Decode the signals that your donors send through their interactions with your emails, to uncover new information about their preferences and motivations.
What is the Interest Areas tool?
Interest Areas is an AI-powered tool built to help you understand the type of content that resonates most with each of your donors and analyze trends in demographic data to develop donor personas.
Once you have defined areas of interest that are relevant to your organization, Dataro analyzes the content of your emails and past donor interactions (e.g., users opening or clicking on various emails) to generate our initial, behaviorally-defined segments: These segments represent donors who are interested in each topic as defined by their actual past behavior (e.g., they've engaged with a topic in the past more than the others).
Dataro then suggests cohorts of similar others, based on demographic similarity - these represent our "best guess" for donors who have yet to engage with your content, and can help with developing demographic donor persona cohorts.
What data is required for Interest Areas analysis?
The Interest Areas tool requires access to marketing email content and interaction data, either through a connection with an email platform like Mailchimp, or through a CRM integration that includes email data.
How do I use Interest Areas?
First, make sure that Dataro can access your email history, connecting your email marketing platform if necessary.
The Interest Areas tool can be found in the Dataro platform under the Donors and Segments section. To start, identify the content themes that you want to analyze. This could be the main issues or topics of your organization’s work, regions you work in, identity or affinity groups of the population you support, or anything else that you have previously sent emails about. You can repeat this process and reanalyze your data as many times as you’d like.
Once you’ve entered the topics you want to analyze, click “Generate Segments,” and Dataro will create a list of the donors most engaged with each interest area. Dataro also provides an analysis of each list to determine how demographic patterns affect interest areas, looking at the gender breakdown, average age, average tenure with the organization, and average giving habits of the donors on each list.
This demographic information can be helpful in building donor personas - donors who share similar characteristics and are likely to behave in similar ways. In addition to the donor lists generated by past email interaction behavior, Dataro also creates “Similar Donor” lists, identifying donors with similar demographic traits to the donors on your Interest Area list.
When should I use Interest Areas in my work?
Now that you’ve analyzed your data, here are a few of the ways that you can activate it to drive more impact in your marketing and fundraising campaigns.
- Find where your mission resonates
With Dataro’s configurable Interest Areas, you can ask the model to analyze any number of topics that you’ve sent emails about to determine which are the most popular with your audience. - Create donor personas
Dataro’s AI analysis can help you spot demographic trends and build donor personas around each common topic. Do younger donors and older donors have different preferences? What about donors who have been with the organization longer, or those who give more? Understanding the way your current donors behave can help you nurture new donors in a more personalized way. - Build targeted audiences for each appeal
Fine tune your appeal audience by segmenting donors with different interest areas in addition to choosing the donors most likely to respond, to ensure that you’re investing your time and resources in the most efficient and impactful way. - Personalize email content for each donor
Segment your email list by interest area to send each donor the content most interesting to them, to keep them opening, reading, and clicking.