I also see an unbelievable number of NGOs and membership organisations that do not work with gamification to enrich data about their supporters and members. In many cases, they lack valuable knowledge about their audience. This can be anything from email, phone number, preferences, donation considerations, needs, communication wishes, demographics, etc. By working systematically with gamification, membership organisations can collect more data from their own members and existing supporters.
The right gamification set-up for enriching the data of existing members can help NGOs and membership organisations retain, upgrade, and maximise the value of their current donors–and thus move their supporters and members forward in their donation journey with them. With increasing consumer uncertainty in relation to data collection from third parties, I cannot emphasise enough how important it is for an NGO or membership organisation to collect and thus “own” data about its members and supporters.
You might be thinking: why is data so important for NGOs and membership organisations?
My clear experience is that their supporters and members have high expectations of them. They expect that the organisations they support can anticipate their needs and wants. That they know who they are and why the individual supports them. And, for that reason, it is absolutely crucial that NGOs and membership organisations know their preferences. It can thus make it easier to both target their messages to the individual and gather insights about their donor preferences.
Data are insights and knowledge that can help NGOs and membership organisations make informed decisions in the long term. The best organisations that I help actively use data collected with gamification to communicate tailored messages that reactivate supporters and members who are inactive–and thus at risk of churning.
As you may know, the cheapest way to acquire members and supporters is to retain those you already have–and gamification marketing can help with that.