New blog from Tobin Aldrich
Where will we find our new donors?
In a blog from Tobin Aldrich, we review the increased focus since the pandemic from many charities on developing their individual giving programmes with increased interest and investment in this area. Key to the success of any of these programmes is a proper understanding of the audiences being reached, who they are, what they are interested in and how best to engage them. It’s long been a frustration of Tobin that the tools we have available to us as fundraisers to find the right audiences for our causes are well, really not very good and there has always been a disconnect between the information we have about audiences and the channels available to reach them.
Tobin explores a new approach to finding audiences using social media data and working with the creators, ‘big data’ agency Starcount to apply it to the charity sector.
The approach uses real-time data of what people actually do on social media, who they follow, how they interact with them and demographic and economic information to create a targeting model that is based on what people are actually interested in and care about. The key point is that this approach can be directly applied into marketing channels to reach and engage new potential supporters.