Understanding donor behaviour with QR codes

In recent years, the use of contactless donations has become increasingly popular, allowing people to donate to charities quickly and easily, without the need for cash or a physical payment card. However, QR code donations have now emerged as a far more efficient way to donate and to track donor behaviour, which can help charities build more effective CRM campaigns.

One of the main advantages of QR code donations over contactless donations is the amount of data that can be collected. When someone makes a contactless donation, all that is recorded is the amount of money donated, and the date and time of the transaction. However, with QR code donations, charities can collect more detailed information about their donors, such as their location, the device they used to make the donation, and how often they donate. This data can be incredibly valuable for building effective CRM campaigns that target specific donor groups with tailored messaging.

QR code donations also offer the opportunity to ask donors to sign up for monthly donations or switch a one-off donation to a recurring donation. This can help charities increase their regular donations and build a more stable source of income from loyal donors.

So, how can a charity build effective CRM campaigns off the data captured through QR code donations? First, they can use the data to identify their most loyal donors, and target them with messaging that recognises and rewards their continued support. This could include personalised thank-you messages, special offers, or exclusive access to events or content.

Second, charities can use the data to identify donors who have only made one-off donations and target them with messaging that encourages them to sign up for regular donations. This could involve highlighting the benefits of regular giving, such as the ability to make a more significant impact over time, and providing options for easy sign-up.

Finally, they can use the data to identify donor groups that have lapsed or stopped giving and target them with messaging that encourages them to re-engage with the charity. This could involve highlighting recent successes or new initiatives, or offering personalised incentives to encourage them to start giving again.

In conclusion, while contactless donations have their advantages, QR code donations offer a more efficient way to track donor behaviour and build effective CRM campaigns. By collecting more detailed data about their donors, charities can better understand their behaviour and preferences and tailor their messaging to encourage ongoing support. And by offering the option for monthly donations or switching a one-off donation to recurring, charities can build a more stable source of income and help support their ongoing cause.