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A Scientist in Your Communications Department:Segmenting MessagesCustomizing ContentDelivering Results<br />Jeff Shuck, Pr...
Why Am I Here?<br />OBJECTIVE:<br /><ul><li>Strengthen your effectiveness in your fundraising communications</li></ul>OUTC...
A case for data-driven communications</li></ul>AGENDA:<br /><ul><li>Descriptive analysis
Predictive analysis
How to analyze the impact of your segmentation & targeting strategy</li></ul>DOES THIS WORK?<br />
Situation<br />Problem: Using online communications to increase fundraising.<br />Hypothesis: Personalizingcommunications ...
PROBLEM:<br />How do I utilize online communications to generate real fundraising results?<br />
The first rule of fundraising is to ASK.<br />
Long-time major donor, milestone birthday approaching.<br />Participated in a different event with siblings, lives with pa...
HYPOTHESIS:<br />Personalizing communications strategies and tactics through segmentation will increase your fundraising r...
What is segmentation?<br />Understand what makes your constituents tick.<br /><ul><li>Group them together based on similar...
Identify your highest potential groups.
Forecast future behavior based on information.</li></ul>Speak to each group differently.<br />
What happens if I don’t segment?<br />Oversaturate people with information.<br />Hit or miss on your messaging = no consti...
What happens if I do segment?<br />Right message to the right person at the right time.<br />Create a connection and gener...
PROCEDURE:<br />Identify groups with unique characteristics and talk to them based on what motivates them.<br />
Step 1: Collecting Data<br />Start with why.<br />Use the donor information you already have.<br />Group based on basic in...
Case Study:Komen Global Race for the Cure, Year One<br />Existing database was inconsistent.<br />Added a question to regi...
Step 2: Descriptive Analysis<br />Focus on donor characteristics.<br />Evaluate past behavior.<br />Segment based on chara...
Went beyond fundraisers vs. non-fundraisers.<br />Discovered clustering of fundraising around specific levels.<br />Combin...
Final Segmentation<br />
Online Communication<br />75 unique messages:<br />17 recruitment messages <br />46 fundraising messages <br />10 general ...
Step 3: Predictive Analysis <br />Use your constituent knowledge and information about past activities as indicators of po...
Registration time increases the likelihood of being a Pacesetter significantly.<br />Age raises the likelihood significant...
At registration asked: <br />“Do you plan on fundraising?”<br />“Are you interested in incentives?”<br />Received differen...
Step 4: Building Strong Messaging<br />Build a clear case for your event.<br />NEED: What problem are you trying to solve?...
Step 4: Lessons on Messaging<br />Make a specific ask.<br />Be simple and concise.<br />Focus on mission.<br />Demonstrate...
Case Study: Susan G. Komen 3-Day for the Cure<br />Acknowledgement of<br />past participation.<br />Specific, realistic as...
RESULTS:<br />More meaningful connections with your event participants and more money raised for your mission.<br />
How do you measure results?<br />Evaluate click-through and open rates.<br />After your event or campaign is complete, rev...
Goal Performance<br />Structure minimums and goals so that they are attainable and motivational. <br />
Impact on Fundraising<br />Median amount raised per fundraiser increased 20%, from $100 to $120.<br />
Impact on Gift Size<br />
Overall Impact<br />
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Nonprofit Fundraising: How to increase response rates through segmentation & personalisation

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Jeff Shuck's slides from the Resource Alliance's 2011 Fundraising Online virtual conference. Formerly known as IFC Online, Fundraising Online is the world's best 100% online fundraising conference.

The session covered how to segment with descriptive analysis; how to target with predictive analysis; and, how to analyze the impact of your segmentation and targeting strategy.

Published in: Health & Medicine, Technology
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Nonprofit Fundraising: How to increase response rates through segmentation & personalisation

  1. 1. A Scientist in Your Communications Department:Segmenting MessagesCustomizing ContentDelivering Results<br />Jeff Shuck, President/CEO, Event 360<br />
  2. 2.
  3. 3. Why Am I Here?<br />OBJECTIVE:<br /><ul><li>Strengthen your effectiveness in your fundraising communications</li></ul>OUTCOME:<br /><ul><li>A few good ideas to test
  4. 4. A case for data-driven communications</li></ul>AGENDA:<br /><ul><li>Descriptive analysis
  5. 5. Predictive analysis
  6. 6. How to analyze the impact of your segmentation & targeting strategy</li></ul>DOES THIS WORK?<br />
  7. 7.
  8. 8.
  9. 9.
  10. 10.
  11. 11. Situation<br />Problem: Using online communications to increase fundraising.<br />Hypothesis: Personalizingcommunications to generate results.<br />Procedure: Identify groups and talk to them based on their motivations.<br />Results: More meaningful connections and more money raised for your mission.<br />
  12. 12. PROBLEM:<br />How do I utilize online communications to generate real fundraising results?<br />
  13. 13.
  14. 14. The first rule of fundraising is to ASK.<br />
  15. 15. Long-time major donor, milestone birthday approaching.<br />Participated in a different 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 ask in a personal way.<br />
  16. 16. HYPOTHESIS:<br />Personalizing communications strategies and tactics through segmentation will increase your fundraising results.<br />
  17. 17. What is segmentation?<br />Understand what makes your constituents tick.<br /><ul><li>Group them together based on similar characteristics.
  18. 18. Identify your highest potential groups.
  19. 19. Forecast future behavior based on information.</li></ul>Speak to each group differently.<br />
  20. 20. What happens if I don’t segment?<br />Oversaturate people with information.<br />Hit or miss on your messaging = no constituent action.<br />Lose the opportunity to build a meaningful connection.<br />
  21. 21. What happens if I do segment?<br />Right message to the right person at the right time.<br />Create a connection and generate a response.<br />Deepen relationships with people who care about your mission.<br />
  22. 22. PROCEDURE:<br />Identify groups with unique characteristics and talk to them based on what motivates them.<br />
  23. 23. Step 1: Collecting Data<br />Start with why.<br />Use the donor information you already have.<br />Group based on basic information.<br />Identify trends and adjust communications.<br />Work towards standardizing your process.<br />
  24. 24. Case Study:Komen Global Race for the Cure, Year One<br />Existing database was inconsistent.<br />Added a question to registration form: “What is your connection to the cause?”<br />Focused on building our understanding of who was actually coming and why, instead of deciding we already knew.<br />
  25. 25. Step 2: Descriptive Analysis<br />Focus on donor characteristics.<br />Evaluate past behavior.<br />Segment based on characteristics and past activity.<br />
  26. 26.
  27. 27. Went beyond fundraisers vs. non-fundraisers.<br />Discovered clustering of fundraising around specific levels.<br />Combined cause information with amount raised to create blended messages.<br />Don’t forget donors! <br />Case Study: Komen Global Race for the Cure<br />
  28. 28.
  29. 29.
  30. 30.
  31. 31. Final Segmentation<br />
  32. 32. Online Communication<br />75 unique messages:<br />17 recruitment messages <br />46 fundraising messages <br />10 general updates<br />2 donor messages<br />Yielded over 850,000 e-mail impressions.<br />
  33. 33. Step 3: Predictive Analysis <br />Use your constituent knowledge and information about past activities as indicators of potential future activity.<br />Identify a predisposition towards a specific action, give them messaging and tools to get there faster.<br />
  34. 34. Registration time increases the likelihood of being a Pacesetter significantly.<br />Age raises the likelihood significantly.<br />Cause motivation raises the likelihood significantly.<br />
  35. 35.
  36. 36. At registration asked: <br />“Do you plan on fundraising?”<br />“Are you interested in incentives?”<br />Received different messaging based on what they expected themselves to do, versus what they had already done.<br />Case Study:Komen Global Race for the Cure, Year Two<br />
  37. 37. Step 4: Building Strong Messaging<br />Build a clear case for your event.<br />NEED: What problem are you trying to solve?<br />IMPACT: What difference will you be making?<br />
  38. 38. Step 4: Lessons on Messaging<br />Make a specific ask.<br />Be simple and concise.<br />Focus on mission.<br />Demonstrate impact.<br />Say thank you.<br />
  39. 39. Case Study: Susan G. Komen 3-Day for the Cure<br />Acknowledgement of<br />past participation.<br />Specific, realistic ask that is tied to event.<br />
  40. 40. RESULTS:<br />More meaningful connections with your event participants and more money raised for your mission.<br />
  41. 41. How do you measure results?<br />Evaluate click-through and open rates.<br />After your event or campaign is complete, review the median gift size.<br />Results provide important data for you to make adjustments and changes for campaigns in following years. <br />
  42. 42. Goal Performance<br />Structure minimums and goals so that they are attainable and motivational. <br />
  43. 43. Impact on Fundraising<br />Median amount raised per fundraiser increased 20%, from $100 to $120.<br />
  44. 44. Impact on Gift Size<br />
  45. 45. Overall Impact<br />
  46. 46. Now what? The cheat sheet to take home.<br />Ask WHYpeople 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 />Build your CASE: Illustrate your NEED and the IMPACT a donation will make.<br />TEST and MEASURE the response to different messages.<br />THANK your donors.<br />
  47. 47. Long-time major donor, milestone birthday approaching.<br />Participated in a different 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 />CONCLUSION: You have a diverse group of constituents.<br />
  48. 48. CONCLUSION: DATA + SEGMENTATION = INCREASED FUNDRAISING<br />
  49. 49. CONTACT<br />Event 360<br />205 N. Michigan Avenue, Suite 2640<br />Chicago, IL 60601<br />773.247.5360 | fundraising@event360.com<br />www.event360.com<br />www.facebook.com/EventFundraising<br />www.twitter.com/Event360<br />www.linkedin.com/company/Event-360<br />

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