When you plan a new fundraising or marketing campaign, one of the first questions is often: “Who is our audience?”

It’s tempting for the answer to simply be “Well, isn’t it everyone?” And while that may be true on some level, the same approach isn’t effective for every supporter. For instance, you wouldn’t ask a major donor for the same gift as you would a grassroots supporter.

So, what does that mean for your donor communication strategy? For starters, it means donor communications are most effective when tailored to different audiences. More specifically, we recommend segmenting your supporters across four key groups–grassroots supporters, partners and ambassadors, major donors, and board members.

It seems like it was just yesterday that talking computers and robots were mere science fiction fantasy, found in The Jetsons or Star Wars’ galaxy far, far away. Now, we’re seemingly living in a real-live Westworld, having full-on conversations with Siri, Alexa, and Watson. Who said imaginary friends were just for kids?

R2-D2 and his friends exist because of artificial intelligence, or AI, which is the ability for a computer or machine to simulate human intelligence. AI has been used in some form or another for years, in factories and labs, and now on our tablets and smartphones. But researchers and companies that create AI systems are realizing that it can be used for more than cutting production costs and building things. AI can be used to save lives, and enhance the social good.

There are major efforts leveraging AI to do amazing things from curing rare cancers to stopping poachers to monitoring human-trafficking patterns. But what does AI mean for small or medium nonprofits who don’t have bucket loads of money to create their own AI or even purchase a complex system? How can AI can be used to target the right donors and provide data to backup your storytelling and strategy?

We rounded up a few emerging possibilities for your nonprofit to use AI for better fundraising success. What sounds most helpful and appealing for your organization right now?

Hey, so I know we just met but is there any chance you can come over and dogsit for me this weekend?

Too much? Too soon? We do hardly know each other, right? It probably would be best to get to better acquainted before I hit you up for favors, eh? Maybe we can grab some coffee to get to know each other first? Yes. Coffee first. Dog later.

Just as personal relationships require time and steps to develop before both parties are willing to invest something of substance so, too, your nonprofit’s relationship with its would-be donors requires nurturing. Your first ask being a donation ask won’t necessarily be a winner. Just with my dog sitting, you need to grow into it. So, what’s the nonprofit version of asking someone out for coffee?

We’re so glad you asked! Here are five tactics your organization can use to grow your community before asking them for donations. Each falls on what is commonly referred to as a “commitment curve” or “ladder of engagement,” They get you from that introduction to getting an email address to growing engagement to finally getting someone to watch my dog, er, I mean, winning a new donor.

A/B testing your online donation forms can provide valuable insight to boost conversion rates and better fund your mission. What's more, if your online donation forms are integrated with a constituent relationship management tool, like Salesforce, these A/B tests can offer far more than just conversion rates with which to judge performance. But what should you test and what questions do those tests allow you to answer?

Here are ten A/B testing areas and what you can glean from each:

In our previous two blog posts here and here, we provided step-by-step instructions for creating reports in the Salesforce Nonprofit Success Pack to evaluate the effectiveness of A/B tests of your online donation forms. For this recipe, we wrangle all twelve metrics onto a single dashboard so you can easily compare the performance of each form in the test.

For more background on this recipe, specifics on the A/B testing process, examples of what to test, and an overview of UTM codes for inbound marketing metrics, watch our webinar, Six Ways to Get Smarter with Your 2018 Fundraising.