Setting Up Geo-Targeting For Local Fundraising In CRM: A Step-by-Step Guide

As a nonprofit organization, fundraising is a crucial aspect of your operations. One effective way to boost fundraising efforts is by leveraging geo-targeting in your Customer Relationship Management (CRM) system. Geo-targeting allows you to target specific geographic regions, tailoring your outreach efforts to local supporters and increasing the likelihood of successful fundraising campaigns. In this article, we’ll walk you through the process of setting up geo-targeting for local fundraising in your CRM.

What is Geo-Targeting?

Geo-targeting, also known as geotargeting, is a marketing technique that involves targeting specific geographic regions, such as cities, states, or zip codes, with tailored messages and offers. This approach enables organizations to reach supporters in their local area, increasing the relevance and effectiveness of their outreach efforts.

Benefits of Geo-Targeting for Local Fundraising

1. Increased relevance: By targeting supporters in their local area, you can tailor your messaging and offers to their specific needs and interests.
2. Improved engagement: Geo-targeting enables you to reach supporters who are more likely to engage with your organization, as they are familiar with your local work.
3. Better conversion rates: By targeting supporters in their local area, you can increase the likelihood of converting them into donors or volunteers.
4. Enhanced donor relationships: Geo-targeting allows you to build stronger relationships with local supporters, fostering a sense of community and loyalty.

Setting Up Geo-Targeting in Your CRM

To set up geo-targeting in your CRM, follow these steps:

1. Collect geographic data: Ensure that your CRM system has accurate and up-to-date geographic data on your supporters, including their city, state, zip code, or latitude and longitude coordinates.
2. Create a geo-targeting strategy: Define your geo-targeting goals, such as targeting specific cities or states, and identify the types of supporters you want to reach (e.g., donors, volunteers, or event attendees).
3. Configure your CRM: Work with your CRM administrator to configure the system to enable geo-targeting. This may involve setting up custom fields, creating segments or groups, or integrating with external geographic data sources.
4. Create targeted campaigns: Develop targeted campaigns tailored to specific geographic regions, using language and imagery that resonates with local supporters.

Step-by-Step Guide to Configuring Geo-Targeting in Popular CRMs

Salesforce

1. Create a custom field: Go to Setup > Object Manager > Contact > Fields > New Field, and create a custom field for the supporter’ city, state, or zip code.
2. Create a segment: Go to Marketing > Segments > New Segment, and create a segment based on the custom field (e.g., "Supporters in New York City").
3. Configure geo-targeting: Go to Marketing > Campaigns > New Campaign, and select the segment you created in step 2.

HubSpot

1. Create a custom property: Go to Settings > Properties > Contact > New Property, and create a custom property for the supporter’ city, state, or zip code.
2. Create a list: Go to Contacts > Lists > New List, and create a list based on the custom property (e.g., "Supporters in Chicago").
3. Configure geo-targeting: Go to Marketing > Campaigns > New Campaign, and select the list you created in step 2.

Blackbaud

1. Create a custom field: Go to Configuration > Custom Fields > New Field, and create a custom field for the supporter’ city, state, or zip code.
2. Create a query: Go to Reports > Queries > New Query, and create a query based on the custom field (e.g., "Supporters in Los Angeles").
3. Configure geo-targeting: Go to Marketing > Campaigns > New Campaign, and select the query you created in step 2.

FAQs

Q: What are the best practices for collecting geographic data?
A: Ensure that your donation forms, event registration forms, and other supporter engagement channels include fields for geographic data. You can also use IP address or zip code lookups to collect this data.

Q: How do I determine the best geographic regions to target?
A: Analyze your organization’s historical data, including donation patterns, event attendance, and volunteer engagement. You can also use online tools, such as Google Trends or social media insights, to identify areas of high interest.

Q: Can I use geo-targeting for email campaigns?
A: Yes, most email marketing platforms, including Mailchimp and Constant Contact, allow you to geo-target your email campaigns using geographic data.

Conclusion

Geo-targeting is a powerful technique for local fundraising, enabling you to tailor your outreach efforts to specific geographic regions and increase engagement with local supporters. By following the steps outlined in this article, you can set up geo-targeting in your CRM and start targeting supporters in their local area. Remember to regularly review and refine your geo-targeting strategy to ensure optimal results.

Additional Resources

• Nonprofit geo-targeting guide: Download our comprehensive guide to geo-targeting for nonprofits, featuring case studies, best practices, and expert insights.
• CRM geo-targeting tutorials: Access our library of CRM-specific tutorials and webinars to help you get started with geo-targeting.

By implementing geo-targeting in your CRM, you’ll be well on your way to boosting local fundraising efforts and building stronger relationships with supporters in your community.

Closure

Thus, we hope this article has provided valuable insights into Setting Up Geo-Targeting for Local Fundraising in CRM: A Step-by-Step Guide. We hope you find this article informative and beneficial. See you in our next article!