effective segmentation
DESCRIPTION
Whatever fundraising software you're organization is using, you need the capability to effectively segment your database to more effectively appeal to your donors. Segmentation has come a long way since we started dividing our data by current donors, lapsed donors and non-donors!This webinar will cover the three most important factors in segmentation; discuss how data should be structured to get you the results you want; and we'll share stories about segmentation successes and near-misses.TRANSCRIPT
Sponsored by:A Service
Of:
Effective Segmentation
Cheryl J Weissman
Sponsored by:A Service
Of:
Synthesis Partnership works with nonprofit
organizations facing or creating change to
align strategy, identity, capacity and facilities
with vision, mission and values.
Sponsored by:A Service
Of:
Affordable collaborative data
management in the cloud.
Sponsored by:A Service
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Today’s Speaker
Cheryl J WeissmanPresident,
CJW Consulting & Services, Inc.
Hosting:
Sam Frank, Synthesis PartnershipAssisting with chat questions:
April Hunt, Nonprofit Webinars
EFFECTIVE SEGMENTATION
Presented by:
Cheryl J. Weissman
CJW Consulting & Services, Inc.
8331 Central Avenue
Morton Grove, IL 60053
www.cjwconsulting.com
What Works Best?
Always remember that solicitations are
about the donor, not about your
organization or need for support
Donors give for personal reasons, so
we need to find and appeal to those
reasons
Creating Your List of Prospects
Begin with those with the closest ties
to your organization.
◦ Your board and their families and friends.
◦ Your current and past donors.
◦ The people your organization serves, or
people connected to those you serve
◦ Mine your database!
Giving
Identify and appeal to the self-interest or motivation of the donors◦ Segment based on what you know about
what interests or motivates your donors
Ask – people don’t give unless they are asked◦ Segment based on past giving
Respect donor intent – accountability is key◦ Segment based on what they have given to
in the past
Appeal to Self-
Interest/Motivation
Relationships
◦ Constituents affiliated with organizations similar to yours, or providing similar services
◦ Connections to people involved in your organization (friends of Board, Staff, etc.)
Contact(s) Information
◦ If you are tracking things like committee meeting attendance, participation in events, etc., you can segment based on the ways constituents are connected to your organization.
Source(s)
◦ If you use Source(s) in a categorical way, this is a valuable indicator of the reason they chose to connect to you.
Subscriptions
◦ Can be used to identify ways members connect Board Member information, Volunteer newsletter, etc.
Cultivate
Ask
Segment based on past giving◦ There’s more to a gift than a dollar amount Use all the information you can To what campaign did they respond?
Where did they direct their money to be used?
How often do they give?
People who give on their own more than once a year are good candidates for a structured pledge or monthly gift program
How do they give?
People who pay by credit card may be good candidates for monthly giving or EFT giving.
Cultivate
Respect Donor Intent
Respect donor intent – accountability
is key
◦ Segment based on what they have given
to in the past
Cultivate
Moves Management
Segmentation changes for prospects
for larger gifts
◦ Involves strategizing contact for people
who are not ready for an ask
◦ You may want to segment using people
who have completed a specific move, not
just at a specific stage in the process.
Moves Management
Example
◦ In the qualification stage, you create three
moves: A letter of introduction
A survey
A thank you postcard
◦ Rather than prepare a segment for
anyone currently in the qualification stage,
segment for anyone who has completed
the survey
Moves Management
Be sure that your system is set up in a
way that makes it easy to determine
where everyone is at any given point
in time.
Prep Steps
Segmentation Letter content
Signer
Text
Ask
Response device content
Data Review Preliminary Counts
Prioritization
Prep Steps
Data Validation
◦ Correct message sent
◦ No multiple appeals
◦ Exclusions accounted for
◦ Exported data reviewed and confirmed
Contact Information
Cheryl J. Weissman
CJW Consulting & Services, Inc.
866/598-0430
Post-Webinar questions? Feel free to
contact me!
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