The Member Engagement Index provides quick visibility into an unit’s current level of engagement. With the index we are able to predict how likely someone is to terminate their membership in the next 90 days. It has become an integral part of our Daxko Engage software and a defining feature of targeted engagement campaigns.
Since the release of the Member Engagement Index, we’ve had the intention of creating something similar for donors. After all, engagement is the key to contributions. Engaged members make better donors, and engaging people in communities provides great opportunities for new members, donors, participants, and volunteers. A majority of donors report they have received information about their favorite charity at least once and 40% report receiving information from email/newsletters more than a few times per year (“Nonprofit Donor Engagement Benchmark Study,” www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf, Fall 2012).
We are excited to be nearing the completion of a Donor Engagement Index. While the Donor Index uses similar attributes as the Engagement Index, the algorithm has reworked those factors to determine who is likeliest to donate in the next 6 months. However, the Donor Index will be visible on both current members, past members, and basically anyone created in Daxko Operations. You can now reach deeper into our database with more insight and highly targeted fundraising campaigns.
In May, we will be piloting our algorithm with a select group of organizations to refine it to the point that it stands the test of the diverse member data that we encounter across our customer base. As we refine the algorithm we will notice patterns that you would never be able to see unless you look at the data in such large quantities. One pattern we’ve noticed already is that the lowest givers tend to be member units aged 30-50 without kids on the account. We can speculate that these families either have children that don’t belong to their organization so they have not seen the value for their children, or they don’t have children at all and marketing materials aimed at families with children don’t resonate with them. Daxko Engage users can utilize Engage to find out exactly what these member units are interested in and send them a targeted message that can really connect them to the mission of the organization.