4 Smart Donor Segmentation Strategies for Nonprofits

Fundraising Coach

It’s simple: create smart donor segments to reach out to your supporters. . What is segmentation and why does it matter? Chances are you probably already leverage donor segmentation. Donor segmentation is when you separate supporters into meaningful groups based on commonalities.

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. Ready to see real-world examples of our email segmentation solution used for organizations like yours? The post Why everyone talks about segmenting emails but hardly anyone ever does it appeared first on MarketSmart | .


Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

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. As you approach your year-end fundraising planning, consider these segmentation strategies for your campaign: Transactional. What might you do differently in these segments? What’s your segmentation strategy?

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. Here are some ways organizations have segmented their email lists in order to send more relevant communications: Events (attendees, RSVPd, etc). How do you segment your email list? Want to know more about how other nonprofits segment their lists?

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. You need to segment your donor communication (newsletters, etc), too, but I’m only going to cover appeal and thank you letters in this post. The more you can segment, the better. Segmenting your donors can pay off.

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"). the purpose of segmentation is not to answer the question of whether we can distinguish different subgroups of a larger population. conduct segmentation research and analysis and then proceed to design one intervention to serve multiple groups.

Segmenting Your Donors is More Important Than Ever

Ann Green

This is why you need to segment your donors. 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. The more you can segment, the better. Segmenting your donors can pay off.

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). Unfortunately, for most government organizations, a comprehensive market segmentation study is rarely a top priority. behavioral segmentation (occasions, degree of loyalty).

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.

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. The right segmentation strategy can give your marketers the ability to customize according to donor need without sacrificing much on the limited resources side of things. Sarah Tedesco.

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. The other one, for those who like spoilers, was donor lifetime value.). And yet, CTA can lie. If one acquisition mail package has a response rate of 1.1%

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.

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. If you buy into the idea of segmenting by general categories or stereotypes, you’re rejecting the concept of proper segmentation and the reality that donors have different identities and experiences having nothing to do with demographics or even their previous giving. Last month we ran a series on segmentation in The Agitator.

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!”,

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. The reason these segments don’t work out is surprisingly simple: there’s more difference within these demographic groups than between/among them. Even broad stroke attitudinal segments outperform demographics ones.

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.

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. That corporate marketers use segmentation and targeting to increase risky behaviors - and thus the morbidities and mortality associated with these behaviors - is not an argument against the use of segmentation by social marketers and social change agents in their programs. Racial/ethnic disparities and segmentation in communication campaigns.

Why “Segmentation” Isn’t as Scary as It Sounds (And You NEED It In Marketing)

NonProfit Hub

If you don’t do donor segmentation, this scenario presents a problem. Shattuck suggests at least 4 segments for your organization: 1. Once you have donors segmented, you should be marketing toward them differently. The other way to think about segmenting is with the rule of 0-10-90 , Shattuck suggests. With tools like this, what’s stopping organizations from segmenting?

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. Along with the email screenshots, I sent a suggestion: It would have made much more sense if you had segmented your list and sent three separate emails to the three groups of people you are targeting with this one email. Segment your email audiences and provide relevant content. Test how you segment your donor database, and test different content.

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. Did you know Harlequin Books has a series of romances set in the world of car racing? It’s Harlequin NASCAR , and this is one of the books. Thunderstruck is rated 4.5 stars on Amazon , and one reader review says: Sinfully delicious and racy.

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. And the results really don’t tell us much. That’s why I think we might be asking donors the wrong questions. What can you possibly conclude from the chart above? What’s the marketing takeaway there?

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. Fundraising Nonprofits CRM donor engagement donor recruitment segmentationGuest post by Amanda Peterson, Enlightened Digital. The way people communicate continues to evolve as technology advances.

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.

Obama 113

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!

Donors 179

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.

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. There’s an additional and very essential criterion: segmenting and customizing by that identity must increase your results.

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.

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.

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. Breaking Out of the Status Quo Donor Centricity Donor retention / loyalty / commitment DonorTrends / DonorVoice Fundraising analytics / data Innovation Research Segmentation Uncategorized premiumThe 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.

Trust 65

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

The Agitator

As you’ll see from Nick’s detailed posts beginning tomorrow organizations of all types and sizes dramatically increase the commitment/loyalty and lifetime value of their donors when they segment their fundraising acquisition, appeals and donor communications according to donor identity and utilize messages that go directly to those identities.

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. Even if you are using an RFM segmentation, he’s in the 60+ months single donor category, which can not possibly be a highly profitable segment. Breaking Out of the Status Quo Direct mail Donor acquisition Donor Identity Nonprofit management Onboarding Segmentation Uncategorized premium

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).

UK 57

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. voice, who you help, what your donation does, identity statement, type of gift – whatever is most important for you to learn about), then create five different versions of each segment. But they must be the right identity/ies. There must be meaningful differences among different identities. And you must be able to get value by messaging them differently.

Test 54

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 premiumI know. We’ve been down this road before. But the core reason is that demographics are an attribute of a person.

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. Yes, as you can tell, we are anonymizing a disease-focused charity. There is not, to my knowledge, an American Hangnail Society (AHS). (Yet; Yet; I’m eagerly awaiting the DRTV spots with dreadful looking cuticle beds.).

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. So they held out a test segment of donors to receive a different experience: more feedback, 20% fewer mail pieces and emails, and greater donor focus in the communications they did get.

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.

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.

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. Breaking Out of the Status Quo Donor Centricity Donor Centricity - Case Studies Donor retention / loyalty / commitment Fundraising analytics / data Innovation Major donors Metrics Nonprofit management Research Segmentation Uncategorized premium

Level Up Your Permission-Based Marketing and List Building

Kivi's Nonprofit Communications Blog

Here’s how we suggest you level up your permission-based marketing, list building, and segmentation. Work on getting an understanding of opt-in list building and the concept of segmenting.

The Terrifying Freedom of a Blank Sheet of Paper

The Agitator

You might miss that your mass market messaging may not be working for a segment of your file. It opens new segmented messaging, new list strategies (if you match the message to the donor), and potentially new channels. Behavioral Science Breaking Out of the Status Quo Communications Donor acquisition Donor Identity Innovation Nonprofit management Segmentation Uncategorized premium

Paper 43

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. Therefore, they aren’t going to invest more in seeking donor identities. HOWEVER…just as with donor commitment and engagement that I covered yesterday, donor identities and personas are fundamentally different.