By Elizabeth Pargaman, Marketing Associate
For the better part of this century, “digital” has become the focus point of our everyday lives. Whether it is upgrading to the latest smartphone and tablet, to “going green” and ditching paper subscriptions, people are faced with questions about how to move their lives to a digital format.
Nonprofit organizations are no different. So, why do 50 percent of nonprofits lack a digital strategy for their efforts? According to the Charity Digital Skills Report, the biggest barriers to developing a digital strategy for nonprofits are a lack of skills, a lack of funding and competing priorities. Competition is increasing in the nonprofit space so it is crucial that organizations who want to remain competitive have a technology foundation that supports interactions and opportunities with their members, donors and constituents
So, how we do this?
- Choose the Right Tools:
An organization needs to not only achieve digital excellence through technology, but also choose the right tools with a solid organizational strategy in place. The key is to not focus on individual technologies, but on those that aide in your digital transformation strategy and goals. For more information on choosing technology tools strategically, see this recent piece by my colleagues on Seven Mission Critical Tools for Nonprofits.
- Define your Scope and Objectives:
Your digital strategy drives digital maturity in an organization and the power of a digital transformation strategy lies in its scope and objectives. We recommend a deep dive into your constituent data to help define your digital strategy scope and help you set impactful goals. According to McKinsey Global Institute, data-driven organizations are 23 times more likely to acquire customers and six times as likely to retain customers.
- Target Your Customers Effectively:
Once you have developed a set of goals for your digital strategy, use tactics and channels that can help engage your audience and generate value for your different audiences. The true value of an organization lies in its ability to effectively tap into the needs of members and constituents. We recently shared best practices around developing a marketing strategy using the Paid, Earned, Shared and Owned (or PESO) Model to deliver the right message to the right audience.
- Be a Risk Taker:
Don’t be afraid to take risks. To do so, leaders should embrace failure as a prerequisite for success. For every Google or Amazon taking considerable risks to drive forward their digital strategy, there are many large organizations playing it safe. The costs of inaction often exceed the costs of action.
To bring this to life, we recently launched a campaign called the Personify Game Changers to celebrate innovative leaders in the nonprofit and association space. These game changers are driving digital transformations with real results including growing revenue, boosting productivity and engaging their constituents. Over the next few months, we’ll introduce a Game Changer each week who will share their story of transformation.
YMCA of the Triangle
Making a conscious effort to choose technologies that will move your organization into the future is never an easy feat. The YMCA of the Triangle needed to move from a homegrown solution to a one-stop-shop product to understand their constituent base. They now house all of their members’ data in one centralized location, which allows them to do powerful data mining and better anticipate opportunities and needs for their members, donors, volunteers and advocates.
American Association of Individual Investors
The American Association of Individual Investors (AAII) was looking to update their technology. They needed a tool that not only fit their immediate needs for housing and storing member data, but could help them grow their organization. AAII leverages Personify’s products to create a seamless and secure experience for their members and now make business decisions that are driven by their member data.
Want to learn more? Hear from the Personify Game Changers themselves.