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Deliver Real Results Through Segmentation

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Be a scientist in your communications department: segment messages, customize content, and deliver results. 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

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Deliver Real Results Through Segmentation

  1. 1. Delivering Real Results Through Segmentation<br />Jeff shuckpresident AND CEOevent 360<br />
  2. 2. Our Strategy & Success Factors<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  3. 3. Agenda<br />Introduction to Segmentation<br />What Is It?<br />Why Bother?<br />Basic Approaches for Event Fundraising<br />Linkage<br />Fundraising Activity<br />Demographics<br />A Few Words on Messaging<br />Final Thoughts<br />Q & A<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
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  6. 6. Thanks for being big and green! Keep it up!<br />We appreciate your purpleness!<br />How can we help you?<br />Hi! Have you ever considered purple or green?<br />
  7. 7. What is segmentation?<br />Understanding your constituents and how they impact your program<br />Grouping them together based on similar characteristics<br />Speaking to each group differently<br />Forecasting and then influencing future behavior<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  8. 8. Jeff Shuck, Event 360<br />October 3, 2011<br />
  9. 9. Jeff Shuck, Event 360<br />October 3, 2011<br />
  10. 10. Jeff Shuck, Event 360<br />October 3, 2011<br />
  11. 11. Jeff Shuck, Event 360<br />October 3, 2011<br />Wait! IF something works, why not do it with everyone?<br />
  12. 12. Jeff Shuck, Event 360<br />October 3, 2011<br />
  13. 13. Jeff Shuck, Event 360<br />October 3, 2011<br />How do you feel when you Look AT something that doesn’t apply to you?<br />Do you even read it?<br />
  14. 14. irrelevant communications…<br />Oversaturate people with information<br />Reduce the likelihood they will take impactful action<br />Miss an opportunity to build a meaningful connection<br />Instruct people not to read your messages!<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  15. 15. The first rule of fundraising is to ASK.<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  16. 16. Long-time major donor, milestone birthday approaching.<br />Participated in an event with siblings, lives with parents at home.<br />Team captain for top fundraising team, thinking about retirement.<br />Board Member, married, no kids.<br />Directly affected by your cause, city-dweller.<br />New volunteer with your organization, parent.<br />“Likes” you on Facebook because a friend participated in an event, lives abroad.<br />Lapsed participant, but consistent donor.<br />The key is to<br />Ask in a personal way.<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  17. 17. Jeff Shuck, Event 360<br />October 3, 2011<br />
  18. 18. Jeff Shuck, Event 360<br />October 3, 2011<br />
  19. 19. Jeff Shuck, Event 360<br />October 3, 2011<br />Most of the money raised in your event fundraising program comes from a very small percentage of participants. <br />
  20. 20. Agenda<br />Introduction to Segmentation<br />What Is It?<br />Why Bother?<br />Basic Approaches for Event Fundraising<br />Linkage<br />Fundraising Activity<br />Demographics<br />A Few Words on Messaging<br />Final Thoughts<br />Q & A<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  21. 21. Collecting data is one of the largest obstacles<br />Use the information you already have<br />Address information<br />Gift history <br />Gender, birthdate<br />Ask the most important question: Why?<br />What’s your connection to the cause? <br />Why did you choose to donate? <br />Do not be afraid to ask for additional information<br />Your participants want to get involved<br />Whether or not someone answers a question is also important data!<br />Collecting Data<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  22. 22. Linkage<br />Cause: Are they connected to your mission? How?<br />Event: Are they connected to your event? How?<br />Fundraising Activity<br />Promises: What have they committed to?<br />Performance: What have they done?<br />Demographics<br />Age<br />Gender<br />Parent<br />General Segmentation Approaches<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  23. 23. In general:<br />The tighter the mission connection, the more likely someone is to be a fundraising constituent<br />Look for cause or mission connection<br />Speak differently based on that connection<br />Sometimes, “friends of” will raise more than those directly affected<br />The tighter and longer someone is connected to the event itself, the more likely they are to be a fundraising constituent<br />Repeat participants and team captains should both raise more<br />No one is to blame but you for repeat zero-balance participants; have you established that fundraising is the goal?<br />LINKAGE IMPACT TIPS<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  24. 24. Cause Motivation Is Key – And Often Surprising<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  25. 25. Event History is critical<br />Jeff Shuck, Event 360<br />October 3, 2011<br />Repeaters raise more than first-year participants; multi-year repeaters raise more than repeaters.<br />Repeaters who do not pay a registration fee are much less likely to fundraise.<br />
  26. 26. In general:<br />It is easier to get someone who is alreadyfundraising to raise more than it is to get someone at zero to fundraise<br />These are two different segments!<br />Activity in the online system – early registration, changing goal, sending emails – is predictive of fundraising performance<br />Segmenting around fundraising tiers can be incredibly effective<br />Remember donors! You can realize huge gains from changing the ask you present to donors<br />Fundraising Activity IMPACT TIPS<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  27. 27. EXAMPLE OF Tiered Segmentation<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  28. 28. Goal Levels Matter<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  29. 29. Minimum Levels Matter too<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  30. 30. In general:<br />Median income, net worth, home ownership, and the other traits used in the traditional development world are not as useful in event fundraising<br />We are looking for propensity to ask rather than propensity to give<br />That said, age, gender, and parental status are all worth exploring<br />Demographic IMPACT TIPS<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  31. 31. WHAT NOT TO DO<br />Jeff Shuck, Event 360<br />October 3, 2011<br />One organization classified donors by the size of their gift:<br />“Mass market” donor: $50<br />“Mid-market” donor: $250<br />“Major” donor: $500 and above<br />But a study of the demographics of the donor base found that net worth and income had little relationship with the gift size<br />Almost as many high net worth individuals gave $50 as low net worth individuals<br />Be careful of confusing the activity characteristics with the donor’s background; the two are very different<br />
  32. 32. Registration time increases the likelihood of being a high fundraiser.<br />Age raises the likelihood significantly.<br />Cause motivation raises the likelihood significantly.<br />Multiple traits<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  33. 33. Agenda<br />Introduction to Segmentation<br />What Is It?<br />Why Bother?<br />Basic Approaches for Event Fundraising<br />Linkage<br />Fundraising Activity<br />Demographics<br />A Few Words on Messaging<br />Final Thoughts<br />Q & A<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  34. 34. None of this works unless you speak to each segment differently!<br />Communications need to be powerful and direct<br />Need: What problem are you trying to solve?<br />Impact: What difference are you making?<br />Make a specific ask<br />Say thank you.A lot.<br />Messaging Matters<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  35. 35. Agenda<br />Introduction to Segmentation<br />What Is It?<br />Why Bother?<br />Basic Approaches for Event Fundraising<br />Linkage<br />Fundraising Activity<br />Demographics<br />A Few Words on Messaging<br />Final Thoughts<br />Q & A<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  36. 36. Thanks for being big and green! Keep it up!<br />We appreciate your purpleness!<br />How can we help you?<br />Hi! Have you ever considered purple or green?<br />
  37. 37. Possible Segments<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  38. 38. Impact tips: YOUR CHEAT SHEET<br />Ask WHY people are supporting your organization’s mission<br />GROUP people based on their interests<br />PERSONALIZE your messages based on what you know about people’s motivations<br />Illustrate your NEED and the IMPACT a donation will make.<br />TEST and MEASURE the response to different messages<br />THANK your participants<br />
  39. 39. BBCON TWEET TAKE-AWAY:<br />Don’t be afraid of your data. Ask why. Group donors. Personalize messages. Build your case. Raise more money. Follow @event360 for more tips.<br />
  40. 40. Jeff Shuck, Event 360<br />October 3, 2011<br />
  41. 41. YOUR TURN:<br />Q&A <br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  42. 42. Delivering Real Results Through Segmentation<br />Jeff shuckpresident AND CEOevent 360<br />

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