Every group I talk to tells me, “I need to grow my donors and advocates through my digital program.” That’s almost always followed by:
“I just can’t cost effectively find people who look like my active people.”
The good news is you can find these new people through look-a-like targeting.
For those new to “look-a-like” targeting, the concept is pretty straightforward. You identify a group of people you already have in your database. Then you take that list of your people and provide it to a company that has lots and lots of data about lots and lots of people. That company uses their Big Data to figure out the defining characteristics of the people you have. Then, using the data profile they create, they’ll then identify people who "look like" that data profile and give you a custom audience to target.
At Causemo, we’ve built the ability to perform look-a-like modeling using third party partner’s data sets into our platform. As a result, we’ve got to have the best data partners we can find and provide that service as cost-effectively as we can for our customers.
As you would expect, that means we’re constantly scouring the commercial and nonprofit world for data providers who deliver high performing results for our customers' journeys.
What we’ve identified are four classes of data providers.
Each category and provider deliver varying degrees of predictability for conversion performance. In our testing, we’re seeing the best performance comes from using a combination from each category.
How do you cost-effectively combine multiple data sources like these to create quality look-a-like segments?
For Causemo, it starts with having great data partners with reduced rate fees for our customers. We’ve used hooks to these partners to create an automated process that amplifies our customers' journey performance by taking high performing donors and supporter lists and:
For organizations who want to grow through their digital channels look-a-like audience targeting is a “must use” approach. The good news is that Big Data solutions for finding and refining look-a-like audiences is one of the most innovative and fastest growing areas of cloud services. This is an area we at Causemo know is core to our success and something we keep on top of as the evolution occurs.
If you want to keep on top of this ever changing landscape, just sign up for our Causemo U email list where we send regular rundowns on what’s happening in the nonprofit technology space. Or, give us a call to talk about what’s working for our customers and what you can learn from it.
Learn more about how to reactivate your best supporters, "A More Effective Way to Reactivate Lapsed Donors."