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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

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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