We all know that the central premise of great marketing is getting the right message to the right audience at the right time. Sort this out, and chances are, you’ll be successful at reaching the objective at the heart of your marketing campaign.
What are the objectives of marketing in the non-profit world? Retaining the support of donors for as long as possible. Convincing activists to become donors. Increasing the number of donors that give monthly. There are many.
You spend a lot of time and money trying to get the marketing variables right. I’ve seen nonprofits building ‘personas’ in an effort to segment their supporters into audiences that they believe will be receptive to the same messaging. A lot of effort goes into running analytics to determine which messages might resonate with each audience.
Machine Learning is a discipline of Artificial Intelligence that refines these processes and makes them much more effective. Engaging Networks has teamed up with sister company, Accessible Intelligence, to release the most advanced set of end-to-end tools available to nonprofits. Please watch this video to see what we have launched. It’s usually better to undersell and overdeliver, but in this case, we have done something truly revolutionary.
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