May 31, 2024

How Data Can Enhance Connections

Marketing Trends

If you’ve been working in ministry for a while, then you’re used to making marketing decisions based on best practices, experience, and maybe even gut instinct. This approach typically works since communication has traditionally been one-way through direct mail, mass advertising, or broadcasting.

However, as technology continues to develop, a new world of digital data and communication avenues are made available, enabling you to learn specific information about your audience’s preferences, habits, and interests.

Why This Matters

As the saying goes, ‘If you try to talk to everybody, you end up speaking to nobody.’ By collecting and analyzing constituent data, you can gain a better understanding of how your audience engages with your organization. This insight will enable you to create more personalized communications, relevant resources, and effective campaigns that truly resonate with your audience.

With so much vying for our attention, crafting a personalized experience for your unique audience will go a long way in capturing and retaining support.

Next Steps

Start by studying your constituent engagement patterns across various channels to understand their behaviour and preferences. Use this information to influence your marketing goals and strategies.

Here is an example of how you could use data to strengthen relationships:

Develop a personalized email campaign that uses automation to insert the constituent’s first name and most recent donation/purchase history as part of the message. This personalization is achieved using specialized software, accurate data and segmentations.

As you navigate the software and tools available, we recommend creating data-use policies to ensure your organization is collecting, storing, and utilizing the information safely, ethically, and lawfully.

To learn more about the benefits and drawbacks of data-driven marketing, click here.

How have you used data-driven marketing to enhance your user experience? I’d love to hear about it!

Sam Rinearson
Director of Strategy & Development |