Doubled donation contributions
The Challenge
The Plunk Foundation was looking to broaden their donor base by identifying and engaging with potential supporters — specifically those from the C-suite.
“It is extremely time-consuming researching potential donors in the hopes of getting in touch with the right contacts at the right time. As a new non-profit, we want to better understand our target market and reach as many decision makers as possible,” says John Cavanaugh, Executive Director.
Understanding your target audience and ideal customer profile (ICP) is essential for building a successful go-to-market strategy. This is especially true for nonprofits seeking partnerships, sponsorships, and donors in their local community.
The Solution
About a year ago, the Plunk Foundation added ZoomInfo Sales to their tech stack. Being new to the market, it was critical for them to define their ICP and understand their viable total addressable market.
“We were hopeful that Sales could help us figure out who would benefit the most from our services, and reach those individuals, organizations, or institutions with accurate contact data,” says Cavanaugh.
With the help of ZoomInfo, the foundation identified a number of organizations that match their ICP (e.g., groups supporting women and women’s rights, children, and/or marginalized communities), as well as decision-makers at these groups. They’re able to deliver the right message to the right audience to build their network of customers and donors.
“I can say with confidence that without the depth and breadth of data provided by ZoomInfo, there would be no way for me to connect with executive teams at the organizations we want to provide our services to. We rely on the accuracy of the data to fill our pipeline and consistently grow our donor base,” says Cavanaugh.
The Results
ZoomInfo has been instrumental in the Plunk Foundation’s success and growth over the past year.
“We have doubled donation contributions and made countless, valuable connections thanks to ZoomInfo,” says Cavanaugh. “Some of those connections have included C-level professionals who now serve as Senior Advisors on our Board of Directors.”
In addition to securing ongoing investment from these board members, Plunk also received six support letters from recognized organizations, including the OMNIA Institute for Contextual Leadership, a peacebuilding group in Sri Lanka, Iran, and Bangladesh that fights against human trafficking, poverty, and gender-based violence.
“ZoomInfo has been absolutely priceless. It’s been amazing to be recognized by privacy professionals, academics, and international organizations. The relationships we’ve been able to build and the traction we’ve been able to make will provide lasting impact for our organization,” says Cavanaugh.
