case v and vi presentation on alumni segmentation
TRANSCRIPT
Follow the Better Together Conference on Twitter #CASEV+VI
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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