Donors for Life^™ is:

• Masterworks’ donor experience management strategy that is all about building lasting relationships with your donors and strategically transforming your donor experience to maximize revenue and loyalty.
• Focused on reaching and engaging today’s new consumer, who is much more in control and connected to others. At the same time Donors for Life^™ builds a strong bond of trust with current donors — through maximizing the donor experience.
• A strategy that maps and implements the pathway of touch points that optimize interactions with donors in order to create faster, better, and more sustainable income and greater donor loyalty.
• Comprised of seven overlapping donor-facing disciplines:

1. Brand Alignment

   In our brand-driven world, most branding issues are really issues of the donor experience with the brand. Donors for Life™ ensures that an organization’s donor experience integrates seamlessly with the brand, both for driving response and for developing deep, emotional connections that fulfill the personal goals and needs of your donors.

2. Donor Enhancement Research^®

   The key to developing donors for life is the ability to understand their unique point of view, their “voice.” Why do your donors choose you out of all the competing claims for their money and loyalty? Do you know their heart-level motivations and what it takes to win their lasting allegiance? These motivations can be uncovered through Donor Enhancement Research^®, a proprietary methodology that gets donors to explain why they give, in their own heart language.

3. Constituent Relationship Management (CRM)

   CRM is about creating a donor experience that differentiates an organization from its competition. This experience builds a two-way, 1:1 relationship that maximizes revenue and grows longterm donor loyalty. To optimize the donor experience, you must communicate the right messages to the right constituents at the right time across the channels of their choice. CRM is a discipline that assures your donors that you know who they are and honors the unique relationships you have with each one of them.

4. Donor Experience Mapping

   Optimizing the donor experience requires that you know the relational impact of every touch you make with donors and how those interactions are experienced by those donors. The experience of each donor segment must be strategically planned, mapped, fine-tuned, and tested to arrive at the optimum donor experience. Through Donor Experience Mapping we can isolate the key interactions for each donor segment — the highest impact touch points — evaluate the resulting data and discover how to optimize spending in order to create better results and long-term loyalty.

5. Marketing Intelligence

   You get what you measure. Today, nobody’s “best guess” is good enough anymore. Everything you do must be analyzed to understand your donors’ needs and to maximize their long-term value. Adopting a data– and analytics–led donor experience approach reveals insights that help ensure incremental results success. Through advanced segmentation and targeting strategies that select only the donors most likely to respond to a given impact, we’ve helped clients deepen the donor experience and save millions of dollars of wasted expense.

6. Integrated, Multi-channel Marketing

   In our multi-channel world, online and offline channels must work together to maximize revenue and drive up loyalty at the same time. Using a touch-point optimization approach, we can project the most profitable way to create a compelling donor experience. By utilizing all interactional data collected across multiple channels, we can manage fatigue and contact frequency across channels, optimizing the donor experience. A clear, integrated, multi-channel, touch-point strategy ensures that all of your online and offline communications speak with one voice consistently throughout the year.

7. Creative

   Enhanced creative strategies and implementations are essential for differentiating an organization’s mission and for catching donors’ attention and satisfying their wants and needs. Creative is important in everything the donor sees and feels at every donor experience touch-point. Nothing is more important than effective creative to make an emotional connection to donors. Organizations that incorporate effective creative into all that they do, enhance the donor experience and gain long-lasting donor loyalty.

For more on this important topic, contact Rory Starks at 360-271-8177 or rstarks@masterworks.com