The heat is on! OvationTix has sizzling new enhancements and some simmering classic features to ensure your donor/VIP customer relationship management is cooking all year long.
There is overlap between this article and two relatively recent highlights of fundraising-focused enhancements and marketing opportunities the solution offers. The Customer Relationship Management (CRM) features in OvationTix network your customers’ data into easy reports and other tools that can help marketers and fundraisers alike. So OvationTix helps you connect the dots between those two revenue-driving parts of a nonprofit organization. Or, if you are a for-profit company, between regular buyers and those that might be interested in VIP or premium offerings.
Who are my high-value patrons?
Identify and segment communications for different audience cohorts using the Patron Report (available under the Reports drop-down menu located on the top navigation bar). This powerful and intuitive tool allows you to easily mine your data and create nearly unlimited segments of your audience. Looking for donors who gave under a certain dollar amount last year, attended a particular performance and live in a certain zip code range? You can also report on retail purchases, cumulative ticket purchase/donation history, and apply a variety of filters to exclude particular groups (perhaps individuals who received a recent communication). Best yet, you can save these reports and run them on a regular schedule to identify and reach out to new-to-file patrons as frequently as you like.
How do I communicate with them?
You can customize the output of the Patron Report. This avoids extraneous information distracting from the actionable data. After all, if you’re building a list for direct mail, you may not need phone numbers. This customization also reveals the households feature in OvationTix. This allows you to tie several different accounts under one particular household to avoid duplicate communications. If you have been keeping up with your patrons’ preferred salutations, you can pull that output as well to better personalize your message. And if you’re working on an email campaign and use Constant Contact or MailChimp as your email client, you can push all these names into those solutions with one click of a button–no downloading, cleaning and uploading!
How do I report on these targeted campaigns?
The Communications tool (found under Tools >> Communications) is an excellent way to organize the communications (email, post, telefunding, etc.) going out to these various audience segments. Click on “Create Communication” at the top of that page and then flag each of these accounts as having received that email, letter or phone call. That way, when you pull a report the next week or month, you can filter out the patrons that already received that appeal. Get even more sophisticated and layer these communications into your reporting so you can segment within a segment. For example, you may want to send a follow-up letter to patrons that did not respond to the first wave of appeals and message differently to them. Complex? Yes. Rewarding? Even more so.
Can some of this be done automatically?
OvationTix features a variety of more automated fundraising functions as well. Recent blog articles have highlighted pledges, automated package/membership reminder emails and recurring donation functionality–all of which OvationTix supports. Some “set it and forget it” features that are often overlooked are the ability to add a donation ask to ticket purchasers online, use checkout questions to gauge a ticket buyers’ willingness to donate to particular campaigns, electronic donation receipts, and patron categories. The latter are reportable “flags” that differentiate types of accounts in your OvationTix database: board members, VIPs, campaign prospects, etc.
How do I communicate with these patrons on-site?
Yes! OvationTix seamlessly combines your ticket buyer and donor data into the Who’s Coming report. Most OvationTix partners already take advantage of this feature and may also greet donors or VIPs when checking in at the door or when tickets are scanned. But there are other enhancements of particular value to fundraisers or those managing other high value patrons; OvationTix allows you to place seats on hold under a particular patrons’ account, ask the ticket buyer for the emails of guests attending with the primary ticket purchaser, and customize the purchase receipt (as well as pre-show and post-show email) with fundraising messaging. Lastly, you can also combine membership/package benefits so donors of a certain amount are automatically given certain package rights such as advance access to tickets, discounts and other premium offerings.
Keep checking the blog and OvationTix partner newsletter for links to more resources. And contact Client Services if you have any questions.
In the meantime, here are some prompts to get you started:
1. Have you considered running an end-of-year appeal to convert old and unused gift card balances to donations?
2. How many donor or VIP segments do you maintain? What is the schedule of specific communication to those segments?
3. Do you allow your donors to waive their benefits when donating online?
4. Do you ask fundraising-oriented questions to donors at checkout?
5. Do you include donor or VIP messaging in your pre-show emails?
6. Do you use the Communications tool to flag recipients of important broadcast donor information (appeal letters, emails, etc.)?
7. How often do you engage your donors and VIPs at the theater? How do you engage with them?
8. How do you follow-up with patrons after the attend an event?
9. Do you use the Who’s Coming +1 tool? If so, how do you follow-up with those guests on that donors account differently than others in your database.
10. If you are new to data mining, it starts with just one step. Try creating one audience segment in OvationTix and work up from there.