Effective Segmentation


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Whatever fundraising software you're organization is using, you need the capability to effectively segment your database to more effectively appeal to your donors. Segmentation has come a long way since we started dividing our data by current donors, lapsed donors and non-donors!
This webinar will cover the three most important factors in segmentation; discuss how data should be structured to get you the results you want; and we'll share stories about segmentation successes and near-misses.

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Effective Segmentation

  1. 1. Effective Segmentation Cheryl J WeissmanA Service Of: Sponsored by:
  2. 2. Synthesis Partnership works with nonprofit organizations facing or creating change toalign strategy, identity, capacity and facilities with vision, mission and values.A Service Of: Sponsored by:
  3. 3. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  4. 4. Today’s Speaker Cheryl J Weissman President, CJW Consulting & Services, Inc.Assisting with chat questions: Hosting:April Hunt, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  5. 5. EFFECTIVE SEGMENTATION Presented by: Cheryl J. Weissman CJW Consulting & Services, Inc. 8331 Central Avenue Morton Grove, IL 60053 cheryl@cjwconsulting.com www.cjwconsulting.com
  6. 6. What Works Best? Always remember that solicitations are about the donor, not about your organization or need for support Donors give for personal reasons, so we need to find and appeal to those reasons
  7. 7. Creating Your List of Prospects Begin with those with the closest ties to your organization. ◦ Your board and their families and friends. ◦ Your current and past donors. ◦ The people your organization serves, or people connected to those you serve ◦ Mine your database!
  8. 8. Giving Identify and appeal to the self-interest or motivation of the donors ◦ Segment based on what you know about what interests or motivates your donors Ask – people don’t give unless they are asked ◦ Segment based on past giving Respect donor intent – accountability is key ◦ Segment based on what they have given to in the past
  9. 9. Appeal to Self- Interest/Motivation Relationships ◦ Constituents affiliated with organizations similar to yours, or providing similar services ◦ Connections to people involved in your organization (friends of Board, Staff, etc.) Contact(s) Information ◦ If you are tracking things like committee meeting attendance, participation in events, etc., you can segment based on the ways constituents are connected to your organization. Source(s) ◦ If you use Source(s) in a categorical way, this is a valuable indicator of the reason they chose to connect to you. Subscriptions ◦ Can be used to identify ways members connect  Board Member information, Volunteer newsletter, etc. Cultivate
  10. 10. Ask Segment based on past giving ◦ There’s more to a gift than a dollar amount  Use all the information you can  To what campaign did they respond?  Where did they direct their money to be used?  How often do they give?  People who give on their own more than once a year are good candidates for a structured pledge or monthly gift program  How do they give?  People who pay by credit card may be good candidates for monthly giving or EFT giving. Cultivate
  11. 11. Respect Donor Intent Respect donor intent – accountability is key ◦ Segment based on what they have given to in the past Cultivate
  12. 12. Moves Management Segmentation changes for prospects for larger gifts ◦ Involves strategizing contact for people who are not ready for an ask ◦ You may want to segment using people who have completed a specific move, not just at a specific stage in the process.
  13. 13. Moves Management Example ◦ In the qualification stage, you create three moves:  A letter of introduction  A survey  A thank you postcard ◦ Rather than prepare a segment for anyone currently in the qualification stage, segment for anyone who has completed the survey
  14. 14. Moves Management Be sure that your system is set up in a way that makes it easy to determine where everyone is at any given point in time.
  15. 15. Prep Steps Segmentation  Letter content Signer Text Ask  Response device content Data Review  Preliminary Counts  Prioritization
  16. 16. Prep Steps Data Validation ◦ Correct message sent ◦ No multiple appeals ◦ Exclusions accounted for ◦ Exported data reviewed and confirmed
  17. 17. Contact Information Cheryl J. Weissman CJW Consulting & Services, Inc. 866/598-0430 cheryl@cjwconsulting.com Post-Webinar questions? Feel free to contact me!
  18. 18. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by: