1. Delivering Real Results Through Segmentation
Jeff shuckpresident AND CEOevent 360

2. Our Strategy & Success Factors
Jeff Shuck, Event 360
October 3, 2011

3. Agenda
Introduction to Segmentation
What Is It?
Why Bother?
Basic Approaches for Event Fundraising
Linkage
Fundraising Activity
Demographics
A Few Words on Messaging
Final Thoughts
Q & A
Jeff Shuck, Event 360
October 3, 2011

4.

5.

6. Thanks for being big and green! Keep it up!
We appreciate your purpleness!
How can we help you?
Hi! Have you ever considered purple or green?

7. What is segmentation?
Understanding your constituents and how they impact your program
Grouping them together based on similar characteristics
Speaking to each group differently
Forecasting and then influencing future behavior
Jeff Shuck, Event 360
October 3, 2011

8. Jeff Shuck, Event 360
October 3, 2011

9. Jeff Shuck, Event 360
October 3, 2011

10. Jeff Shuck, Event 360
October 3, 2011

11. Jeff Shuck, Event 360
October 3, 2011
Wait! IF something works, why not do it with everyone?

12. Jeff Shuck, Event 360
October 3, 2011

13. Jeff Shuck, Event 360
October 3, 2011
How do you feel when you Look AT something that doesnt apply to you?
Do you even read it?

14. irrelevant communications
Oversaturate people with information
Reduce the likelihood they will take impactful action
Miss an opportunity to build a meaningful connection
Instruct people not to read your messages!
Jeff Shuck, Event 360
October 3, 2011

15. The first rule of fundraising is to ASK.
Jeff Shuck, Event 360
October 3, 2011

16. Long-time major donor, milestone birthday approaching.
Participated in an event with siblings, lives with parents at home.
Team captain for top fundraising team, thinking about retirement.
Board Member, married, no kids.
Directly affected by your cause, city-dweller.
New volunteer with your organization, parent.
Likes you on Facebook because a friend participated in an event, lives abroad.
Lapsed participant, but consistent donor.
The key is to
Ask in a personal way.
Jeff Shuck, Event 360
October 3, 2011

17. Jeff Shuck, Event 360
October 3, 2011

18. Jeff Shuck, Event 360
October 3, 2011

19. Jeff Shuck, Event 360
October 3, 2011
Most of the money raised in your event fundraising program comes from a very small percentage of participants.

20. Agenda
Introduction to Segmentation
What Is It?
Why Bother?
Basic Approaches for Event Fundraising
Linkage
Fundraising Activity
Demographics
A Few Words on Messaging
Final Thoughts
Q & A
Jeff Shuck, Event 360
October 3, 2011

21. Collecting data is one of the largest obstacles
Use the information you already have
Address information
Gift history
Gender, birthdate
Ask the most important question: Why?
Whats your connection to the cause?
Why did you choose to donate?
Do not be afraid to ask for additional information
Your participants want to get involved
Whether or not someone answers a question is also important data!
Collecting Data
Jeff Shuck, Event 360
October 3, 2011

22. Linkage
Cause: Are they connected to your mission? How?
Event: Are they connected to your event? How?
Fundraising Activity
Promises: What have they committed to?
Performance: What have they done?
Demographics
Age
Gender
Parent
General Segmentation Approaches
Jeff Shuck, Event 360
October 3, 2011

23. In general:
The tighter the mission connection, the more likely someone is to be a fundraising constituent
Look for cause or mission connection
Speak differently based on that connection
Sometimes, friends of will raise more than those directly affected
The tighter and longer someone is connected to the event itself, the more likely they are to be a fundraising constituent
Repeat participants and team captains should both raise more
No one is to blame but you for repeat zero-balance participants; have you established that fundraising is the goal?
LINKAGE IMPACT TIPS
Jeff Shuck, Event 360
October 3, 2011

24. Cause Motivation Is Key And Often Surprising
Jeff Shuck, Event 360
October 3, 2011

25. Event History is critical
Jeff Shuck, Event 360
October 3, 2011
Repeaters raise more than first-year participants; multi-year repeaters raise more than repeaters.
Repeaters who do not pay a registration fee are much less likely to fundraise.

26. In general:
It is easier to get someone who is alreadyfundraising to raise more than it is to get someone at zero to fundraise
These are two different segments!
Activity in the online system early registration, changing goal, sending emails is predictive of fundraising performance
Segmenting around fundraising tiers can be incredibly effective
Remember donors! You can realize huge gains from changing the ask you present to donors
Fundraising Activity IMPACT TIPS
Jeff Shuck, Event 360
October 3, 2011

27. EXAMPLE OF Tiered Segmentation
Jeff Shuck, Event 360
October 3, 2011

28. Goal Levels Matter
Jeff Shuck, Event 360
October 3, 2011

29. Minimum Levels Matter too
Jeff Shuck, Event 360
October 3, 2011

30. In general:
Median income, net worth, home ownership, and the other traits used in the traditional development world are not as useful in event fundraising
We are looking for propensity to ask rather than propensity to give
That said, age, gender, and parental status are all worth exploring
Demographic IMPACT TIPS
Jeff Shuck, Event 360
October 3, 2011

31. WHAT NOT TO DO
Jeff Shuck, Event 360
October 3, 2011
One organization classified donors by the size of their gift:
Mass market donor: $50
Mid-market donor: $250
Major donor: $500 and above
But a study of the demographics of the donor base found that net worth and income had little relationship with the gift size
Almost as many high net worth individuals gave $50 as low net worth individuals
Be careful of confusing the activity characteristics with the donors background; the two are very different

32. Registration time increases the likelihood of being a high fundraiser.
Age raises the likelihood significantly.
Cause motivation raises the likelihood significantly.
Multiple traits
Jeff Shuck, Event 360
October 3, 2011

33. Agenda
Introduction to Segmentation
What Is It?
Why Bother?
Basic Approaches for Event Fundraising
Linkage
Fundraising Activity
Demographics
A Few Words on Messaging
Final Thoughts
Q & A
Jeff Shuck, Event 360
October 3, 2011

34. None of this works unless you speak to each segment differently!
Communications need to be powerful and direct
Need: What problem are you trying to solve?
Impact: What difference are you making?
Make a specific ask
Say thank you.A lot.
Messaging Matters
Jeff Shuck, Event 360
October 3, 2011

35. Agenda
Introduction to Segmentation
What Is It?
Why Bother?
Basic Approaches for Event Fundraising
Linkage
Fundraising Activity
Demographics
A Few Words on Messaging
Final Thoughts
Q & A
Jeff Shuck, Event 360
October 3, 2011

36. Thanks for being big and green! Keep it up!
We appreciate your purpleness!
How can we help you?
Hi! Have you ever considered purple or green?

37. Possible Segments
Jeff Shuck, Event 360
October 3, 2011

38. Impact tips: YOUR CHEAT SHEET
Ask WHY people are supporting your organizations mission
GROUP people based on their interests
PERSONALIZE your messages based on what you know about peoples motivations
Illustrate your NEED and the IMPACT a donation will make.
TEST and MEASURE the response to different messages
THANK your participants

39. BBCON TWEET TAKE-AWAY:
Dont be afraid of your data. Ask why. Group donors. Personalize messages. Build your case. Raise more money. Follow @event360 for more tips.

40. Jeff Shuck, Event 360
October 3, 2011

41. YOUR TURN:
Q&A
Jeff Shuck, Event 360
October 3, 2011

42. Delivering Real Results Through Segmentation
Jeff shuckpresident AND CEOevent 360