Learn how to Target Your Non-Profit Audience through Social Data!
Description
Many nonprofits have been challenged to grow engagement and gifts from email in recent years. One of the main reasons is a lack of personalization. Email marketing, as it’s currently done, isn’t working. What works is sending highly targeted, multi-channel communications based on the interests and behavior of your supporters.
Join Attentive.ly’s Artie Patel and Kerry Lenahan of Beaconfire, on this webinar to learn:
- Common barriers to segmentation
- How to segment based on interests, activity level and donor behavior
- How to use social data to target your supporters based on content they're already responding to on the social web.
Regardless of your experience, you'll walk away knowing what you need, where to start and how to do it. Using social data to send highly targeted, multi-channel communications will help you get to know supporters and donors better, so that you can adopt a personalized approach with your digital marketing going forward.
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Learn how to target your non profit audience
1. Learn How To Target Your Non-Profit
Audience Through Social Data
Featuring
2. Today’s Agenda
• Introductions
• About our organizations
• Nonprofit trends in social media and email
• Email segmenting & targeting overview
• Techniques from basic to advanced
• Using social data to create and target segments
2
3. About Beaconfire
• Team of 40+ fundraising, marketing, UX and technology experts focused on
optimizing clients’ digital programs.
User
Experience &
Design
Technology
Engagement
&
Fundraising
5. About Attentive.ly
Social marketing automation platform that drives engagement with your digital
campaigns by turning your existing supporters into brand advocates.
Marketing
Automation
Social
Listening
CRM
12. There Are Ways To Cut Through The Clutter
Organizations with older audiences
(40+ yrs) have seen increases in
fundraising and engagement from their
email lists through targeting and
segmenting
Organizations with younger
constituents (<30 years) have struggled
to build lists that engage and convert to
the same degree but have found success
relying more heavily on multi-channel
communications—especially social
Improved Performance
Shifting Performance
Trends based on 2013/2014 Beaconfire Clients 12
14. Segmentation & Targeting
• Segmentation is a marketing strategy that involves dividing a
broad target audience into subsets of people who have common needs
and priorities, and then designing and implementing strategies to
target communications to them
14
Mass marketing strategy Segmentation strategy
All Donors
$1,000+
annual
$250-
$1000
Lapsed
Donors
<$250
17. Break Down The Barriers To Segmentation
It’s All About Data !
17
18. Start Simple
18
Data
• What data do you have available to segment your
email lists?
Differentiate
• Which variable best differentiates the needs of
various groups and is most relevant to your
organizations goals?
Define
• What are the natural breaking points between
groups?
19. Segmentation Ideas That Improve Performance
19
Segmentation
• Donor: Recency, Frequency,
Monetary
○ Recency: Current, Lapsed,
Prospect
○ Monetary: Major, Mid level,
Individual donors
○ Frequency: Monthly, Annual,
2+/year
• Donor: Project/Interest Area
• Political Advocacy Action:
○ By Issue
○ By Activity
○ By Recency/Frequency
Targeted Communications
• VIP communications to most
valuable donors
• Donor specific offers
• Issue education content with
varying calls to advocacy action
• Create trigger emails rather than
calendar based interactions
20. Segmentation With Personalized Content Takes
Performance To the Next Level
20
Segment: Donor
Ask: Highest Previous Gift + 10%
Segment: Prospect
Ask: $10
21. It’s time to get personal Ready to run!
21
Target your Audience
Using Social Data
29. How Attentive.ly Works
EMAIL
LIST
Start with
your CRM.
SOCIAL
MATCH
Match to 100+
social networks.
TARGETING
LISTEN Automate
See what
they’re saying
on social.
personalized
marketing.