Based on giving data for more than 75 Million U.S. Households
CHARLESTON, S.C.--(BUSINESS WIRE)--Mar. 1, 2012--
Blackbaud, Inc. (Nasdaq: BLKB)
today announced the availability of Loyalty Insights and Lapsed Insights
data services, designed to help nonprofits better understand their
prospective donors based on behavioral segmentation. The services are
the first of their kind available to the nonprofit market and are the
latest offerings from Target Analytics, a Blackbaud company, which
offers solutions for donor
acquisition, prospect
research, donor
benchmarking, custom
modeling, and data
enrichment services to more than 6,000 nonprofits.
"With an understanding of the loyalty characteristics of prospective
donors, nonprofits are able to optimize their direct marketing
fundraising strategies around donors with high long term value
potential," said Richard Becker, president of Target Analytics. "Our
unique ability to generate a holistic view of a donor's historical
giving allows Target Analytics to provide our clients insight to more
effectively target high value prospects and significantly improve
campaign return-on-investment."
Identifying the most engaged donors
Target Analytics has the largest nonprofit cooperative database of
giving behavior based on actual transactions from hundreds of
participating organizations and billions of donations. The new Insights
data services leverage this database to assess an organization’s
prospective donors against all other organizations they support, using
numerous statistical measures and rankings.
“Our great enthusiasm for Loyalty Insights stems from a long-held
conviction that loyalty, as the key predictor of donor and donor base
value, is far more important to planning near- and long-term fundraising
than even cumulative annual giving value,” said Christopher Dann,
president of Drakes Bay Fundraising, who is piloting the service with
several clients. “This value goes well beyond fundraising to knowledge
today’s CEOs, CFOs, and even board members should have.”
Loyalty Insights helps nonprofits understand who their most active loyal
donors are so they can provide more focused time and attention to
maximize fundraising results. A nonprofit’s donors are assessed against
the cooperative database and segmented into one of seven actionable,
behavioral groupings called “Loyalty Insights,” ranging from “Not that
Into You” to “Best of the Best” providing the organization a clear
understanding of which donors have the strongest affinity for its cause.
The result is a report that highlights donors’ specific level of support
to a particular organization compared against all the others, enabling
fundraisers to determine how to develop ongoing engagement strategies.
"Target Analytics Loyalty Insights couldn't come at a better time - as
acquisition efforts stagnate, recognizing, cultivating and holding on to
the donors you already have is more important than ever,” said Susie
DeCarlo, senior strategist with Mal Warwick Associates. “Loyalty
Insights gives us a new tool to enhance traditional RFM strategies and
identify targeted segments of donors ripe for a sustainer invitation,
planned giving ask and upgrade strategies."
Lapsed Insights helps nonprofits identify and target lapsed donors
(36-120 months) providing a basis from which to develop specific
campaign strategies to reactivate those donors. Like Loyalty Insights, a
nonprofit’s file is assessed against the cooperative database and is
segmented into actionable, behavioral groupings based on their
likelihood to reactivate. The resulting groups highlight a combination
of current giving behavior to other organizations as well as past giving
to that particular nonprofit, enabling insight into strategies on how to
reengage those donors.
For more information about Target Analytics direct marketing services,
visit www.blackbaud.com/makeamatch.
About Blackbaud
Serving the nonprofit and education sectors for 30 years, Blackbaud
(NASDAQ: BLKB) combines technology and expertise to help organizations
achieve their missions. Blackbaud works with more than 25,000 customers
in more than 60 countries that support higher education, healthcare,
human services, arts and culture, faith, the environment, independent
education, animal welfare, and other charitable causes. The company
offers a full spectrum of cloud-based and on-premise software solutions,
and related services for organizations of all sizes including:
fundraising, eMarketing, social media, advocacy, constituent
relationship management (CRM), analytics, financial management, and
vertical-specific solutions. Using Blackbaud technology, these
organizations raise more than $100 billion each year. Recognized as a
top company by Forbes, InformationWeek, and Software Magazine and
honored by Best Places to Work, Blackbaud is headquartered in
Charleston, South Carolina and has employees throughout the US, and in
Australia, Canada, Hong Kong, Mexico, the Netherlands, and the United
Kingdom.
Forward-looking Statements
Except for historical information, all of the statements, expectations,
and assumptions contained in this news release are forward-looking
statements that involve a number of risks and uncertainties. Although
Blackbaud attempts to be accurate in making these forward-looking
statements, it is possible that future circumstances might differ from
the assumptions on which such statements are based. In addition, other
important factors that could cause results to differ materially include
the following: general economic risks; uncertainty regarding increased
business and renewals from existing customers; continued success in
sales growth; management of integration of acquired companies and other
risks associated with acquisitions; risks associated with successful
implementation of multiple integrated software products; the ability to
attract and retain key personnel; risks related to our dividend policy
and share repurchase program, including potential limitations on our
ability to grow and the possibility that we might discontinue payment of
dividends; risks relating to restrictions imposed by the credit
facility; risks associated with management of growth; lengthy sales and
implementation cycles, particularly in larger organization;
technological changes that make our products and services less
competitive; and the other risk factors set forth from time to time in
the SEC filings for Blackbaud, copies of which are available free of
charge at the SEC’s website at www.sec.gov
or upon request from Blackbaud's investor relations department. All
Blackbaud product names appearing herein are trademarks or registered
trademarks of Blackbaud, Inc.
Source: Blackbaud, Inc.
Blackbaud
Melanie Mathos, 843-216-6200 x3307
media@blackbaud.com