donor segmentation best practices - amazon s3 · donor segmentation best practices linda landman...

Donor Segmentation Best Practices Linda Landman (RMHC The Netherlands) and Nicola Savage (RMHC UK)

Linda Landman Fundraising Manager RMHC The Netherlands

 Linkedin/lindalandman

 E-mail: l.landman@kinderfonds.nl

Nicola Savage Fundraising Manager RMHC UK

  Linkedin/nicolasavage

  E-mail: Nicola.savage@uk.mcd.com

INTRODUCTION

Why donor segmentation? It’s what you do with your data, that makes the difference

  to improve fundraising effectiveness

  it gives us the opportunity to be more creative and innovative to engage donors

  donors are looking for differentiated, personalized and unique communications

Start (y)our database now!

 What is your expertise?

 When would we need to call you?

 Write your expertise in one word on your business card ……….or send us now a email with your name and address details

BEST PRACTICES

Question:

Do you know the average age of your donors?

Do you know their birth dates?

Segmentation by age (The Netherlands) Tell your story through a peer

 Multichannel campaign Grandmother Mariska

–  Thank you card for monthly donors

–  Direct mail solicitation for our donors and new donors in a specific target group

–  Story telling: website, social media, magazine [t]Huis

–  Conversation on facebook

 Our efforts have led to more engagement, more frequent gifts and new donors

Segmentation by age (UK) How to work out supporters age

 Do you accept donations via online platforms?

 Do you have downloadable content on your website?

 Standard question on House ‘contact us’ literature.

Question:

How long are your donors involved with our mission?

Segmentation by years of commitment (The Netherlands) How long are your donors involved?

  2015: 30th Anniversary Ronald McDonald Houses in the Netherlands

 Direct Mail for the individual donors with 25 years of commitment

 We send them a keychain: as a token of appreciation and connectedness

 Our efforts have led to more frequent gifts and engagement

Question:

Where are you donors living?

Segmentation by residence (the Netherlands) Tell stories from the region.. it takes a village

 Magazine [t]Huis is one National and 16 locale magazines, with one look and feel … and local input, coordinated by RMHC Netherlands

 Opportunity to upgrade our donations and embed the local donors in our database

 Our efforts have led to more frequent gifts and engagement

Question:

What is going on in the lives of your donors?

Segmentation by interest (UK)

  23% of our voluntary donations come through online portals

–  Reporting data reveals that just under half of our supporters were Millennials

–  We know that Millennials are interested in Health and Fitness and Adventure

  Created the ‘Whole Hog’ event –  Sent targeted e-comms to this group to

recruit –  Created teaser videos and online social

content to engage with this group

  Our efforts have led to 900 taking part in this event this year

Segmentation by interest (the Netherlands) Don’t forget gender

 Business in the ‘Evanomie’

 Famous TV program: Heel Holland Bakt (The Great British Bake Off)

 Facebook advertising ‘bake and sale cookies for the Ronald McDonald Houses’

-  Women between 35 – 44

-  Fan pages/ look-a-likes

 Our efforts have led to peer to peer fundraisers on our platform starteenactie.nl

Question:

Do you organise events for special target groups in your database?

Inspired (the Netherlands) Corporate sponsors and millennials

  INSPIRED is an inspiring network event for high potentials of our corporate sponsors

  We ask the manager of the future for inspiration and brainpower

  We offer a unique network and attractive program with inspiring speakers: -  Princess Laurentien

-  Former Prime Minister Jan Peter Balkenende

 Our efforts have led to engagement, involvement and lots of new ideas/insights

HomeRide (the Netherlands) Corporate sponsors and (former) guests

  HomeRide is a fundraising cycling event, within 24 hours participants cycle through the Netherlands: 500 kilometer

  HomeRide is a unique teambuilding event for our sponsors: Everyone can participate, experienced cyclists and people who are prepared to do some training

  Our cycling tour passes different Ronald McDonald Houses each year

  Our efforts have led to a successful fundraising event: € 890.000 and involvement of 942 HomeRiders & 225 volunteers (2015)

Overseas Cycle Ride (UK)

  Biannual Overseas Bike Ride

  Extraordinary destination for every event. In November this year we are taking on a 500km challenge in Madagascar!

  Event is aimed at senior employees at some of our closest corporate partners

  We have around 30 participants at each event raising in excess of £120,000

GOOD TO KNOW

Collect as much data as you can (UK) and as allowed

 Be aware of (local) laws and regulations: think of data protection, data collection and data storage

Collect as much data as you can (the Netherlands)

 Each contact is a chance

 Encourage supporters to return their data and be creative:

–  Quizzes –  Envelop of a DM letter

Collect as much data as you can (The Netherlands)

Update your data: Good data is hard work (UK)

  300 returned ‘Our House’ magazines

  It is not just postal addresses – how clean are your email lists?

 Power of digital

Know your data: be connected (the Netherlands)

 Start a focus group/ donor panel

 Think of a survey

  A/B testing

  Listen to your donors: it offers insights how we can improve the effectiveness of our communications with donors

How to capture and report on this data? (UK)

No CRM Database? (UK)

Name Address 1 Address 2 Date of first gift Date of last gift Interest one Interest two Gender Known?

Bob Smith 24 Crown Street Coventry 17/4/2014 2/10/15 Corporate Male

Sarah Jones 57 Bank Road Liverpool 25/10/1990 22/12/15 Young Professional Challenge Event / Cycle Female

Adam Johnston 389 Station Road Norwich 22/04/2012 4/4/16 Family Male

Alex Thompson Red House Farm, The Lane Bolton 18/01/2016 3/5/16 Corporate Challenge Event /

Run

Louise Awojobi 12 Langley Road Stoke 14/04/2000 13/06/16 Family Female

EMPOWERMENT

Question:

What can you do with your data and what are your best practices?

Recap What are you taking home?

 …….

 …….

 …….

THE END