Why everyone talks about segmenting emails but hardly anyone ever does it


Everyone talks about segmenting emails — sending the right message to the right person at the right time. Doing so lets your donors automatically segment themselves into neat little buckets including: Donors who are interested in talking to a fundraiser now.

Powerful Segmentation Ideas for Year-End Online Fundraising Campaigns

Kivi's Nonprofit Communications Blog

Segmenting your email list to deliver the right message to the right audience at the right time will help you and your nonprofit get better fundraising results – more new donors, more renewals, more monthly donors and higher average gifts. What’s your segmentation strategy?

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The Importance of Segmenting Your Donors

Ann Green

If you don’t segment your donors and send different letters to different types of donors, you’re telling them you don’t recognize them for who they are. Besides segmenting your appeal letters, you also need to segment your thank you letters. The more you can segment, the better.

Question for You: How Do You Segment Your Email List

Kivi's Nonprofit Communications Blog

For today’s Question of the Week , we are looking at email lists and how (or if) you segment them. There are so many ways you can segment your email list. How do you segment your email list? Want to know more about how other nonprofits segment their lists?

4 Ways to Segment Your Donors for More Effective Marketing

Kivi's Nonprofit Communications Blog

We’ve talked before about segmenting your email list to send more relevant communications. Today, Sarah Tedesco, Executive Vice President at DonorSearch , shares some ways to segment your donor lists specifically. The effective and efficient solution is segmenting your donors.

Segmenting Your Donor Services

The Agitator

It will also ignore valuable donor segments like monthly donors that are often the source of unexpected major gifts or bequests (and, even if they aren’t, are still monthly donors – the best type of non-mid/major donors). Every donor is worthy of respect.

The Purpose of Segmentation

Social Marketing and Social Change

Segmentation is one of the first critical decisions a social marketing or health communication program must make - even if it is to not segment and use the ''field of dreams'' strategy ("If we build it, they will come"). Ethical evaluation of audience segmentation in social marketing.

Segmenting “Cost To Acquire” Using Identity

The Agitator

Breaking Out of the Status Quo Direct mail Donor acquisition Donor Identity Nonprofit management Online fundraising and marketing Segmentation Uncategorized premiumA couple months ago, I argued that cost to acquire (CTA) was one of only two metrics that matter in a deep, comprehensive way.

2009 Social Media User Segments

Public Sector Marketing 2.0

I was very impressed at the time, with what seemed to be the most comprehensive analysis of social media user segments available, explained very nicely in a book. However, for specific descriptions of each segment, please refer to the following presentation: Social Technographics Explained. A while back I read the book “ Groundswell &# by Charlene Li and Josh Bernoff from Forrester Research.

Are Your Segmentation Skills a Joke?

The Agitator

IF you depend solely on RFM for your segmentation you’re leaving tons of money on the table. To put it more bluntly: “If your segment is populated by different people who want different things, it is not a segment.

Demographics: The Second-Best Way to Segment Your File

The Agitator

Yes, demographics are the second-best way to segment. There’s little difference between this and the broad stroke segmentation practiced at some nonprofits where men get address labels with anchors and women get labels adorned with flowers. Demographic segments don’t do this.

What Do You Mean When You Say “Segmentation”?

The Agitator

A couple of weeks ago, I stirred things up when arguing that neither demographics nor RFM analysis should be the first point of segmentation for organizations. In the ensuing discussion, it became clear we are talking about different types and levels of segmentation worth exploring. Often, a slight bit of segmentation – by channel – will enter in: we will mail all mail donors or email everyone who has opted in.

Simple Segmentation For Smaller Organizations

The Agitator

And so I was interested to see the results of a survey on ‘Communications Segmenting’ conducted by Bloomerang , the CRM company and Kivi Leroux Miller’s Nonprofit Marketing Guide.

Segmentation to Address Racial and Health Inequalites

Social Marketing and Social Change

"The use of segmentation to identify specific groups of people has become a well-known tactic of many commercial marketers. Hornik and Ramirez (2006) examined the use of segmentation to address racial and ethnic disparities. Related Posts: Segmentation: The First Critical Decision.

RFM Segmentation: First Refuge of the Scoundrel

The Agitator

You rail against segmentations that aren’t predictive. But transactional RFM segmentation is not a bad predictor.”. Transactional analysis should absolutely not be the only segmentation you do. Neither should it even be the first segmentation you do. If you were segmenting based on RFM + are they dead, it would make no sense to create 64 different variants of RFM, then apply the “are they dead” filter to every one of those 64 segments. “Wait!”,

Your youth segment is not “really” chatting on Facebook anymore

Public Sector Marketing 2.0

Businesses trying to reach the youth segment did a double take. Let me explain what I mean. Here’s a brief history of Facebook from my own personal experience. I joined Facebook sometime in mid 2006. It was only open to colleges and universities, quickly followed by cities. Up until that point, the main conversation platforms for myself and my close friends other than in-person conversations, email and the phone were tools such as ICQ followed by MSN chat.

Why Are You Sending Donors This Email?!? A Lesson in Segmentation

Nonprofit Marketing Blog

At first I ignored this, thinking maybe they incorrectly segmented their list. By segmenting the list and choosing extremely clear, appropriate calls to action to target each group, I’m sure this organization would have received a larger response to their season appeal.

Harlequin NASCAR and the art of segmentation

Nonprofit Marketing Blog

Segmentation is essential to effective nonprofit marketing. Try to group the rest of your supporters into segments of common passions, paying attention and responding to their interests - like what they clicked on in your last email.

Are we sometimes asking donors the wrong questions?


Fundraising donor segmentation donor surveyIn Abila’s new donor engagement report , the first question they asked donors was, “What matters most to you?” ” Problem is… the answers they allowed were not all that great.

Alert! Missing Middle Donors

Getting Attention

Fundraising: Innovations & Research Audience Research donor fundraising Missing Middle nonprofit marketing sea change strategies segmentation targets Try this fundraising mash-up to close the giving gap you might not know you have!

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A Quick Guide to Using Technology Throughout the Donor Engagement Process

J Campbell Social Marketing

Donor Segmentation. Segmenting your donors by interest and behavior is an important pillar to nonprofit marketing. Tailoring outreach tactics to each donor segment motivates people to donate by appealing to their unique connection.

Data Driven Campaigns Can Help Small Nonprofits

Social Media Bird Brain

data segment research measurement targeting Small nonprofit outreachgraphic via Robert Kirrily on Flickr I really dislike numbers, but sometimes it can't be helped. SSIR has a good article about learning from Obama's data-driven campaigns. They make it about measurement, but I make it about reach. Here's the gist of it: Target your audience for the best returns on your outreach. Example: Obama's campaign focused on buying ads in places where they could.

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Brainstorming Donor Identities

The Agitator

I’ve been preaching testing donor identities as ways of segmentation your file even in my pre-Agitator days. Remember that the goal of a good segmentation – including an identity segmentation – is to minimize difference among group members and to maximize difference among different groups.

Crossing the Double Divide, Two Million Dollar Questions


Public Health Social Media audience segmentation digital divide digital literacy double divide health communications health information divide health literacy library outreach media usageEarlier this month, Susannah Fox discussed a health Information divide based on a recent report.

The Opposite of “More” Is Not “Less”; It’s “Better”

The Agitator

RFM Segmentation: First Refuge of the Scoundrel – Why segmenting by donor identity focuses on the primary question: “what donors will want to get this communication?”

Letting Go of Donors

The Agitator

Regardless of how you do your segmentation, this person is not this organization’s target audience: If asked, he would say his commitment to the organization is very low. A couple weeks ago, I argued you haven’t truly acquired a donor until you get permission, information, or a second gift.

Why “Trust” Matters in Fundraising. And What To Do About It.

The Agitator

Here, for example, is how the Commitment Score is put to work in file segmentation and targeting. The 2018 Edelman Trust Barometer reveals that trust in the U.S. has suffered the largest-ever-recorded drop in the survey’s history among the general population.

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Blended Storytelling With Branded Content

Social Media Bird Brain

storytelling statistics newsfeeds small nonprofits segmenting infographics social communication curationArtist Unknown nce upon a time, there was a small nonprofit that wanted to infuse some extra pizzazz into its social communications. Big Data left them confused and social media marketers were now telling them that engagement was so Social Media 1.0. Storytelling continued to be one of the best ways to connect with their community, but how to do it in a fresh way? Curation Although.

Why “why” Matters – The Bald Truth

The Agitator

There is always a better way to segment other than resorting to the use of demographics. . To many this may sounds like a great application for a demographic segmentation. Behavioral Science Breaking Out of the Status Quo Demographics Donor Identity Segmentation Uncategorized premium

Testing Your Donor Identities

The Agitator

Previously on donor identity: It’s good to segment by identity. They break your messaging down into concrete segments (e.g. But they must be the right identity/ies. There must be meaningful differences among different identities.

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Generating Leads By Combining Identity and Programmatic Outreach

The Agitator

Breaking Out of the Status Quo Donor acquisition Donor Identity Online fundraising and marketing Segmentation Social media Uncategorized premiumThe natural assumption is that most donors to the American Hangnail Society either have hangnails or care about someone who does.

Low Risk Approach to High Reward Discovery

The Agitator

Yesterday Roger outlined the failings of alleged-segmentation systems that aren’t customized to your organization. Today, I’d like to suggest a proven, low-risk approach to dramatic improvement through better segmentation.

Are You Missing the Golden Middle?

The Agitator

As midlevel files grow, fundraisers are finding ever more sophisticated ways of segmenting in order to personalize the donor journey. In 1987 I launched a series of highly successful mid-level giving programs and for years wondered why others weren’t doing the same.

Channel vs. Identity: Two Go In; One Comes Out

The Agitator

That is, you want to segment to maximize the similarity of the people in the bucket to each other and maximize their difference from those outside the bucket. But you are likely using similar messages, a pretty sure sign that your segmentation is a bust. Behavioral Science Breaking Out of the Status Quo Communications Donor Identity Online fundraising and marketing Segmentation Uncategorized premiumThe words we use shape our thinking.

Identity vs. Persona

The Agitator

Breaking Out of the Status Quo Demographics Donor Centricity Donor Identity Fundraising analytics / data Segmentation Uncategorized premiumIn talking about donor identities , people will often say they’ve tried personas and they haven’t worked like they thought they would.

The Reality Distortion Field: Identity and Commitment

The Agitator

Behavioral Science Breaking Out of the Status Quo Communications Donor Centricity Donor Identity Donor retention / loyalty / commitment Research Segmentation Uncategorized premiumThey say love is blind. It’s actually worse than that. If you were blind, you would know not to trust your eyes.

Donor Communications Control

The Agitator

Breaking Out of the Status Quo Communications Direct mail Donor Centricity Donor Identity Feedback Nonprofit management Segmentation Uncategorized premiumI think this person is likely to be on your donor file…. …She’s an average-ish donor – she gives to six different organizations ( in the US Russ Reid’s Heart of the Donor Survey says six; Apogee says three in the last year and 10 over their lifetime, so this is a decent middle-of-the-road guess).

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Advocacy Fundraising #3: Finding and Converting Advocates

The Agitator

Advocacy Fundraising Behavioral Science Communications Donor retention / loyalty / commitment Integrated fundraising and marketing Mobile marketing and fundraising Online fundraising and marketing Segmentation Social media Uncategorized premiumYou’ve defined your Advocate Identity.

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Taming Facebook with identity

The Agitator

If we have significant results by April 4th for our free identity-based segmentation webinar , we’ll share them there. (If Breaking Out of the Status Quo Donor acquisition Donor Identity Fundraising analytics / data Innovation Segmentation Social media Uncategorized premium

Agitator Cliff Notes: “Data Driven Nonprofits”

The Agitator

Donor acquisition Donor Centricity Fundraising analytics / data Metrics Nonprofit management Research Segmentation Uncategorized premiumI have a confession to make. I still dog-ear pages. Yes, this goes against my former-library-employee training.

YEAR END: War on Christmas: Donor Preference Edition

The Agitator

Behavioral Science Breaking Out of the Status Quo Direct mail Donor Centricity Donor Identity Feedback Innovation Nonprofit management Segmentation Uncategorized premiumI’ll get my personal politics out of the way first: I’m a firm believer in stating the reason for the season.

Are You Behaving Like Facebook?

The Agitator

Segmenting your appeals using donor identity improves both revenues and retention. Breaking Out of the Status Quo Communications Donor Centricity Donor Identity Donor retention / loyalty / commitment DonorTrends / DonorVoice Innovation Segmentation Uncategorized premiumSeems as though all the world– the press, Congress, the European Union, advertisers, competitors and millions of users themselves—are focused on Facebook’s privacy and data practices.

Cause Connection: A Simple, Underused Donor Identity

The Agitator

Breaking Out of the Status Quo Donor acquisition Donor Centricity Donor Identity Fundraising analytics / data Integrated fundraising and marketing Online fundraising and marketing Research Segmentation Uncategorized premiumThe last two days have covered two examples of health charities that have increased their revenues by differentiating based on cause connection.