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Enhancing Donor Engagement through Effective Segmentation Strategies

Learn from PETA’s successful segmentation strategies to better understand and engage your supporters. Segmentation allows for improved communication, stronger donor relationships, and increased fundraising outcomes. By monitoring performance and segmenting based on donor behavior using the RFM model, you can optimize donation amounts, personalize content, and predict future outcomes. This approach works for both donors and non-donors, enhancing e-activist campaigns and email communications. Monitoring donor and activist behavior helps determine the right approach for personalized appeals and engagement strategies, leading to higher conversion rates and donations. Test and adjust personalization techniques to maximize response rates and fundraising success.

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Enhancing Donor Engagement through Effective Segmentation Strategies

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  1. Learn from PETA’s segmenting success

  2. Segmentation = Knowing your supporters ... & showing it

  3. Segmentation = Better communication ... better donor relationships ... more £

  4. Why we segment? To improve our messaging • Optimise £ amounts we ask for • Personalise content Monitoring performance • To see where we are • To predict where we’ll be

  5. How we segment? Donor behaviour • RFM model - Recency, Frequency, Monetary Value

  6. RFM

  7. RFM

  8. Low ask string

  9. Higher ask string

  10. Results: • £10, 25, 50, 100: avg £13.70 • £25, 50, 75, 100: avg £26.76 • £50, 100, 150, 200: avg £43.50 • £100, 150, 200, 250: avg £57.19

  11. Works for non-donors too: • E-activist campaigns • Email to target, Tell a friend, Data capture • Using profiles

  12. Activist behaviour:

  13. Monitoring: donors • Performance of segments • Are we asking for right £ amounts? • Movement between segments • Where is our programme heading? • Donor pyramid

  14. Monitoring: donors

  15. Monitoring: donors

  16. Monitoring: donors

  17. Monitoring: donors

  18. Monitoring: donors

  19. Monitoring: donors

  20. Monitoring: non-donors • Performance of segments • Correlation between actions taken and donor conversion. Which activists become donors? • Movement between segments • Do/will we have enough leads?

  21. Monitoring: non-donors

  22. Monitoring: non-donors

  23. Monitoring: non-donors

  24. Monitoring: non-donors

  25. Monitoring: non-donors

  26. Monitoring: non-donors

  27. How we segment? Donor/Activist behaviour • What appeal they responded to? • What action they took?

  28. Email: Standard version

  29. Email: Personalised based on past donation Show that we remember and appreciate

  30. Email: Standard version

  31. Email: Personalised based on past activism Thank youfor taking action! Please donate too!

  32. Email: Standard version

  33. Email: Personalised based on past donation Thank you! Please share (and make another donation if you can).

  34. Does personalisation work? • Sometimes it does, sometimes it doesn’t • Test, test and re-test • Some findings universal, some apply only to appeal in question • Even a small increase in response rate can mean significant increase in £ raised

  35. Does personalisation work? No

  36. Does personalisation work? No

  37. Does personalisation work? No

  38. Does personalisation work? YES!

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