SlideShare a Scribd company logo
1 of 9
Getting the right message
to the right people
Start with the Basics
• Correct spelling of names
• Correct addressee and salutation
• Correct addresses
• Correct gifts
• Correct memberships
• Correct preferences
• These components have to be PERFECT.
Layer on More Information
• Events
• Volunteer activities
• Public programs participation
• Interests (based on interactions, surveys, etc.)
• Use all these data points to segment your mailings.
• What are similar qualities that your donors/prospects share?
Segmentation
• Make your content more relevant to your donors.
• Use your data points to segment your mailings.
Planning and Tracking
August August September October November November November November
Segment
Stewardship-
General
Collections: Energy Living Lab
Botany
Stewardship
Staff AR - No Ask AR - Ask AF Appeal
Board of Directors - Current
Board of Directors - Honorary, Emeritus
Board of Directors - Past
Binational Advisory Board
Board Committees
Board Prospects
Government Officials (From Custom List)
Staff - Current, Past, Retired, Contractor
Live Oaks Members
$250+ Donors from 2016-now BTS Group
Education/MAF (AF - Under $1000)
BRCC (AF - Under $1000) 2016–2019 ($5–$999)
SPC (Over $799)
Current LC's
Lapsed LC's from 2016-now
LC Prospects (7/1/2016+)
Family Days/Storytime Tickets from 2018
Nat at Night 2019
Escape Room Attendees
Natural History 101 Attendees
Live Oaks Key Prospects
Live Oaks Prospective
Botany Appeal - Year One
• Sent to:
• Volunteers (active, inactive, prospective)
• Past donors to botany
• Public program (specific to botany) participants
• 7.38% overall response rate
• 35% response from active volunteers
• Average gift $194; 16% were first time donors (non-members) and
33% were first time donors (members)
Botany Appeal - Years Two and Three
Year Two:
$10,000 challenge gift from year one donor
• Sent to:
• Volunteers (active) and past botany donors
• 30.77% overall response rate; average gift $300
Year Three:
$10,000 challenge gift again
• Sent to bigger group:
• Volunteers (active, inactive, prospective) and past botany donors
• 12% overall response rate; average gift $249
Say thank you. Say it again. And again.
• Customize your thank
you letters.
• Send gift specific
stewardship letters.
• Create events where
you know there is
interest.
Use segmentation for your all your follow-up activities.
Eowyn Bates
VP of Advancement
San Diego Natural History Museum
ebates@sdnhm.org

More Related Content

Similar to The Power of the Pen: Getting the Right Message to the Right People (Part 4/4)

Spayusa Intermed Fundraising Finalcompressed
Spayusa Intermed Fundraising FinalcompressedSpayusa Intermed Fundraising Finalcompressed
Spayusa Intermed Fundraising Finalcompressed
jlandsman
 
Snag 'em for life major gifts - eTapestry User Group 2013
Snag 'em for life   major gifts - eTapestry User Group 2013Snag 'em for life   major gifts - eTapestry User Group 2013
Snag 'em for life major gifts - eTapestry User Group 2013
Blackbaud
 

Similar to The Power of the Pen: Getting the Right Message to the Right People (Part 4/4) (20)

Maximizing the Lifetime Value of Your Donors for Fundraising Success (AFP RI ...
Maximizing the Lifetime Value of Your Donors for Fundraising Success (AFP RI ...Maximizing the Lifetime Value of Your Donors for Fundraising Success (AFP RI ...
Maximizing the Lifetime Value of Your Donors for Fundraising Success (AFP RI ...
 
Maximize The Lifetime Value of Your Donors for Fundraising Success (ICAN 2019)
Maximize The Lifetime Value of Your Donors for Fundraising Success (ICAN 2019)Maximize The Lifetime Value of Your Donors for Fundraising Success (ICAN 2019)
Maximize The Lifetime Value of Your Donors for Fundraising Success (ICAN 2019)
 
Maximize Your Database for Fundraising Success (Jay Love)
 Maximize Your Database for Fundraising Success (Jay Love) Maximize Your Database for Fundraising Success (Jay Love)
Maximize Your Database for Fundraising Success (Jay Love)
 
Big direct mail for small shops
Big direct mail for small shopsBig direct mail for small shops
Big direct mail for small shops
 
Spayusa Intermed Fundraising Finalcompressed
Spayusa Intermed Fundraising FinalcompressedSpayusa Intermed Fundraising Finalcompressed
Spayusa Intermed Fundraising Finalcompressed
 
Maximizing the Lifetime Value of Your Donors for Fundraising Success (AFP IL ...
Maximizing the Lifetime Value of Your Donors for Fundraising Success (AFP IL ...Maximizing the Lifetime Value of Your Donors for Fundraising Success (AFP IL ...
Maximizing the Lifetime Value of Your Donors for Fundraising Success (AFP IL ...
 
Maximize Your Database for Fundraising Success (INAPEF)
 Maximize Your Database for Fundraising Success (INAPEF) Maximize Your Database for Fundraising Success (INAPEF)
Maximize Your Database for Fundraising Success (INAPEF)
 
OPRF Live and Give Report
OPRF Live and Give ReportOPRF Live and Give Report
OPRF Live and Give Report
 
Effective Fundraising Emails and Letters webinar
Effective Fundraising Emails and Letters webinarEffective Fundraising Emails and Letters webinar
Effective Fundraising Emails and Letters webinar
 
Prospect Research for People Who Hate Prospect Research
Prospect Research for People Who Hate Prospect ResearchProspect Research for People Who Hate Prospect Research
Prospect Research for People Who Hate Prospect Research
 
Steven Virgadamo presents Improving and Advancing Advancement Efforts
Steven Virgadamo presents Improving and Advancing Advancement EffortsSteven Virgadamo presents Improving and Advancing Advancement Efforts
Steven Virgadamo presents Improving and Advancing Advancement Efforts
 
Maximize Your Team and Database for Fundraising Success (AFP Hampton Roads 2021)
Maximize Your Team and Database for Fundraising Success (AFP Hampton Roads 2021)Maximize Your Team and Database for Fundraising Success (AFP Hampton Roads 2021)
Maximize Your Team and Database for Fundraising Success (AFP Hampton Roads 2021)
 
Investing in the Top of the Pyramid
Investing in the Top of the PyramidInvesting in the Top of the Pyramid
Investing in the Top of the Pyramid
 
An Introduction to Donor Data Segmentation
An Introduction to Donor Data SegmentationAn Introduction to Donor Data Segmentation
An Introduction to Donor Data Segmentation
 
Understanding Key Metrics Of Direct Mail, Online, & Multi-Channel Fundraising
Understanding Key Metrics Of Direct Mail, Online, & Multi-Channel FundraisingUnderstanding Key Metrics Of Direct Mail, Online, & Multi-Channel Fundraising
Understanding Key Metrics Of Direct Mail, Online, & Multi-Channel Fundraising
 
Behav science deck
Behav science deckBehav science deck
Behav science deck
 
Donor Communications 
That Engage and Retain Donors (INRN 2017)
Donor Communications 
That Engage and Retain Donors (INRN 2017)Donor Communications 
That Engage and Retain Donors (INRN 2017)
Donor Communications 
That Engage and Retain Donors (INRN 2017)
 
Donor Retention: Keep Your Donors and Stop the "Churn" (JCamp180 2018)
Donor Retention: Keep Your Donors and Stop the "Churn" (JCamp180 2018)Donor Retention: Keep Your Donors and Stop the "Churn" (JCamp180 2018)
Donor Retention: Keep Your Donors and Stop the "Churn" (JCamp180 2018)
 
Snag 'em for life major gifts - eTapestry User Group 2013
Snag 'em for life   major gifts - eTapestry User Group 2013Snag 'em for life   major gifts - eTapestry User Group 2013
Snag 'em for life major gifts - eTapestry User Group 2013
 
How to start a friends of the library group sept. 2014 2
How to start a friends of the library group sept. 2014 2How to start a friends of the library group sept. 2014 2
How to start a friends of the library group sept. 2014 2
 

More from West Muse

More from West Muse (20)

Archives Alive! Activating Archives for Engagement & Equity
Archives Alive! Activating Archives for Engagement & EquityArchives Alive! Activating Archives for Engagement & Equity
Archives Alive! Activating Archives for Engagement & Equity
 
Beyond Land Acknowledgements: Real Collaboration with Tribes & Tribal Leaders
Beyond Land Acknowledgements: Real Collaboration with Tribes & Tribal LeadersBeyond Land Acknowledgements: Real Collaboration with Tribes & Tribal Leaders
Beyond Land Acknowledgements: Real Collaboration with Tribes & Tribal Leaders
 
Digital Strategy: A Means for Museum Transformation
Digital Strategy: A Means for Museum TransformationDigital Strategy: A Means for Museum Transformation
Digital Strategy: A Means for Museum Transformation
 
Building Community: Discovering Resources for Professional Support, Learning,...
Building Community: Discovering Resources for Professional Support, Learning,...Building Community: Discovering Resources for Professional Support, Learning,...
Building Community: Discovering Resources for Professional Support, Learning,...
 
Creative Attention: Art & Community Restoration
Creative Attention: Art & Community RestorationCreative Attention: Art & Community Restoration
Creative Attention: Art & Community Restoration
 
Director & Leadership Teams Luncheon
Director & Leadership Teams LuncheonDirector & Leadership Teams Luncheon
Director & Leadership Teams Luncheon
 
Facilitating Critical Conversations Around Exhibitions
Facilitating Critical Conversations Around ExhibitionsFacilitating Critical Conversations Around Exhibitions
Facilitating Critical Conversations Around Exhibitions
 
Helping Communities Heal in the Wake of Local Crisis
Helping Communities Heal in the Wake of Local CrisisHelping Communities Heal in the Wake of Local Crisis
Helping Communities Heal in the Wake of Local Crisis
 
Labelling Legacies Branded Final.pptx
Labelling Legacies Branded Final.pptxLabelling Legacies Branded Final.pptx
Labelling Legacies Branded Final.pptx
 
Measuring Museum Social Impact
Measuring Museum Social ImpactMeasuring Museum Social Impact
Measuring Museum Social Impact
 
Museum People: Exploring Museum Workforce Issues in 2022
Museum People: Exploring Museum Workforce Issues in 2022Museum People: Exploring Museum Workforce Issues in 2022
Museum People: Exploring Museum Workforce Issues in 2022
 
Preserving History Through Restoration
Preserving History Through RestorationPreserving History Through Restoration
Preserving History Through Restoration
 
Strategies for Surfacing Truth and Fostering Reconciliation for Racial Equity
Strategies for Surfacing Truth and Fostering Reconciliation for Racial EquityStrategies for Surfacing Truth and Fostering Reconciliation for Racial Equity
Strategies for Surfacing Truth and Fostering Reconciliation for Racial Equity
 
Tools for Meaningful and Engaging Internship Programs
Tools for Meaningful and Engaging Internship ProgramsTools for Meaningful and Engaging Internship Programs
Tools for Meaningful and Engaging Internship Programs
 
Planned Giving Opportunities with the Upcoming Transfer of Wealth (Pt 2/2)
Planned Giving Opportunities with the Upcoming Transfer of Wealth (Pt 2/2)Planned Giving Opportunities with the Upcoming Transfer of Wealth (Pt 2/2)
Planned Giving Opportunities with the Upcoming Transfer of Wealth (Pt 2/2)
 
Planned Giving Opportunities with the Upcoming Transfer of Wealth (Pt. 1/2)
Planned Giving Opportunities with the Upcoming Transfer of Wealth (Pt. 1/2)Planned Giving Opportunities with the Upcoming Transfer of Wealth (Pt. 1/2)
Planned Giving Opportunities with the Upcoming Transfer of Wealth (Pt. 1/2)
 
Board Engagement in Fundraising
Board Engagement in FundraisingBoard Engagement in Fundraising
Board Engagement in Fundraising
 
Inclusivity, Difficult History, and the Modern Museum Audience
Inclusivity, Difficult History, and the Modern Museum Audience Inclusivity, Difficult History, and the Modern Museum Audience
Inclusivity, Difficult History, and the Modern Museum Audience
 
Museums and Climate Change: Creating a Sustainable Path Forward
Museums and Climate Change: Creating a Sustainable Path ForwardMuseums and Climate Change: Creating a Sustainable Path Forward
Museums and Climate Change: Creating a Sustainable Path Forward
 
Recalculating, Recalculating...Using the Museum Assessment Program as Your Mu...
Recalculating, Recalculating...Using the Museum Assessment Program as Your Mu...Recalculating, Recalculating...Using the Museum Assessment Program as Your Mu...
Recalculating, Recalculating...Using the Museum Assessment Program as Your Mu...
 

Recently uploaded

一比一原版(IC毕业证)帝国理工大学毕业证成绩单
一比一原版(IC毕业证)帝国理工大学毕业证成绩单一比一原版(IC毕业证)帝国理工大学毕业证成绩单
一比一原版(IC毕业证)帝国理工大学毕业证成绩单
exuyk
 
一比一原版(QUT毕业证)昆士兰科技大学毕业证成绩单
一比一原版(QUT毕业证)昆士兰科技大学毕业证成绩单一比一原版(QUT毕业证)昆士兰科技大学毕业证成绩单
一比一原版(QUT毕业证)昆士兰科技大学毕业证成绩单
aveka1
 
一比一原版(SUT毕业证)斯威本科技大学毕业证成绩单
一比一原版(SUT毕业证)斯威本科技大学毕业证成绩单一比一原版(SUT毕业证)斯威本科技大学毕业证成绩单
一比一原版(SUT毕业证)斯威本科技大学毕业证成绩单
aveka1
 
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024) - Daftar Rumpun, Pohon, dan Caba...
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024) - Daftar Rumpun, Pohon, dan Caba...Daftar Rumpun, Pohon, dan Cabang Ilmu (2024) - Daftar Rumpun, Pohon, dan Caba...
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024) - Daftar Rumpun, Pohon, dan Caba...
suryaaamsyah
 
一比一原版(UWA毕业证)西澳大学毕业证成绩单
一比一原版(UWA毕业证)西澳大学毕业证成绩单一比一原版(UWA毕业证)西澳大学毕业证成绩单
一比一原版(UWA毕业证)西澳大学毕业证成绩单
enbam
 

Recently uploaded (20)

一比一原版(IC毕业证)帝国理工大学毕业证成绩单
一比一原版(IC毕业证)帝国理工大学毕业证成绩单一比一原版(IC毕业证)帝国理工大学毕业证成绩单
一比一原版(IC毕业证)帝国理工大学毕业证成绩单
 
Elderly Persons Midday Meal Program kurnool
Elderly Persons Midday Meal Program kurnoolElderly Persons Midday Meal Program kurnool
Elderly Persons Midday Meal Program kurnool
 
“Be part of the Plan” International Day For Biological Diversity 2024.
“Be part of the Plan” International Day For Biological Diversity 2024.“Be part of the Plan” International Day For Biological Diversity 2024.
“Be part of the Plan” International Day For Biological Diversity 2024.
 
一比一原版(QUT毕业证)昆士兰科技大学毕业证成绩单
一比一原版(QUT毕业证)昆士兰科技大学毕业证成绩单一比一原版(QUT毕业证)昆士兰科技大学毕业证成绩单
一比一原版(QUT毕业证)昆士兰科技大学毕业证成绩单
 
2024_End_of_Session_Report_Final_With_Vetoes.pdf
2024_End_of_Session_Report_Final_With_Vetoes.pdf2024_End_of_Session_Report_Final_With_Vetoes.pdf
2024_End_of_Session_Report_Final_With_Vetoes.pdf
 
#Bepartoftheplan on International Day For Biological Diversity 2024
#Bepartoftheplan on International Day For Biological Diversity 2024#Bepartoftheplan on International Day For Biological Diversity 2024
#Bepartoftheplan on International Day For Biological Diversity 2024
 
EDI Executive Education Master Class- 15thMay 2024 (updated) (2)
EDI Executive Education Master Class- 15thMay 2024 (updated) (2)EDI Executive Education Master Class- 15thMay 2024 (updated) (2)
EDI Executive Education Master Class- 15thMay 2024 (updated) (2)
 
Medieval Iraq Demographic Factors Yale Historical Review
Medieval Iraq Demographic Factors Yale Historical ReviewMedieval Iraq Demographic Factors Yale Historical Review
Medieval Iraq Demographic Factors Yale Historical Review
 
The MEL Toolkit Launch Webinar Presentation
The MEL Toolkit Launch Webinar PresentationThe MEL Toolkit Launch Webinar Presentation
The MEL Toolkit Launch Webinar Presentation
 
Mothers Without Children Yale Historical Review
Mothers Without Children Yale Historical ReviewMothers Without Children Yale Historical Review
Mothers Without Children Yale Historical Review
 
How to Save a Place: How to Fund Your Preservation Project
How to Save a Place: How to Fund Your Preservation ProjectHow to Save a Place: How to Fund Your Preservation Project
How to Save a Place: How to Fund Your Preservation Project
 
一比一原版(SUT毕业证)斯威本科技大学毕业证成绩单
一比一原版(SUT毕业证)斯威本科技大学毕业证成绩单一比一原版(SUT毕业证)斯威本科技大学毕业证成绩单
一比一原版(SUT毕业证)斯威本科技大学毕业证成绩单
 
Honeycomb for The Hive Design Inspirations
Honeycomb for The Hive Design InspirationsHoneycomb for The Hive Design Inspirations
Honeycomb for The Hive Design Inspirations
 
IEA Global Critical Minerals Outlook2024
IEA Global Critical Minerals Outlook2024IEA Global Critical Minerals Outlook2024
IEA Global Critical Minerals Outlook2024
 
“Bee engaged with Youth”. World Bee Day 2024; May. 20th.
“Bee engaged with Youth”. World Bee Day 2024; May. 20th.“Bee engaged with Youth”. World Bee Day 2024; May. 20th.
“Bee engaged with Youth”. World Bee Day 2024; May. 20th.
 
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024) - Daftar Rumpun, Pohon, dan Caba...
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024) - Daftar Rumpun, Pohon, dan Caba...Daftar Rumpun, Pohon, dan Cabang Ilmu (2024) - Daftar Rumpun, Pohon, dan Caba...
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024) - Daftar Rumpun, Pohon, dan Caba...
 
OilChange: Big Oil Reality Check May 2024
OilChange: Big Oil Reality Check May 2024OilChange: Big Oil Reality Check May 2024
OilChange: Big Oil Reality Check May 2024
 
一比一原版(UWA毕业证)西澳大学毕业证成绩单
一比一原版(UWA毕业证)西澳大学毕业证成绩单一比一原版(UWA毕业证)西澳大学毕业证成绩单
一比一原版(UWA毕业证)西澳大学毕业证成绩单
 
Near and Not Lost Yale Historical Review
Near and Not Lost Yale Historical ReviewNear and Not Lost Yale Historical Review
Near and Not Lost Yale Historical Review
 
A House is not a Home Yale Historical Reivew
A House is not a Home Yale Historical ReivewA House is not a Home Yale Historical Reivew
A House is not a Home Yale Historical Reivew
 

The Power of the Pen: Getting the Right Message to the Right People (Part 4/4)

  • 1. Getting the right message to the right people
  • 2. Start with the Basics • Correct spelling of names • Correct addressee and salutation • Correct addresses • Correct gifts • Correct memberships • Correct preferences • These components have to be PERFECT.
  • 3. Layer on More Information • Events • Volunteer activities • Public programs participation • Interests (based on interactions, surveys, etc.) • Use all these data points to segment your mailings. • What are similar qualities that your donors/prospects share?
  • 4. Segmentation • Make your content more relevant to your donors. • Use your data points to segment your mailings.
  • 5. Planning and Tracking August August September October November November November November Segment Stewardship- General Collections: Energy Living Lab Botany Stewardship Staff AR - No Ask AR - Ask AF Appeal Board of Directors - Current Board of Directors - Honorary, Emeritus Board of Directors - Past Binational Advisory Board Board Committees Board Prospects Government Officials (From Custom List) Staff - Current, Past, Retired, Contractor Live Oaks Members $250+ Donors from 2016-now BTS Group Education/MAF (AF - Under $1000) BRCC (AF - Under $1000) 2016–2019 ($5–$999) SPC (Over $799) Current LC's Lapsed LC's from 2016-now LC Prospects (7/1/2016+) Family Days/Storytime Tickets from 2018 Nat at Night 2019 Escape Room Attendees Natural History 101 Attendees Live Oaks Key Prospects Live Oaks Prospective
  • 6. Botany Appeal - Year One • Sent to: • Volunteers (active, inactive, prospective) • Past donors to botany • Public program (specific to botany) participants • 7.38% overall response rate • 35% response from active volunteers • Average gift $194; 16% were first time donors (non-members) and 33% were first time donors (members)
  • 7. Botany Appeal - Years Two and Three Year Two: $10,000 challenge gift from year one donor • Sent to: • Volunteers (active) and past botany donors • 30.77% overall response rate; average gift $300 Year Three: $10,000 challenge gift again • Sent to bigger group: • Volunteers (active, inactive, prospective) and past botany donors • 12% overall response rate; average gift $249
  • 8. Say thank you. Say it again. And again. • Customize your thank you letters. • Send gift specific stewardship letters. • Create events where you know there is interest. Use segmentation for your all your follow-up activities.
  • 9. Eowyn Bates VP of Advancement San Diego Natural History Museum ebates@sdnhm.org