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CASE V and VI Presentation on Alumni Segmentation

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CASE V and VI Presentation on Alumni Segmentation

  1. 1. Developing Donor Segments: A Scientific and Social Approach to Effective Multi-Channel Communication Strategy Advancement Services track sponsored by BlackbaudFollow the Better Together Conference on Twitter #CASEV+VI
  2. 2. Our Time Together• Trends impacting fundraising• National Study on Donor Motivation• Segmentation’s Importance• Case Study• Discussion
  3. 3. Trends Impacting Communication with Alumni/Donors• Rise of the non-profits• Non-funded written marketing plans• Younger donors• Female donors• Technology
  4. 4. Outbound Marketing
  5. 5. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
  6. 6. A MotivationalSegmentation ofCollege AlumniSegmentation Method and Analysis
  7. 7. Meet JenniferJust because Jennifer isable to give does notmean she is motivatedto give.How do we understandwho Jennifer is, whatshe cares about, andhow to reach her?
  8. 8. • Insert slide from page 3 of white paper segmentation measures
  9. 9. • Insert slide from page 4 of white paper graph
  10. 10. Pull image from page 5 of the white paper
  11. 11. How are you using information aboutyour alumni to segment thecommunications that they receive?
  12. 12. How to Create Personas• A number of sources can be used: – Database information (engagement and participation metrics) – Past giving behavior (LYBUNTS, SYBUNTS, etc.) – Prism cluster – Ability to give – Attitudinal Data • Surveys • Focus groups • Social Media
  13. 13. President Hennessy, “I have more in commonwith someone who is a young alum living in LosAngeles than I do with someone living in myneighborhood.”We need to develop personas based on whatpeople care about and how they want to beengaged.
  14. 14. Segmentation for fundraising
  15. 15. Rice University-Jones Graduate School of Business
  16. 16. Key Recommendations Discussion and Implications of the FindingsEmphasize the 3 Ps:• Pride• Professional Networking• Purpose of Dollars
  17. 17. Questions?
  18. 18. Today’s session evaluations will be e-mailed to you. Session handouts are available at www.casefive.org/conference/presentations/ Username: CASEV-VI | Password: Chicago 2012Follow the Better Together Conference on Twitter by using the #CASEV+VI hashtag when you tweet!

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