case v and vi presentation on alumni segmentation

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Advancement Services track sponsored by

Blackbaud

Developing Donor Segments: A Scientific and Social Approach

to Effective Multi-Channel Communication Strategy

• Trends impacting fundraising

• National Study on Donor Motivation

• Segmentation’s Importance

• Case Study

• Discussion

Our Time Together

Trends Impacting Communication with Alumni/Donors

• Rise of the non-profits• Non-funded written marketing plans• Younger donors• Female donors• Technology

Outbound Marketing

Outbound Marketing is Broken

800-555-1234AnnoyingSalesperson

Segmentation Method and Analysis

A Motivational Segmentation of College Alumni

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?

• Insert slide from page 3 of white paper segmentation measures

• Insert slide from page 4 of white paper graph

Pull image from page 5 of the white paper

How are you using information about your alumni to segment the communications that they receive?

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

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.

Segmentation for fundraising

Rice University- Jones Graduate School of Business

Key Recommendations

Emphasize the 3 Ps:• Pride• Professional Networking• Purpose of Dollars

Discussion and Implications of the Findings

Questions?

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