How Machine Learning Can Reveal Trends with Your Donors: Part 1

Are you a nonprofit looking for ways to tap into the power of data to understand your donors and their giving behavior better? Imagine uncovering rich revelations about donor trends and preferences, making it easier to connect with your supporters on a more personal level. Thanks to advancements in Machine Learning (ML), nonprofits can now access powerful tools to revolutionize their fundraising activities.

So, how exactly does Machine Learning make it easier to uncover important information about donors and donor trends? This AWS post highlights many of the technical aspects of ML models.

Machine Learning is the compass that’s transforming how nonprofits unearth valuable information about their supporters. Here, we’ll kick off a series exploring how ML is revolutionizing donor data analysis, enhancing donor segmentation, and shaping the future of fundraising. Stay tuned for Part Two…

A Deeper Dive into Donor Data

Fundraisers have always sifted through donor data to find patterns, but Machine Learning automates and refines this process. The true power of Machine Learning is its ability to build hundreds of models for each campaign that a nonprofit can then use to grow its donor base. It can swiftly analyze years of donation history, psychographics, and communication engagement to hone in on factors influencing giving. If used correctly, ML can also identify who is not likely to give, saving an organization countless wasted dollars on marketing to an uninterested audience. This scaleable, granular analysis unveils the preferences and behaviors that separate lifelong supporters from one-time donors or indifferent individuals, guiding fundraisers in tailoring their strategies.

Machine Learning: The Game Changer for Donor Segmentation

Machine Learning elevates donor segmentation from a basic classification task, which is typically RFM, to a nuanced and dynamic process. Gone are the days of segmenting by basic demographics. With Machine Learning’s ability to mine data quickly and intelligently, organizations will find they can segment individuals based on far more personalized and impactful attributes. With more personal segmentation, predicting donor actions, and identifying preferences, nonprofits can create highly targeted fundraising campaigns on a whole new level.

Prescriptive Analytics for Proactive Fundraising

ML’s analytical power helps organizations anticipate donor behavior—from superficial indicators like who is likely to respond to deeper factors like what creative elements generate larger gifts. By analyzing past giving patterns, amounts, and communication channels, among other factors like color preferences, font, and font size, it can go beyond forecasting who is likely to give, when, and how much but what will get a response. Machine Learning can literally see a campaign from a million different perspectives and factor in infinite dimensions that standard analysis can’t detect. With these next-level details, think of this modern approach to finding donor trends as a look into the future. Now, fundraising teams can proactively reach out to these individuals with unprecedented tailored appeals right when they are most likely to donate.

Unlocking Donor Trends with Machine Learning

ML not only helps in understanding individual donor behaviors but also in spotting broader trends across the donor base. Machine algorithms are adept at identifying subtle, complex patterns in data that might elude human analysts. This can include seasonal trends, the impact of external events on giving, unknown bias, or the emergence of new donor demographics.

Implementing Machine Learning in Your Fundraising Strategy

Ready to channel the power of Ai for your nonprofit? Here’s how to get started.

Partner with the Right Tech Providers

Nonprofits may not have the in-house expertise to develop Machine Learning systems from scratch. Partnering with tech providers that offer Machine Learning solutions tailored to fundraising can jump-start the process. VeraData’s Machine Learning and Ai solutions combine the deepest donor data with the most sophisticated technology and data science capabilities to see the future in ways others simply cannot replicate.

Train Your Team on Machine Learning Fundamentals

Fundraising teams must understand the basics of Machine Learning to use it effectively. Investing in training can demystify the technology and qualify your team to make data-driven decisions.


Machine Learning is reshaping the fundraising landscape by providing deeper insights into donor behaviors and trends. It empowers nonprofits to personalize their outreach, predict future giving patterns, and adapt to changes swiftly. While implementing Machine Learning requires some due diligence, its benefits can significantly enhance fundraising efforts. By embracing this technology, organizations can ensure they are well-equipped to meet the evolving expectations of their donors and secure the resources needed to fulfill their missions.

Donor Science Explained: What is a Donor Science™ Co-Op

Data is an invaluable resource for nonprofit success that can transform how charities fundraise. The future of Co-Ops leverages much broader collaborative data to empower organizations to reach new people and achieve new growth goals in a way that traditional Co-Ops simply can’t. In this blog post, we will explore what a Donor Science Co-Op is and how VeraData’s DonorVision is paving the way to the future of donor acquisition and engagement.

What is a Traditional Co-Op?

In the context of nonprofits, a Co-Op, short for cooperative, refers to a collaborative pool of donor data from various organizations. This means nonprofits add their donor data to the pool, aggregate it with others’ donor data, and extract potentially new people to contact. Traditionally, most Co-Ops shuffle the same deck of cards, looking at basic donor metrics. Old-school RFM models have been and continue to be the industry standard, but they’re slowing you down.

The Future of Co-Ops

A Donor Science Co-Op is different. It’s a powerful platform that captures and standardizes a broader set of donor data elements along with promotion and transaction history. Leveraging advanced Machine Learning and human-assisted Ai, nonprofits obtain essential information about emerging patterns, trends, and preferences. This enables them to fine-tune a diverse array of fundraising strategies and tactics, crafting campaigns that are tailored to their target audience’s needs and interests. You’re likely using a Co-Op to inform your audience decisions, right? The revolutionary Co-Op is a complete guidance system—from new donor list plans to copy and graphics—this isn’t your old-school Co-Op.

DonorVision dives deeper into the data, revealing personal behavior, habits, and choices that allow you to pinpoint your campaigns to a new audience. With real-time analysis tailored to meet specific KPIs, we expand your donor base, empowering you to reach and exceed your goals. Through granular data analysis, DonorVision not only uncovers individuals more likely to support your organization but is also built with a prescriptive decision-making process that discloses how to market to those new potential supporters.

We recognize that every nonprofit’s needs are distinct—that’s why DonorVision is designed to be as flexible as it is powerful. Whether you’re looking to enhance engagement or increase the frequency of donations across a more diverse donor network, our solution molds itself around your objectives. We invite you on a transformative journey where the power of precise data helps unlock new possibilities for growth and impact in the communities you serve—let’s revolutionize how high-value donors connect with your cause!

The Power of Collaborative Data

One of the most significant perks of a Donor Science-based cooperative is that it offers nonprofits access to a significantly deeper pool of donor data. In addition, DonorVision combines the information from the contributing organizations with our own analytical database of over 20+ years of more hyper-detailed historical data. With this combined set of donor information, regardless of a nonprofit’s KPIs, organizations can extract the most significant data and fine-tune their strategies to grow and do more. Within the DonorVision Co-Op, nonprofits gain access to new behavioral and preference attributes that can enhance their prospect selection ability and expand the universe of profitable donors.

Data Security and Compliance

It’s natural for organizations to have concerns about data security and confidentiality and should take great care before opting into a Co-Op. Do the research beforehand to find out what security measures are in place. With proper security protocols, nonprofits can operate in a low-risk environment allowing them to focus on their mission without worrying about the safety of their data.


The Donor Science Co-Op has the power to transform the philanthropic landscape by coming together and leveraging collaborative data, advanced analytics, and cutting-edge technology. This data-first approach allows nonprofits to fine-tune their campaigns, boost engagement, and drive new results. With the assurance of data security, customization, and KPI-focused analysis, it’s time to embrace the power of data and embark on a transformative journey with DonorVision Co-Op.

Join the Data-Driven Revolution

Are you ready to revolutionize your organization’s donor acquisition and engagement approach? The DonorVision Co-Op offers nonprofits an opportunity to unlock the full potential of their data and make a lasting mark in the communities they serve. By joining, you can attract and acquire high-value donors, excel in your mission, and leave a lasting impact.

The Data That Shows Why You Care

Understanding why people choose to support your nonprofit can be a puzzle. But with the right pieces of donor data, you can form a clearer picture of what drives your donors’ engagement and how to tailor your outreach for maximum impact. According to, most fundraisers have the habit of collecting data and don’t know how to interpret that data for impact. They see data analytics as a fancy add-on that will eventually slow down their already hectic pace of operations.

But that shouldn’t stop you…the reality of data analytics is quite the opposite. Uncovering the data about why people care offers you golden insights into your supporters’ motivations and interests.

The Importance of “Why People Care” Data

The Importance of “Why People Care” Data

Donor data has long been seen as age, gender, location, occupation, education level, and income. We now live in a world where we can dive deeper into what makes people tick: factors that compel them to give and what motivates them to continue supporting a particular cause. By collecting and analyzing these “why” data points, nonprofits can get a better understanding of their donors’ motivation to give and what cause areas, activities, or outcomes they’re passionate about supporting. This information 1) fuels program strategies, 2) creates more targeted campaigns that generate real responses and a community, and 3) expands your universe of prospective donors – what we call the “DonorVerse™”.

1. Tracking Engagement Levels

One key metric that can indicate someone’s passion for a nonprofit is their level of engagement. This includes tracking how frequently they interact with an organization, such as attending events, volunteering, visiting the website or responding to campaigns. High engagement levels often signify a deeper connection to the cause and a genuine interest in supporting the mission.

By analyzing engagement metrics, nonprofits can gain valuable insights into what activities resonate most with supporters and tailor outreach efforts accordingly. For example, if a donor consistently attends fundraising events and shares an organization’s content on social media, gives to multiple campaigns throughout the year, it’s a strong indicator that they are deeply committed to a cause, are likely to continue their support in the long term.

2. Donation History and Patterns

Another important data metric to consider is an individual’s donation history and giving patterns not only to your organization but across all of their charitable contributions. By analyzing the amount, frequency, channel, and timing of donations, nonprofits can uncover valuable information about donors’ motivations and preferences. For example, recurring donations indicate a consistent commitment to the cause, while large one-time donations may signal a specific interest in a particular initiative or campaign.

Moreover, tracking the specific programs or campaigns donors support can provide insights into what resonates with them most. By understanding which aspects of the nonprofit’s work are most compelling to individual donors, organizations can adjust their fundraising appeals and communication strategies to highlight those areas that are likely to elicit the most support.

3. Demographic and Psychographic Data

Demographic and psychographic data can also be valuable in determining why people care about nonprofits and what drives their support. Demographic information like those mentioned at the beginning of this piece (age, gender, income level, and location) can provide insights into the basic characteristics of a nonprofit’s donor base and can kick-start initial audience segments. But don’t stop there. Modern demographics go way beyond the traditional details. Track deeper details like preferred social media channels, whether they have pets, stick to a particular diet, and mode of transportation. Use these additional points to deepen audience segments for truly personalized campaigns that make people feel seen and understood.

Psychographic data, on the other hand, delves into donors’ values, interests, attitudes, and motivations. By analyzing psychographic data like someone’s hobbies or whether they are introverted vs extroverted, nonprofits can gain a deeper understanding of why people care about their cause and what emotional triggers inspire them to take action. For example, knowing that a donor is passionate about environmental conservation can help nonprofits craft messaging that resonates with their values and beliefs.

4. Behavior on Digital Platforms

In today’s digital age, tracking donor behavior online can offer valuable understanding into why people care about a mission and what drives their support. Monitoring engagement metrics on websites, social media channels, and email campaigns can help nonprofits recognize how donors interact with their content and the types of messages that resonate most with them.

For example, tracking click-through rates on email appeals, analyzing social media engagement, and monitoring website traffic patterns can provide valuable information on what content captures donors’ attention and motivates them to take action. By leveraging digital intelligence, nonprofits can optimize their online engagement strategies and create targeted communication campaigns that inspire continued support from donors.


People are not just numbers on a spreadsheet—their data is a window into their hearts and minds revealing the underlying motivations and passions that drive their support for nonprofits. By tracking specific metrics related to engagement levels, donation history, demographic and psychographic data, and online behavior, nonprofits will gain a deeper understanding of why people care about their cause and tailor their fundraising strategies to foster long-term relationships with supporters.

Ultimately, by harnessing the power of data metrics, nonprofits can create meaningful connections with donors, inspire continued support for their mission, and make a lasting impact on the world. Let’s continue to uncover the heart of giving and empower individuals to make a difference through their support of nonprofits.

How Tech Can Build Up Nonprofits

In the world of nonprofits, where every penny and every gesture counts, technology stands as a beacon of hope and efficiency. And when it comes to mastering the art of donor data, technology provides a powerful and trustworthy toolkit that can turn your nonprofit into an unstoppable force for good.

But how exactly does technology transform the way nonprofits operate? Nonprofits often face significant challenges in attracting and managing donors, ensuring financial sustainability, and maximizing impact. Fortunately, technology offers a powerful solution to many of these challenges, particularly when it comes to managing and leveraging donor data.

So, how can tech be used to build up nonprofits by leveraging donor data?

The Golden Trio: Nonprofit Analytics, Donor Data, and Donor Segmentation

The Golden Trio: Nonprofit Analytics, Donor Data, and Donor Segmentation

Using Ai and Machine Learning to Enhance Nonprofit Analytics: Your Crystal Ball

Imagine being able to predict the future and understand the impact of every decision you make. Ai and Machine Learning-backed nonprofit analytics is kind of like that crystal ball, giving you scaleable insights into fundraising patterns, volunteer engagement, and campaign outcomes. It’s all about identifying the impactful data to make informed decisions that can propel your mission forward.

Historical Donor Data: The Heartbeat of Your Organization

Historical donor data is your nonprofit’s heartbeat, pumping vital information through your strategies and campaigns. It’s the who, what, when, where, and why of your supporters. By not just collecting and analyzing donor data but adding new data from historical or alternative sources, you elevate those personalized experiences and resonate more powerfully with your audience on a whole new level. The more archival information you can access, the more pinpointed your messaging and overall strategies become.

Adding a New Layer to Donor Segmentation: The Art of Personalization

Traditional donor segmentation is like hosting a dinner party and knowing exactly what each guest loves to eat. With historical data sources and Ai at your back, you’ll not only know your guests’ food preferences but also their favorite drink, whether they are left-handed or right, do they prefer paper or cloth napkins, and whether they’re likely to eat dessert. The future of segmentation groups donors based on layering deeper personalized behaviors on top of their shared characteristics. With this information, you can tailor your communications, appeals, and gratitude in new, more detailed, and heartfelt ways. Adopting the new best practices for segmentation ensures that your message hits home every time, fostering stronger relationships with your supporters.

The Tech Tools That Make It All Happen

The Tech Tools That Make It All Happen

CRMs & DMSs: The Backbone of Donor Data Management

One of the most basic but critical ways to leverage technology is by using a Customer Relationship Manager (CRM) or Donor Management System (DMS) to centralize your donor data. They are the unsung heroes. They’re where you store all that precious donor data, from contact details to donation history and everything in between. The more detail, the better; you can’t keep it in an Excel spreadsheet. Granularity is the key to unlocking the power of Ai.  The new tech enables you to think differently, to think BIGGER, but you have to start smaller.  With a robust CRM or DMS, you can track every detail of your campaigns, package details, ask arrays, creative features, interactions, manage relationships, and ensure that no supporter feels like just another name on a list.

Analytics Partners: Your Data Translators

While the data analytics team you partner with should consist of actual humans, the tech stack and outside data they use will be your decoder rings, unlocking the secrets hidden within your supporters’ details. Your analytics partner will help you visualize trends, understand donor behavior, measure the effectiveness of your campaigns, and beyond. With these insights, you can maximize your fundraising efforts and ensure that your resources are being used in the most impactful way. What they discover might surprise you and that’s a good thing because this will fuel creativity and action-oriented campaigns that boost fundraising or other goals.

Email Marketing and Automation: Your Megaphone for Good

Email marketing software is your megaphone, amplifying your message to the masses. It’s not just about sending out newsletters; it’s about crafting targeted campaigns, automating follow-ups, and measuring engagement. The right email marketing tool can make your communications feel like a warm, friendly chat even if you’re reaching out to thousands of supporters.

Marketing automation can also help nonprofits stay top-of-mind for donors, even when they’re not actively fundraising. By automating regular communication, such as newsletters and impact reports, nonprofits can keep donors engaged, informed, and connected to the cause.

Tips for Harnessing the Power of Tech in Your Nonprofit

Start Small and Scale Up

Don’t feel like you need to dive into the deep end with tech. Start small with one tool or platform and get comfortable with it. As you see the benefits, you can gradually incorporate more technology into your operations.

Keep Your Data Clean and Organized

A superhero is only as good as their gadgets, and in the tech world, clean data is your best gadget. Regularly update and maintain your donor database to ensure accuracy and reliability.

Go Beyond the Usual Segmentation

Segmentation is a powerful tool, but it’s not a one-size-fits-all solution. Think carefully about how you group donors and what kind of messaging will resonate with each segment. Personalization is key!

Measure, Learn, and Adapt

Use the insights from your analytics to improve your strategies continuously. Measure the success of your campaigns, learn from the data, and adapt your approach as needed.

Embrace the Future with Open Arms

The future of nonprofits is intertwined with technology, and the smart use of donor data is at the forefront of this revolution. By embracing tech tools, tech partners, and analytics, you can build stronger relationships with donors, run more effective campaigns, and make a greater impact on the world.

Questions Your Direct Mail Should be Answering to Convert New Donors

Direct mail is a powerful tool for reaching potential donors and converting them into loyal supporters of your cause. However, for your direct mail to be effective, it needs to answer some key questions that potential donors may have. In this article, we’ll explore the questions your direct mail should answer to convert a new, potential donor.

Why is Direct Mail Important for Nonprofits?

Before we discuss the questions your direct mail should answer, let’s first understand why direct mail is important for nonprofits.

Personalized and Tangible

Personalized and Tangible

Direct mail lets you personalize your message and make it tangible for potential donors. By sending physical mail, you give them a piece of your organization to interact with and do it with fewer distractions.

Direct mail is a targeted and measurable marketing tactic that allows nonprofits to reach potential donors and track campaign success. By targeting direct mail responsive prospect lists and tracking results to your acquisition efforts, you can ensure your direct mail reaches the right audience and measure the response rate.

What Questions Should Your Direct Mail Be Answering?

What Questions Should Your Direct Mail Be Answering?

Now that we understand the importance of direct mail for nonprofits let’s explore the questions your direct mail should answer to convert a new, potential donor.

Who Are You?

The first question your direct mail should answer is who you are as an organization. This may seem obvious, but it’s important to establish your credibility and build trust with potential donors. Make sure your direct mail includes your organization’s name, logo, and a brief overview of your mission and impact.

What Do You Do?

In addition to introducing your organization, your direct mail should also clearly explain what you do and how you make a difference. Potential donors want to know how their support will be used and what impact it will have. Use compelling language and statistics to showcase the importance of your cause and the impact of your work.

Why Should I Support You?

This is the most important question your direct mail should answer. Potential donors want to know why they should support your organization over others. This is where you can highlight the work that you’ve done and the lives your organization has changed. Through storytelling, you can highlight that your organization has had a positive impact while at the same time expressing that the need is still great. Choose real photographs of the subjects featured in your story versus stock imagery, if possible. This is your opportunity to show and tell.

How Will My Donation Be Used?

Potential donors want to know how their donation will be used and what impact it will have. Be transparent about where their money will go and how it will be used to further your mission. This will help build trust and show potential donors that their support is making a difference.

How Can I Donate?

Include a clear call to action in your direct mail to encourage potential donors to take action. This could be a link to your website, a phone number to call, or a pre-paid donation envelope. Make sure the donation process is simple and user-friendly. Be sure to include as many payment options as your CRM can handle. Make it easy!

How Can I Learn More?

In addition to providing a way to donate, your direct mail should also offer potential donors a way to learn more about your organization. This could be through a link to your website or social media pages. Include multiple ways for potential donors to connect with your organization and learn more about your work.

Tips for Creating Effective Direct Mail

Now that we’ve covered the questions your direct mail should answer, here are some pro tips for creating supercharged direct mail that will convert potential donors.

Personalize Your Message

As mentioned earlier, direct mail allows you to personalize your message and make it more impactful. Use the recipient’s name, include a handwritten note, or tailor the message to their personal interests. This will show that you know them personally and value their support.

Use Compelling, Personal Visuals

In addition to a strong message, your direct mail should include compelling and personally appealing visuals to catch the recipient’s attention. This could be a powerful image, an infographic, or a video. Visuals can help convey your message more engagingly and memorably; keeping it personal inspires a response.

Keep it Concise

While it’s important to include all the necessary information, direct mail should also be concise and easy to read. Use bullet points, short paragraphs, and bold headings to break up the text and make it more digestible. This will also help preserve your message in a sea of text.

Test and Track Your Campaign

As with any marketing campaign, it’s important to test and track the success of your direct mail acquisition efforts. This will help you understand what works and what doesn’t, and make adjustments for future campaigns. Use tracking codes, unique URLs, or specific phone numbers to measure your direct mail’s response rate and success.


Direct mail is a powerful tool for reaching potential donors and converting them into loyal supporters of your cause. By answering key questions and following these tips, you can create effective direct mail campaigns to help you achieve your fundraising goals. Remember to personalize your message, use compelling visuals, and make it easy for potential donors to take action. With the right approach, direct mail can be a valuable addition to your nonprofit’s marketing strategy.

In an Ai-World, Here’s Why Humans Still Matter in Nonprofits

In recent years, the rise of artificial intelligence (Ai) has transformed how we live and work. Ai has become an integral part of our daily lives, from self-driving cars to virtual assistants. And the nonprofit sector is no exception.

Justin Spelhaug, vice president and global head of Microsoft Tech for Social Impact, stated in a recent GeekWire post that nonprofits, “They’re in this vice grip of pressure right now, and we do believe that AI can play a really important role in helping them relieve some of that pressure.”

Nonprofits increasingly turn to Ai to improve donor engagement and boost fundraising efforts. However, as technology advances, it’s important to remember that humans still play a crucial role in nonprofit success. In this article, we’ll explore the impact of Ai on the nonprofit sector and why human connection is still essential for nonprofit success.

The Rise of Ai in Nonprofits

Improving Donor Engagement

Improving Donor Engagement

Donor engagement is crucial for the success of any nonprofit. Ai and tech partners can help nonprofits better understand donors and personalize marketing interactions. For example, Donor Science™, an Ai-powered algorithm here at VeraData, can analyze donor behavior and personal preferences to create next-level personalized fundraising appeals and communications.

Ai can also help nonprofits identify potential major donors by analyzing data from co-ops, historical data, and other sources. This allows nonprofits to target efforts toward individuals who are most likely to support your cause and expand your Donorverse.

Boosting Fundraising Efforts

Ai has the potential to revolutionize fundraising for nonprofits. With the help of Ai-backed marketing partners, nonprofits can identify the most effective fundraising strategies and tailor their campaigns accordingly. For example, Ai can analyze donor response data to determine the best time and method to reach out to potential donors.

The Importance of Human Connection in Nonprofits

The Importance of Human Connection in Nonprofits

While Ai has many benefits for nonprofits, it’s important to remember that human connection is still essential for nonprofit success. Here’s why.

Building Relationships with Donors

At its core, the nonprofit sector is all about building relationships. Nonprofits rely on the generosity and support of donors to achieve their mission. While Ai can help improve donor engagement, it cannot replace the personal touch of human interaction.

Donors want to feel connected to the causes they support and know that their contributions are making a difference. This is where human connection comes in. Nonprofit staff can build relationships with donors by showing genuine appreciation, providing updates on the impact of their donations, and involving them in the organization’s work.

Understanding Donor Motivations

Ai can analyze donor data and identify patterns and trends, but it cannot fully understand the motivations behind a donor’s actions. This is where human connection is crucial. The Donor Relations team can build and expand on relationships with donors and gain a deeper understanding of their motivations.

By knowing what drives donors to support a cause, nonprofits can tailor their fundraising strategies and build stronger relationships with donors. This human touch is essential for creating a meaningful connection with donors and inspiring them to continue supporting the organization. Surveys are a great tool to engage donors and gain crucial information about why they support your mission.

Telling Compelling Stories

One of the most powerful tools in a nonprofit’s arsenal is storytelling. By sharing the stories of those impacted by their work, nonprofits can inspire donors to take action and support their cause. While Ai can analyze data and identify trends, it cannot tell a compelling story in the same way a human can.

Nonprofit staff can use their personal experiences and connections to tell stories that resonate with donors and inspire them to get involved. This human touch is what makes a nonprofit’s message truly meaningful and can make all the difference in fundraising efforts.

How Nonprofits Can Balance Ai and Human Connection

How Nonprofits Can Balance Ai and Human Connection

While Ai offers many benefits to nonprofits, such as deeper data-driven insights and personalized outreach, it’s critical to strike a balance between technology and human connection to maintain the trust and engagement of supporters. Here are some tips for achieving this balance:

– Maintain a Personal Touch: Use Ai to gather insights and optimize strategies, but keep the human element in communications. Personalized, heartfelt messages from real people can strengthen donor relationships and build lasting relationships.
– Be Transparent About Ai Use: Let donors know how Ai is being used and why. Transparency fosters trust and ensures donors understand how their data is being handled and used to improve engagement.
– Incorporate Human Feedback: Continuously gather feedback from staff and supporters about the effectiveness of Ai-powered strategies. Use this feedback to make adjustments and ensure your Ai initiatives align with your mission and values.
– Prioritize Ethical Ai: Implement ethical guidelines and practices to guide your Ai usage. This includes addressing biases, protecting data privacy, and ensuring fairness and transparency in Ai-driven decisions.
– Combine Automation with Personalized Interactions: Automate communications, but also prioritize personalized interactions for high-value donors or complex situations. A phone call or a handwritten note can go a long way in strengthening relationships.
– Monitor Ai Performance and Impact: Regularly assess the performance of Ai-powered campaigns and their impact on donor relationships. Make data-driven decisions while also considering the emotional and human aspects of engagement.
– Create Opportunities for In-Person Engagement: Balance digital interactions with in-person events and meetings. Face-to-face interactions can deepen relationships and offer a personal touch that technology alone cannot replicate.

By following these tips, nonprofits can leverage Ai to its full potential while maintaining the human connection that is essential for fostering strong, lasting relationships with supporters. This balance ensures that Ai complements, rather than replaces, the human touch in nonprofit work.


Ai can potentially transform the nonprofit sector, but it’s important to remember that human connection is essential for success. By balancing technology and human touch, nonprofits can streamline operations, improve donor engagement, and boost fundraising efforts. With the right tech partners and a focus on human connection, nonprofits can continue making a meaningful impact worldwide.

Donor Science™ explained: what is ReMail™

As nonprofits strive to build lasting relationships with their donors, finding innovative and effective ways to engage and re-engage supporters is essential. That’s where ReMail™, a proven model developed by VeraData, comes into play. With its targeted approach and personalized strategies, ReMail™ offers nonprofits a powerful tool to maximize response rates and enhance your campaigns.

What Is ReMail™?

ReMail™ is a groundbreaking second-touch direct mail communication model. This unique solution stands out from traditional methods. By leveraging data-driven scoring and a consultative approach, ReMail™ delivers tailored and impactful communications that captivate your audience and inspire them to take action.

How ReMail™ Works

The core of the ReMail™ model lies in its comprehensive scoring system, which targets prospects most likely to respond positively to a second-touch communication. This strategic selection ensures higher response rates for the second drop compared to the first mailing. Our approach goes beyond merely sending out another piece of mail; it’s about crafting a specialized strategy that adds an element of mystique and exclusivity to your offer.

This involves making strategic adjustments to maximize impact and recall. Whether it means tweaking content, modifying teasers on the outer envelope, or omitting premiums, our Donor Science™ approach ensures your campaign resonates with your target audience.

Why Choose ReMail™?

Your ReMail™ campaigns mean accessing data-driven scoring that identifies top-performing prospects for a second-touch communication, boosting engagement and positive responses. With a multi-drop strategy and a customized approach tailored to your nonprofit’s unique needs, you will maximize response rates and campaign performance. ReMail™ consistently delivers higher response rates for the second drop, proving its efficiency and effectiveness in maximizing your return on investment.

The Benefits of ReMail™

ReMail™ offers nonprofits numerous benefits, including significantly improved response rates by targeting top-scoring segments with a second-touch piece. Using Ai, Machine Learning, and Donor Science™ we optimize outreach by precisely targeting individuals likely to engage.


ReMail™ is a game-changing solution for nonprofits looking to enhance donor engagement and maximize campaign effectiveness. ReMail™ is a proven model that combines data-driven insights, strategic adjustments, and personalized consultation. Elevate your nonprofit’s impact with ReMail™ and watch your engagement rates soar.

Easing Concerns over Ai with Nonprofits

Artificial intelligence (Ai) has been a transformative technology across various industries, from healthcare to finance to education. Nonprofits, too, have begun to explore the potential of Ai to enhance their work and impact.

Stanford University conducted a survey recently where they found that 76% of respondents believe their organization would benefit from using MORE Ai.

However, the adoption of Ai in the nonprofit sector comes with concerns related to ethics, data privacy, bias, and accountability.

The Potential of Ai for Nonprofits

The Potential of Ai for Nonprofits

Ai can offer nonprofits numerous benefits, including the ability to analyze large data sets quickly, identify trends, and personalize campaigns for individuals and communities. Ai can help nonprofits become more efficient and effective in achieving their mission’s goals, whether it’s raising funds, connecting with constituents, or advancing advocacy efforts.

For example, Ai can analyze donation data to identify patterns and optimize fundraising campaigns while layering on historical data and real-time co-op data from other organizations to bolster data and grow your Donorverse.

Concerns Surrounding Ai Adoption in Nonprofits

  1. Ethics and Accountability
    Nonprofits must ensure that their use of Ai aligns with their values and mission. Ai algorithms can sometimes produce unintended consequences, such as making decisions that lack transparency. Nonprofits need to establish ethical guidelines and accountability measures for their Ai projects. Partnering with ethics-driven partners adds an extra layer of comfort to all donors. There is strength in numbers and building out an ethical tech partnership is a solid way to be clear that not only are you embracing technological advancements, but you’re doing it thoughtfully.
  2. Data Privacy and Security
    Ai relies heavily on data, which can include sensitive information about donors, clients, or the communities served. Nonprofits and the partners you join up with, must protect this data and comply with privacy regulations. HIPAA and SOC2 are both data and data-security focused frameworks that anyone working with data should be compliant with. And if you are, be transparent about the measures you’re taking to protect data (more on transparency in a minute).
  3. Transparency and Trust
    Building trust with stakeholders and donors is crucial for nonprofits. The Ai systems you are using and the tech partners you’re working with must be transparent, explainable, and understandable to ensure everyone can trust the outcomes and decisions made.

Addressing Concerns with the NEW Best Practices

Nonprofits can address these concerns and harness the power of Ai responsibly by following best practices:

  1. Develop Ethical Guidelines
    Nonprofits should establish clear ethical guidelines for Ai usage. This includes outlining how Ai will be used, who is responsible for oversight, and how potential biases will be addressed. This applies to any tech or marketing partner, too. Be sure you understand their positions on Ai use.
  2. Implement Robust Data Protection
    Nonprofits must protect data through secure storage, access controls, and encryption. Adhering to privacy laws and obtaining consent when collecting and using personal data is essential.
  3. Foster Transparency
    Ai systems should be explainable and understandable to stakeholders. Nonprofits should provide clear documentation and communication about how Ai is being used and the decisions it is making.


“This sector (nonprofits) has an incredibly important role in the AI conversation,” said Stanford Institute for Human-Centered AI Director of Research Programs Vanessa Parli.

Ai holds tremendous promise for nonprofits, enabling them to enhance their impact and reach. However, nonprofits must navigate ethical, privacy, and transparency concerns carefully. By implementing best practices and prioritizing transparency and accountability, nonprofits can leverage Ai responsibly and effectively.

As Ai continues to evolve, it is crucial for nonprofits to stay informed and engaged in ongoing conversations about ethical Ai practices. By doing so, they can ensure that their Ai initiatives align with their values and contribute positively to society.

3 Ways Ai and Donor Science™ Can Help Nonprofits Reach New Donors

Every nonprofit dreams of a donor base that’s both broad and deeply committed, where the words “potential donors” spark not just hope but action. In a world buzzing with causes vying for attention, standing out to those who might support you is no small feat. It’s about connecting the dots between need and generosity, weaving stories that resonate, and strategies that deliver.

The journey from potential interest to actual donation is paved with insight, empathy, and the right approach – aligning your mission with the values of those looking for meaningful ways to contribute their resources and doing it efficiently.

Here are 3 ways Ai and Donor Science™ can help your nonprofit reach new donors

Nonprofits are always on the lookout for new donors. But it’s not easy, is it? You’ve got to find people who care about your cause and have the means to support it. Then, you’ve got to build relationships with them, which takes time and effort. The good news? Ai and Donor Science™ can help.

1. Leveraging Ai-Powered Donor Prospecting

Leveraging Ai-Powered Donor Prospecting

Ai is a game-changer when it comes to identifying potential donors. It can analyze vast amounts of data to find people who fit your ideal donor profile. Donorly states that major donors typically give over 80% of a nonprofit’s total revenue, so finding them is crucial. Ai can help by screening for wealth indicators like real estate ownership and business affiliations. But it’s not just about wealth. Ai can also look at philanthropic indicators, like past charitable giving and involvement with other nonprofits. This is Donor Science™ and it helps you find donors who are both able and likely to give to your specific cause.

So how exactly does Ai and Donor Science™-powered donor prospecting work?

It starts by feeding the Ai a lot of data from a variety of sources, starting with your own donor  files  and also including VeraData’s internal databases, public sources, co-ops, and others. The Ai then uses Machine Learning algorithms to analyze this data and identify patterns. It learns what characteristics your best donors have in common and looks for other people who share those traits.

Benefits of Ai in Donor Identification

One of the benefits of using Ai for donor identification is that the technology can read, gather, analyze, process, and model unimaginable amounts of data. It can layer, clip, purge, and intertwine deeper personal metrics than the industry standards.

But the biggest perk, Ai can spot connections and patterns that not only humans might miss, but the standard way of donor identification might miss. Donor Science™ is not the norm, nor is it traditional. It can analyze a wider range of data points and find correlations that aren’t immediately obvious. Cultivating deep relationships with donors is key, and Ai and Donor Science™ can help you focus your efforts on the right prospects and expand your Donorverse.

Implementing Ai-Powered Prospecting Strategies

Ready to put Ai to work for your donor prospecting? Start by defining what your ideal major donor looks like at a higher, more personalized level. What wealth and philanthropic indicators matter most for your nonprofit? Then, make sure you have clean, complete data in your donor database. The better your data, the better the Ai can learn and predict. If you are unsure about your data, investing in an Ai-powered prospecting partner will get you to that next level.

2. Harnessing the Power of Social Media

Harnessing the Power of Social Media

Social media is a powerful tool for nonprofits looking to reach new donors. It allows you to connect with a wide audience and share your story in engaging ways.

The first step is to develop a strong presence on the social media platforms where your potential donors are active. This might include Facebook, Instagram, X, Pinterest, and LinkedIn. You don’t have to advertise on all of the platforms at once, you can create tests and experiment to see which platforms produce the most comments and clicks.

Be sure to post regularly and share a mix of content – stories about your impact, news about your programs, and calls to action for supporters. Remember that social media is a visual medium, so using visuals like photos and videos will grab attention and make an emotional connection.

Engaging with Potential Donors on Social Platforms

Social media is all about engagement and building relationships. When potential donors (or anyone) comment on your posts or share your content, be sure to respond and thank them.

You can also use social media to reach out to prospects actively. If someone likes or shares a lot of your posts, send them a direct message to start a conversation. Volunteers can be a great source of potential donors, so take notice of them in your social media outreach.

Leveraging Social Media for Targeted Fundraising Campaigns

Social media is also a valuable tool for targeted fundraising campaigns. You can use paid advertising features to get your campaign in front of a specific audience based on demographics, interests, behaviors, your donor list, or personal preferences. For example, if you’re running a campaign to fund a new program for children, you could target your ads to parents in your local area who have shown an interest in education and community causes. You can also use social media to rally your existing supporters and encourage them to share your campaign with their networks. Peer-to-peer fundraising, where supporters create their own fundraising pages and share them on social media, can be especially effective.

3. Utilizing Direct Mail for a Fundraising Boost

Utilizing Direct Mail for a Fundraising Boost

In the digital age, direct mail marketing emerges as a powerful beacon for nonprofits aiming to reach new donors. This tangible form of communication holds a personal advantage. The physical act of receiving and handling a piece of mail creates a memorable interaction.

Telling Your Story Through Mail

For nonprofits seeking to make an impactful first impression, direct mail provides an opportunity to tell their story in a personal and persuasive way. By weaving compelling narratives with striking visuals on high-quality paper, organizations can engage potential donors’ senses and emotions more intensely.

Getting into the Right Mailbox

Furthermore, when you involve Donor Science™ in your direct mail planning, you’re supercharging your efforts with precise targeting based on personal characteristics such as age, income levels, interests, package preference, frequency preference, and previous charitable behaviors—a level of customization difficult to achieve. This personalization and Donor Science™ approach ensures that nonprofit messages land in the hands of individuals most likely to be moved by your cause and financially capable of contributing support. When combined with insightful data analysis and segmentation strategies, direct mail campaigns can significantly boost response rates among new donor segments who value privacy but still wish to contribute meaningfully towards causes they care about.

Omnichannel Bliss

Integrating direct mail into broader omnichannel fundraising efforts amplifies its effectiveness. By reinforcing key messages across different platforms—connecting stories from letters received in post boxes with dynamic content shared via email, Google, or social networks—nonprofits create cohesive brand experiences that resonate strongly with audiences old and new alike.

Additionally, your philanthropy campaign is empowered by tracking engagement across channels which helps fine-tune messaging even further based on recipient feedback loops inherent within each channel’s performance metrics. As such innovations continue bridging gaps between offline initiatives and online ecosystems so is the connection of relationships over time, ultimately converting one-time givers into loyal supporters.


So there we have it—navigating the maze to connect with potential donors isn’t just about casting a wide net; it’s about casting the right one. With strategic thinking, genuine storytelling, and wise technology leveraging, nonprofits can create lasting bonds with individuals ready to support their cause.

This path requires patience but remember every interaction counts in building relationships grounded in mutual respect and shared goals. Your next major supporter could be just around the corner if you know where (and how) to look!

The Human Factor: Audience Targeting and Segmentation in Nonprofit Direct Mail

Nonprofit organizations rely heavily on direct mail campaigns to reach potential donors and raise funds for their cause. However, with limited resources and a crowded market, standing out and connecting with the right audience can be challenging. This is where audience targeting and segmentation come into play. By understanding your target audience and segmenting them personally, you can create a more effective and custom-made direct mail campaign that resonates with your audience (and drives results!).

We will explore the role that audience targeting and segmentation play in a nonprofit direct mail campaign and how it can help you reach your fundraising goals.

Who is the Target Audience of a Nonprofit Direct Mail Campaign?

Before jumping into the importance of audience targeting and segmentation, it is crucial to understand who the target audience of a nonprofit direct mail campaign is. A nonprofit direct mail campaign’s target audience is people, actual human beings interested in supporting a specific cause or organization. These individuals may have a personal connection to the cause or have a general interest in supporting charitable organizations. They are also likely to have disposable income and be willing to donate to a cause they believe in.

Understanding Your Humans

To effectively target your audience, you must first understand who they are. This involves researching and gathering data on your current and potential donors. You can also use data from previous direct mail campaigns to gain insights into your target audience’s demographics, interests, and giving habits. Layer on Donor Science to pull in data from other sources, and you will have a cornucopia of fresh, personal data and metrics to enhance your campaign.

Some key factors to consider when defining your target audience include age, gender, net worth/income-producing assets/home value (more than income because most are over 68 years old), education level, and geographic location. You should also consider their interests, values, and motivations for supporting your cause. By understanding your target audience at this detailed, personal level, you can tailor your messaging and design to resonate with them and increase the chances of a successful direct mail campaign.

The Role of Audience Targeting in a Nonprofit Direct Mail Campaign

Audience targeting is the process of identifying and reaching out to a specific group of individuals who are most likely to respond positively to your message. By targeting the right audience, you can increase the effectiveness of your campaign and maximize your return on investment.

Personalization and Relevance

One of the main benefits of audience targeting is the ability to personalize your messaging and make it more relevant to your audience. With Ai and Machine Learning, you can better understand your target audience’s interests and motivations, and your list can be more powerfully segmented. This will allow you to create a direct mail piece that speaks directly to them and resonates with their values. This personalization can make your campaign stand out and increase the chances of a positive response.


Targeting a specific audience also saves you on costs by only sending direct mail to individuals who are most likely to respond. This can help you avoid wasting resources on individuals who are not interested in your cause or organization. By targeting your audience, you can also tailor your messaging and design to be more effective, reducing the need for multiple mailings and saving on printing and postage costs. By participating in co-ops, which are typically cost-effective, you can increase your target audience size and take full advantage of existing donor and behavior data to act on without overmailing or overspending.

How to Implement Audience Targeting and Segmentation in Your Nonprofit Direct Mail Campaign

To implement audience targeting and segmentation in your nonprofit direct mail campaign, follow these steps:

  1. Gather the Data You Already Have
    Collect data on your current donors to gain insights into their personal characteristics and behaviors. Go beyond the traditional demographic details (age, household income, location, and education level) and get personal.
  2. Partner with a Donor Data Company to Grow Your Audience
    Take advantage of companies like VeraData, which uses state-of-the-art tech and a variety of data sources to enhance and grow your potential donor reach. With clean donor data provided by HIPAA and SOC2-compliant companies like VeraData, you can expand beyond your existing relationships and boost your mission’s awareness and fundraising.
  3. Define Your Target Audience
    Start by defining your target audience based on their demographics, interests, and motivations for supporting your cause.
  4. Segment Your Audience
    Segment your audience based on specific characteristics or behaviors, such as age, income level, or level of involvement with your organization.
  5. Tailor Your Messaging and Design
    Create personalized messaging and design for each audience segment, making it relevant to their interests and motivations.
  6. Test and Refine
    Test your direct mail pieces with each audience segment and refine your messaging and design based on the results.


Audience targeting and segmentation play crucial roles in the success of a nonprofit direct mail campaign. By understanding your target audience and segmenting them accordingly, you can create more personalized and relevant messaging that resonates with them and drives results. Implementing these strategies in your direct mail campaign can increase response rates, save on costs, and achieve your fundraising goals.