Lapsed, Not Lost: A Donor Retention Framework for Winning Donors Back 

So for those of you who are not familiar with windfall, number one, thank you for joining us today. And we're gonna be talking a bit about windfall in a couple more slides here just to provide you all with a background on us and on our unique, data, assets, but we are, you know, a data driven company based in San Francisco. And our mission is really to help nonprofit organizations more effectively engage with their constituents and their donors through accurate data, best in class privacy modeling, and other AI driven solutions. So we got our start focused specifically on identifying and understanding affluent households in the US. And today, our proprietary database contains over twenty million affluent households, over a hundred trillion dollars in total wealth, and over a hundred million households sort of wide. So we have a very deep and proprietary dataset that we're going to talk a little bit more about today, especially as it relates to thinking about lapsed donors, winning folks back, looking for signals, segmenting folks, and everything in between. But before we get too far into things, wanted to introduce ourselves. So my name is Marissa Mabie. I'm the director of nonprofit customer success at Windfall, and I have spent my entire career working at and with nonprofit organizations helping them leverage their data. And, Jamison, would you like to introduce yourself? Yes. Thank you, Marissa. My name is Jamison McKay, and I'm an enterprise account executive here at Windfall on our, nonprofit new business team. I've been working, in the tech and data space for, nearly ten years, and looking forward to sharing a little bit more today about, Windfall and and how we think about lapsed donors. Awesome. So you can see our emails here as well. If you'd like to continue any conversation sort of after the webinar, we welcome you, doing so. So in terms of what we're going to explore today, we're gonna be talking, like I said, very briefly, about windfall, about, our data asset, and then really shifting gears and talking about the importance of donor retention. And you may sort of define retention, and you may define when people lapse or deviate from behaviors differently. So we're talk about some frameworks for doing that inside your organization, and then how we can start to leverage that as well as data points and data driven workflows for segmentation and outreach to really start to reactivate and start to prioritize some of these lapsed donors. We'll also talk about a multichannel approach and why that's so important now more than ever. And then we'll turn our attention to the Winfile application to give you a demonstration of all of this sort of coming together really quickly to create segments that we may want to reactivate and try to win back. We'll leave time at the end for q and a. And if you have questions as we go as well, please feel free to use the q and a tray in the bottom of the Zoom application here to ask us questions. If we can get to them as we go, we will try to. Otherwise, again, we'll get to them at the end. So said in another way, you know, what we're going to cover today is Windfall's high level product offerings and then donor retention, you know, important, some trends around that, around today's fundraising landscape, and the value of really leveraging not just your first party data, you know, who people are when they have give, how much they have given, but, you know, third party wealth and other pieces of data alongside your first party data for segmentation. We're also gonna share specific examples of how nonprofits can leverage wealth data in their segmentation and outreach. What we are not going to have time to get to includes very detailed information about our dataset, how we approach wealth. We have, other webinars that delve into that as well. So if you're interested there, I encourage you to explore our webinar calendar and see what else is coming up. We're also not going to get too into the data science behind modeling or our approach to your specific organization. Again, that's a discussion we'd be happy to have with you after the fact here as well as how our data could potentially impact your database or Winfile's pricing model. Again, great follow-up conversations we can have after the fact, but we really wanna make sure that we are able to focus today's conversation on, lapsed donors and putting together strategies and workflows to win folks back. So before we get too far into things, we'd like to ask a couple questions of the audience just to see where everyone is at and to make sure that we can really tailor the content, towards, you know, what you're looking for. So we're gonna kick things off with a poll here, and we are looking for you to answer the question, hey. Why did you join this webinar? So what were you looking for today? So you should see the poll pop up here. This is a single choice poll. So just pick the answer that most corresponds to, you know, what drew you to the discussion today. We've already got some great answers streaming in. We'll give folks another few, seconds here, and then we'll, report back on what we're seeing. Alright. So we've got a, mix of things. It looks about, like, just about under, half of folks are most interested in sharpening outreach strategy for reactivation campaigns. That makes sense. And then we've got some other folks that are looking for ideas on prioritizing which labstoners might be worth winning back, right, out of, you know, maybe the hundreds, thousands, hundreds of thousands of labstoners you may have depending on your database size. And then a mix of other folks looking to prove out the ROI of reengagement efforts and build repeatable processes and workflows for identifying live bonds and sigh bonds. So good news. We're gonna cover all of that on the discussion today, and let's actually start to dive in. So I mentioned we're gonna talk about, windfall briefly here. So we are going to, again, really quickly for those that, you know, may not be current customers, talk through some of the kind of overview of, you know, who we are and, the data that we are able to provide back to our customers and how they are able to leverage that data. So at Windfall, our vision is pretty simple. We wanna change the way that organizations understand and engage their donors. And I mentioned before that, you know, we are at our heart a data company. And since our founding ten years ago, we've been hyper focused on providing that quality data to our customers. And we started out with a hyper focus on identifying affluent US households. So that's where we think about something like household, net worth at the precise level, so assets minus liabilities. And we define affluent as any household that has that sort of net worth or that balance sheet that is worth a million or more. And, you know, we know it's important because, you know, things like mortgages and other, types of debt can start to obscure the picture when you really think about, well, you know, how much is a household worth or what sort of philanthropic contribution can they potentially make to our organization. So, you know, that's why we have precise calculations that net out those liabilities. And we also don't provide a range when we're talking about net worth. So we're not gonna give you back something that says, hey. This household is worth from one to five million or, you know, fifteen million plus, question mark. We actually provide back a precise value down to the hundred thousand dollar figure. So you can really easily stack rank your database, start to understand who has the most transformational potential, and take action based on that. So, you know, I mentioned a bit about what we're able to do just with that single data point that we provide back on the net worth front. So that's the first place where a lot of our customers really start to make this data actionable. So, again, utilizing it to stack rank everyone in the CRM and really start to understand, not based on past giving, but based on potential, based on net worth, who might make sense to be a prioritized prospect, who do you want to, you know, call first and make sure that you have on your radar. The next piece here is starting to pair this data with some of our their first party data. So things like past donor behavior. Right? We can start to find existing donors, loyal donors, you know, folks who maybe we thought were giving us good sized gifts, you know, five thousand dollars a year, something like that. But we may see when we compare their net worth to their past giving that there's still quite a delta between what they may be able to do and what they're currently doing. Right? That's what we think about when we talk about looking for hidden gems. It can sometimes be easier than finding brand new donors. Right? It's finding folks that are already engaged in our database. It's just changing the conversation and changing some of our tactics with them to hopefully get them to give more commensurately with their, you know, overall net worth picture. And the last place where our customers really are able to utilize all of this data comes on the engagement front, And that's where we really expand outward from that one net worth data point that we got our start providing back to our customers to now upwards of other fifty five other data points that we return back. Pieces of information that we call triggers that have to do with current, you know, recent events a household might have experienced around wealth creation or destruction, understanding is the household affiliated with something like a donor advised fund, and even firmographic and career information. So, you know, is someone working in a c suite level, or are they at a certain type of organization or in a certain type of industry? And all of these triggers of information can be layered together to create really refined segments folks that you may want to prioritize and reach out to and also to create really custom messaging that's going to, you know, resonate with their interests or with sort of where they are at. So Windfall's platform really does get its start with wealth screening, and that's where we whether you have a CRM that we're integrated with or, you know, you share, you know, CSVs with us, we're able to screen all of the constituents in your database and deterministically match them to the windfall people graph. And for any match that we make, we then are able to provide back net worth and all of these other dimensions of very powerful constituent information. So we have wealth screening as well as wealth screening premier, which includes, DAF affiliation, crypto interest, and some of that career data I also mentioned. A lot of our customers were built on this by also engaging our data science team to develop bespoke propensity models. So these, again, leverage a lot of this great quality underlying data, but also our strong data science, rigor and help us develop models that aren't just going to tell you who's affluent or aren't just going to tell you who's most likely to broadly be philanthropic or make major gifts. But they're very bespoke to your organization that can tell you who's likely to make major gifts along the way that you define it, at the level you define it, to your organization in a set amount of time. Lastly, for organizations that may have multiple databases, whether we're thinking member and ticketing databases or health care databases where we may have, EMRs and, you know, different CRMs, we also can provide Datalink, which helps create linkages and dedupe across different datasets, dedupe across different sites, and help you understand from a three hundred and sixty degree view how is a specific constituent interacting with your organization no matter where they are sort of, coming into your data silos or systems. One thing we also love to point out is pricing for Windfall subscriptions, is not based on the number of records or credits that you screen with us. We provide unlimited syncs for all of your products for, you know, one database of record. That's really important because a lot of the time, especially as we're gonna talk about today, we may not know what we don't know. Right? And so we may not know who's affluent. We may not know that we want to, you know, screen them. They may not have made a, you know, substantial gift in the past. And if we don't screen them and we don't find out that rich information about them, then we're missing out. Right? We're selling ourselves short. We're selling them short. So, again, unlimited syncs for all products. Gonna talk a minute here before we get into the data and trends around lapsed, donors and buyer retention matters. And gonna sort of throw this out and say, you know, the reality, even though we're all here talking about data today, is that a lot of organizations are not data driven or not as data driven as they could be. So we've seen it all. We've seen organizations manage donor and prospect information across different spreadsheets, across different CRMs, you know, across things that, like, maybe one person on staff really understands and everyone else, just kind of has to trust. Right? And this can be very hard to manage, and it can cause a lot of inefficiencies in your operations. But being able to actually start to unite this information can be challenging. Right? The volume of records, the different data sources, we we get it. And, you know, even when folks are able to identify or unify disparate systems, folks can sometimes miss out on key insights that can help create strategies that are going to be effective for their organization. So, you know, did they open that last email? Are we collecting that data on that? Do we have it stored somewhere? Can we quickly get to it? Sometimes we don't know. So a lot of the time, decisions can end up being made on gut feel, historical anecdote anecdotes, or, you know, what people have done in the past, right, how donors have behaved in the past. Oh my gosh. You gave us a hundred dollars last year. That's what we're gonna ask you for again this year. And when we behave like that, when we're not taking the full picture of data into account, we can miss that on key insights, but also key opportunities for a lot of these donors. Another piece that complicates where we're at is it's harder than ever to reach the right individuals. This ties into the multichannel approach that we're gonna talk about a little further on here. So constituent insights are shifting quickly. Our data is changing incredibly fast, and wealth, even in the US, is, very dynamic more so than it may have been previously. So, you know, how folks have approached philanthropic giving, how things like, you know, the new tax law that went into effect at the beginning of twenty twenty six impacts philanthropic giving. You know, these are all pieces that are in play right now. Second, and we recognize this. You know, nonprofit nonprofits are working with limited resources, and you're always, you know, wanting to be good stewards and ensure that you're maximizing the resources you have. Right? Maximizing time, doing things that are actually gonna have ROI and are gonna make an impact and aren't just busy work. And finally, we understand that, you know, in trying to reach donors, you're up against a lot of other competition. Right? Other organizations trying to maybe reach the same donors, you know, other emails, the hundreds of emails everyone gets in their inbox every single day. And so how do you find the right channel and the right time to connect to your constituents with the right message? So we talked about first party information. This is basically what you have available within your systems or within your CRM. Right? And it's important, but it can only tell, lot of the time, a fraction of the story. So we like to illustrate this by saying, let's pretend we only have some first party data in front of us, and we're trying to prioritize these past donors. And we've got these five donors that we can see here. And without third party data, you know, we're probably gonna pay attention to someone's past giving, right, or how they've given to us in the past. Right? That's all we have to go on in terms of who we may wanna prioritize, who may be more valuable to our organization than others. So if we use this information, we're probably gonna, you know, prioritize Linda here. But, you know, we may actually be missing out on folks that may have very, you know, significant net worths that just aren't in line with what they've given us in the past, but may represent, you know, potential principal major donors to our organization. But if we have all of these third party blind spots, you know, we're not gonna know that. And so we may prioritize in a way that, you know, may cause us to miss those folks because we're only basing this on our first party information. So being able to tap in to reliable third party information that can help us understand who's qualified from within our database, not just based on how these donors have raised their hand and sort of self selected by giving to us in the past or expressing interest, but by some of these other dimensions of information, like net worth, like their propensity to give to us, can really help us save time and start to stack rank and prioritize our database. And so we're gonna talk about doing this in the guise of lapsed donors as we talk now. So maybe not our entire CRM, but the same principle applies. Right? We know we have probably more folks that we can reach out to one on one that we can deep dive in research that we can really prioritize, and we wanna understand who might have the most potential or the most impact for us if we were able to win them back. So this data is incredibly powerful. It's gonna help us make smart decisions and create workflows, and having the right partner for this data and for these insights really makes the difference. You wanna make sure that you have timely, accurate data that can help you achieve your organization's goals. On the timely front, just wanna say, Windfall rebuilds and recalculates our dataset on a weekly basis, which, seems like something that's a little bit crazy the first time you, say it. But when you think about how quickly wealth creation and destruction events are happening in the real world and there's hundred, you know, million households that our dataset covers, how quickly things can change, stock transactions, you know, household purchases, things like that, you know, it really does make sense that we do need to rebuild this data on a weekly basis. So what we're giving to our customers can always be as up to date and as reflective of the real world as possible. So now getting into the retention aspect more here. Gonna ask one more question of you all. According to your organization, how long after a donor's last gift do you consider them lapsed? So gonna pull up our options here. And I might have to share and stop share our last poll. Let's try to get that one up. Jameson, are you able to launch this one for me if you're still there? It's keeping me only on poll one. There we go. Ah, lovely. Thank you for the assist. Alright. We've got some answers streaming in. Thank you for your patience. And we've got some folks from organizations with different definitions of lapse. So already seeing some, nuance here in how you all approach this. It'll give folks a couple more seconds. Okay. Interesting. So about half the folks say, hey. Twelve months. If we don't see them come back, we're gonna consider them lapsed. But we do actually then have, everyone else kind of falling into these different definitions. So some folks saying we give them up to twenty four months, then we'll consider them lapsed. Some saying we'll go a year and a half, and some saying even, you know, six months. If we don't, you know, see any more engagement from them, gonna call them lapsed. So we've got a lot of different definitions, which, again, is great. It helps us as we start to craft the conversation here and talk about what you can really quickly start to slice and dice by when we get into the windfall application. I know you all care about donor retention or you wouldn't be here on this webinar, but to kind of underscore some of the pieces here. You know, donor retention is obviously vital for all nonprofits. We've all heard, you know, the cost to acquire, you know, net new donor is, you know, far beyond what it costs to retain a donor. You know, some of the latest stats we have here are a dollar fifty to acquire versus twenty cents to retain. So, obviously, it is lower cost to keep someone in the pipeline and keep them engaged than it is to go find someone brand new to sort of fill the top of your funnel. We also know that donor retention is a key pillar for an organization's financial sustainability. Right? And so donors that you can rely on to give each year can really lead to a sort of healthy bottom line, more predictable funding stream, allow you to kind of forecast and plan out. And so donor retention is obviously important for that front as well. And, again, just being able to build long term relationships to be able to, you know, steward donors throughout their journey, grow them from maybe being a annual fund donor into leadership, maybe even into major and plan giving is, you know, the luxury that you get when you're able to have these multiyear conversations and relationships with donors because they are sticking around. So some insights on charitable giving and how this sort of aligns with lapsed donors. You know, this comes from, you know, data that shows us on the overall percent of affluent households, how many at least give something charitably over the past ten years. And what we've seen is that affluent households, so, again, those worth, you know, million or more, have actually seen a ten percent decline in the, you know, percentage of them that are giving philanthropically over the last decade. So that can definitely look alarming when we're looking at, like, raw participation here. But we also like to pair this stat with what we see on the next chart, which actually, you know, comes from looking at consumer wealth. And that's looking at the percentage of all wealth that is held by affluent US households. And that, again, this is only over the past, like, year and a half, two years, has ticked up ticked up even since COVID. And so what we see is that wealth is becoming more and more concentrated within these affluent households. So when you start to pair the last slide with this slide, right, we can start to see that, you know, if we do potentially lose one of these affluent households, right, they become a lapsed donor. The impact of them potentially, you know, leaving and not giving again can definitely be outsized. Right? It's not just one single lapsed donor. It could be, you know, a major donor that is now lapsed. It could be someone who has an increasing share of US wealth sort of held in their household. And so this makes it really important as we're looking back through our full file, looking at who might be lapsed and who, you know, might be and things to layer in additional pieces of information. Right? Because not everyone is created equal, and we wanna be able to prioritize and really key in to some of these, you know, most affluent or most impactful potential lapsed donors to see, you know, who we should be working on to win back, who we can create early indicators for, and things like that. So I'm gonna hand the reins over to Jamison, and he's gonna start talking through the strategy here. Awesome. Thank you, Marissa. Just gonna share my screen. So we start off with this slide around, you know, defining what lapsed donors mean to your organization, and thank you for contributing your responses to the poll. But regardless of how we define that kind of lapsed donor, we wanna think about where we can reengage them. And so we have three ways at Windfall where we wanna look at previous donors to create that definition in an ideal world. So length of time since last donation. Is someone a libunt, someone who gave last year but unfortunately not yet this year, or is someone truly lapsed? How many years can someone be considered a lapsed donor for? We see a lot of organizations that we work with set a time frame between three to five years since last donation for a lapsed donor, but it's really important to establish, you know, your individual cutoff time. We also wanna take into account last donation amount. Here's where we start making lists within lists. So what is a leadership gift, for example? How do we define a major gift at our organization? We wanna be able to at least bifurcate your list between those who will be asked for a lower level and a leadership or major gift. But maybe your team needs more specific donation segmentation, to understand the different kinds of donors, that we wanna think about when we're reengaging those lapsed donors. Lastly, we also wanna think about wealth, specifically in this case, Windfall's net worth figures. Factoring in wealth, into your lapsed donor lists can help you understand how to engage with them. You don't wanna be under asking someone who has a high net worth, and you don't wanna treat those that have a very high net worth as the same as somebody who is being asked for twenty five dollars because that could hurt your overall fundraising efforts and pipeline development. You might need to review who your top donors are to understand their net worth range, to give you a clearer understanding of how to engage with these lapsed high net worth individuals. When we refer back to those giving trends around wealth, that Marissa just shared, it kind of emphasizes the importance of reengaging your most affluent donors, because those are gonna be the folks who are, supporting the organization long term. Now this is just one example of a way to visualize your lapsed donors. So we're using some continuums of time here since last donation and amount of donation to create four key groups. Active donors of both small amounts and major gifts and lapsed donors of both amounts. Now using Windfall triggers, you can build specific segments within each quadrant using, for example, the national taxonomy codes that Windfall sends related to outside philanthropy can help you generate specific messaging to meet donors where their philanthropic interests already lie. Using liquidity triggers, like money in motion trigger, for example, you can target those who may wish to give non cash donations such as stock. We also wanna understand, how you're engaging with those lapsed donors and ask two questions. How do LiveMuns fit into this? Are they lapsed, or are they active, or are they somewhere in between? Do you have a stewardship plan for when these donors convert? If you don't have one yet, you should start crafting it because you're gonna want to get these donors, converted and then start to steward them so that they have a stronger connection and a longer term retention. Again, the goal is to make sure everyone is giving consistently and in line, with their actual giving to move from reactive to proactive fundraising, it's important to stop viewing the lapsed category as a single monolithic group that we only worry about in December. By regularly sizing your segments throughout the year, you can intervene much earlier in the donor life cycle and prevent attrition before it becomes permanent. You should start by gauging the size of your segment, someone who gave, some year, but unfortunately not yet this year, By identifying lapsed donors who still show a recent engagement with your organization, you can prioritize your win back efforts in the spring or summer rather than waiting until the end of year craziness to try to intervene. This is equally critical for your libunt segment, those who gave last year but not yet this year. Frequent analysis of this group allows you to uncover high value or recurring donors who suddenly have deviated from their usual pattern of giving, which gives you the chance to reach out immediately, proactively with a personalized touch point while that relationship is still fresh. We also need to quantify the importance of specific annual donor inflection points, like giving days, like Giving Tuesday, for example, so we can prepare to steward constituents well in advance of those critical dates and make target asks that we can even solicit an increased gift amount on those giving days if they have a proven affinity. Ultimately, using data to size these segments year round doesn't just refine our outreach timing. It helps us tailor our ask amounts based on things like donor wealth and donor propensity. Understanding these populations early can help us move away from general solicitations and more towards targeted data driven strategies that keep donors connected to the mission all year long. So now I'm gonna go ahead and launch our last poll for today, which is around how do we determine the appropriate outreach to lapsed donors? And so now the poll should be available. Folks could take one moment to participate and let us know, you know, how you determine that appropriate outreach. That would be super helpful. We'll just give it another minute or two here. We really appreciate the participation to get a sense of where folks are at and how, different organizations are thinking about, these kinds of, considerations. Alright. We'll give it one more second, and we'll go ahead and share the results here. So it looks like we have a good mix. A lot of folks actually just said all of the above. We also said that's, you know, in some cases, time since last gift and time since last gift and gift amount are important to think about in conjunction. So really across the board here, a lot of different ways of thinking about this, and so excited to share a couple more, ways that we can support, that lapsed donor reengagement strategy. So I'm gonna go ahead and, jump into this next section on, creating data driven workflows for that segmentation that we're talking about. Part of this will also include a brief demo of the Windfall application. So adding dimension to your, donor lists and prospect lists is easy when you're using, reliable screening results. Your list needs specific information to make the most out of lapsed donor segmentation. From your own system, you're gonna need to include things like last donation date, last donation amount. Remember, if you're sending CSVs to Windfall, you can include any of these fields. Or if you have your CRM integrated with Windfall, you can easily pull these donation date and amount fields into a report alongside the screening results. Additionally, if you have defined current donor types, then segmenting based on those types should be super easy. With regards to windfall data, these are a few key fields that we think you can utilize to make the best lapsed donor segments created for, specific outreach. For example, windfall net worth, national taxonomy codes, recency triggers for both career and wealth, changes, liquidity triggers, company industry, job level. Four ways windfall helps organizations thinking about their CyBuns and LiveBuns. So the first one is gonna be qualifying and assigning those lapsed donors based on their profiles. How do we make sure we're identifying those high potential leads and reviving dormant leads with high, giving potential? Second is gonna be data based segmentation. We wanna make sure we're tailoring messaging based on the attributes that we're capturing on those individuals for more targeted and personalized outreach. We also wanna identify where we, you know, can capture more of the wealth that these folks have and see, you know, what we can do to make sure that they're giving in line with their actual capacity. And then lastly, using philanthropic data as well as career insights can give us the ability for a much more rich and tailored story that's more likely to capture the attention of somebody who has lapsed or, we want to try to renew their their donation. So now, you know, this example showcases a workflow that your team might establish to proactively route those high priority prospects and, not only from your lap stoner population, but also from active and prospect populations. Starting off with a base level qualification around affluence. We hear from a lot of teams who wish they had stronger and more efficient prospect identification and assignment processes, rather than relying on infrequent and clunky portfolio review sessions. So setting up a workflow like this can help us sort of direct traffic to make sure folks are falling into the right campaigns. So if we're thinking about that affluent population, we're not, you know, wanting to drop those high capacity donors into a general nurture campaign. We wanna understand what's going on with them at the household level. Have they experienced a recent event that makes it, you know, something that we wanna tailor, to them? So if the answer is yes there, we wanna also understand, is this person assigned to a gift officer? And if they're not, maybe we wanna have a quick conversation about qualifying and assigning that individual prospect or lapsed donor to a gift officer or fundraiser. And if they are already assigned to somebody, what are we doing from a communication standpoint to get in touch and engage with that prospect. So this is just one example, but establishing these kinds of workflows, ensures that gift officers continually have their portfolios refreshed with strong prospects, including a high priority lapsed or, not renewed yet donors. This helps us avoid missing out on hidden gems as well as ensure we're continually engaging with our, most, high capacity folks, making sure that they're, you know, not lapsing or, you know, getting, one back if if they have lapsed. So on the next slide here, we'll take a look at a couple examples that could fall into this recent life events category. So when you use these triggers, you can create, outreach messages that help you engage with these donors when big things are happening in their life or you have, you know, a good story to share that might help solicit a gift. For example, you can implement wealth and employment data as a tool to further customize your messaging for better personalization and engagement with those lapsed donors. Here's an example of customizing messaging for constituents who've had recent liquidity triggers, to push for a gift, and maybe, you know, a meeting with a gift officer. Constituents with a recent job change have a specific message of congratulations and a more of a soft ask in, the button there. And then finally, engaging the lapsed donor with specific messaging around their personal philanthropic interest and connection to your organization that will hopefully, reignite, their, support for for your mission. Now when we think about these different kinds of messages that we're sending based off of different triggers that we might be capturing, we also wanna think about the, channels or avenues where we are, driving that communication, and an omnichannel approach is always the most effective. And so what does that mean? When we think about that multichannel approach, this is what's gonna help you plan for engaging your lapsed donors. We wanna help you communicate, create connection, and grow relationships with these donors, through a variety of targeting channels. So if we're targeting specific audiences with different strategies, we can think about all of our different avenues across things like email, meetings, phone calls, direct mail, events, and things of that nature. If you are using insights and wealth related, career related signals, you're increasing your ability to personalize that outreach and those connection points across all of these different channels. You can make sure you're telling the right story to the right donor by tracking, these kinds of trends as well as their engagement with your organization and their philanthropic areas of interest. You're also able to get your name, logo, and mission and and exciting stories in front of the people, who might resonate with this work across, you know, multiple destinations, which will improve brand recognition, and familiarity, with your actual nonprofit mission. In using all avenues to support retention, in this visualization, we're focusing on, for example, a spring solicitation, but this could be swapped out with a fall solicitation, or any other kind of, campaign. There's two main groups that we're looking at here, lapsed major donors and then lapsed standard donors. Within those two groups, we can actually create four segments that each have their own outreach methods and messaging, that include phone calls, handwritten notes, direct mail pieces, email marketing, and most likely social media, across these. When you can create specific segments based off of previous donation amounts or target gift amounts, then you can easily bucket these people, into each outreach method, which can increase your chances of success. And so we wanna jump really quickly into an application demo where we can highlight some of the ways that, Windfall's app supports this type of, workflow. Now these are workflows that you can establish within your CRM, but, for, you know, the purposes of this example, the Windfall application is a great place to see this type of segmentation in action. And so we're just gonna jump right into the discovery tab where we have all of our segments, including our ultra high net worth report as well as our CyBunt report. So let's start off with the CyBunt report to get a really, really wide lens on our entire population of individuals who have given some year but unfortunately are not active donors. So this can give us a sense of, you know, where around the country these folks are located, which might help us plan something like a gift officer travel or regional event. We can see the definition for this segment is just somebody who's not an active donor but has donated at some point in the past. And so within this segment, we can see things like the density of net worth, the average and median net worth for this population, and some fill rates for, the additional windfall triggers that we wanna use in the personalization of our outreach messaging. Now we also wanna be able to work with this segment and start to utilize, this particular population either by exporting this data or viewing the profiles for these individuals directly in the application. So one other example I wanna highlight here would be our, for ultra high net worth. So these might not be folks who necessarily have met our criteria for lapsed donors, but they might be at risk of lapsing. And because of their substantial wealth, in this example, we wanna really make sure we're focusing on engaging with that population and renewing and ideally upgrading their support before they become lapsed and we need to sort of win those folks back. But this same logic could be expanded to the Cybunt report where we're thinking about very affluent people who've given at some point, but unfortunately haven't, in the recent past. And so we can see for this example segment is a much more manageable size. So three hundred and seventy six individuals who are ultra high net worth, who we wanna ensure we're reengaging and upgrading their support. Once again, we can see these metrics related to this population, but more importantly, we wanna know who these individuals are and start doing the work of engaging with these folks. So something that's really great about the Windfall app is if I click this view profiles tab, it's gonna take me directly to this profile section where I can actually start to visualize who these folks are. And so right away, I can come in here and start to sort by things like total donation amount to see who my largest donors are in this segment as well as segment by estimated net worth to get a sense of who are my most wealthy, constituents in this particular segment. And so if we wanna come in here and take a closer look at Martha's profile, for example, this allows us to showcase, the profile capability and see where all of Martha's information is that might help us tailor our messaging for engaging or reigniting our connection with her as a, you know, a super important donor. So maybe she hasn't given in a couple of years, but she has given somewhat substantially, historically going back to twenty nineteen. So this is definitely we wanna keep a close eye on given her incredible wealth and potential to make a transformational gift to her organization. We can also reference some of her additional insights here. She has a trust associated with her household. She supports a wide variety of different kinds of philanthropic causes. She's a multi property owner, and other insights related to her profile include her position as president of Keach Properties. So these are all really important signals for us when we wanna think about who to prioritize. And so if I'm doing this kind of segmentation work and I'm trying to, you know, drive connection with these kinds of high priority prospects, one other, aspect of the Windfall app that might actually help me here is the ability to roll all of this information that you're looking at into a dossier. And so if I click this generate dossier button, within less than a minute, I'm actually gonna get a nice summary or dossier written up that can be, utilized within the frontline fundraising motion to give that gift officer or that development director or that fundraiser kind of a a cheat sheet essentially on this donor to give them some ideas on how they might outreach to Martha, as well as just an overview of her wealth, her past giving, her giving to other causes. This is super, super digestible for somebody who is focused on relationship building. This is gonna give them some, powerful starting points, including those recommendations for outreach. We can also see all of the, trigger attributes from Martha's profile here at the bottom as well as the career insights. But more importantly, we wanna be able to, you know, share this information with the appropriate parties. And maybe that's as simple as downloading a PDF, getting this out and sent, or actually just sharing via URL. So I know that was a a quick crash course of some key features around segmentation and profile generation, but hopefully that was helpful to see in action some of the ways that Windfall's data, can be utilized as part of your, donor engagement strategy. And so now we're just gonna move ahead with a couple wrap up slides. We're approaching the end of time. But before we kinda summarize what we learned today, we just wanted to highlight a really cool example of how Windfall's data and propensity modeling, which we didn't really talk about today, but is is another aspect of how we help organizations. This was a really cool example where the movement for black lives used Windfall's data and model scores to identify a lapsed donor who was somebody that they wanted to prioritize for reengagement. And so when they saw this high propensity score, as well as, you know, high, wealth capacity, their team got creative with, utilizing their network and, getting the introduction back to this person who was actually making the the philanthropic decisions for that family. And by trusting the data, it allowed them to capture that that engagement with that individual and resurface their interest in their support of the organization resulting in a seven figure gift to the nonprofit, which, you know, was really exciting for everybody. So this is just one example of many, many examples that we hear about the ability of organizations to better engage with their best lapsed donors once they start to take a data driven approach. And so let's just quickly go through a couple takeaways before we wrap up for today. So the first one, obviously, donor retention is super critical to all nonprofit fundraising efforts. Retaining a donor is, much less expensive than acquiring a new donor. And when we retain those donors, they tend to, you know, increase their giving over time if we do a good job stewarding them. So that's, you know, obviously a suit important metric. Defining lapsed donors is also critical for organizations who wanna better, utilize their outreach methods and staff resources. So clear definitions around lapsed donors versus active donors, and how we wanna prioritize those different types of populations, are gonna, you know, pay off, as we establish those definitions. And we also wanna think about the multichannel approach. So going across all of these different places where we have touch points and engagement points with our donors makes it just that much stronger of a message and connection when we think about, you know, the direct mail, the email, the phone calls, the meetings, the the handwritten notes. These are all things that we have in our tool belts that we can use, to, make sure that that message is consistent and compelling. And then lastly, when it comes to actually tailoring that messaging and making it more targeted to our donors, and our lapsed donors using up to date triggers and wealth and life event data, career data is gonna make that message much more compelling. Everybody kind of expects a certain level of personalization now that we're seeing kind of in our daily lives, and so that remains true, in the philanthropic world. They wanna see, you know, we're gonna need to achieve those higher levels of personalization to, get the kind of traction and engagement, that we wanna see with those, more wealthy, lapsed folks.