Donor Cultivation Best Practices: Leveraging Your Database For New Donors


Nearly everything your nonprofit organization does relies on data. But that’s especially true when it comes to fundraising. Unlocking the potential that data holds is an important key to attracting new donors and running successful fundraising campaigns. Salesforce for donor management can help you better understand this data and use it to interact with new donors, prioritize high-engagement prospects and build ongoing relationships.

Find Out Who Your First Time Donors Are & Reach Out To Them Individually

Salesforce NPSP contains several packages that help users better manage major nonprofit functions. Its modules include Recurring Donations, Relationships, Affiliations, Contacts & Organizations, and Households. Donor management is one important feature, allowing you to keep tabs on donors and see critical information at a glance. By providing donor information and analysis, NPSP can aid you in creating campaigns and targeting key prospects.

Engagement management is another vital function in NPSP. It lets you see how donors and other constituents interact with your organization – whether they give through capital campaigns, special event fundraisers or give unsolicited donations.  And analytics help you make sense of all this information.

Much of this data is useful for interacting with previous and ongoing donors. But how can Salesforce help you identify first-time donors? Reports are a great way to accomplish this. If your organization offers memberships, you can use the “New Members” report in the NPSP Constituent Reports module. Under the Fundraising Reports function, a custom Opportunities report can show you new donors.

Prioritize Prospects Who Have High Engagement With Your Organization

Gaining new and continuing donors relies on targeted efforts. In other words, you want to spend time on prospects who are most likely to give. You’ve probably heard the term “move management,” the process of encouraging a prospect toward deeper engagement levels. You can start by classifying these people by donor giving levels.

Your mileage may vary, but your organization can categorize repeat donors and major donors as high-engagement constituents. You must define these criteria, but NPSP Levels can help you track these details. And if you pull in constituent data from multiple sources, nonprofit software tools like Omatic’s Constituent Management improve your data quality.

Data Accuracy Is Key to Success

Of course, the usefulness of this information largely depends on its accuracy. And nonprofit database management is vital to achieving that accuracy. Tools like Omatic Cloud integrate with Salesforce NPSP, Raiser’s Edge and other systems to unify disconnected data, identify duplicates, resolve errors and improve overall data quality. Omatic Cloud’s Data Manager also automates these processes, saving you the time, money and hassles of performing these tasks manually.

The great thing about Omatic Cloud is its ease of use. With a user-friendly interface, your staff and volunteers can help with data importing efforts. Omatic Cloud is also an integration solution that supports the concurrent use of multiple CRM and database systems – Raiser’s Edge and Salesforce NPSP, for instance. Pairing these systems with Omatic Cloud ensures that you get the best possible results from data collection and analysis.


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