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Effective Segmentation

                 Cheryl J Weissman




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Synthesis Partnership works with nonprofit
 organizations facing or creating change to
align strategy, identity, capacity and facilities
       with vision, mission and values.



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Affordable collaborative data
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Today’s Speaker




                                   Cheryl J Weissman
                                         President,
                                 CJW Consulting & Services, Inc.
Assisting with chat questions:                                                             Hosting:
April Hunt, Nonprofit Webinars                                     Sam Frank, Synthesis Partnership

A Service
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EFFECTIVE SEGMENTATION



 Presented by:
  Cheryl J. Weissman
  CJW Consulting & Services, Inc.
  8331 Central Avenue
  Morton Grove, IL 60053
  cheryl@cjwconsulting.com
  www.cjwconsulting.com
What Works Best?

 Always remember that solicitations are
  about the donor, not about your
  organization or need for support
 Donors give for personal reasons, so
  we need to find and appeal to those
  reasons
Creating Your List of Prospects

   Begin with those with the closest ties
    to your organization.
    ◦ Your board and their families and friends.
    ◦ Your current and past donors.
    ◦ The people your organization serves, or
      people connected to those you serve
    ◦ Mine your database!
Giving

   Identify and appeal to the self-interest or
    motivation of the donors
    ◦ Segment based on what you know about
      what interests or motivates your donors
   Ask – people don’t give unless they are
    asked
    ◦ Segment based on past giving
   Respect donor intent – accountability is
    key
    ◦ Segment based on what they have given to
      in the past
Appeal to Self-
                Interest/Motivation
   Relationships
    ◦ Constituents affiliated with organizations similar to yours, or
      providing similar services
    ◦ Connections to people involved in your organization (friends of
      Board, Staff, etc.)
   Contact(s) Information
    ◦ If you are tracking things like committee meeting attendance,
      participation in events, etc., you can segment based on the ways
      constituents are connected to your organization.
   Source(s)
    ◦ If you use Source(s) in a categorical way, this is a valuable
      indicator of the reason they chose to connect to you.
   Subscriptions
    ◦ Can be used to identify ways members connect
       Board Member information, Volunteer newsletter, etc.
   Cultivate
Ask

   Segment based on past giving
    ◦ There’s more to a gift than a dollar amount
      Use all the information you can
        To what campaign did they respond?
        Where did they direct their money to be used?
        How often do they give?
          People who give on their own more than once a year
           are good candidates for a structured pledge or monthly
           gift program
        How do they give?
          People who pay by credit card may be good candidates
           for monthly giving or EFT giving.
   Cultivate
Respect Donor Intent

   Respect donor intent – accountability
    is key
    ◦ Segment based on what they have given
      to in the past
   Cultivate
Moves Management

   Segmentation changes for prospects
    for larger gifts
    ◦ Involves strategizing contact for people
      who are not ready for an ask
    ◦ You may want to segment using people
      who have completed a specific move, not
      just at a specific stage in the process.
Moves Management

   Example
    ◦ In the qualification stage, you create three
      moves:
        A letter of introduction
        A survey
        A thank you postcard
    ◦ Rather than prepare a segment for
      anyone currently in the qualification stage,
      segment for anyone who has completed
      the survey
Moves Management

   Be sure that your system is set up in a
    way that makes it easy to determine
    where everyone is at any given point
    in time.
Prep Steps
 Segmentation
    Letter content
     Signer
     Text
     Ask
    Response device content
 Data Review
    Preliminary Counts
    Prioritization
Prep Steps
   Data Validation
    ◦   Correct message sent
    ◦   No multiple appeals
    ◦   Exclusions accounted for
    ◦   Exported data reviewed and confirmed
Contact Information
 Cheryl J. Weissman
 CJW Consulting & Services, Inc.
 866/598-0430
 cheryl@cjwconsulting.com


   Post-Webinar questions? Feel free to
    contact me!
Find listings for our current season
          of webinars and register at:

            NonprofitWebinars.com


A Service
   Of:                     Sponsored by:

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Effective Segmentation

  • 1. Effective Segmentation Cheryl J Weissman A Service Of: Sponsored by:
  • 2. Synthesis Partnership works with nonprofit organizations facing or creating change to align strategy, identity, capacity and facilities with vision, mission and values. A Service Of: Sponsored by:
  • 3. Affordable collaborative data management in the cloud. A Service Of: Sponsored by:
  • 4. Today’s Speaker Cheryl J Weissman President, CJW Consulting & Services, Inc. Assisting with chat questions: Hosting: April Hunt, Nonprofit Webinars Sam Frank, Synthesis Partnership A Service Of: Sponsored by:
  • 5. EFFECTIVE SEGMENTATION Presented by: Cheryl J. Weissman CJW Consulting & Services, Inc. 8331 Central Avenue Morton Grove, IL 60053 cheryl@cjwconsulting.com www.cjwconsulting.com
  • 6. What Works Best?  Always remember that solicitations are about the donor, not about your organization or need for support  Donors give for personal reasons, so we need to find and appeal to those reasons
  • 7. Creating Your List of Prospects  Begin with those with the closest ties to your organization. ◦ Your board and their families and friends. ◦ Your current and past donors. ◦ The people your organization serves, or people connected to those you serve ◦ Mine your database!
  • 8. Giving  Identify and appeal to the self-interest or motivation of the donors ◦ Segment based on what you know about what interests or motivates your donors  Ask – people don’t give unless they are asked ◦ Segment based on past giving  Respect donor intent – accountability is key ◦ Segment based on what they have given to in the past
  • 9. Appeal to Self- Interest/Motivation  Relationships ◦ Constituents affiliated with organizations similar to yours, or providing similar services ◦ Connections to people involved in your organization (friends of Board, Staff, etc.)  Contact(s) Information ◦ If you are tracking things like committee meeting attendance, participation in events, etc., you can segment based on the ways constituents are connected to your organization.  Source(s) ◦ If you use Source(s) in a categorical way, this is a valuable indicator of the reason they chose to connect to you.  Subscriptions ◦ Can be used to identify ways members connect  Board Member information, Volunteer newsletter, etc.  Cultivate
  • 10. Ask  Segment based on past giving ◦ There’s more to a gift than a dollar amount  Use all the information you can  To what campaign did they respond?  Where did they direct their money to be used?  How often do they give?  People who give on their own more than once a year are good candidates for a structured pledge or monthly gift program  How do they give?  People who pay by credit card may be good candidates for monthly giving or EFT giving.  Cultivate
  • 11. Respect Donor Intent  Respect donor intent – accountability is key ◦ Segment based on what they have given to in the past  Cultivate
  • 12. Moves Management  Segmentation changes for prospects for larger gifts ◦ Involves strategizing contact for people who are not ready for an ask ◦ You may want to segment using people who have completed a specific move, not just at a specific stage in the process.
  • 13. Moves Management  Example ◦ In the qualification stage, you create three moves:  A letter of introduction  A survey  A thank you postcard ◦ Rather than prepare a segment for anyone currently in the qualification stage, segment for anyone who has completed the survey
  • 14. Moves Management  Be sure that your system is set up in a way that makes it easy to determine where everyone is at any given point in time.
  • 15. Prep Steps  Segmentation  Letter content Signer Text Ask  Response device content  Data Review  Preliminary Counts  Prioritization
  • 16. Prep Steps  Data Validation ◦ Correct message sent ◦ No multiple appeals ◦ Exclusions accounted for ◦ Exported data reviewed and confirmed
  • 17. Contact Information  Cheryl J. Weissman  CJW Consulting & Services, Inc.  866/598-0430  cheryl@cjwconsulting.com  Post-Webinar questions? Feel free to contact me!
  • 18. Find listings for our current season of webinars and register at: NonprofitWebinars.com A Service Of: Sponsored by: