“Nick is the best asset to MADD and is a wealth of knowledge. He captures and retains information that makes him so invaluable to any organization. Nick has also proven himself with the account relationships he has established over the years. They trust him and are loyal to his leadership. I look forward to the opportunity to working together with him again.”
About
Chief Brand Officer for Moore, helping Moore and its companies better serve the great…
Contributions
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How do you tailor your storytelling approach to resonate with different donor demographics?
This impact must also tie to who the person is and how they want their gift used. The best way to ascertain this? Ask them. The Heritage Foundation tested this online. They asked donors “Where should Heritage focus its efforts?” They found a 29% increase in contributions. Offline, the American Diabetes Association allowed someone to share their highest priority among: • Finding a cure. • Helping patients and families. • Providing access to care for diabetes. • Supporting medical professionals. They found a 12% increase in overall revenue. Giving your donor agency on what impact they want, and reporting back on it, makes a difference.
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How do you tailor your storytelling approach to resonate with different donor demographics?
This emotional connection comes from a connection to who we are. Consider why one donor interviewed by the University of Kent said about why he supported criminal justice charities: “I tend to support charities mainly in the crime area, like Pimlico Opera who go into prisons every year and put on an opera production for the prisoners and things like the Howard League for Penal Reform… I suppose I’ve been connected with crime for many years. I was a postgraduate student in criminology and then a lawyer, and now more recently I’m on the monitoring board of one of the prisons.” The Center found that “this study finds that people do not give to the most urgent needs, but rather they support causes that mean something to them.”
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How do you tailor your storytelling approach to resonate with different donor demographics?
Age is a good example and one of scores of ways to segment and customize your communications. It starts with modeling and audience building. Older donors are more likely to support religious, social services, children, and health charities. Younger people are more likely to support social justice causes and animal charities. Another part is choice of channel. About three-quarters of 18-34-year-olds don’t have cable TV or are considering cutting the cord versus 56% for those 55 years plus. Those in their teens, 20s, and 30s are over twice as likely to trust influencers than those 60+. And that's just age. Behaviors, demographics, previous history, transactions, personalities and more are also incredibly valuable.
Activity
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🚀 What’s the boldest ambition you have for your nonprofit in 2025? 🚀 Don’t let another year slip by without seizing real, transformative…
🚀 What’s the boldest ambition you have for your nonprofit in 2025? 🚀 Don’t let another year slip by without seizing real, transformative…
Liked by Nicholas Ellinger
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I am so proud of this latest PSA. Your mom, neighbor, daughter, everyone should have access to life. It impacts everyone! https://lnkd.in/gzNkSeUE
I am so proud of this latest PSA. Your mom, neighbor, daughter, everyone should have access to life. It impacts everyone! https://lnkd.in/gzNkSeUE
Liked by Nicholas Ellinger
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We’re proud to celebrate our clients’ remarkable achievement of winning MarCom Awards, presented by the Association of Marketing & Communication…
We’re proud to celebrate our clients’ remarkable achievement of winning MarCom Awards, presented by the Association of Marketing & Communication…
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Experience
Education
Licenses & Certifications
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AI Applications in Marketing and Finance
University of Pennsylvania
Publications
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The Perfect Donor Communication
Illiterary Press
We nonprofit marketers have sweated and tested to create the perfect donor communication. But it doesn't exist.
Humans are so different in so many different ways that there is no perfect donor communication; there is only a perfect communication for each individual. Our current segmentation and customization efforts barely scratch the surface.
Artificial intelligence/machine learning gives us a unique opportunity. We can better select who gets what communication. We can automate…We nonprofit marketers have sweated and tested to create the perfect donor communication. But it doesn't exist.
Humans are so different in so many different ways that there is no perfect donor communication; there is only a perfect communication for each individual. Our current segmentation and customization efforts barely scratch the surface.
Artificial intelligence/machine learning gives us a unique opportunity. We can better select who gets what communication. We can automate communications to strike while irons are hot. And we can get all the benefits of 1:1 personalization with all the benefits of scale. All this increases revenue and decreases cost.
But we must also steer clear of perils. We must maintain the safety of our brands, exclude the biases that sometimes affect our communications, and keep AI's goals our goals.
This book is a roadmap. First, we tackle why, with all the benefits of improved segmentation and customization. Then, we address how, with a crawl, walk, run, and bicycle approach to machine learning, with steps that improve your net at every point.
Together, we can use machines to achieve great human ends if we fundraisers and marketers use it wisely and in partnership with what also makes being human great. -
The New Nonprofit: Six Models to Raise More Money and Accomplish More Mission
Illiterary Press
Nonprofit donor numbers will be halved in the next decades if we take no action. Current approaches will get current (declining) results. But what if we can change our approach and bring more people into our organizations and keep them happy and giving? In this book, you will see case studies from every nonprofit sector, academia, and the for-profit world that point to a brighter future and the paths to get there.
Languages
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English
Native or bilingual proficiency
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Japanese
Elementary proficiency
Organizations
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Association of National Advertisers
ANA Nonprofit Federation Advisory Council
- PresentAdvisory Council 2016-2022
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The Nonprofit Alliance
Education Committee
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