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How Team Rubicon is Using Personalized Engagement to Fuel Nepal Relief Efforts

4.28.15 By: Kirsten Kippen

When a crisis like this past week’s earthquake in Nepal hits, every moment counts, and there’s no time to strategize about your fundraising plan or create templates -- you need to hit the ground running and reach out to potential supporters immediately.

Our client Team Rubicon has grown from a small grassroots organization that hand-wrote every thank-you note to an international organization of over 25,000 volunteers. Operation: Tenzing has raised over $89,000 since Sunday by harnessing the power of peer-to-peer fundraising and smart engagement strategy. It’s a repeatable process that can be launched quickly, which is not only critical for disaster relief organizations, but it also has valuable lessons for any organization.

You can hear directly from Matt Scott of Team Rubicon about how to create a fundraising system, how to create donor profiles, and how to customize engagement on our joint webinar with the Salesforce Foundation this week. Here’s a quick preview:

  1. Don’t forget personalization as you scale. Team Rubicon’s supporters expect personal thank-you notes, so when they scaled to using the Classy platform (integrated with Salesforce) for peer-to-peer fundraising, they knew they had to maintain the personal touch. Classy encourages fundraisers to tell their own story when you build a page, and Team Rubicon has built templates that make it easy to thank contributors. These small touches increase the Total Lifetime Value of supporters.

  2. Pick your system of record. A successful system of record should capture key info, leverage info to engage supporters, and analyze data to help you maximize future donations. Team Rubicon uses Classy plus Salesforce; yours might be different, but the important thing is to be intentional about this system trumping all others in terms of up-to-date constituent data.

  3. Create supporter profiles. All supporters are not created equal. Fundraisers, volunteers, advocates, and donors all have different network sizes, skills, and motivating factors. Identifying profiles in your CRM will help you be smart about outreach when every moment counts.

Check out our CRM Starter Kit for a free resource on building donor personas.  

download kit here





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