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도너스 블로그 - 2024 디지털 모금 트렌드와 도너스 활용사례 5가지
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[목차] 스몰 콘텐츠를 이용해 단계별로 전환율 검증하기 데이터 수집 자동화로 지속가능한 성장엔진 구축하기 시나리오 메시지를 이용해 도달률 높이기 …" /> <link rel="alternate" type="text/html" media="only screen and (max-width: 640px)" href="https://blog.donus.org/7901/2024-%eb%94%94%ec%a7%80%ed%84%b8-%eb%aa%a8%ea%b8%88-%ed%8a%b8%eb%a0%8c%eb%93%9c%ec%99%80-%eb%8f%84%eb%84%88%ec%8a%a4-%ed%99%9c%ec%9a%a9%ec%82%ac%eb%a1%80-5%ea%b0%80%ec%a7%80?amp"> <style>img#wpstats{display:none}</style> <link rel="pingback" href="https://blog.donus.org/xmlrpc.php"> <meta name="description" content="도너스는 온라인 모금, 마케팅 자동화, 자동 청구 등 다양한 모금기술을 제공하여 후원자 정보를 체계적으로 관리하고 효율적으로 모금할 수 있도록 지원하고 있습니다. 이번 글에서는 도너스가 주목하는 2024 디지털 모금 트렌드와 그에 상응하는 도너스 모금기술에 대해 하나씩 소개 드리겠습니다. 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category-knowledge ast-article-single" id="post-7901" itemtype="https://schema.org/CreativeWork" itemscope="itemscope"> <div class="ast-post-format- single-layout-1"> <header class="entry-header "> <h1 class="entry-title" itemprop="headline">2024 디지털 모금 트렌드와 도너스 활용사례 5가지</h1><div class="entry-meta">글쓴이 <span class="posted-by vcard author" itemtype="https://schema.org/Person" itemscope="itemscope" itemprop="author"> <a title="지수의 모든 글 보기" href="https://blog.donus.org/author/jisusuepark" rel="author" class="url fn n" itemprop="url" > <span class="author-name" itemprop="name" > 지수 </span> </a> </span> / <span class="posted-on"><span class="published" itemprop="datePublished"> 2024년 5월 24일 </span></span> / <span class="ast-terms-link"><a href="https://blog.donus.org/category/fundraising" class="">모금</a>, <a href="https://blog.donus.org/category/fundraising/knowledge" class="">지식 & 팁</a></span></div> </header><!-- .entry-header --> <div class="entry-content clear" itemprop="text" > <p>도너스는 온라인 모금, 마케팅 자동화, 자동 청구 등 다양한 모금기술을 제공하여 후원자 정보를 체계적으로 관리하고 효율적으로 모금할 수 있도록 지원하고 있습니다. 이번 글에서는 도너스가 주목하는 2024 디지털 모금 트렌드와 그에 상응하는 도너스 모금기술에 대해 하나씩 소개 드리겠습니다.</p> <div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div> <p><strong>[목차]</strong></p> <ol class="wp-block-list"> <li> 스몰 콘텐츠를 이용해 단계별로 전환율 검증하기</li> <li>데이터 수집 자동화로 지속가능한 성장엔진 구축하기</li> <li>시나리오 메시지를 이용해 도달률 높이기</li> <li>청구 자동화를 통해 합산 청구성공률 높이기</li> <li>디지털 약정서로 데이터 등록 프로세스 간소화하기</li> </ol> <div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div> <h2 class="wp-block-heading">1. 스몰 콘텐츠를 이용해 단계별로 전환율 검증하기</h2> <h5 class="wp-block-heading">1) 도너스가 주목한 모금 트렌드</h5> <p>후원자 획득비용이 높아지며 전환율이 높은 콘텐츠를 검증하는 일이 중요해지고 있습니다. 단계별 캠페인은 캠페인에 활용할 최종 콘텐츠를 선별하기 위해 복수의 미디어를 정렬해 놓고, 단계별로 우수한 콘텐츠를 선별하는 전략입니다.</p> <p>단계별 캠페인 전략에서 소셜미디어와 같은 인게이지먼트가 낮은 미디어는 가장 앞단에서 후원자의 반응을 테스트하는 용도로 이용됩니다. 그중에 반응이 좋은 소재를 추려 이메일 구독자와 같은 구독미디어에서 추가적인 검증을 진행합니다.</p> <p>캠페인을 론칭하는 일은 많은 사람과 비용이 투입되는 일입니다. 캠페인 사이트 제작, 광고 등과 같은 비용이 투입되는 만큼 캠페인을 통해 모금되는 금액이 더 커야 성공적인 캠페인이라고 평가할 수 있습니다. 모금 성과를 높이기 위해서는 검증된 콘텐츠를 캠페인에 활용해야 합니다.</p> <figure class="wp-block-image aligncenter size-large is-resized"><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="394" data-attachment-id="7977" data-permalink="https://blog.donus.org/7901/2024-%eb%94%94%ec%a7%80%ed%84%b8-%eb%aa%a8%ea%b8%88-%ed%8a%b8%eb%a0%8c%eb%93%9c%ec%99%80-%eb%8f%84%eb%84%88%ec%8a%a4-%ed%99%9c%ec%9a%a9%ec%82%ac%eb%a1%80-5%ea%b0%80%ec%a7%80/image-13-5" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-13.png?fit=1724%2C755&ssl=1" data-orig-size="1724,755" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="image-13" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-13.png?fit=300%2C131&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-13.png?fit=900%2C394&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-13.png?resize=900%2C394&ssl=1" alt="" class="wp-image-7977" style="width:743px;height:auto" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-13.png?resize=1024%2C448&ssl=1 1024w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-13.png?resize=300%2C131&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-13.png?resize=768%2C336&ssl=1 768w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-13.png?resize=1536%2C673&ssl=1 1536w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-13.png?resize=1200%2C526&ssl=1 1200w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-13.png?w=1724&ssl=1 1724w" sizes="auto, (max-width: 900px) 100vw, 900px" /><figcaption class="wp-element-caption">– 단계별 캠페인 전략 모형 –</figcaption></figure> <p></p> <h5 class="wp-block-heading">2) 도너스의 모금기술 </h5> <p>도너스는 단계별 캠페인 전략 중 소셜미디어와 구독미디어만으로는 캠페인 론칭에 필요한 소재를 정확하게 검증하기 어렵다는 점에 주목하여 온라인 <strong>모금함</strong> 제작도구를 만들었습니다. 비영리조직들은 많은 비용을 들여 캠페인 사이트를 제작하지 않더도 모금함을 이용해 후원요청 페이지를 쉽고 빠르게 제작할 수 있습니다.</p> <p>모금함에는 시선을 끄는 이미지부터 스토리텔링용 영상까지 다채로운 콘텐츠를 넣을 수 있습니다. 모금함마다 목표 금액, 달성률, 우리 단체에 맞는 색상을 자유롭게 설정하는 것도 가능합니다. 모금 조직은 잠재후원자들에게 모금함 페이지 링크(URL)를 공유함으로써 모금 목적을 쉽게 설명하고 후원을 요청할 수 있습니다.</p> <div class="wp-block-columns alignfull is-layout-flex wp-container-core-columns-is-layout-8 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:100%"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:100%"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-6 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:100%"> <div class="wp-block-columns alignwide are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-5 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:100%"> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"><div class="wp-block-group__inner-container"> <div class="wp-block-jetpack-slideshow aligncenter"><div data-effect="slide"><div class="wp-block-jetpack-slideshow_container swiper-container"><ul class="wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper"><li class="wp-block-jetpack-slideshow_slide swiper-slide"><figure><img data-recalc-dims="1" loading="lazy" decoding="async" width="889" height="517" alt="" class="wp-block-jetpack-slideshow_image wp-image-7993" data-id="7993" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/%EC%B0%B8%EC%97%AC%EC%97%B0%EB%8C%80-1.png?resize=889%2C517&ssl=1" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/%EC%B0%B8%EC%97%AC%EC%97%B0%EB%8C%80-1.png?w=889&ssl=1 889w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/%EC%B0%B8%EC%97%AC%EC%97%B0%EB%8C%80-1.png?resize=300%2C174&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/%EC%B0%B8%EC%97%AC%EC%97%B0%EB%8C%80-1.png?resize=768%2C447&ssl=1 768w" sizes="auto, (max-width: 889px) 100vw, 889px" /><figcaption class="wp-block-jetpack-slideshow_caption gallery-caption">모금함 사례 1: 참여연대</figcaption></figure></li><li class="wp-block-jetpack-slideshow_slide swiper-slide"><figure><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="472" alt="" class="wp-block-jetpack-slideshow_image wp-image-7994" data-id="7994" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/%EC%9D%B8%EB%94%94%EC%8A%A4%EC%BF%A8-1.png?resize=900%2C472&ssl=1" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/%EC%9D%B8%EB%94%94%EC%8A%A4%EC%BF%A8-1.png?resize=1024%2C537&ssl=1 1024w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/%EC%9D%B8%EB%94%94%EC%8A%A4%EC%BF%A8-1.png?resize=300%2C157&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/%EC%9D%B8%EB%94%94%EC%8A%A4%EC%BF%A8-1.png?resize=768%2C403&ssl=1 768w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/%EC%9D%B8%EB%94%94%EC%8A%A4%EC%BF%A8-1.png?w=1029&ssl=1 1029w" sizes="auto, (max-width: 900px) 100vw, 900px" /><figcaption class="wp-block-jetpack-slideshow_caption gallery-caption">모금함 사례 2: 인디스쿨</figcaption></figure></li><li class="wp-block-jetpack-slideshow_slide swiper-slide"><figure><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="455" alt="" class="wp-block-jetpack-slideshow_image wp-image-7995" data-id="7995" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/%EC%83%88%EB%B2%BD%EC%9D%B4%EC%83%9D%EC%B6%94%EC%96%B4%EB%A6%AC-1.png?resize=900%2C455&ssl=1" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/%EC%83%88%EB%B2%BD%EC%9D%B4%EC%83%9D%EC%B6%94%EC%96%B4%EB%A6%AC-1.png?w=988&ssl=1 988w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/%EC%83%88%EB%B2%BD%EC%9D%B4%EC%83%9D%EC%B6%94%EC%96%B4%EB%A6%AC-1.png?resize=300%2C152&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/%EC%83%88%EB%B2%BD%EC%9D%B4%EC%83%9D%EC%B6%94%EC%96%B4%EB%A6%AC-1.png?resize=768%2C388&ssl=1 768w" sizes="auto, (max-width: 900px) 100vw, 900px" /><figcaption class="wp-block-jetpack-slideshow_caption gallery-caption">모금함 사례 3: 새벽이생추어리</figcaption></figure></li></ul><a class="wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white" role="button"></a><a class="wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white" role="button"></a><a aria-label="Pause Slideshow" class="wp-block-jetpack-slideshow_button-pause" role="button"></a><div class="wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white"></div></div></div></div> </div></div> </div> </div> </div> </div> </div> </div> </div> </div> <p class="has-text-align-center">– 도너스 모금함 갤러리 (<a href="https://www.donus.org/box-gallery">https://www.donus.org/box-gallery</a>) –</p> <div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div> <h2 class="wp-block-heading">2. 데이터 수집 자동화로 지속가능한 성장엔진 구축하기</h2> <h5 class="wp-block-heading">1) 도너스가 주목한 모금 트렌드</h5> <p>잠재후원자(=리드)는 서명, 구독, 행사 참여 등과 같은 방식으로 단체에 관심 갖고 다양한 활동에 참여하는 대상입니다. 평소에 잠재후원자 데이터를 잘 수집해 놓으면 필요할 때 효과적으로 후원을 요청할 수 있습니다. 우리는 이를 잠재후원자 육성 전략이라고 부릅니다.</p> <p>만약, 단체가 잠재후원자 풀을 충분히 가지고 있지 않다면, 처음에는 사람이 직접 리드 데이터를 수집해야 합니다. 하지만 조직이 커지고 등록 소스가 늘어나면 단체가 관리해야 하는 데이터양도 함께 증가하기 마련입니다.</p> <p>이때 API를 활용하면 데이터 등록을 자동화할 수 있습니다. 도너스 홈페이지 활용 사례를 예로 들면, 도너스 홈페이지에 있는 뉴스레터 구독 폼(Form)과 도너스는 API로 연동되어 있습니다. 잠재고객이 구독 폼을 통해 뉴스레터 구독을 신청하면, 입력한 이름과 연락처, 구독 참여 이력이 도너스에 자동으로 등록됩니다.</p> <p>* API는 ‘Application Programming Interface’의 줄임말로, 서로 다른 시스템 간에 데이터를 조회하거나 등록하는 데 이용됩니다. </p> <figure class="wp-block-image aligncenter size-large"><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="513" data-attachment-id="8000" data-permalink="https://blog.donus.org/7901/2024-%eb%94%94%ec%a7%80%ed%84%b8-%eb%aa%a8%ea%b8%88-%ed%8a%b8%eb%a0%8c%eb%93%9c%ec%99%80-%eb%8f%84%eb%84%88%ec%8a%a4-%ed%99%9c%ec%9a%a9%ec%82%ac%eb%a1%80-5%ea%b0%80%ec%a7%80/image-19-3" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-19.png?fit=1506%2C859&ssl=1" data-orig-size="1506,859" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="image-19" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-19.png?fit=300%2C171&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-19.png?fit=900%2C513&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-19.png?resize=900%2C513&ssl=1" alt="" class="wp-image-8000" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-19.png?resize=1024%2C584&ssl=1 1024w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-19.png?resize=300%2C171&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-19.png?resize=768%2C438&ssl=1 768w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-19.png?resize=1200%2C684&ssl=1 1200w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-19.png?w=1506&ssl=1 1506w" sizes="auto, (max-width: 900px) 100vw, 900px" /><figcaption class="wp-element-caption">– 도너스 홈페이지 (<a href="https://www.donus.org" rel="nofollow">https://www.donus.org</a>) –</figcaption></figure> <p></p> <h5 class="wp-block-heading">2) 도너스의 모금기술</h5> <p>도너스에서는 모금조직이 도너스와 다양한 서비스를 연동해서 사용할 수 있도록 <strong>Open API</strong>를 제공하고 있습니다. 도너스 Open API를 활용하면 구글 설문지, 페이스북, 스티비 등 다양한 서비스와 도너스를 연동하는 것이 가능합니다. 이를 통해 반복되는 데이터 관리 업무를 자동화하고 조직의 업무 생산성을 향상시킬 수 있습니다.</p> <p class="has-text-align-justify">도너스 Open API에는 Forms API, Analytics API, Interactions API, Members API 등 다양한 API가 포함되어 있습니다. API를 활용해 단체에 필요한 통계치, 구성원, 약정, 활동기록 등 다양한 데이터를 조회, 등록, 변경할 수 있도록 하고 있습니다.</p> <p class="has-text-align-justify">한편, 개발자가 아닌 사람이 API 명세서만 가지고 연동 작업을 하려면 어렵게 느껴질 수 있습니다. 그래서 도너스에서는 모금조직들이 주로 많이 활용하고 있는 구글 설문지를 보다 쉽게 연동할 수 있도록 API 템플릿과 영상 가이드를 제공합니다. 영상 가이드를 참고하면 조직 내에 개발자가 아닌 사람도 직접 API 연동을 쉽게 따라 할 수 있습니다.</p> <figure class="wp-block-image aligncenter"><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="465" data-attachment-id="8055" data-permalink="https://blog.donus.org/7901/2024-%eb%94%94%ec%a7%80%ed%84%b8-%eb%aa%a8%ea%b8%88-%ed%8a%b8%eb%a0%8c%eb%93%9c%ec%99%80-%eb%8f%84%eb%84%88%ec%8a%a4-%ed%99%9c%ec%9a%a9%ec%82%ac%eb%a1%80-5%ea%b0%80%ec%a7%80/image-42" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image.png?fit=997%2C515&ssl=1" data-orig-size="997,515" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="image" data-image-description="" data-image-caption="<p>도너스 Open API (https://developer.donus.org)</p> " data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image.png?fit=300%2C155&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image.png?fit=900%2C465&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image.png?resize=900%2C465&ssl=1" alt="" class="wp-image-8055" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image.png?w=997&ssl=1 997w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image.png?resize=300%2C155&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image.png?resize=768%2C397&ssl=1 768w" sizes="auto, (max-width: 900px) 100vw, 900px" /><figcaption class="wp-element-caption">– 도너스 Open API 활용 예시 –</figcaption></figure> <figure class="wp-block-image aligncenter is-resized"><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="635" data-attachment-id="8057" data-permalink="https://blog.donus.org/7901/2024-%eb%94%94%ec%a7%80%ed%84%b8-%eb%aa%a8%ea%b8%88-%ed%8a%b8%eb%a0%8c%eb%93%9c%ec%99%80-%eb%8f%84%eb%84%88%ec%8a%a4-%ed%99%9c%ec%9a%a9%ec%82%ac%eb%a1%80-5%ea%b0%80%ec%a7%80/20240508_140646" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/20240508_140646.png?fit=1207%2C851&ssl=1" data-orig-size="1207,851" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="20240508_140646" data-image-description="" data-image-caption="<p>도너스 Open API (https://developer.donus.org)</p> " data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/20240508_140646.png?fit=300%2C212&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/20240508_140646.png?fit=900%2C635&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/20240508_140646.png?resize=900%2C635&ssl=1" alt="" class="wp-image-8057" style="width:743px;height:auto" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/20240508_140646.png?w=1207&ssl=1 1207w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/20240508_140646.png?resize=300%2C212&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/20240508_140646.png?resize=1024%2C722&ssl=1 1024w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/20240508_140646.png?resize=768%2C541&ssl=1 768w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/20240508_140646.png?resize=1200%2C846&ssl=1 1200w" sizes="auto, (max-width: 900px) 100vw, 900px" /><figcaption class="wp-element-caption">– 도너스 Open API (<a href="https://developer.donus.org" target="_blank" rel="noreferrer noopener">https://developer.donus.org</a>) –</figcaption></figure> <div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div> <h2 class="wp-block-heading">3. 시나리오 메시지를 이용해 도달률 높이기</h2> <h5 class="wp-block-heading">1) 도너스가 주목한 모금 트렌드</h5> <p>모금조직은 데이터를 수집한 이후에도 후원자와의 관계를 잘 유지해야 합니다. 관계를 강화시킬수록 후원 유지율이 늘어나고 이탈을 예방하는 데 도움이 되기 때문입니다.</p> <p>후원자와의 관계는 한 번의 피드백 제공만으로 형성되기는 어렵습니다. 단체에 관심을 가지고 참여한 이후에 단체로부터 별다른 피드백을 받지 못하면, 후원자는 자발적인 참여를 계속해야 할 외부 동기가 없게 됩니다. 따라서 후원자와 관계를 잘 유지하려면 모금조직은 후원자에게 참여 시점에는 물론이고, 참여 이후에도 지속적으로 피드백을 제공해야 합니다. 지속적인 커뮤니케이션은 후원자로 하여금 단체를 계속해서 인식하게 만들고 단체에 대한 관심을 유지할 수 있도록 합니다.</p> <p>또한, 후원자에게 많은 양의 콘텐츠를 한 번에 전달하는 것은 도달률이 낮아질 수 있습니다. 좋은 콘텐츠더라도 전달하는 내용이 너무 많으면 독자의 관심도가 떨어지기 마련입니다. 따라서 콘텐츠를 잘게 쪼개어 단계별로 발송하는 것이 효과적입니다.</p> <figure class="wp-block-image aligncenter size-large"><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="473" data-attachment-id="7986" data-permalink="https://blog.donus.org/7901/2024-%eb%94%94%ec%a7%80%ed%84%b8-%eb%aa%a8%ea%b8%88-%ed%8a%b8%eb%a0%8c%eb%93%9c%ec%99%80-%eb%8f%84%eb%84%88%ec%8a%a4-%ed%99%9c%ec%9a%a9%ec%82%ac%eb%a1%80-5%ea%b0%80%ec%a7%80/image-18-3" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-18.png?fit=1649%2C867&ssl=1" data-orig-size="1649,867" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="image-18" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-18.png?fit=300%2C158&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-18.png?fit=900%2C473&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-18.png?resize=900%2C473&ssl=1" alt="" class="wp-image-7986" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-18.png?resize=1024%2C538&ssl=1 1024w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-18.png?resize=300%2C158&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-18.png?resize=768%2C404&ssl=1 768w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-18.png?resize=1536%2C808&ssl=1 1536w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-18.png?resize=1200%2C631&ssl=1 1200w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-18.png?w=1649&ssl=1 1649w" sizes="auto, (max-width: 900px) 100vw, 900px" /><figcaption class="wp-element-caption">– 참여 주제별 시나리오 메시지 –</figcaption></figure> <p></p> <h5 class="wp-block-heading">2) 도너스의 모금기술 </h5> <p>도너스에서는 모금조직이 후원자와 지속적인 관계를 형성할 수 있도록 <strong>자동메시지 기능</strong>을 제공하고 있습니다. 자동메시지는 미리 설정된 발송 규칙에 따라 수신 대상자에게 개인화된 메시지를 자동으로 발송하는 기술입니다.</p> <p>도너스 자동메시지를 활용하면 단체가 수집한 데이터를 바탕으로 개인화된 메시지를 자동으로 발송할 수 있습니다. 후원신청한 약정일을 기준으로 메시지를 발송하거나, 후원자가 참여한 후원분야의 맞춤 콘텐츠를 전달할 수 있습니다.</p> <p>또한, 시나리오 기반의 단계적 커뮤니케이션이 가능합니다. 후원자가 관심을 가질만한 콘텐츠가 차례대로 발송되도록 자동메시지를 설정해 놓을 수 있습니다. 단계별 커뮤니케이션을 통해 메시지 도달률을 높여 후원자의 관심을 효과적으로 유지할 수 있습니다. 그리고 후원 중단 여부에 따라 메시지를 발송 여부를 설정해 놓으면 후원자와 더욱더 효율적인 커뮤니케이션을 할 수 있습니다.</p> <figure class="wp-block-image aligncenter size-full"><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="498" data-attachment-id="8064" data-permalink="https://blog.donus.org/7901/2024-%eb%94%94%ec%a7%80%ed%84%b8-%eb%aa%a8%ea%b8%88-%ed%8a%b8%eb%a0%8c%eb%93%9c%ec%99%80-%eb%8f%84%eb%84%88%ec%8a%a4-%ed%99%9c%ec%9a%a9%ec%82%ac%eb%a1%80-5%ea%b0%80%ec%a7%80/image-2-17" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-2.png?fit=945%2C523&ssl=1" data-orig-size="945,523" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="image-2" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-2.png?fit=300%2C166&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-2.png?fit=900%2C498&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-2.png?resize=900%2C498&ssl=1" alt="" class="wp-image-8064" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-2.png?w=945&ssl=1 945w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-2.png?resize=300%2C166&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-2.png?resize=768%2C425&ssl=1 768w" sizes="auto, (max-width: 900px) 100vw, 900px" /><figcaption class="wp-element-caption">– 도너스 자동메시지 설정 화면 –</figcaption></figure> <div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div> <h2 class="wp-block-heading">4. 청구 자동화를 통해 합산 청구성공률 높이기</h2> <h5 class="wp-block-heading">1) 도너스가 주목한 모금 트렌드</h5> <p>미납률은 모금 성과에 직접적인 영향을 미칩니다. 그래서 모금조직들은 후원 미납률을 낮추기 위해 다양한 시도를 하고 있습니다. 가장 대표적인 전략은 출금에 실패할 경우, 이후 일자에 후원금을 재청구하는 것이며, 전월 재청구 정책이 가장 흔하게 시도됩니다. 예를 들어, 25일과 같이 정기납입일이 월 말에 위치한 경우에는 다음 달에 전월 미납분에 대해 재청구하는 방식으로 미납률을 낮춥니다.</p> <p>하지만 전월 재청구 정책에는 문제가 있습니다. 당월 분까지 포함하면 한 달에 2개월 분이 출금되어 후원자로부터 클레임을 받을 수 있기 때문입니다. 후원자 입장에서는 본인이 후원하기로 한 금액보다 더 많은 금액이 자동출금 되었다고 생각해 당황할 수 있습니다. 후원자가 출금 사고로 오해하고 단체에 환불 또는 후원중지를 요청할 경우 그에 대한 대응이 필요합니다.</p> <p>따라서 정기납입일이 여러 개인 단체는 후원자 편의성과 청구성공률 중 우선순위에 대한 고려가 필요할 수 있습니다. 전월 재청구는 기관 입장에서 미납률을 낮추기 위한 방법이지만, 한 편으로는 후원자 문의에 대응하는 시간과 노력이 들 수 있는 점을 함께 고려해야 합니다.</p> <figure class="wp-block-image aligncenter size-full is-resized"><img data-recalc-dims="1" loading="lazy" decoding="async" width="794" height="810" data-attachment-id="8107" data-permalink="https://blog.donus.org/7901/2024-%eb%94%94%ec%a7%80%ed%84%b8-%eb%aa%a8%ea%b8%88-%ed%8a%b8%eb%a0%8c%eb%93%9c%ec%99%80-%eb%8f%84%eb%84%88%ec%8a%a4-%ed%99%9c%ec%9a%a9%ec%82%ac%eb%a1%80-5%ea%b0%80%ec%a7%80/image-5-12" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-5.png?fit=794%2C810&ssl=1" data-orig-size="794,810" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="image-5" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-5.png?fit=294%2C300&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-5.png?fit=794%2C810&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-5.png?resize=794%2C810&ssl=1" alt="" class="wp-image-8107" style="width:500px;height:auto" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-5.png?w=794&ssl=1 794w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-5.png?resize=294%2C300&ssl=1 294w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-5.png?resize=768%2C783&ssl=1 768w" sizes="auto, (max-width: 794px) 100vw, 794px" /><figcaption class="wp-element-caption">– 결제페이지에 재청구가 시도됨을 함께 공지하는 사례 –</figcaption></figure> <p></p> <h5 class="wp-block-heading">2) 도너스의 모금기술</h5> <p class="has-text-align-justify">도너스에서는 정기납입일을 5일로 운영하는 것을 권장하고 있는데, 이는 월간 합산 청구성공률과 관련이 있습니다. 정기납입일이 월 초인 경우에는 정기청구에 실패해도 당월 중에 재청구할 기회가 많기 때문입니다. 5일에 정기청구에 실패하더라도, 당월 10일, 15일, 20일, 25일, 말일에 자동으로 재청구를 시도할 수 있습니다. 따라서 다음 달에 전월 분을 재청구하지 않더라도 당월에 충분히 재청구를 시도할 수 있습니다.</p> <p class="has-text-align-justify">여러 개의 정기납입일을 운영하고 있는 단체는 기존 약정을 5일로 통일하려면, 정기납입일을 일괄 변경하는 작업이 필요하며 청구 일정이 세심하게 고려되어야 합니다. 도너스에서는<strong> 엔지니어 지원 서비스를</strong> 통해 중복 출금 등의 문제없이 안정적으로 정기납입일을 변경할 수 있도록 전환 작업을 지원하고 있습니다. 아래와 같이 도너스에서 전환 작업을 진행했던 모금조직의 청구성공률 통계를 보면, 변경 이후에 청구성공률이 2%p (청구실패율 5p% 중 40%에 해당) 높아진 것을 확인할 수 있습니다.</p> <figure class="wp-block-image aligncenter size-large"><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="494" data-attachment-id="7982" data-permalink="https://blog.donus.org/7901/2024-%eb%94%94%ec%a7%80%ed%84%b8-%eb%aa%a8%ea%b8%88-%ed%8a%b8%eb%a0%8c%eb%93%9c%ec%99%80-%eb%8f%84%eb%84%88%ec%8a%a4-%ed%99%9c%ec%9a%a9%ec%82%ac%eb%a1%80-5%ea%b0%80%ec%a7%80/image-17-3" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-17.png?fit=1615%2C887&ssl=1" data-orig-size="1615,887" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="image-17" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-17.png?fit=300%2C165&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-17.png?fit=900%2C494&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-17.png?resize=900%2C494&ssl=1" alt="" class="wp-image-7982" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-17.png?resize=1024%2C562&ssl=1 1024w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-17.png?resize=300%2C165&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-17.png?resize=768%2C422&ssl=1 768w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-17.png?resize=1536%2C844&ssl=1 1536w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-17.png?resize=1200%2C659&ssl=1 1200w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-17.png?w=1615&ssl=1 1615w" sizes="auto, (max-width: 900px) 100vw, 900px" /><figcaption class="wp-element-caption">– 도너스 청구정책 연구자료 –</figcaption></figure> <div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div> <h2 class="wp-block-heading">5. 디지털 약정서로 데이터 등록 프로세스 간소화하기</h2> <h5 class="wp-block-heading">1) 도너스가 주목한 모금 트렌드</h5> <p>과거에는 거리모금이나 대면 상황에서 종이 약정서로 후원을 받았습니다. 하지만 종이 약정서는 보관, 스캔, 등록 등의 번거로운 절차가 많아 관리하는 데 불편함이 많은 단점이 있습니다. 최근에는 후원자들이 태블릿 PC나 스마트폰을 활용하여 후원에 참여하는 경우가 많아졌고, 점점 더 많은 모금조직에서 디지털 약정서를 도입하고 있습니다.</p> <figure class="wp-block-image aligncenter size-full"><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="438" data-attachment-id="8076" data-permalink="https://blog.donus.org/7901/2024-%eb%94%94%ec%a7%80%ed%84%b8-%eb%aa%a8%ea%b8%88-%ed%8a%b8%eb%a0%8c%eb%93%9c%ec%99%80-%eb%8f%84%eb%84%88%ec%8a%a4-%ed%99%9c%ec%9a%a9%ec%82%ac%eb%a1%80-5%ea%b0%80%ec%a7%80/image-3-13" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-3.png?fit=973%2C473&ssl=1" data-orig-size="973,473" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="image-3" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-3.png?fit=300%2C146&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-3.png?fit=900%2C438&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-3.png?resize=900%2C438&ssl=1" alt="" class="wp-image-8076" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-3.png?w=973&ssl=1 973w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-3.png?resize=300%2C146&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/05/image-3.png?resize=768%2C373&ssl=1 768w" sizes="auto, (max-width: 900px) 100vw, 900px" /><figcaption class="wp-element-caption">– 종이 약정서 VS 디지털 약정서 등록 프로세스 비교 –</figcaption></figure> <p></p> <h5 class="wp-block-heading">2) 도너스의 모금기술</h5> <p class="has-text-align-justify">도너스에서는 태블릿PC, 스마트폰으로 약정서 등록이 가능한 <strong>디지털 사인업</strong> 시스템을 제공하고 있습니다. 모금 현장에서 디지털 사인업 시스템으로 약정 정보를 입력하면 실시간으로 유효성이 검증된 데이터가 도너스에 등록됩니다. 디지털 약정서는 종이 약정서에 비해 데이터를 등록하는 절차와 비용이 대폭 간소화되는 장점이 있습니다. 또한, 모금지역별, 모금담당자별 성과집계를 자동화하여 보다 스마트한 모금전략의 수립과 실행이 가능하도록 합니다. </p> <figure class="wp-block-image aligncenter size-large is-resized"><img data-recalc-dims="1" loading="lazy" decoding="async" width="900" height="586" data-attachment-id="7958" data-permalink="https://blog.donus.org/7901/2024-%eb%94%94%ec%a7%80%ed%84%b8-%eb%aa%a8%ea%b8%88-%ed%8a%b8%eb%a0%8c%eb%93%9c%ec%99%80-%eb%8f%84%eb%84%88%ec%8a%a4-%ed%99%9c%ec%9a%a9%ec%82%ac%eb%a1%80-5%ea%b0%80%ec%a7%80/image-12-5" data-orig-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-12.png?fit=1059%2C690&ssl=1" data-orig-size="1059,690" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="image-12" data-image-description="" data-image-caption="" data-medium-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-12.png?fit=300%2C195&ssl=1" data-large-file="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-12.png?fit=900%2C586&ssl=1" src="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-12.png?resize=900%2C586&ssl=1" alt="" class="wp-image-7958" style="width:703px;height:auto" srcset="https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-12.png?resize=1024%2C667&ssl=1 1024w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-12.png?resize=300%2C195&ssl=1 300w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-12.png?resize=768%2C500&ssl=1 768w, https://i0.wp.com/blog.donus.org/wp-content/uploads/2024/04/image-12.png?w=1059&ssl=1 1059w" sizes="auto, (max-width: 900px) 100vw, 900px" /><figcaption class="wp-element-caption">– 도너스 약정등록 소요시간 연구자료 –</figcaption></figure> <div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div> <p>지금까지 5가지의 도너스 활용사례를 통해 2024년의 디지털 모금 트렌드와 도너스의 모금기술을 살펴보았습니다. 후원자와의 소통을 효율적으로 관리하고 모금 성과를 최적화하는 데 도움이 되기를 바랍니다🙂</p> <div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div> <p><strong>[참고자료]</strong></p> <ul class="wp-block-list"> <li><a href="https://www.donus.org/box-gallery">[도너스 홈페이지] 모금함 사례 모음</a></li> <li><a href="https://www.donus.org/mauto">[도너스 홈페이지] 마케팅 자동화 기능 소개</a></li> <li><a href="https://www.donus.org/billing">[도너스 홈페이지] 지능형 자동출금 소개</a></li> <li><a href="https://developer.donus.org/">[도너스 홈페이지] 도너스 Open API</a></li> <li><a href="https://knowledge.donus.org/hc/ko/articles/360024016633--B5a-%EA%B5%AC%EA%B8%80-%EC%84%A4%EB%AC%B8%EC%A7%80-%EC%97%B0%EB%8F%99">[도너스 지식창고] 구글 설문지 연동</a></li> </ul> <div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div> <hr class="wp-block-separator has-alpha-channel-opacity is-style-wide"/> <p>도너스의 서비스가 궁금하시다면?<br>홈페이지를 방문해 보세요!<br><br>후원자 경험에 대한 전문성이<br>오늘날, 모금기술의 차이를 만듭니다.<br><br><a href="https://www.donus.org">https://www.donus.org</a></p> <p></p> <div id='jp-relatedposts' class='jp-relatedposts' > </div> </div><!-- .entry-content .clear --> </div> </article><!-- #post-## --> <nav class="navigation post-navigation" role="navigation" aria-label="Post navigation"> <span class="screen-reader-text">Post navigation</span> <div class="nav-links"><div class="nav-previous"><a title="비영리조직이 모금을 시작하기 전 반드시 준비해야 할 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