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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: [email protected]
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?
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THE END