"Donor Lifecycle Analytics" Product Launch
One of the biggest products launched during my first stint at Kindful was the Donor Lifecycle Analytics feature set. This was cutting-edge technology for the nonprofit CRM space, and I had the opportunity to create a campaign around the release.
Background
Most of Kindful’s competitors focus on donor retention—a metric easily quantifiable for nonprofits employing CRM/database software. However, as the name portrays, this focus excludes other aspects of fundraising, including donor acquisition and advancement.
As part of a big UI rollout, we launched Donor Lifecycle Analytics as an embedded feature in the dashboard, showcasing each aspect of the donor’s journey: acquisition, retention, and advocacy.
Challenge
Because the philosophy of donor retention far outweighed the wholistic lifecycle approach, the challenge was not only to promote the new feature, but to educate the nonprofit industry about the importance of this ideology.
The goals of the campaign were to:
Create a promotional asset that could be used in advertising.
Educate nonprofit professionals about the donor lifecycle philosophy.
Illustrate the use and value of this new feature.
Secondary: Inform customers of the change and provide training.
Product
As Kindful’s brand manager at the time, I spearheaded the creation of assets and coordination of the campaign, working with the product team and product designer, as well as our marketing designer.
Listed are some of the campaign’s products.
Video
Video: New Donor Lifecycle Analytics →
My contributions:
Composed the script
Designed graphics
Captured screen recordings
Recorded the voice over
Composed the soundtrack
Edited audio in Logic Pro
Edited final comp in FInal Cut
Ebook
The Ultimate Guide To Optimizing Your Donor Lifecycle →
My contributions:
Outlined and scoped content for the entire ebook
Drafted the ebook copy
Designed imagery
I also wrote a handful of supporting blog posts and designed the accompanying assets.
Webinar
The Ultimate Guide to Optimizing Your Donor Lifecycle →
My contributions:
Drafted the presentation outline
Drafted slide copy
Created visuals
Designed presentation theme
Recording of “Optimizing Your Donor Lifecycle” webinar
Slides from "Optimizing Your Donor Lifecycle" webinar
Website
Website: Donor Lifecycle Analytics Feature Page →
My contributions:
Directed page template layout
Outlined flow of the page
Composed all page copy
Designed assets
Above the fold of the Donor Lifecycle Analytics Feature Page
WEBINAR
What's New In Kindful: Featuring Donor Lifecycle Analytics →
As one more supporting piece, I directed the production of this customer webinar, introducing Kindful’s new UI and Donor Lifecycle Analytics.
My contributions:
Content outline and direction
Webinar live production and post
INFOGRAPHIC
Donor Lifecycle Map
At the height of my whimsy (in terms of marketing outlook), I leaned into the world of infographics and created a visual layout of the Donor Lifecycle a la Chutes and Ladders.
My contributions:
Copy for the graphic
Layout and design in Keynote
