October 19, 2017 |
It’s no secret EveryAction’s best-in-class tools have been proven to help thousands of nonprofits raise more money while saving time on day-to-day operations. With EveryAction Development, we’ve made it truly simple to manage your donors in one, unified platform, giving you more time to focus on your organization’s mission, raise more money, and operate more efficiently.
Recently, I caught up with Melissa Wyers, Executive Director of EveryAction, to chat all things EveryAction Development. As a major force behind this powerful, unified fundraising solution, Melissa is our go-to guru for learning how EveryAction Development is a better, more user-friendly platform to cultivate donor relationships, track major gifts, run direct mail & telemarketing campaigns, segment custom reports, and at the end of the day, raise more money.
"The first time fundraisers use our tools, they’re pleasantly surprised. It’s a huge change because the tools are working for you instead of you working for your tools."
Let’s start with the basics. What is EveryAction Development?
EveryAction Development is what nonprofits have wanted but didn’t think was possible. You can manage all your donors in a single place regardless of what channel you acquired them. You really get to understand their interaction with your organization which is a big deal.
Most people have had this very narrow window into what their donors are actually doing and they really miss the full picture. Nonprofits have wanted this for a long time and people have tried to get pieces of it but it can be a painful process and these tools are painless.
Awesome! So, who should be using these tools?
The target audience is pretty straightforward—it’s for fundraisers of all flavors. From online fundraisers, whether that’s email or social, to offline fundraising—including canvassing, direct mail, telemarketing or events. We can work with them.
On top of that—and I hear this often—people who love these tools the most are bosses. They’re managing all of the above mentioned individuals, and for once they have a full picture of their entire development program. Seems like a reasonable request, right? It has been an ongoing pain point for nonprofits using other CRM solutions, so we were determined to solve that problem.
For nonprofits who are understandably frustrated with their current fundraising tools, what sets EveryAction Development apart?
Each component is really best-of-class. All of these tools have been created in the last five years so we’ve been able to incorporate all of the learning over decades into building each and every feature. We’re also prepared to react to the next wave of trends and best practices.
Additionally, on the functionality itself, we’ve spent a lot of time on the user interface and how fundraisers use these tools rather than just engineers or digital teams. I think the first time fundraisers use our tools they’re pleasantly surprised because they’re not having to think in new ways. It’s a huge change because the tools are working for you instead of you working for your tools.
There’s a lot of buzz around this. What are some features you’re personally excited to share?
There are a couple of things—the biggest being able to see your data in a whole new way. By having access to all of your data, your reporting and analysis is so much more powerful. Things that were very complicated, mostly because several different pieces had to be put together, become two-second reports in our system. Similarly, you can be more creative with your segmenting and it’s easy without having to spend your whole day pulling files together. You can do it in seconds, giving you the capacity to truly target your efforts and ultimately increase revenue in your program.
How can nonprofits make the most out of these incredible features with Giving Tuesday and EOY fundraising approaching?
For starters, you should think of the season the way donors think of it which is not necessarily Giving Tuesday or EOY, but this whole period of time where they’re focused on year-end giving. With our 360-degree view of your donor combined with powerful reporting functionality, you can achieve a clear view of donor metrics—and in this case—their entire multichannel giving history and other points of connection and engagement. This helps you understand the impact of your messaging across channels.
Even if you are running a single-channel strategy, you should still focus on targeting your message. Given the polarizing social and political climate, supporters are really motivated to do more, so receiving a highly-targeted message at the right time increases the likelihood of converting a first-time donor and retaining and/or upgrading existing donors. For instance, you should have three different messages to the following segments: donor that gave last year for Giving Tuesday, donor that gave but not on Giving Tuesday, and first-time donor. Just acknowledging that you recognize where their interests lie, that alone will raise your revenue and I'm consistently impressed with how easy it is to do that using EveryAction.
Alright, I’m convinced! Before I let you go, looking ahead to 2018, what can EveryAction users expect?
One is using data in a whole different way that gives you better segmenting and better targeting, which I really think will be a game-changer. Secondly, this ability to work collaboratively within your organization or with your partners outside the organization gives you opportunities to think in new ways without adding to your workload.
We’re also working on giving nonprofits more predictive tools whether it’s the first time somebody gives you their email, gives you a first donation, or a long-term donor. I think you’ll be better able to predict when, how much, and what messages resonate.
The other thing I’m really excited about is how to make acquisition work through the digital process. Our vision is for organizations to acquire new supporters with the same predictability in terms of cost and volume that you have via direct mail, but you’ll be able to do it online. This is not only affordable but will be a huge win for nonprofits of all sizes.
We're excited to see nonprofits raise more money with EveryAction Development. If you're interested in better targeting, better messaging, and better reporting options (and making your life easier)—you can check out EveryAction Development here. Or shoot us a message, and let's chat!