How A Small Nonprofit Can Find More Money Within Their Own Database

Philip Manzano • Nov 25, 2017

There is some money in your database! Use Keela to find it! The post How a small nonprofit can find more money within their own database appeared first on Keela.

You run a ton of events to get to know your donors and fundraise.

You shouldn’t have to spend hours going through data.

Fundraising by running eventsis a great way for nonprofits to engage with their networks. Depending on the engagement level of your audience, events can be great fundraisers, or simply just offer opportunities to get to know your contacts better.

But putting on events can be a pain, and a logistical nightmare. And unless you’re tracking the data effectively, all the opportunities to do good are lost pretty quickly. It’s a pretty typical story:

  • You plan the event.
  • People register for the event online
  • You print off the RSVP list
  • Volunteers run the registration table, and they check off the names of attendees
  • You record any new information for people who did not register online
  • Your team puts that checked list in a folder somewhere
  • Rinse, repeat.

Although there may not be anything wrong with this process – there are quite a few holes, and it opens the door for lost opportunities.Keela helps small nonprofits get the most out of their events. Let’s take a look at how one organization did it.

Target Lapsed Donors through Fundraising

Something important to look at would be individuals who donated last year, but not this year.When you have a clear idea of who these people are, you can specifically target them with new messaging, or event craft an entire fundraising appeal around them, with the information that you know.

For example, if John Doe donated to the Sick Kids Fund last year, but did not donate this year – you can operate on the hunch that John cares a bit about kids. Now you can create an entire campaign targeted towards Joe and people just like him. Remember – you don’t only want Joe. You want people who think, act and give like Joe.

Finally, once you send out these messages, you want to be able to track the success, and see if it actually worked.

Good news – you can do all of that right within your own database using Keela.


Start by defining your goal. In this case – it’s to reengage lapsed donors, and increasing your fundraising efforts. Your next step is to identify who those donors are. Simply create a Smart List with the parameters of “Donated last year, but not this year”. You will automatically have a list of all the donors you can begin to target.

Next, create a new Campaign . Get creative with the messaging, and really pull at the heart strings! Send this campaign to the Smart List you just created. And don’t forget to embed a Donate button.

Once you’ve sent out this campaign, track the success of the eblast by looking at the campaign’s analytics, such as open rates, click rates and amount donated. Now you can start testing what messages work better for this audience.

So what?

Finding money in your own database is a crucial way to make an impact and fundraise. It’s like finding money in your couch. Sometimes it can be coins – and sometimes it could be hundreds of dollars. But it all adds up.

When it comes to creating a positive, lasting impact for the communities we serve, organizations need to be smart about their resources, and be diligent enough to leave no stone unturned. Keela helps them be more effective, and that leads to more impact.

It’s not more money being raised. It’s more lives being touched.


Using this same thinking, you can identify donor potential in your database. Create similar Smart Lists for individuals who have given a certain amount in the past. Using what you know about these individuals, you can conclude that there is potential to give at that level again, or possibly even higher. You can get smart about targeting these individuals with personalized appeals, and followups. This is a great way to use data to inform how you make decisions when it comes to fundraising.