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How CDPs transform donor experience for a nonprofit organization

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How Belk elevated its customer experience with personalization

When Christian humanitarian organization World Vision wanted to improve their donor experience, they knew getting a CDP was key.

“To do this work well, we need to identify prospective donors and engage them in a way that feels personalized and relevant,” said Tamalyn Ramsey, World Vision’s digital technology program director, at The MarTech Conference. “The tasks of modern marketing — such as creating insights from data and targeting what we say and who we say it, to personalizing those experiences of a supporter — are no different for a nonprofit than they are for a for-profit organization.”

Ramsay identified four digital marketing trends that World Vision wanted to take advantage of with their transformation, which included acquiring and implementing a CDP.

Artificial intelligence (AI) and machine learning (ML). There are many more applications for AI and ML than just a few short years ago, Ramsay found. It’s now affordable and accessible to nonprofits.

“The ease of using them can help us leverage the capabilities to understand our donors much better,” Ramsey said.

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Deprecation of third-party cookies. As with the larger marketing community, nonprofits are facing serious disruption in the way they identify prospects on digital channels as third-party cookies are phased out by Google and others.

Search and discovery behaviors. Google is becoming more of an end-to-end destination to find answers to queries instead of pushing search users to other destinations.

“We’ve been comfortable in a world for a very long time in which Google and others have acted as search platform providers, giving people a path to find content on other organizations and other companies websites,” said Ramsey. “But they are transitioning into being the content provider now, allowing people to accomplish all that they’re looking to do without ever leaving the Google page. This reduces traffic to our website and increases our dependency on other publishers.”

Rising demand for digital experiences. Current donors and prospects are expecting more robust digital experiences where they can engage with the nonprofit and see the good that comes from their donations.

Read next: What is a CDP?

How CDPs improve donor experiences

Donor data at World Vision was very fragmented before they began their transformation. They discovered four main areas where a CDP could significantly improve not only the organization’s data, but the digital experience for donors.

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Data ingestion. Before the transformation, data was left stranded in emails, in a CRM and even across various touchpoints in the digital experience, such as web pages and other digital assets.

“[With the CDP], we want to be able to bring in all different data sources either through batch-based processing or streaming processes into a central repository,” said Carly French, director, technology strategy for customer experience management company Merkle, who consulted World Vision during their CDP search.

Profile unification. Different layers of identity resolution are then used to stitch together data from different identifiers like email addresses and device IDs, so that World Vision can gain a holistic view of donors who contact them on multiple touchpoints.

Audience management. Then, as unified profiles are built out, World Vision can begin to segment their donors and prospects into targeted audiences.

Activation. Once audiences are grouped into distinct segments, the World Vision team can develop the appropriate messaging and activations that make up the digital experience for their donors.


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4 key areas of customer experience helped by CDPs

As World Vision conducted their CDP search, they identified four key themes that they wrote into requests for proposals (RFPs).

Digital data integration. Prior to their transformation, World Vision’s marketing strengths were in live events and traditional print catalogs. The pandemic, as well as the transformation it inspired, changed that. 

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“The World Vision team was really lacking the ability to identify anonymous visitors, especially across the website and being able to connect those experiences back to their offline customer profiles,” said French. 

Journey pathing and analysis. When people become donors on digital channels, they obviously have different paths than if they decided to give to a nonprofit while at a live event. These distinct paths that need to be understood and mapped out.

“How do we move customers from an initial donor, or maybe a one-time donor, into a recurring donor?” asked French. “We have to nurture them through several different touch points and put them into different segmentations across our email and our media channels.”

Enabling personalization. A lot of CDPs aren’t content management systems (CMSs), but there are other CDPs that focus on digital experience (DX). This was the direction that Merkle and World Vision took in their search.

“We really wanted the CDP to be a foundation for building out segments that should be personalized…and trigger out campaigns while being able to leverage first-party data and intent signals to inform new journeys,” said French.

Behavior-based segmentation. “We wanted the CDP to help us move into a more real-time response,” said French. 

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The CDP allows a nonprofit to deliver different experiences and messages to its donors based on their behavior, including previous touchpoints on their journey. The overall effect is a more personalized and relevant journey.

This is why World Vision put a new CDP at the center of their transformation. By leveraging data and being more responsive at every touchpoint, the nonprofit could be more relevant and helpful to donors, who in turn might become bigger or more frequent donors.

How World Vision and Merkle approach CDP evaluations from Third Door Media on Vimeo.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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