Maximizing communications impact through segmentation

According to a survey conducted in 2014 by Bloomerang and the Nonprofit Marketing Guide (infographic results shown  below) nonprofits either approach segmenting aggressively or not at all.

So why segment?  Here are a few easy answers–

  1. Send more finely crafted communications to a particular audience (alumni, parents of current students, donors over the age of 68, constituents who donated to last year’s GivingTuesday campaign, etc.)
  2. Save money on postage.  If your budget permits only 10,000 pieces of mail, segmenting can help narrow the recipient pool to better align the audience with the messaging content.
  3. Deliver information in accordance with your constituent’s preferences (by channel and frequency).

This article discusses relevant findings from the survey and ways to apply these findings to improve fundraising effectiveness.



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