More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

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Sure, you have a plan for communicating with your constituents online, but are you doing it in the most analytical way possible? Different people respond to different messages in different ways, based on their affinity to your cause and their past or current behaviors. This session will share lessons learned from segmenting online communications for some of the largest fundraising events in the country. From identifying audience segments, to targeting communications, to tracking the final results of each campaign, this session will feature strategies for increasing your marketing and fundraising results through more targeted online communication.

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  • So, that’s what we’re here today to discuss. How to segment your messages, customize your content – and most importantly, deliver event fundraising results.Using the science fair analogy to walk us through the process:First, we’ll discuss utilizing online communications to stimulate results in event fundraising. We’ll make the connection between new communications methods and traditional fundraising theory.Then, we’ll talk about what segmentation is – and why it will generate results.After we understand WHY segmentation, we’ll get into the nitty gritty and discuss how it works, how you can make it work for your organization and the different ways you can take it back to your organization now.Finally, we’ll talk about measuring the results. You want to make sure that the effort that you are putting in to analyzing your audience is actually generating your desired results.Along the way, I’ll be giving you some examples of how segmentation has worked for some of our most successful clients.
  • This is the strategy you use with your major donors. Look at your overall constituent base as all potential major donors and utilize your technology and your data to personalize your communications.
  • This is the strategy you use with your major donors. Look at your overall constituent base as all potential major donors and utilize your technology and your data to personalize your communications.
  • This is the strategy you use with your major donors. Look at your overall constituent base as all potential major donors and utilize your technology and your data to personalize your communications.
  • This is the strategy you use with your major donors. Look at your overall constituent base as all potential major donors and utilize your technology and your data to personalize your communications.
  • How many of you shop using Amazon.com?Have any of you ever received an e-mail like this?This e-mail is an example of highly specific targeting. When I was logged into the site, I was searching for (xxx) and it took note of my activity on the site, what I put in my shopping cart, but maybe didn’t purchase, or what I spent time browsing and sent me this e-mail to follow up on my interests.
  • Another example of how people use your interests and what they know about you to target recommendations to what you might like, and therefore increase your interaction with their business.
  • When you send the same messages to your entire constituent base, you run the risk of diluting your message – oversaturating people with information or asks from your organization that do not speak to their original reasons for supporting you. Your messages may resonate with some people very strongly, but may get lost with other people. If you overcommunicate with non-specific messaging, chances are you will get lost in the email clutter.
  • You won’t generate results unless you ask.You already know this – we’re going to apply some of the tools that you are already familiar with to your event communications strategies.The event has been created as a REASON to ask. Make sure that you are asking.You probably have a good group of supporters that you know will participate in your event. How are they going to know about your event unless you tell them about it and then ask them to be part of your event?Think about what you are saying in your e-mails? Are you giving people information? Are you asking them to do something? Ideally, you are offering both – information AND a call to action in your e-mails. Offering only one is not utilizing your communications methods to the full potential. You have to foster a give and take relationship with your donors and constituents. Give them a reason to give and offer them information and inspiration, so that when you ask, their answer is yes.
  • Animation comes out one-by-one. (one click, delay by 2 seconds)How do you get to the YES? Ask in a personal way.You would never approach a major donor with a form letter or a generic brochure, right? With the ability to personalize messages now, there is no reason that you should be sending generic communications to your constituent base via e-mail communications. While the audience is savvy enough to know that you aren’t sitting at your computer typing out an email in Outlook just to them, you should give them information that they care about and that is relevant to their reasons for supporting your organization in the first place.Understand why someone already supports your organization and speak to that.
  • So, that’s what we’re here today to discuss. How to segment your messages, customize your content – and most importantly, deliver event fundraising results.Using the science fair analogy to walk us through the process:First, we’ll discuss utilizing online communications to stimulate results in event fundraising. We’ll make the connection between new communications methods and traditional fundraising theory.Then, we’ll talk about what segmentation is – and why it will generate results.After we understand WHY segmentation, we’ll get into the nitty gritty and discuss how it works, how you can make it work for your organization and the different ways you can take it back to your organization now.Finally, we’ll talk about measuring the results. You want to make sure that the effort that you are putting in to analyzing your audience is actually generating your desired results.Along the way, I’ll be giving you some examples of how segmentation has worked for some of our most successful clients.
  • From MS presentation
  • 82: $2,250 and over2,393: Over about $250
  • When we were chatting the other day, you asked about the % of people who hit the 2008 suggested goal of $250. In 2008, 6.2% hit $250 or above. In 2009, 6.4% hit $250 or above.  In 2009, we shifted our suggested goal to $125. In 2008, 10% hit $125 or above.In 2009, 12% hit $125 or above.
  • When we were chatting the other day, you asked about the % of people who hit the 2008 suggested goal of $250. In 2008, 6.2% hit $250 or above. In 2009, 6.4% hit $250 or above.  In 2009, we shifted our suggested goal to $125. In 2008, 10% hit $125 or above.In 2009, 12% hit $125 or above.
  • So, that’s what we’re here today to discuss. How to segment your messages, customize your content – and most importantly, deliver event fundraising results.Using the science fair analogy to walk us through the process:First, we’ll discuss utilizing online communications to stimulate results in event fundraising. We’ll make the connection between new communications methods and traditional fundraising theory.Then, we’ll talk about what segmentation is – and why it will generate results.After we understand WHY segmentation, we’ll get into the nitty gritty and discuss how it works, how you can make it work for your organization and the different ways you can take it back to your organization now.Finally, we’ll talk about measuring the results. You want to make sure that the effort that you are putting in to analyzing your audience is actually generating your desired results.Along the way, I’ll be giving you some examples of how segmentation has worked for some of our most successful clients.
  • An event case:Sets the tone and culture of the eventRecruits participantsCreates an easily repeatable fundraising ask for participants to makeSets a metric to report onPresents a purpose for growing over timeBe passionate.Be focused.
  • So, that’s what we’re here today to discuss. How to segment your messages, customize your content – and most importantly, deliver event fundraising results.Using the science fair analogy to walk us through the process:First, we’ll discuss utilizing online communications to stimulate results in event fundraising. We’ll make the connection between new communications methods and traditional fundraising theory.Then, we’ll talk about what segmentation is – and why it will generate results.After we understand WHY segmentation, we’ll get into the nitty gritty and discuss how it works, how you can make it work for your organization and the different ways you can take it back to your organization now.Finally, we’ll talk about measuring the results. You want to make sure that the effort that you are putting in to analyzing your audience is actually generating your desired results.Along the way, I’ll be giving you some examples of how segmentation has worked for some of our most successful clients.
  • This is the strategy you use with your major donors. Look at your overall constituent base as all potential major donors and utilize your technology and your data to personalize your communications.
  • More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

    1. 1. t<br />More Than Just An E-Mail<br />Segmenting Messages, Customizing Content and Delivering Results<br />Jeff Shuck, President and CEO | Event 360<br />
    2. 2. Jeff Shuck, Event 360<br />October 3, 2011<br />
    3. 3. Success Factors<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    4. 4. Agenda<br />Introduction to Segmentation<br />What Is It?<br />Why Bother?<br />Basic Approaches for Event Fundraising<br />Linkage<br />Fundraising Activity<br />Demographics<br />A Few Words on Messaging<br />Final Thoughts<br />Q & A<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    5. 5.
    6. 6.
    7. 7. Thanks for being big and green! Keep it up!<br />We appreciate your orangeness!<br />How can we help you?<br />Hi! Have you ever considered orange or green?<br />
    8. 8. What Is Segmentation?<br />Understanding your constituents and how they impact your program<br />Grouping them together based on similar characteristics<br />Speaking to each group differently<br />Forecasting and then influencing future behavior<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    9. 9. Jeff Shuck, Event 360<br />October 3, 2011<br />
    10. 10. Jeff Shuck, Event 360<br />October 3, 2011<br />
    11. 11. Jeff Shuck, Event 360<br />October 3, 2011<br />
    12. 12. Wait! If something works, why not do it with everyone?<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    13. 13. Jeff Shuck, Event 360<br />October 3, 2011<br />
    14. 14. How do you feel when you look at something that doesn’t apply to you?<br />Do you even read it?<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    15. 15. Irrelevant Communications…<br />Oversaturate people with information<br />Reduce the likelihood they will take impactful action<br />Miss an opportunity to build a meaningful connection<br />Instruct people not to read your messages!<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    16. 16. The first rule of fundraising is to ASK.<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    17. 17. Long-time major donor, milestone birthday approaching.<br />Participated in an event with siblings, lives with parents at home.<br />Team captain for top fundraising team, thinking about retirement.<br />Board Member, married, no kids.<br />Directly affected by your cause, city-dweller.<br />New volunteer with your organization, parent.<br />“Likes” you on Facebook because a friend participated in an event, lives abroad.<br />Lapsed participant, but consistent donor.<br />The key is to<br />ask in a PERSONAL way.<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    18. 18. Jeff Shuck, Event 360<br />October 3, 2011<br />
    19. 19. Jeff Shuck, Event 360<br />October 3, 2011<br />
    20. 20. Most of the money raised in your fundraising program comes from a very small percentage of participants. <br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    21. 21. Agenda<br />Introduction to Segmentation<br />What Is It?<br />Why Bother?<br />Basic Approaches for Event Fundraising<br />Linkage<br />Fundraising Activity<br />Demographics<br />A Few Words on Messaging<br />Final Thoughts<br />Q & A<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    22. 22. Collecting data is one of the largest obstacles<br />Use the information you already have<br />Address information<br />Gift history <br />Gender, birthdate<br />Ask the most important question: Why?<br />What’s your connection to the cause? <br />Why did you choose to donate? <br />Do not be afraid to ask for additional information<br />Your participants want to get involved<br />Whether or not someone answers a question is also important data!<br />Collecting Data<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    23. 23. Linkage<br />Cause: Are they connected to your mission? How?<br />Initiative: Are they connected to your initiative? How?<br />Fundraising Activity<br />Promises: What have they committed to?<br />Performance: What have they done?<br />Demographics<br />Age<br />Gender<br />Parent<br />General Segmentation Approaches<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    24. 24. Linkage Tips<br />In general:<br />The tighter the mission connection, the more likely someone is to be a fundraising constituent<br />Look for cause or mission connection<br />Sometimes “friends of” will raise more than those directly affected<br />The tighter and longer someone is connected to the initiative itself, the more likely they are to be a fundraising constituent<br />Repeat participants and team captains should both raise more<br />No one is to blame but you for repeat zero-balance participants; have you established that fundraising is the goal?<br />Jeff Shuck, Event 360<br />October 3, 2011<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    25. 25. Mission Motivation Is Key<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    26. 26. History Is Critical<br />Repeaters raise more than first-year participants; multi-year repeaters raise more than repeaters.<br />Repeaters who do not pay a registration fee are much less likely to fundraise.<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    27. 27. Fundraising Activity Tips<br />In general:<br />It is easier to get someone who is alreadyfundraising to raise more than it is to get someone at zero to fundraise<br />These are two different segments!<br />Activity in the online system – early registration, changing goal, sending emails – is predictive of fundraising performance<br />Segmenting around fundraising tiers can be incredibly effective<br />Remember donors! You can realize huge gains from changing the ask you present to donors<br />Jeff Shuck, Event 360<br />October 3, 2011<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    28. 28. Tiered Segmentation Example<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    29. 29. Goal Levels Matter<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    30. 30. Minimum Levels Matter Too<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    31. 31. Demographic Tips<br />In general:<br />Median income, net worth, home ownership, and the other traits used to predict propensity to give in the offline development world are not as useful in event fundraising<br />We are looking for propensity to ask rather than propensity to give<br />That said, age, gender, and parental status are all worth exploring<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    32. 32. What Not To Do<br />One organization classified donors by the size of their gift:<br />“Mass market” donor: $50<br />“Mid-market” donor: $250<br />“Major” donor: $500 and above<br />But a study of the demographics of the donor base found that net worth and income had little relationship with the gift size<br />Almost as many high net worth individuals gave $50 as low net worth individuals<br />Be careful of confusing the activity characteristics with the donor’s background; the two are very different<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    33. 33. Multiple Traits<br />Registration time increases the likelihood of being a high fundraiser.<br />Age raises the likelihood further.<br />Cause motivation raises the likelihood significantly.<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    34. 34. Agenda<br />Introduction to Segmentation<br />What Is It?<br />Why Bother?<br />Basic Approaches for Event Fundraising<br />Linkage<br />Fundraising Activity<br />Demographics<br />A Few Words on Messaging<br />Final Thoughts<br />Q & A<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    35. 35. None of this works unless you speak to each segment differently!<br />Communications need to be powerful and direct<br />Need: What problem are you trying to solve?<br />Impact: What difference will you be making?<br />Make a specific ask<br />Say thank you.A lot.<br />Messaging Matters<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    36. 36. Agenda<br />Introduction to Segmentation<br />What Is It?<br />Why Bother?<br />Basic Approaches for Event Fundraising<br />Linkage<br />Fundraising Activity<br />Demographics<br />A Few Words on Messaging<br />Final Thoughts<br />Q & A<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    37. 37. Thanks for being big and green! Keep it up!<br />We appreciate your orangeness!<br />How can we help you?<br />Hi! Have you ever considered orange or green?<br />
    38. 38. Jeff Shuck, Event 360<br />October 3, 2011<br />
    39. 39. Key Take-Aways<br />Ask WHY people are supporting your organization’s mission<br />GROUP people based on their interests<br />PERSONALIZE your messages based on what you know about people’s motivations<br />Illustrate your NEED and the IMPACT a donation will make<br />Make a direct ASK<br />TEST and MEASURE the response to different messages<br />THANK your participants<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    40. 40. YOUR TURN:<br />Q&A <br />Jeff Shuck, Event 360<br />October 3, 2011<br />
    41. 41. t<br />More Than Just An E-Mail<br />Segmenting Messages, Customizing Content and Delivering Results<br />Jeff Shuck, President and CEO | Event 360<br />

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