From Retail to Campus: Learnings from Retail Use of AI for Enhanced Donor Experience

 

On August 18, Salesforce released its Connected Shoppers Report (5th edition), which unveiled remarkable insights into the shifting retail landscape. While the focus is on retail, there are significant parallels that universities should consider for enhancing the donor experience. Here's why:

Generative AI & Personalization: 17% of shoppers have used generative AI for inspiration.

University Applications:

• Giving: Imagine if you had a chat on your university website where donors could enter the things they are passionate about and be matched with funds that align with their interests.
• Personalized Outreach: AI-driven algorithms to send tailored acknowledgments and impact messages.
• Predictive Giving: AI can predict optimal times to reach donors based on past engagement.
• Narrative crafting: Help develop compelling stories based on the specific projects or areas funded by the donor.
• Campaign optimization: Create simulated scenarios for fundraising campaigns to determine the most effective approach. 

Digital Channels & Social Media Impact: 59% of shoppers made purchases on social media.

 University Applications: 

• Real-time Customization: Adapting social media campaigns in real-time based on user interactions and feedback, guided by generative models.
• Sentiment Analysis: Analyzing social media sentiment and engagement to inform content strategy, adapting dynamically to audience response.

In-Store Mobile Usage: 60% of shoppers use mobile devices in-store.

University Applications:

• Donor campus experience: offer customized mobile-guided tours showcasing funded projects, generating personalized welcome-to-campus messages or campus updates based on donor interest.
• QR Codes for Giving: Attach QR codes to university landmarks to link to specific fundraising efforts.

 Loyalty Programs & Engagement: Loyalty program memberships are declining.

University Applications:     

Not a fan of loyalty programs myself. Here are some things I think are way cooler to explore.

• Gamification of Giving: Create a points system where donors earn rewards for different levels of engagement. If they are engaged, they will continue giving.
• Churn Prediction: Using AI to identify donors at risk of disengagement and proactively offering relevant content, incentives, or experiences to retain them. 

As Rob Garf, VP and general manager, of Salesforce Retail, emphasized, "Generative AI will be a game changer." By embracing these strategies, we can innovate and lead the way in creating inspiring, personalized donor experiences.

🔗 Read more about the Salesforce Connected Shoppers Report (they have cool interactive graphs): https://www.salesforce.com/resources/research-reports/connected-shoppers-report/?d=cta-body-promo-8