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10/7/2013 #bbcon 1
Segmenting for Success
A Case Study of Alley Cat Allies
PRESENTED BY SETH GHITELMAN
10/7/2013 #bbcon 2
• Alley Cat Allies is the only national
advocacy organization dedicated to the
protection and humane tr...
10/7/2013 #bbcon 3
Mount Vernon, the home of George Washington,
is owned and maintained by the Mount Vernon
Ladies’ Associ...
10/7/2013 #bbcon 4
WHY A SEGMENTATION SOLUTION WAS ESSENTIAL
10/7/2013 #bbcon 5
BEFORE SEGMENTATION
- Not easy to implement targeted message
- Higher expense
- No customized CFA
- Dif...
10/7/2013 #bbcon 6
DATA TRAFFIC JAM
• Manual segmentation
- Identify segments, profiles, hierarchy – and
all variables suc...
10/7/2013 #bbcon 7
• Crossed eyes
• Risk of error
• Difficult to track
• Limit segments / complexity
DATA DETOURS
10/7/2013 #bbcon 8
MERGE ONTO THE EXPRESS LANES
Outsourcing vs. Segment-OMatic
 Cost
 Control of Data
 Bandwidth of Cur...
10/7/2013 #bbcon 9
THE SEGMENTATION FAST LANE: SUCCESS
- Communicate targeted message
- Engage constituents effectively
- ...
10/7/2013 #bbcon 10
THE FAST LANE: SEGMENTATION
- Streamline process
- Optimize resources
- Generate measurable results
- ...
10/7/2013 #bbcon 11
THE FAST LANE: SPEED & POWER
- Save time
- Improve accuracy
- Support or dispel variables
- Analyze an...
10/7/2013 #bbcon 12
THE FAST LANE: RESULTS
Smarter Fundraising
Targeted messaging
Focus on high performing segments
Be...
10/7/2013 #bbcon 13
SEGMENTATION TURBO-CHARGING
10/7/2013 #bbcon 14
BUILDING A PROFILE
10/7/2013 #bbcon 15
PROFILE
10/7/2013 #bbcon 16
PROFILE
10/7/2013 #bbcon 17
CREATING A HIERARCHY
10/7/2013 #bbcon 18
RECENCY
10/7/2013 #bbcon 19
FREQUENCY
10/7/2013 #bbcon 20
HIERARCHY – MONETARY
10/7/2013 #bbcon 21
MONETARY
10/7/2013 #bbcon 22
MONETARY
10/7/2013 #bbcon 23
HIERARCHY BY RECENCY
10/7/2013 #bbcon 24
HIERARCHY BY CONSTITUENCY
10/7/2013 #bbcon 25
HIERARCHY – FREQUENCY
10/7/2013 #bbcon 26
APPLYING CODES BY SEGMENT
10/7/2013 #bbcon 27
ASSIGN APPEAL CODES BY SEGMENT
10/7/2013 #bbcon 28
APPEAL- COUNTS AND COSTS
10/7/2013 #bbcon 29
EXPORT TO REVIEW AND SHARE THE DATA
10/7/2013 #bbcon 30
CAT BREAK
10/7/2013 #bbcon 31
THE POSITIVE EFFECTS OF SEGMENTATION
10/7/2013 #bbcon 32
OLD NEW Benefits
Many queries /
merged queries
One query for most
or all segments
 Save time
 Improv...
10/7/2013 #bbcon 33
• Growth of segments
- High performing investment
- Target growth segments
• Results by segment
- Fine...
10/7/2013 #bbcon 34
ANALYSIS EXAMPLE
10/7/2013 #bbcon 35
ANALYSIS
10/7/2013 #bbcon 36
BENEFITS
- Testing and analysis
- Targeted messaging and appeals
- Cost efficiency/cost savings
- Bett...
10/7/2013 #bbcon 37
GET IN THE FAST LANE!
Photocredit:JasonPutsché
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Segmentation: The HOV Lane to Success

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Transcript of "Segmentation: The HOV Lane to Success"

  1. 1. 10/7/2013 #bbcon 1 Segmenting for Success A Case Study of Alley Cat Allies PRESENTED BY SETH GHITELMAN
  2. 2. 10/7/2013 #bbcon 2 • Alley Cat Allies is the only national advocacy organization dedicated to the protection and humane treatment of cats. • Non-profit based in Bethesda, Maryland with over 500,000 supporters and over 20 years of grassroots organizing, hands-on activism, and education • Vision: A society in which people value and safeguard the lives of animals. • Mission: To transform and develop communities to protect and improve the lives of cats. ALLEY CAT ALLIES Photocredit:JasonPutsché
  3. 3. 10/7/2013 #bbcon 3 Mount Vernon, the home of George Washington, is owned and maintained by the Mount Vernon Ladies’ Association, the oldest national historic preservation organization in the United States. MISSION STATEMENT The mission of the Mount Vernon Ladies’ Association is to preserve, restore and manage the estate of George Washington to the highest standards and to educate visitors and people throughout the world about the life and legacies of George Washington, so that his example of character and leadership will continue to inform and inspire future generations. No tax dollars are expended to support Mount Vernon and the Association does not accept grants from the federal, state or local government.
  4. 4. 10/7/2013 #bbcon 4 WHY A SEGMENTATION SOLUTION WAS ESSENTIAL
  5. 5. 10/7/2013 #bbcon 5 BEFORE SEGMENTATION - Not easy to implement targeted message - Higher expense - No customized CFA - Difficult to analyze results
  6. 6. 10/7/2013 #bbcon 6 DATA TRAFFIC JAM • Manual segmentation - Identify segments, profiles, hierarchy – and all variables such as recency, frequency, gift history - Build queries for each segment and sometimes multiple queries per segment - Merge queries to de-dupe • Troubleshooting - Counts - Excluding or Including Variables • Measurement and reporting
  7. 7. 10/7/2013 #bbcon 7 • Crossed eyes • Risk of error • Difficult to track • Limit segments / complexity DATA DETOURS
  8. 8. 10/7/2013 #bbcon 8 MERGE ONTO THE EXPRESS LANES Outsourcing vs. Segment-OMatic  Cost  Control of Data  Bandwidth of Current Staff  Time and Ability to Analyze the Data ACA Decision  History of failed complexity  Control of the data  Ability to make quick internal decisions HOW CAN I SEGMENT MY DATABASE?
  9. 9. 10/7/2013 #bbcon 9 THE SEGMENTATION FAST LANE: SUCCESS - Communicate targeted message - Engage constituents effectively - Support Good Decisions - Inform Leadership - Reduce Expenses - Increase Income
  10. 10. 10/7/2013 #bbcon 10 THE FAST LANE: SEGMENTATION - Streamline process - Optimize resources - Generate measurable results - Test message, execution, timing and more
  11. 11. 10/7/2013 #bbcon 11 THE FAST LANE: SPEED & POWER - Save time - Improve accuracy - Support or dispel variables - Analyze and adjust
  12. 12. 10/7/2013 #bbcon 12 THE FAST LANE: RESULTS Smarter Fundraising Targeted messaging Focus on high performing segments Better call for action Support from leadership ROI Better Results
  13. 13. 10/7/2013 #bbcon 13 SEGMENTATION TURBO-CHARGING
  14. 14. 10/7/2013 #bbcon 14 BUILDING A PROFILE
  15. 15. 10/7/2013 #bbcon 15 PROFILE
  16. 16. 10/7/2013 #bbcon 16 PROFILE
  17. 17. 10/7/2013 #bbcon 17 CREATING A HIERARCHY
  18. 18. 10/7/2013 #bbcon 18 RECENCY
  19. 19. 10/7/2013 #bbcon 19 FREQUENCY
  20. 20. 10/7/2013 #bbcon 20 HIERARCHY – MONETARY
  21. 21. 10/7/2013 #bbcon 21 MONETARY
  22. 22. 10/7/2013 #bbcon 22 MONETARY
  23. 23. 10/7/2013 #bbcon 23 HIERARCHY BY RECENCY
  24. 24. 10/7/2013 #bbcon 24 HIERARCHY BY CONSTITUENCY
  25. 25. 10/7/2013 #bbcon 25 HIERARCHY – FREQUENCY
  26. 26. 10/7/2013 #bbcon 26 APPLYING CODES BY SEGMENT
  27. 27. 10/7/2013 #bbcon 27 ASSIGN APPEAL CODES BY SEGMENT
  28. 28. 10/7/2013 #bbcon 28 APPEAL- COUNTS AND COSTS
  29. 29. 10/7/2013 #bbcon 29 EXPORT TO REVIEW AND SHARE THE DATA
  30. 30. 10/7/2013 #bbcon 30 CAT BREAK
  31. 31. 10/7/2013 #bbcon 31 THE POSITIVE EFFECTS OF SEGMENTATION
  32. 32. 10/7/2013 #bbcon 32 OLD NEW Benefits Many queries / merged queries One query for most or all segments  Save time  Improve accuracy Manual assignment of appeal codes Limited ability for specific appeals Automated appeal assignment  Pinpoint analysis of response by segment  Better constituent records Troubleshooting difficult Visual data easy to troubleshoot  Accurate records  Better counts/investment  Easier to leave out lower-performing Segments for ROI Challenge with de- duping and accuracy Automatic suppressions and overall de-duping  One click confidence v. time-consuming manual with risk of error BEFORE AND AFTER
  33. 33. 10/7/2013 #bbcon 33 • Growth of segments - High performing investment - Target growth segments • Results by segment - Fine tuning - No guesswork • Testing panels - Conclusive feedback - Constant opportunity for adjustment • ROI ANALYSIS
  34. 34. 10/7/2013 #bbcon 34 ANALYSIS EXAMPLE
  35. 35. 10/7/2013 #bbcon 35 ANALYSIS
  36. 36. 10/7/2013 #bbcon 36 BENEFITS - Testing and analysis - Targeted messaging and appeals - Cost efficiency/cost savings - Better collaboration with agencies - Better ability to execute on mission - Responsiveness to donor needs - More help for cats! Photocredit:JasonPutsché
  37. 37. 10/7/2013 #bbcon 37 GET IN THE FAST LANE! Photocredit:JasonPutsché
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