Mar 18, 2021
Trustraising Minute : Stop Obsessing Over Data!
Josh Bloomfield is here to tell you that your analytics data and donor data aren’t king. Neither tell you why your supporters do what they do or why they choose your organization.
Knowing why will allow you to hone your messaging, attracting even more like-minded world changers. Follow along to learn how!
Stop Obsessing Over Your User Behavior Data
There’s such an obsession with data when it comes to fundraising—and hey, I know it comes from a healthy place. If you’re going to fundraise well, you need to build a meaningful relationship with your supporters which means getting to know them.
But, more powerful than understanding who your supporters are or what they do is understanding why!
Why are they your supporters?
Why your organization?
Why your cause?
Why do they behave the way they do?
Start Obsessing Over Why Instead
Understanding why will allow you to hone your messaging and your digital experiences to attract even more like-minded world changers. Analyzing user data from your digital experiences doesn’t tell you why people click on certain buttons or scroll to certain text on your screen. Data only tells you that it’s happening.
If you can understand why your donors behave the way they do—now that’s powerful.
For example, the reason your donors need to see that lock icon is that it gives them confidence—because generally speaking, even tech-savvy donors know the internet can be a scary place—and their brain is always looking for subconscious reassurances that tactfully speak to the safety of your site.
“But Josh, my donors are unique!” Sure, but many of the common behaviors of your supporters are just plain ol’ user psychology. There’s a ton we know about why most users behave the way they do, especially when it comes to commerce and online payments.
Move Beyond User Behavior
Do you know why your donors love your cause? Or why they chose your organization in particular?
Getting to those answers will allow you to hone your messaging, attracting even more like-minded world changers. I challenge you to pursue the answer to why! Knowing why will give you a foundation of understanding you can continue to build on as you build your community of world changers and pursue an even bigger impact!
You Got This
I hope you’re energized and encouraged. Be yourself and go change the world!
I do these Trustraising minutes to help you build meaningful fundraising relationships in a digital world, even at scale! Reach out to me if you think I might be able to help you further or share this video if you think it might encourage someone.