Driving "Viral" Giving via Anonymous Donations
This past week both MIT (yay for our partners!) and Vanderbilt enjoyed significant gifts by anonymous donors.
Now, of course, the $140MM and $10MM gifts are, unto themselves, remarkable. They are transformative, even. And at that size, they are PR worthy (we saw the news in the papers, right?). That kind of public energy is enough, perhaps, to embolden other donors to give.
What, though, do we traditionally lose in an anonymous gift? We can't tout the donor's name or leverage their generosity in donor marketing. Sometimes, we all know this to be true, donors join others in giving to be closer to them. It is often about a special level of community.
So what, then, do we do to increase the large gift ripple effects of a major anonymous gift? Is there anything we can to do increase the ripple effect of even a small anonymous gift?
What if you could create a small list of potential donors to share with your anonymous donor who had a high level of interest in their gift? If you could, you might sit down with the anonymous donor to let them know there's a community of philanthropists poised to extend the impact of their own gift.
With Natural Language Processing, this is entirely possible. As you'll see below in the screenshot of my user profile in QuadHub for MIT, there are two recommended calls to action:
Let's say a major anonymous donor gave to MIT's D-Lab. We might use the Listbuilder in QuadHub to find all rated prospects with a capacity score above $100K who have been identified using Natural Language Processing as having a high interest in giving to the D-Lab.
We could then sit down with the anonymous donor to share this highly targeted donor list and ask if they might make a couple of personal phone calls to expand the impact of their own gift. Or, we might automate the same process for online anonymous donors to ask them to reach out to a list of likely donors via email. It's in their hands to make the effort, but we've made it abundantly easy for them to reach out and with great confidence.
Powerful, valuable and instantly actionable, Natural Language Processing's capacity to transform anonymity into follow on giving is very real. As always, hit us up if you'd like to learn more!