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Presented at the 2011 Run Walk Ride Fundraising Conference in Atlanta, Georgia.
Sure, you have a plan for communicating with your constituents online, but are you doing it in the most analytical way possible? Different people respond to different messages in different ways, based on their affinity to your cause and their past or current behaviors. This session will share lessons learned from segmenting online communications for some of the largest fundraising events in the country. From identifying audience segments, to targeting communications, to tracking the final results of each campaign, this session will feature strategies for increasing your marketing and fundraising results through more targeted online communication.
This session will be targeted to organizations who are already utilizing basic e-mail communications methods with their constituent populations. We will give you strategies and tactics to take your communications to the next level.
1) How to segment with descriptive analysis
2) How to target with predictive analysis
3) How to analyze the impact of your segmentation & targeting strategy