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.

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.

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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?

Segmenting Audiences for Social Media Engagement

Public Sector Marketing 2.0

To maximize an organization’s effectiveness in terms of marketing goal attainment, an overall audience (or “market” in the private sector) should always be segmented into groups of clients with common attributes (segments) and then prioritized accordingly (target audience).

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.

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.

Reader Questions: Snow White and the 7 Faces of Philanthropy

Wild Woman Fundraising

Snow White by 12×07 on Deviantart.com. And we’re answering MORE fantastic reader questions today! This person we will call Queen B.

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.

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!

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.

When Brand Guidelines Trump Donor-centricity You Have a Recipe For Disaster


Fundraising Lead Generation Content Strategy donor segmentation legacy gift marketing“Make the font smaller!” ” That’s what the brand police told me to do. I reminded them that the supporters we were targeting for the CGA lead generation effort were over 70.

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.

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.

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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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.

Drive Donors to your Online Donation Page with These Six Marketing Strategies, Part 1

Kivi's Nonprofit Communications Blog

Here’s a sneak peek of what we’re going to discuss: Segment Your Donors. Segment Your Donors. Before you even start marketing your online donation page, you need to segment your existing database into different groups. Abby Jarvis.

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.

How We Cleaned Up Our Email List and Re-Engaged Our Subscribers

Kivi's Nonprofit Communications Blog

Thanks to Nonprofit Marketing Guide, we knew it was important to segment our email list to increase engagement. After segmenting the monthly subscribers, our weekly email list was down to about 5,800 subscribers. Aubrey Brennan.

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Still Time for this Year-End Tweak

Getting Attention

your ability to segment your list as you want to) or re-brand at this point. Test— I strongly recommend you test subject lines on a segment of your list before the full mailing. We’re at countdown time for your year-end campaign.

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3 Ideas for Getting the Word Out to Your Donors About Online Fundraising Campaigns

J Campbell Social Marketing

That’s where donor segmentation comes in. Donor segmentation can help you personalize communications without sacrificing large chunks of time and funding that your organization doesn’t have. Guest post by Gretchen Barry. Build it and they will come, right? Well, maybe.

Get Your Email Read

Getting Attention

How should you segment your list, and how often should you email? Segment your list based on behavior—For example, resend emails to people who didn’t open it the first time (changing the subject line). ” Hone Your Segmentation Strategy to Ensure Emails Are Read by People Who Matter. Segmentation is key, but segmenting an existing database is a huge pain so even if you have a small list, start segmenting it now.

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7 simple steps to qualify your donors


STEP 3: Segment. Now that you’ve properly engaged your donors and put forth some effort to properly understand them, it’s time to segment the data based on a variety of factors. Based on your segmentation, some donors will require highly personal, one-to-one outreach (such as a telephone call or a visit) while others would probably prefer a letter or email. Unsuccessful fundraisers don’t understand qualification. They don’t recognize its power.

Stop Telling Your Donors Who They Are

The Agitator

By ‘seriously’ I mean re-structuring their information-gathering and fundraising segmentation based on donor identity, not on the old bromide of segmentation by transactional amounts, frequency and recency. The more understanding about motivation, need and preference, the more segments that get created and the more customized and relevant the interaction becomes. In turn, the more profitable that segment becomes. ” Better Segmentation.

6 Ways to Get More Online Monthly Donors

Kivi's Nonprofit Communications Blog

In a campaign, segment your list, pull low-dollar donors ($5-$90) into a segment, and pitch them to join the monthly sustainer program in the call-to-action. Photo Credit: https://flic.kr/p/aVmeYp. p/aVmeYp.

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What Jobs Do Your Donors Want Done?

The Agitator

That’s because when it comes to planning new offerings and new appeals most organizations make the mistake of starting by segmenting their donor bases by demographics (age, gender, education, income) or by past behavior (Recency. In the commercial world about 95% of all new products fail.

What to PUT in Your Newsletter

Kivi's Nonprofit Communications Blog

Segmenting your mailing list so you can send people content that’s more relevant to them. Puzzling over what makes really good newsletter content, especially in email? . It’s really not that hard. People like email content that is P ersonal, U seful or T imely. or PUT.

The Curse of Testing Illiteracy

The Agitator

Spurred on by my post The Curse of Fundraising Innumeracy , reader Mikaela King over at the National Geographic Society decided to “dog pile” on with what she termed “another illiteracy” in our sector — testing illiteracy.

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Empathy Map Your Way to Relevant Messages

Getting Attention

e possible segments of supporters that you have. So three target audiences, and a max of three segments for each—that’s all any of us can engage. Each segment requires its own Empathy Map. Note the segment name in the middle of your map.

5 Strategies to Build Better Relationships with Your Mobile Donors

Kivi's Nonprofit Communications Blog

Segment donors to create more personal interactions. Strategy #4: Segment donors to create more personalized interactions. Donor segmentation. When you segment your donors , you have a better understanding of each group’s interests and donor status. John Killoran.

Giving By Generations

The Agitator

Here’s a nifty infographic from MobileCause showing the relative charitable giving of the four key demographic segments in the US. If any of these figures surprise you, think about taking a refresher on the basics of the fundraising biz.

3 Surefire Communication Strategies to Follow Your Events

Kivi's Nonprofit Communications Blog

That’s why it’s important to segment your donor list so that you can reach your donors in the most meaningful, genuine ways possible. To do so, you can segment by: Attendance and participation. Kerri Moore. This summer, Kerri Moore gave us The Ultimate Checklist for marketing events.

Stop swopping your donor lists with other nonprofits


Extant research indicates that lower value donors (who are almost always the focus of such programs) can be just as likely to consider a bequest as other value segments in the database and that once swopped donors will lose around 15% of their subsequent (annual giving) lifetime value.

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OMG Nonprofit Communications Jobs

Getting Attention

Associate Designer & Query/Segmentation Specialist & Knowledge and Instructional Design Specialist WGBH. Post YOUR comms job here —nonprofits, grantmakers, B Corps & vendors serving nonprofits. Boston, MA). Communications Coordinator Envision Unlimited (Chicago, IL). Communications Manager Justice at Stake (Washington, DC). Communications Manager Aspen Global Leadership Network (Washington, DC). Digital Graphic Designer Pancreatic Cancer Action Network (Manhattan Beach, CA).

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There’s power in exclusivity but are you using it?


However you do it, treating the segment of your audience with the most potential like VIPs will increase the likelihood that they’ll treat your organization like its mission is of utmost importance to them.

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Improve Email Results: #16NTC Takeways

Getting Attention

Segment Strategically. There are countless ways to segment your email list but—whatever your approach—segmentation ups the probability of a good return on your email investment. “Let audiences tell you how to segment them via their actions,” says Debra. As good as your segmentation may be, it’s grouping your people at a gross level.

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Are You Pretending That People Really Want Your E-Newsletter?

Kivi's Nonprofit Communications Blog

Segmenting your supporters into groups with like interests and similar relationships with you is another great way to help you create newsletter content you can feel confident about. This week’s cartoon from Marketoonist made me laugh out loud. You know why.

Fertile Follow Up: To whom and when?

Getting Attention

The schedule is likely to vary among campaigns and segments. What positive response looks like will vary campaign to campaign, segment to segment, ranging from opening your email, clicking through to your volunteer site, or registering for an info meeting. . Follow up. It’s vital but so tough to do right. Either we don’t know what to say, fear “bugging” the very folks we want something from, or both.

We Want You Back! How to Re-Engage Inactive Email Supporters

Kivi's Nonprofit Communications Blog

smartly segment your email list (people who haven’t engaged in 6 months or more). Image: [link]. You’re losing email subscribers. Every month. All year long. They unsubscribe. They bounce. They stop responding.

Know Your Target Audiences for Nonprofit Marketing Success (Case Study)

Getting Attention

During the segment on getting to know your target audiences, D.D. segment) her target audiences into three distinct groups that use the park: Families with young children. This segmentation led to D.D.’s You see how much more useful these segments are, enabling D.D.

Learn Storytelling from NBC’s Making a Difference Reports

Kivi's Nonprofit Communications Blog

I’m a regular watcher of the NBC Nightly News with Brian Williams (usually recorded – it’s part of my nightly wind-down routine), and one of my favorite segments is Making a Difference. For the last few years, the Nightly News has regularly run segments on do-gooders.