Segmentation and personalisation<br />Presented by Sean Triner<br />
What we’ll cover today<br />Types of data to fuel growth<br />Segmenting and targeting your next fundraising campaign<br /...
1. Types of data to fuel growth<br />
Types of data <br />ANALYTICAL<br />Your Growth<br />Your donor behaviour<br />Technical Data<br />• used<br />Strategic D...
environmental data<br />© Pareto Fundraising 2008<br />
Mystery Shopping <br />© Pareto Fundraising 2009<br />
Benchmarking <br />© Pareto Fundraising 2009<br />
Usingenvironmentaldata<br /><ul><li>Understand trends - scan industry and body reports
Look at others - mystery shop
Don’t have to be formally involved in benchmarking studies
But, sharing for the greater good helps</li></ul>© Pareto Fundraising 2009<br />
analytical data<br />© Pareto Fundraising 2008<br />
Where your money comes from<br />© Pareto Fundraising 2009<br />
Number of donors recruited<br />© Pareto Fundraising 2009<br />
© Pareto Fundraising 2009<br />Value to date by donor type<br />
Retention Rates<br />© Pareto Fundraising 2009<br />
personal data<br />© Pareto Fundraising 2008<br />
Appeal letter<br />Benchmarking <br />Dear Tania<br />Thank you for continued support of the Lost Dogs’ Home and especiall...
2. Segmenting and targeting<br />
Prospect or donor?<br />© Pareto Fundraising 2009<br />
© Pareto Fundraising 2009<br />
Using RFV<br />© Pareto Fundraising 2009<br />
Why is recency important?<br />This illustrates the importance of recency in determining whether a donor will respond or n...
Why is frequency important?<br />Donors who have made more than one gift have a much higher propensity to give again<br />...
Why is value important?<br />The importance of value is not in the response rate but in the income generated<br />© Pareto...
Pareto Principle – focusing where it matters  <br />80%<br />© Pareto Fundraising 2009<br />
© Pareto Fundraising 2009<br />
Using analytical data<br /><ul><li>RFV drives your warm/house program
Be smart, dig deep
Focus on value, not cost
Find out where you can have the biggest impact</li></ul>© Pareto Fundraising 2009<br />
Other Segmentation Possibilities<br />Payment type<br />Gender<br />Past campaign responses<br />Type of credit card<br />...
Using personal data<br />
Find out who your donors are<br />
Find out who your donors are<br />© Pareto Fundraising 2009<br />
Using the data<br />© Pareto Fundraising 2009<br />
Using the data, donor type<br />© Pareto Fundraising 2009<br />
Using the data, donor type<br />© Pareto Fundraising 2009<br />
Using the data, area<br />© Pareto Fundraising 2009<br />
Using the data, area<br />© Pareto Fundraising 2009<br />
Use transactional history <br />© Pareto Fundraising 2009<br />
Using personaldata<br /><ul><li>Survey, survey, survey
Ask the questions, capture the answers, use the data
Use transactional history to help drive response and gift levels </li></ul>© Pareto Fundraising 2009<br />
A case study: The Lost Dogs’ Home<br />
The Lost Dogs’ Home<br />© Pareto Fundraising 2009<br />
© Pareto Fundraising 2009<br />State of play<br />
Struggling for second gifts<br />© Pareto Fundraising 2009<br />
Less donors giving multiple gifts<br />© Pareto Fundraising 2009<br />
Struggling to recruit <br />© Pareto Fundraising 2009<br />
Appeals program not thriving<br />© Pareto Fundraising 2009<br />
So, what did they do<br />© Pareto Fundraising 2009<br />
Found out who their donors were<br />© Pareto Fundraising 2009<br />
What makes them tick?<br />© Pareto Fundraising 2009<br />
Got really personal<br />© Pareto Fundraising 2009<br />
Solicited real opinions <br />© Pareto Fundraising 2009<br />
Didn’t tippy toeing around bequests<br />© Pareto Fundraising 2009<br />
Surveys rock<br />© Pareto Fundraising 2009<br />
They went online<br />© Pareto Fundraising 2009<br />
They went online, to get personal<br />© Pareto Fundraising 2009<br />
Asking the tough questions<br />© Pareto Fundraising 2009<br />
Getting personal: using the data<br /><ul><li>Got personal with donors
Focused on areas of growth – monthly giving, bequests
Put the fundraising into relationship fundraising
Used data driven, disciplined direct marketing
Were prepared to spend now, reap returns later
Looked at what others were doing</li></ul>© Pareto Fundraising 2009<br />
Getting cute<br />© Pareto Fundraising 2009<br />
Getting cute, but still data driven<br />© Pareto Fundraising 2009<br />
So, what did they do?<br /><ul><li>Got personal with donors
Focused on areas of growth – monthly giving, bequests
Put the fundraising into relationship fundraising
Used data driven, disciplined direct marketing
Were prepared to spend now, reap returns later
Looked at what others were doing</li></ul>© Pareto Fundraising 2009<br />
They changed donor behavior <br />© Pareto Fundraising 2009<br />
They changed donor behavior <br />© Pareto Fundraising 2009<br />
They talked honestly about bequests<br />© Pareto Fundraising 2009<br />
So, what did they do?<br /><ul><li>Got personal with donors
Focused on areas of growth – monthly giving, bequests
Put the fundraising into relationship fundraising
Used data driven, disciplined direct marketing
Were prepared to spend now, reap returns later
Looked at what others were doing</li></ul>© Pareto Fundraising 2009<br />
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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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  • 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!
  • Segmentation And Personalisation Final Iwrm Bangalore 2009

    1. 1. Segmentation and personalisation<br />Presented by Sean Triner<br />
    2. 2. What we’ll cover today<br />Types of data to fuel growth<br />Segmenting and targeting your next fundraising campaign<br />The power of personalisation – The Lost Dogs’ Home Case Study<br />© Pareto Fundraising 2009<br />
    3. 3. 1. Types of data to fuel growth<br />
    4. 4. Types of data <br />ANALYTICAL<br />Your Growth<br />Your donor behaviour<br />Technical Data<br />• used<br />Strategic Data<br />• informs <br />ENVIRONMENTAL<br />How much is given<br />Growth<br />Competition<br />PERSONAL<br />Transactions<br />Bequest status<br />Pet name<br />Motivations<br />© Pareto Fundraising 2009<br />
    5. 5. environmental data<br />© Pareto Fundraising 2008<br />
    6. 6. Mystery Shopping <br />© Pareto Fundraising 2009<br />
    7. 7. Benchmarking <br />© Pareto Fundraising 2009<br />
    8. 8. Usingenvironmentaldata<br /><ul><li>Understand trends - scan industry and body reports
    9. 9. Look at others - mystery shop
    10. 10. Don’t have to be formally involved in benchmarking studies
    11. 11. But, sharing for the greater good helps</li></ul>© Pareto Fundraising 2009<br />
    12. 12. analytical data<br />© Pareto Fundraising 2008<br />
    13. 13. Where your money comes from<br />© Pareto Fundraising 2009<br />
    14. 14. Number of donors recruited<br />© Pareto Fundraising 2009<br />
    15. 15. © Pareto Fundraising 2009<br />Value to date by donor type<br />
    16. 16. Retention Rates<br />© Pareto Fundraising 2009<br />
    17. 17. personal data<br />© Pareto Fundraising 2008<br />
    18. 18. Appeal letter<br />Benchmarking <br />Dear Tania<br />Thank you for continued support of the Lost Dogs’ Home and especially for completing our recent survey.<br />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…<br />© Pareto Fundraising 2009<br />
    19. 19. 2. Segmenting and targeting<br />
    20. 20. Prospect or donor?<br />© Pareto Fundraising 2009<br />
    21. 21. © Pareto Fundraising 2009<br />
    22. 22. Using RFV<br />© Pareto Fundraising 2009<br />
    23. 23. Why is recency important?<br />This illustrates the importance of recency in determining whether a donor will respond or not<br />© Pareto Fundraising 2009<br />
    24. 24. Why is frequency important?<br />Donors who have made more than one gift have a much higher propensity to give again<br />© Pareto Fundraising 2009<br />
    25. 25. Why is value important?<br />The importance of value is not in the response rate but in the income generated<br />© Pareto Fundraising 2009<br />
    26. 26. Pareto Principle – focusing where it matters <br />80%<br />© Pareto Fundraising 2009<br />
    27. 27. © Pareto Fundraising 2009<br />
    28. 28. Using analytical data<br /><ul><li>RFV drives your warm/house program
    29. 29. Be smart, dig deep
    30. 30. Focus on value, not cost
    31. 31. Find out where you can have the biggest impact</li></ul>© Pareto Fundraising 2009<br />
    32. 32. Other Segmentation Possibilities<br />Payment type<br />Gender<br />Past campaign responses<br />Type of credit card<br />Expressed wish<br />Age<br />© Pareto Fundraising 2009<br />
    33. 33. Using personal data<br />
    34. 34. Find out who your donors are<br />
    35. 35. Find out who your donors are<br />© Pareto Fundraising 2009<br />
    36. 36. Using the data<br />© Pareto Fundraising 2009<br />
    37. 37. Using the data, donor type<br />© Pareto Fundraising 2009<br />
    38. 38. Using the data, donor type<br />© Pareto Fundraising 2009<br />
    39. 39. Using the data, area<br />© Pareto Fundraising 2009<br />
    40. 40. Using the data, area<br />© Pareto Fundraising 2009<br />
    41. 41. Use transactional history <br />© Pareto Fundraising 2009<br />
    42. 42. Using personaldata<br /><ul><li>Survey, survey, survey
    43. 43. Ask the questions, capture the answers, use the data
    44. 44. Use transactional history to help drive response and gift levels </li></ul>© Pareto Fundraising 2009<br />
    45. 45. A case study: The Lost Dogs’ Home<br />
    46. 46. The Lost Dogs’ Home<br />© Pareto Fundraising 2009<br />
    47. 47. © Pareto Fundraising 2009<br />State of play<br />
    48. 48. Struggling for second gifts<br />© Pareto Fundraising 2009<br />
    49. 49. Less donors giving multiple gifts<br />© Pareto Fundraising 2009<br />
    50. 50. Struggling to recruit <br />© Pareto Fundraising 2009<br />
    51. 51. Appeals program not thriving<br />© Pareto Fundraising 2009<br />
    52. 52.
    53. 53. So, what did they do<br />© Pareto Fundraising 2009<br />
    54. 54. Found out who their donors were<br />© Pareto Fundraising 2009<br />
    55. 55.
    56. 56. What makes them tick?<br />© Pareto Fundraising 2009<br />
    57. 57. Got really personal<br />© Pareto Fundraising 2009<br />
    58. 58. Solicited real opinions <br />© Pareto Fundraising 2009<br />
    59. 59. Didn’t tippy toeing around bequests<br />© Pareto Fundraising 2009<br />
    60. 60. Surveys rock<br />© Pareto Fundraising 2009<br />
    61. 61. They went online<br />© Pareto Fundraising 2009<br />
    62. 62. They went online, to get personal<br />© Pareto Fundraising 2009<br />
    63. 63. Asking the tough questions<br />© Pareto Fundraising 2009<br />
    64. 64. Getting personal: using the data<br /><ul><li>Got personal with donors
    65. 65. Focused on areas of growth – monthly giving, bequests
    66. 66. Put the fundraising into relationship fundraising
    67. 67. Used data driven, disciplined direct marketing
    68. 68. Were prepared to spend now, reap returns later
    69. 69. Looked at what others were doing</li></ul>© Pareto Fundraising 2009<br />
    70. 70. Getting cute<br />© Pareto Fundraising 2009<br />
    71. 71. Getting cute, but still data driven<br />© Pareto Fundraising 2009<br />
    72. 72. So, what did they do?<br /><ul><li>Got personal with donors
    73. 73. Focused on areas of growth – monthly giving, bequests
    74. 74. Put the fundraising into relationship fundraising
    75. 75. Used data driven, disciplined direct marketing
    76. 76. Were prepared to spend now, reap returns later
    77. 77. Looked at what others were doing</li></ul>© Pareto Fundraising 2009<br />
    78. 78. They changed donor behavior <br />© Pareto Fundraising 2009<br />
    79. 79. They changed donor behavior <br />© Pareto Fundraising 2009<br />
    80. 80. They talked honestly about bequests<br />© Pareto Fundraising 2009<br />
    81. 81.
    82. 82.
    83. 83. So, what did they do?<br /><ul><li>Got personal with donors
    84. 84. Focused on areas of growth – monthly giving, bequests
    85. 85. Put the fundraising into relationship fundraising
    86. 86. Used data driven, disciplined direct marketing
    87. 87. Were prepared to spend now, reap returns later
    88. 88. Looked at what others were doing</li></ul>© Pareto Fundraising 2009<br />
    89. 89. Solicited genuine feedback<br />© Pareto Fundraising 2009<br />
    90. 90. Solicited genuine, personal feedback<br />© Pareto Fundraising 2009<br />
    91. 91. Replayed it back<br />© Pareto Fundraising 2009<br />
    92. 92. They involved donors<br />© Pareto Fundraising 2009<br />
    93. 93. They involved donors<br />© Pareto Fundraising 2009<br />
    94. 94. © Pareto Fundraising 2009<br />
    95. 95. So, what did they do?<br /><ul><li>Got personal with donors
    96. 96. Focused on areas of growth – monthly giving, bequests
    97. 97. Put the fundraising into relationship fundraising
    98. 98. Used data driven, disciplined direct marketing
    99. 99. Were prepared to spend now, reap returns later
    100. 100. Looked at what others were doing</li></ul>© Pareto Fundraising 2009<br />
    101. 101. They were disciplined through the mail<br />
    102. 102. Getting clever, but data driven<br />© Pareto Fundraising 2009<br />
    103. 103. Crisis appeal: immediate impact<br />© Pareto Fundraising 2009<br />
    104. 104. So, what did they do?<br /><ul><li>Got personal with donors
    105. 105. Focused on areas of growth – monthly giving, bequests
    106. 106. Put the fundraising into relationship fundraising
    107. 107. Used data driven, disciplined direct marketing
    108. 108. Were prepared to spend now, reap returns later
    109. 109. Looked at what others were doing</li></ul>© Pareto Fundraising 2009<br />
    110. 110. Spend now, reap returns later<br />© Pareto Fundraising 2009<br />
    111. 111. So, what did they do?<br /><ul><li>Got personal with donors
    112. 112. Focused on areas of growth – monthly giving, bequests
    113. 113. Put the fundraising into relationship fundraising
    114. 114. Used data driven, disciplined appeals
    115. 115. Decided to spend now, reap returns later
    116. 116. Looked at what others were doing</li></ul>© Pareto Fundraising 2009<br />
    117. 117. Looked at what others were doing<br />© Pareto Fundraising 2009<br />
    118. 118. So, was it all worth it?<br />© Pareto Fundraising 2009<br />
    119. 119. Yes. In the short term..<br />© Pareto Fundraising 2009<br />
    120. 120. Yes. In the short term..<br />Knowing Bilbo increases upgrade rates by 43%!<br />© Pareto Fundraising 2009<br />
    121. 121. Yes. In the medium term..<br />From 98 to 10,330 active<br />monthly donor’s<br />Approx 1m USD<br />© Pareto Fundraising 2009<br />
    122. 122. Yes. In the long term..<br /> 5.7% of their active donors have confirmed they are leaving a bequest – that’s 1.649 donors<br />© Pareto Fundraising 2009<br />
    123. 123. Yes. In the long term..<br /> BUT, only now <br /> reaping the rewards<br />© Pareto Fundraising 2009<br />
    124. 124. Getting the balance right: cost v value<br />© Pareto Fundraising 2009<br />
    125. 125.
    126. 126. THANK<br /> YOU<br />© Pareto Fundraising 2009<br />

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