AXO for fundraising & supporter engagement.

Post-click + inbound personalization

Every visitor lands on a page tuned to how they arrived and what they're doing in the first few seconds.

A Major-Gift Researcher sees the impact-stats hero + annual-report CTA; a first-time mobile-impulse donor sees match-doubled framing and a $25 anchor.

Why it matters: Donor cohorts respond to different framing. A single homepage leaves money on the table.

• Anonymous behavioral signals · Data collection
  Click depth, scroll velocity + depth, dwell, hover, pause, tab-switch, cadence — collected without requiring identity.
• UTM + referrer + device context · Data collection
  Every event carries the channel, referrer, viewport, and device class for downstream targeting.
• Per-vertical default segment packs · Audience segmentation
  6+ segments seeded per industry — Deliberator / Comparison Shopper / Gifter for retail; Donor Ready / Lapsed for fundraising; etc.
• Donation-form variant type · Site personalization
  Fundraising-specific: writes per-segment ask ladders into native HTML donation forms.
• 9 variant types · Site personalization
  copy_swap, hero_swap, overlay, lightbox, banner, badge, product_reco, lead_form, move_object, plus donation_form for fundraising.

Behavioral audience discovery

Anonymous clickstream surfaces real shopper cohorts without a CDP team or an audience-builder UI.

11 donor-lifecycle segments: Donor Ready, Researcher, Supporter, Lapsed (×2), High Capacity Uncontacted, Recurring Card Declined, Year-End Returning, Advocacy Engaged Non-Donor, plus Volunteer Candidate.

Why it matters: Donor-CRM-led tools key off who already gave. AXO segments off who's about to give — the higher-leverage signal.

• Per-vertical default segment packs · Audience segmentation
  6+ segments seeded per industry — Deliberator / Comparison Shopper / Gifter for retail; Donor Ready / Lapsed for fundraising; etc.
• CRM-attribute-driven segments · Audience segmentation
  When a CRM is connected, segments can key off lifetime value, last gift, plan tier, etc.
• No-code custom segment builder · Audience segmentation
  Composable predicates: event_occurred, page_viewed, utm_matched, propensity, feature_anomaly, lifecycle, affinity.
• Hidden-persona ML clustering · Audience segmentation
  Surfaces audience cohorts the operator didn't pre-define, with stability + lift validation.

Journey + message orchestration

Cart-abandonment, browse-abandonment, win-back, lifecycle messages — fire through the ESP / SMS / ad-platform you already use.

Recurring card declined → save-flow email from the donor's last designation; lapsed monthly donor visits the site → reactivation email with their previous gift amount pre-anchored.

Why it matters: Recurring donor retention is the wedge vs. CRM-led tools that fire only at scheduled cadences.

• Trigger engine · Journey + message orchestration
  Composable eligibility (segment + UTM + behavior, all_of / any_of) → render an action or fire to a destination.
• Abandonment templates pre-baked · Journey + message orchestration
  Cart, browse, form, donation, demo-request templates ready to clone per destination.
• Email/SMS destinations · Email + SMS destinations
  Klaviyo, Braze, Customer.io, Resend, SendGrid, Postmark, Mailchimp, Twilio (SMS), Intercom, SFMC, Emarsys.
• Fundraising rails · CRM + commerce
  Donorbox + EveryAction/VAN + Bonterra (outbound); ActBlue + WinRed + Donorbox (inbound webhook).
• Multi-channel dispatch · Journey + message orchestration
  One trigger can fire to email + SMS + ad-CAPI + webhook simultaneously, each with its own template.
• Donation-form variant type · Site personalization
  Fundraising-specific: writes per-segment ask ladders into native HTML donation forms.

Ad-platform retargeting + CAPI measurement

Server-side conversion events for iOS-14-safe attribution. Build retargeting lists from behavior. Suppress converters from spend.

Donation_completed fires server-side to Meta for fundraising-event ROI tracking; advocacy-action takers flow into retargeting audiences for the next ask. ActBlue + WinRed donations feed back via webhook for closed-loop attribution.

Why it matters: Most donor-marketing tools don't do CAPI. The ones that do don't do behavioral audience building. AXO does both.

• Ad-platform server-side CAPI · Ad platforms
  Meta, Google Ads, GA4 MP, TikTok, Pinterest, Reddit, LinkedIn — server-side conversion API for iOS-14-safe attribution.
• Behavior → ad-platform audience export · Ad platforms
  Push behaviorally-built segments to Meta Custom Audiences, Google Customer Match, LinkedIn audiences.
• Fundraising rails · CRM + commerce
  Donorbox + EveryAction/VAN + Bonterra (outbound); ActBlue + WinRed + Donorbox (inbound webhook).
• Trigger engine · Journey + message orchestration
  Composable eligibility (segment + UTM + behavior, all_of / any_of) → render an action or fire to a destination.

Holdout-proven incremental lift

A 10% control group runs against every change, always on. Causal attribution, not correlation.

Recurring upgrade ask tested against holdout reads "+3.2% conversion to recurring among Year-End Returning donors, +$4.7k attributable monthly recurring revenue." Numbers the board can read.

Why it matters: Donor relationships are sacred. You don't guess; you prove.

• 10% always-on holdout · Measurement
  Live control group on every change. Real incremental lift, not asserted lift.
• Lift attribution per variant + per segment · Measurement
  Causal attribution scoped to the specific variant + the specific cohort it served — not site-wide proxies.
• AI Scorecard · Measurement
  Plain-language "is the AI working?" verdict for a non-technical reader. Holdout vs. personalized side-by-side.
• AI provenance audit trail · AI + agentic
  Every AI generation logs the prompt, brand voice, active brief, model, and DAM provenance. Compliance-grade.

Agentic creative + ops

Drive AXO from natural language — in-app via the AXO Assistant or externally via Claude / Cursor / ChatGPT / VS Code through MCP.

"Help me set up donor segments and a recurring-decline save flow for our new monthly giving campaign." Agent provisions the segments, drafts the email sequence, wires the trigger, surfaces ladders.

Why it matters: Nonprofit ops teams are small; agentic workflows turn what would be a multi-day project into a one-conversation setup.

• AXO Assistant (in-app) · AI + agentic
  Chat-based agent that drives AXO from natural language. Reads your data, takes actions, asks for confirmation on writes.
• MCP server · AI + agentic
  Connect Claude, Cursor, ChatGPT, VS Code, or any MCP-compatible tool. Same toolset as the in-app assistant.
• AI-drafted variant copy · AI + agentic
  Brand-voice guardrails + active-campaign context baked in. Drafts go through human review before publishing.
• Fundraising rails · CRM + commerce
  Donorbox + EveryAction/VAN + Bonterra (outbound); ActBlue + WinRed + Donorbox (inbound webhook).
• Donation-form variant type · Site personalization
  Fundraising-specific: writes per-segment ask ladders into native HTML donation forms.

First-party data activation

Profile + event data flows to the CDP, warehouse and CRM you already run — Segment, Snowflake, BigQuery, Salesforce, HubSpot. AXO feeds your stack, doesn't replace it.

Donor profile updates flow to NPSP / VAN / Bonterra; advocacy actions land in your CRM; lifetime giving aggregates land in BigQuery for development-team forecasting.

Why it matters: Donor-CRMs are the system of record. AXO's behavioral signal makes them smarter without forcing a migration.

• CRM destinations · CRM + commerce
  Salesforce, HubSpot, Intercom — push profile updates + activity, read CRM attributes back.
• Fundraising rails · CRM + commerce
  Donorbox + EveryAction/VAN + Bonterra (outbound); ActBlue + WinRed + Donorbox (inbound webhook).
• Warehouse destinations · Data infrastructure
  Snowflake, BigQuery, Amazon S3 — stream profile + event copies to your data plane.