1) Your supporters and participants are sharing more personal data than ever before.
Consider Sally Heppen. The data your organization has on Sally has expanded greatly in breadth and depth since she first shared her name and email address with you seven years ago, to subscribe to your twice-monthly tips on healthy eating.
Today, Sally’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 Sally’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 her two daughters who ran with her), 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 her friends.
2) Sally knows you’re reviewing her data.
That’s made clear in the specificity of your year-end thank you email that hit on her volunteering and her running/fundraising for the Clean Machine. She loves that personalized connection—it makes her feel he’s a real and valued part of your organization and impact.
3) She also knows her profile of preferences, habits and actions is valuable to your organization.
She invests her 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 Sally’s next action.
But you need her 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?
The preceding is a guest post by Nancy Schwartz, Speaker-Author-Strategist of GettingAttention.org. Nancy helps nonprofits like yours succeed through effective marketing. For more nonprofit marketing guidance like this, subscribe to her e-update at http://gettingattention.org/nonprofit-marketing/subscribe-enewsletter.html