|Volunteer||4 per instance|
|Attended Event||3 per event|
|Donates||1 per gift|
|Major Donor ( > $10,000)||10 per gift|
|Donated for 5+ years||7|
|Donated for 10+ years||12|
|Current or past board member||5|
Engagement has become the buzz word. You can’t go to a conference keynote, read a business article, or sit in a company meeting where this word isn’t used. At Peak Engagement, we get it—and we also understand the importance of this word for non-profits. Engagement is the cornerstone of solid relationships, and for non-profit organizations, building engagement momentum with donors can propel business, driving greater fundraising, volunteering, and evangelism. In this three-part series focused on donor engagement, I’ll give you the secret sauce to drive more success through your existing donors. The concept is engagement scoring. I’ll specifically tell you in this series how to build a scoring model, how to put your donor engagement score to work, and how to identify prospective major donors. Don’t miss the opportunities that can help drive your mission! A scoring strategy, also called an engagement score, can put some method to the madness of understanding the engagement of your donors on a mass scale. Imagine being able to easily report on your most engaged donors. Who are possible candidates for major gift solicitation from your development officers? Who should be communicated with using one-to-one methods versus one-to-many methods? What trends exist in how engaged your donors are? Engagement scoring is a very powerful and actionable business intelligence that can help a non-profit organization be more effective and efficient – important things for any organization. Create an Engagement Score How do we build and quantify our donor’s engagement levels? Believe it or not, you probably already have a lot of the data you need to understand how engaged your donors are. At a basic level, donor engagement can be quantified through the financial transactions, the actions and activities of the donor, and the communications with the donor. Peak NFP, our non-profit focused solution built on Microsoft Dynamics CRM, has mechanisms to account for each of these buckets of interaction, and it can easily be used to create a donor engagement score. To begin building your scoring model, you should inventory every way your donors engage with you. These include giving a donation, volunteering, attending an event, opening an email, or being on your board. All of these are examples of donor engagement activities. From there, build a table with each type of engagement or interaction, and assign a point value to the action based on its importance to your organization. Each organization’s matrix will certainly look different, but the goal is to build a points system that matches up with your organization’s goals and objectives, and to identify those donors who are most engaged in helping you achieve those goals and objectives. Answering “who are the people most engaged in helping you further your mission?” Here’s an example of what my table may look like:
Once you have created your engagement scoring model, you can input the model into Peak NFP and your donor engagement scores will start calculating from that point forward based on the engagements.
In part two of our donor engagement scoring blog series, we will take a look at how you can mine this valuable data from your system and put it to use for your business.
Learn more about Peak NFP and join us for a free demo.
Continue reading this series:
The Secrets of Engagement Scoring | Part 2 – Putting Your Donor Engagement Score to Work
The Secrets of Engagement Scoring | Part 3 – Predictive Analysis in Donor Engagement Scoring