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More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

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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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More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

  1. 1. t<br />More Than Just An E-Mail<br />Segmenting Messages, Customizing Content and Delivering Results<br />Jeff Shuck, President and CEO | Event 360<br />
  2. 2. Jeff Shuck, Event 360<br />October 3, 2011<br />
  3. 3. Success Factors<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  4. 4. 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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  7. 7. Thanks for being big and green! Keep it up!<br />We appreciate your orangeness!<br />How can we help you?<br />Hi! Have you ever considered orange or green?<br />
  8. 8. 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 />
  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 />
  12. 12. Wait! If something works, why not do it with everyone?<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  13. 13. Jeff Shuck, Event 360<br />October 3, 2011<br />
  14. 14. How do you feel when you look at something that doesn’t apply to you?<br />Do you even read it?<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  15. 15. 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 />
  16. 16. The first rule of fundraising is to ASK.<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  17. 17. 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 />
  18. 18. Jeff Shuck, Event 360<br />October 3, 2011<br />
  19. 19. Jeff Shuck, Event 360<br />October 3, 2011<br />
  20. 20. Most of the money raised in your fundraising program comes from a very small percentage of participants. <br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  21. 21. 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 />
  22. 22. 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 />
  23. 23. Linkage<br />Cause: Are they connected to your mission? How?<br />Initiative: Are they connected to your initiative? 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 />
  24. 24. Linkage Tips<br />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 />Sometimes “friends of” will raise more than those directly affected<br />The tighter and longer someone is connected to the initiative 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 />Jeff Shuck, Event 360<br />October 3, 2011<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  25. 25. Mission Motivation Is Key<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  26. 26. History Is Critical<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 />Jeff Shuck, Event 360<br />October 3, 2011<br />
  27. 27. Fundraising Activity Tips<br />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 />Jeff Shuck, Event 360<br />October 3, 2011<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  28. 28. Tiered Segmentation Example<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  29. 29. Goal Levels Matter<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  30. 30. Minimum Levels Matter Too<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  31. 31. Demographic Tips<br />In general:<br />Median income, net worth, home ownership, and the other traits used to predict propensity to give in the offline 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 />Jeff Shuck, Event 360<br />October 3, 2011<br />
  32. 32. What Not To Do<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 />Jeff Shuck, Event 360<br />October 3, 2011<br />
  33. 33. Multiple Traits<br />Registration time increases the likelihood of being a high fundraiser.<br />Age raises the likelihood further.<br />Cause motivation raises the likelihood significantly.<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  34. 34. 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 />
  35. 35. 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 will you be 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 />
  36. 36. 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 />
  37. 37. Thanks for being big and green! Keep it up!<br />We appreciate your orangeness!<br />How can we help you?<br />Hi! Have you ever considered orange or green?<br />
  38. 38. Jeff Shuck, Event 360<br />October 3, 2011<br />
  39. 39. Key Take-Aways<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 />Make a direct ASK<br />TEST and MEASURE the response to different messages<br />THANK your participants<br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  40. 40. YOUR TURN:<br />Q&A <br />Jeff Shuck, Event 360<br />October 3, 2011<br />
  41. 41. t<br />More Than Just An E-Mail<br />Segmenting Messages, Customizing Content and Delivering Results<br />Jeff Shuck, President and CEO | Event 360<br />

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