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–
- 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.)
- 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.
- 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.