CASE V and VI Presentation on Alumni Segmentation
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CASE V and VI Presentation on Alumni Segmentation
- 1. Developing Donor Segments: A Scientific and Social Approach to Effective Multi-Channel Communication Strategy Advancement Services track sponsored by Blackbaud Follow the Better Together Conference on Twitter #CASEV+VI
- 2. Our Time Together • Trends impacting fundraising • National Study on Donor Motivation • Segmentation’s Importance • Case Study • Discussion
- 3. Trends Impacting Communication with Alumni/Donors • Rise of the non-profits • Non-funded written marketing plans • Younger donors • Female donors • Technology
- 5. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
- 7. A Motivational Segmentation of College Alumni Segmentation Method and Analysis
- 8. Meet Jennifer Just because Jennifer is able to give does not mean she is motivated to give. How do we understand who Jennifer is, what she cares about, and how to reach her?
- 9. • Insert slide from page 3 of white paper segmentation measures
- 10. • Insert slide from page 4 of white paper graph
- 11. Pull image from page 5 of the white paper
- 15. How are you using information about your alumni to segment the communications that they receive?
- 19. How to Create Personas • A number of sources can be used: – Database information (engagement and participation metrics) – Past giving behavior (LYBUNTS, SYBUNTS, etc.) – Prism cluster – Ability to give – Attitudinal Data • Surveys • Focus groups • Social Media
- 20. President Hennessy, “I have more in common with someone who is a young alum living in Los Angeles than I do with someone living in my neighborhood.” We need to develop personas based on what people care about and how they want to be engaged.
- 28. Rice University- Jones Graduate School of Business
- 29. Key Recommendations Discussion and Implications of the Findings Emphasize the 3 Ps: • Pride • Professional Networking • Purpose of Dollars
- 33. Questions?
- 34. Today’s session evaluations will be e-mailed to you. Session handouts are available at www.casefive.org/conference/presentations/ Username: CASEV-VI | Password: Chicago 2012 Follow the Better Together Conference on Twitter by using the #CASEV+VI hashtag when you tweet!
Notas del editor
- http://www.flickr.com/photos/haynephotography/3987572784/sizes/l/in/photostream/
- http://www.flickr.com/photos/cdevers/5701852547/sizes/l/in/photostream/
- http://www.flickr.com/photos/fensterbme/224764169/sizes/l/in/photostream/
- Netflix: “75% of what people watch is from some sort of recommendation”Amazon: “35 percent of product sales result from recommendations”. 20-30% from other sources
- We are doing three types of segmentations at Michigan. The first one is using market basket analysis.
- This is exactly what the Amazon’s of the world do. When you buy items in a market, if you buy bread, cheese, you’re likely to buy butter or milk. Perhaps, donors exhibit similar behavior. For non-degree granting, this is an easy way to expand the constituency base.Next slide: Third one is demographic + giving history segmentation
- Here we show the characteristics of three clusters. Once we know what type of attributes each cluster has, we label them as “Best, Better, Good”. % Managed is an important factorNext slide: geographic segmentation
- Based on the “best” prospects data, we create segments for the whole country, so that the regions can be created optimally. In this case, there are six regions were created based on proximity of the constituents.
- Let the fundraisers drive the process.
- Added last bullet here per team request in presentation