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The power of segmentation
This document discusses segmentation in charity communications. [1] It provides examples of how PETA segments its online supporters based on data from petitions, pledges, donations and advocacy actions. [2] PETA tracks supporter interests in different animal issues and behaviors like location, frequency of support and recency of donations to personalize fundraising emails. [3] This results in higher donations, engagement and retention of supporters.
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The power of segmentation
- 1. 2013 CharityComms Conference PEOPLEFOR THE ETHICAL TREATMENT OF ANIMALS: The Power of Segmentation Allan Hulse
- 2. In Today’s Session •What is segmentation? • What makes a bad piece of communication? • What makes a good piece of communication? • Why should we segment? • Case Study: PETA Online Fundraising Campaign • Short Group Exercise • Q and A
- 3. When E-mails GoBad!!
- 4. When E-mails GoBad!! What Makes Communication Bad? • Not personalised • Not relevant to me • Getting it wrong • Bad timing
- 5. When E-mails DoGood
- 7. When E-mails DoGood What Makes Communication Good? • Personalised • Very relevant to me • Very specific reason for sending it • Easy to read • Easy to act upon
- 8. Why Segment? •Send messages your supporters want to receive • Send more personalised messages • Conditionalise your content • Get more meaningful results • Track the behaviour of different groups within your list • Decrease unsubscribes / improve retention To Build Engagement
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- 10. People for theEthical Treatment of Animals (PETA) • Animals are not ours to: • Active online community • Eat • Online petitions • Wear • Email target campaigns • Experiment on • Pledges (“I pledge to never • Use for entertainment wear fur”) • Abuse in any way • Downloadable material • Social sharing Data capture Fundraising
- 11. Entry points toPETA’s supporter list • Online • Online petitions • Pledges (“I pledge to never wear fur”) • Downloadable material • Competitions • Offline • Direct Mail • Events • Phone
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- 14. Data capture: downloadablematerial
- 15. ‘Interest’ Tracking /Ways to Segment our Data • Animals are not ours to: • Eat • Wear • Experiment on • Use for entertainment • Abuse in any way
- 16. ‘Interest’ Tracking /Ways to Segment our Data • Animals are not ours to: • Eat • Petitions • Pledges • Competitions • Donations
- 17. ‘Interest’ Tracking /Ways to Segment our Data • Animals are not ours to: • Eat • Petitions • Location • Age • Gender
- 18. ‘Interest’ Tracking /Ways to Segment our Data • Animals are not ours to: • Eat • Petitions • Location • Frequency • Recentcy
- 19. PETA Online FundraisingSegmentation Most used: •Recentcy/Frequency/Value model • How recently, how often and how much they’ve given? • How recently, how often they’ve taken advocacy action? Why: •Donor Potential • To optimize how much we ask for • Push people higher in the donor pyramid •Monitoring • Performance by previous donating/advocacy behaviour •Message Personalization • What are they interested in/what actions have they taken
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- 22. Special donor groupbranding version
- 23. Donated to samecampaign before
- 24. Special version foradvocacy action takers
- 25. Landing page: standardversion
- 26. Asking string personalisedbased on previous giving
- 27. Conditional content ona donation page
- 28. Example results 1:Donation email
- 29. Always Have aReason • Send messages your supporters want to receive • Send more personalised messages • Decrease unsubscribes / improve retention • Get more meaningful results • Track the behaviour of subsets within your list • Conditionalise your content
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- 31. Exercise Think about acommunication campaign you have or are about to work on in your organisation. How using segmentation could help you improve that campaign? • Indentify what types of data you have in your organisation • Identify a goal • Identify how your data will help you achieve that goal • Identify how you will you measure success • How will you use those results in the future?
- 32. Thank you allanh@peta.org.uk