Segmentation And Personalisation Final Iwrm Bangalore 2009
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An overview covering how to use data in appeals; aimed at charities. Covers the importance of recency, frequency and value, personalisation and more. Very fundraising focused.
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Segmentation And Personalisation Final Iwrm Bangalore 2009
- 1. Segmentation and personalisation Presented by Sean Triner
- 2. What we’ll cover today Types of data to fuel growth Segmenting and targeting your next fundraising campaign The power of personalisation – The Lost Dogs’ Home Case Study © Pareto Fundraising 2009
- 3. 1. Types of data to fuel growth
- 4. Types of data ANALYTICAL Your Growth Your donor behaviour Technical Data • used Strategic Data • informs ENVIRONMENTAL How much is given Growth Competition PERSONAL Transactions Bequest status Pet name Motivations © Pareto Fundraising 2009
- 5. environmental data © Pareto Fundraising 2008
- 6. Mystery Shopping © Pareto Fundraising 2009
- 7. Benchmarking © Pareto Fundraising 2009
- 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 2009 Value to date by donor type
- 16. Retention Rates © Pareto Fundraising 2009
- 17. personal data © Pareto Fundraising 2008
- 18. Appeal letter Benchmarking Dear Tania Thank 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
- 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 Possibilities Payment type Gender Past campaign responses Type of credit card Expressed wish Age © Pareto Fundraising 2009
- 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
- 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 2009 State 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
- 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
- 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
- 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
- 89. Solicited genuine feedback © Pareto Fundraising 2009
- 90. Solicited genuine, personal feedback © Pareto Fundraising 2009
- 91. Replayed it back © Pareto Fundraising 2009
- 92. They involved donors © Pareto Fundraising 2009
- 93. They involved donors © Pareto Fundraising 2009
- 94. © Pareto Fundraising 2009
- 96. Focused on areas of growth – monthly giving, bequests
- 97. Put the fundraising into relationship fundraising
- 98. Used data driven, disciplined direct marketing
- 99. Were prepared to spend now, reap returns later
- 100. Looked at what others were doing© Pareto Fundraising 2009
- 101. They were disciplined through the mail
- 102. Getting clever, but data driven © Pareto Fundraising 2009
- 103. Crisis appeal: immediate impact © Pareto Fundraising 2009
- 105. Focused on areas of growth – monthly giving, bequests
- 106. Put the fundraising into relationship fundraising
- 107. Used data driven, disciplined direct marketing
- 108. Were prepared to spend now, reap returns later
- 109. Looked at what others were doing© Pareto Fundraising 2009
- 110. Spend now, reap returns later © Pareto Fundraising 2009
- 112. Focused on areas of growth – monthly giving, bequests
- 113. Put the fundraising into relationship fundraising
- 114. Used data driven, disciplined appeals
- 115. Decided to spend now, reap returns later
- 116. Looked at what others were doing© Pareto Fundraising 2009
- 117. Looked at what others were doing © Pareto Fundraising 2009
- 118. So, was it all worth it? © Pareto Fundraising 2009
- 119. Yes. In the short term.. © Pareto Fundraising 2009
- 120. Yes. In the short term.. Knowing Bilbo increases upgrade rates by 43%! © Pareto Fundraising 2009
- 121. Yes. In the medium term.. From 98 to 10,330 active monthly donor’s Approx 1m USD © Pareto Fundraising 2009
- 122. Yes. In the long term.. 5.7% of their active donors have confirmed they are leaving a bequest – that’s 1.649 donors © Pareto Fundraising 2009
- 123. Yes. In the long term.. BUT, only now reaping the rewards © Pareto Fundraising 2009
- 124. Getting the balance right: cost v value © Pareto Fundraising 2009
- 126. THANK YOU © Pareto Fundraising 2009
Editor's Notes
- This session kicks off with an overview of the different types of data that is out there and those that are directly relevant to driving a growing fundraising programme. Together, we will explore ways to acquire, analyse and use data to drive your fundraising and donor communications programme, leading to spotting gaps and opportunities in your fundraising and communication plans. Participants will receive a great overview and some startling insights and key learning’s from around the globe. By the end of this session you will: 1. Understand how to determine who is most likely to respond and drive your ask; 2. Be able to effective target a fundraising campaign that raises lots of money and minimise waste3. Understand the power of personalisation
- Where your money comes from
- Explain what targeting is, and why it is done
- Looked at data, started with cash donors- Aiming for 11:25, 5 slides to go!