GC Outreach + Online Giving: Why Personalization Tokens Improve Outcomes

What is Personalization?

GiveCampus Personalization makes giving experiences feel personal for donors while making it easier for your team to collect, reconcile, and manage donor information. Personalization customizes the donation experience while ensuring your institution receives the data required for reporting. 

• For Donors: Personalization helps them feel recognized by greeting them by name and skipping fields you already know. This makes the giving process quick and frictionless.
• For Gift Processing Teams: It delivers the data you need for reporting and reconciliation, while keeping the form experience simple.

How does it work & what is a personalization token? 

Personalization creates a personalized giving experience via a unique token attached to the end of a URL. This means that the link being shared is distinct to each individual, without requiring the donor to login. 

A personalization token is a unique ID for each constituent. Tokens are:

• Used in URLs to identify the donor.
• Required for personalized experiences and reporting.
• Stable across uploads, meaning refreshing data will refresh the token.
• Found in the adid column of your personalization exports.

Personalized links can be delivered via text or email in GC Outreach, or exported and sent through email marketing tools like Emma, Constant Contact, and Salesforce Marketing Cloud, or attached to QR codes on direct mail.

What Gets Personalized? 

Personalization is made up of two core: constituent data personalization and appeal experience personalization.

Pass-Through Constituent Data Personalization: 
Enables one-click donations while still capturing data, with updates collected after payment if needed.

• Collapsed Form Fields: Data points that we already know on the donor (uploaded via the School Level Data Importer) will be collapsed on the Form.
• Reporting Pass-Through: That data is passed back through into reporting for the transaction, so when the donor completes their gift, Advancement Services still sees all required data for each constituents
• Post-Payment Form Data Updates: Those collapsed fields will appear on the post-payment form so the donor can make any updates to their contact information.
• Example: If Jenny Smith’s address is uploaded, the address field won’t appear during her donation, but it will still be recorded in reporting and she can make any updates her her address on the post-payment form.

Appeal Experience Personalization: 

• Greeting Name: Welcomes the donor by name -- 'Hi Jenny!'
• Greeting Message: Additional language on the form that's unique to the donor for that personalization link.
• Pre-Selected Designation
• Uploaded Ask Amount
• Smart Suggested Ask Amounts

Impact of Personalization

• 2x Conversion: Donors giving on personalized forms convert at double the rate of non-personalized forms. Making the experience both quick and personal drives better results.

Next Steps: 

• Our New Personalization Workflow - Personalize Giving Experiences with Ease