving history, or even the ask logic, to the donation form to build the ask based on what was given before, is one of the best ways to upgrade donors and to give cues based on past behavior on how much giving is expected. With some custom code, custom donation logic can be embedded into your forms. Two protips:
- At end of year, it is important to consider end of year giving history and not necessarily the most recent giving history (if a longer relationship exists). Donors give more at the end of the year. So if I most recently gave you $25, but for the last three years I have given you $75 in December, the $75 level should be used as the trigger for your end-of-year ask.
- Consider giving patterns that are not just gift-level focused, but frequency focused to customize the ask. Maybe I have given $25 every quarter. I am a great sustainer prospect. Passing that special cue with automated data capture can trigger a form that focuses on a sustainer gift with an array that is reflective of my giving — at $25 four times a year, if I sign up for $10/month, you’ve now upgraded me from a $100 annual donor to a $120 one.
- Don’t just think donation forms. Maybe you have a big holiday event coming up — a holiday walk, run, virtual bake sale. Automated data fields can prepopulate participant registration fields to accelerate the registration process. On top of that, they can inform specific levels and discounts. For example, you could preselect someone’s T-shirt size based on what they asked for last year, upgrade their suggested fundraising goal from the standard one based on prior year fundraising, etc.
The possibilities are endless! To get more information about this functionality or to talk about how you can leverage it to accelerate your year end fundraising, events, and other programs, reach out to the Kimbia team.