Divide and Multiply: How to Benefit from Donor Segmentation Learn how donor segmentation can be a force multiplier for engagement and growth. You will be introduced to tips for reviewing donor data and you’ll learn techniques for prioritizing outreach to key personas. We will explore messaging and how to use segmentation to deliver personalized messaging and experiences that match “the right product to the right person in the right way”. Learn to: + Describe best practices for segmenting donors to drive engagement + Analyze current donor data and the additional data needed for effective donor segmentation + Recognize the importance of collecting the “right” data so you can personalize experiences

1. Divide & Multiply:
How to Benefit from
Donor Segmentation
Professor Bret Peters
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2. To book corporate or custom training with Professor Bret Peters,
please contact:
Julia Murillo
Director for Custom Education and Instructional Design
Georgetown University School of Continuing Studies
640 Massachusetts Ave NW, Washington, DC 20001
O: 202.784.7213 | js4520@georgetown.edu
scs.georgetown.edu/custom
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3. Our Goals
In this second webinar, you will learn how donor segmentation can be
a force multiplier for engagement and growth.
You will be introduced to tips for reviewing your donor data and
techniques for prioritizing outreach to key personas.
In addition, we will explore messaging and how to use segmentation to
deliver personalized messaging and experiences that match “the right
product to the right person in the right way.”
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4. Webinar 2 Learning Objectives
Upon completion of the webinar, you will be able to:
● Describe best practices for segmenting donors to drive
engagement
● Analyze current donor data and the additional data
needed for effective donor segmentation
● Recognize the importance of collecting the “right” data
so you can personalize experiences
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5. Why Segment?
Taking your donor relationships to the next level
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7. We expect companies to know us, understand our
preferences, interests and desires … or at least respect us
enough to not treat us like robots.
Segmentation is an important step in the journey toward
personalization.
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Sometimes We Are Treated Like Them

8. Divide customers into
discrete groups with similar
characteristics to aid in the
development of products,
marketing campaigns,
account mapping, lead
assignment, and pricing
strategies.
8
Segmentation is Healthy
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9. Segmentation is critical for strategic planning,
forecasting, and managing performance.
Each donor you have can be categorized allowing you
to better determine the effectiveness of your
development activities for each type of donor.
You’ll be better equipped to make strategic decisions
for allocating resources and taking advantage of
opportunities where you can be most effective.
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Why Segment?

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Segmentation Strategies / Variables

11. Effective Donor Segmentation
Five ways to analyze data to effectively segment
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12. Collect the Right Data to Get Personal
Learn how to collect what you need to deliver personalized
experiences
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13. Worksheet Time!
Let’s Review Segmentation Best Practices Together
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14. Use data to tell the right story
Identify segments and communicate targeted, personalized
messaging
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15. Today we learned:
• Segmentation best practices to drive engagement
• How to analyze current donor data and the additional
data needed for effective donor segmentation
• How to recognize the importance of collecting the
“right” data so you can personalize experiences
15
Wrap up
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16. Questions?
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Thank You!