More Integrated Marketing Lessons from Amnesty Denmark
	Posted by Mike Johnston at Jun 04, 2012 01:18 PM CDT

One thing that struck me about my recent talk with Amnesty International Denmark’s Global Fundraising Advisor, Christoffer Holm, was his emphasis on one simple piece of advice -- don’t ignore your non-financial supporters.

I’ve continued thinking about how their success could help other charity programs across the sector. We don’t all have activism as part of our mandate, but with the emergence of so many new channels (social media in particular) almost all charities have some non-financial supporters just waiting to be converted into committed donors.

Amnesty Denmark made this work for them by tracking non-financial involvement like communicative and action-based transactions in the same way they track donations -- participation in events, subscribing for newsletters, volunteering, Facebook likes and shares, re-tweets through Twitter, etc. All of these are meaningful ways to add an extra dimension to your data, and can help determine which prospects are most interested in your cause.

By tracking these details, we begin to see a more integrated picture of who to approach for donations –- first time gifts as well as upgrades. We can actually map out our warm leads, which means we can better direct our asks. And this is something I think we can all benefit from.

So should we start changing the way we collect and manage our data? It’s worth some thought. Amnesty Denmark has proven that there can be real value gained from paying more attention to non-financial supporters. And perhaps your charity can find success from that, too.