The document discusses strategies for improving fundraising through segmentation and personalization of donor data, emphasizing the importance of analytical, environmental, and personal data in targeting campaigns. It showcases a case study of the Lost Dogs' Home, illustrating how they transformed donor engagement by utilizing data-driven marketing and soliciting personal feedback. The results included significant growth in active monthly donors and confirmed bequest intentions, validating the impact of personalized fundraising approaches.

1. Segmentation and personalisationPresented by Sean Triner

2. What we’ll cover todayTypes of data to fuel growthSegmenting and targeting your next fundraising campaignThe power of personalisation – The Lost Dogs’ Home Case Study© Pareto Fundraising 2009

3. 1. Types of data to fuel growth

4. Types of data ANALYTICALYour GrowthYour donor behaviourTechnical Data• usedStrategic Data• informs ENVIRONMENTALHow much is givenGrowthCompetitionPERSONALTransactionsBequest statusPet nameMotivations© Pareto Fundraising 2009

5. environmental data© Pareto Fundraising 2008

6. Mystery Shopping © Pareto Fundraising 2009

7. Benchmarking © Pareto Fundraising 2009

8. UsingenvironmentaldataUnderstand trends - scan industry and body reports

9. Look at others - mystery shop

10. Don’t have to be formally involved in benchmarking studies

11. But, sharing for the greater good helps© Pareto Fundraising 2009

12. analytical data© Pareto Fundraising 2008

13. Where your money comes from© Pareto Fundraising 2009

14. Number of donors recruited© Pareto Fundraising 2009

15. © Pareto Fundraising 2009Value to date by donor type

16. Retention Rates© Pareto Fundraising 2009

17. personal data© Pareto Fundraising 2008

18. Appeal letterBenchmarking Dear TaniaThank you for continued support of the Lost Dogs’ Home and especially for completing our recent survey.As winter approaches it saddens me to think of the thousands of kittens that unlike Chi Cha and Zer Zac will need rescuing from the streets by our trained staff…© Pareto Fundraising 2009

19. 2. Segmenting and targeting

20. Prospect or donor?© Pareto Fundraising 2009

21. © Pareto Fundraising 2009

22. Using RFV© Pareto Fundraising 2009

23. Why is recency important?This illustrates the importance of recency in determining whether a donor will respond or not© Pareto Fundraising 2009

24. Why is frequency important?Donors who have made more than one gift have a much higher propensity to give again© Pareto Fundraising 2009

25. Why is value important?The importance of value is not in the response rate but in the income generated© Pareto Fundraising 2009

26. Pareto Principle – focusing where it matters 80%© Pareto Fundraising 2009

27. © Pareto Fundraising 2009

28. Using analytical dataRFV drives your warm/house program

29. Be smart, dig deep

30. Focus on value, not cost

31. Find out where you can have the biggest impact© Pareto Fundraising 2009

32. Other Segmentation PossibilitiesPayment typeGenderPast campaign responsesType of credit cardExpressed wishAge© Pareto Fundraising 2009

33. Using personal data

34. Find out who your donors are

35. Find out who your donors are© Pareto Fundraising 2009

36. Using the data© Pareto Fundraising 2009

37. Using the data, donor type© Pareto Fundraising 2009

38. Using the data, donor type© Pareto Fundraising 2009

39. Using the data, area© Pareto Fundraising 2009

40. Using the data, area© Pareto Fundraising 2009

41. Use transactional history © Pareto Fundraising 2009

42. Using personaldataSurvey, survey, survey

43. Ask the questions, capture the answers, use the data

44. Use transactional history to help drive response and gift levels © Pareto Fundraising 2009

45. A case study: The Lost Dogs’ Home

46. The Lost Dogs’ Home© Pareto Fundraising 2009

47. © Pareto Fundraising 2009State of play

48. Struggling for second gifts© Pareto Fundraising 2009

49. Less donors giving multiple gifts© Pareto Fundraising 2009

50. Struggling to recruit © Pareto Fundraising 2009

51. Appeals program not thriving© Pareto Fundraising 2009

53. So, what did they do© Pareto Fundraising 2009

54. Found out who their donors were© Pareto Fundraising 2009

56. What makes them tick?© Pareto Fundraising 2009

57. Got really personal© Pareto Fundraising 2009

58. Solicited real opinions © Pareto Fundraising 2009

59. Didn’t tippy toeing around bequests© Pareto Fundraising 2009

60. Surveys rock© Pareto Fundraising 2009

61. They went online© Pareto Fundraising 2009

62. They went online, to get personal© Pareto Fundraising 2009

63. Asking the tough questions© Pareto Fundraising 2009

64. Getting personal: using the dataGot personal with donors

65. Focused on areas of growth – monthly giving, bequests

66. Put the fundraising into relationship fundraising

67. Used data driven, disciplined direct marketing

68. Were prepared to spend now, reap returns later

69. Looked at what others were doing© Pareto Fundraising 2009

70. Getting cute© Pareto Fundraising 2009

71. Getting cute, but still data driven© Pareto Fundraising 2009

72. So, what did they do?Got personal with donors

73. Focused on areas of growth – monthly giving, bequests

74. Put the fundraising into relationship fundraising

75. Used data driven, disciplined direct marketing

76. Were prepared to spend now, reap returns later

77. Looked at what others were doing© Pareto Fundraising 2009

78. They changed donor behavior © Pareto Fundraising 2009

79. They changed donor behavior © Pareto Fundraising 2009

80. They talked honestly about bequests© Pareto Fundraising 2009

83. So, what did they do?Got personal with donors

84. Focused on areas of growth – monthly giving, bequests

85. Put the fundraising into relationship fundraising

86. Used data driven, disciplined direct marketing

87. Were prepared to spend now, reap returns later

88. Looked at what others were doing© Pareto Fundraising 2009