email list segmentation ideas for nonprofit
TRANSCRIPT
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Email List Segmentation Ideas For Nonprofit By OmnePresent
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Introduction● You can use email list to build
communities around your Nonprofit’s cause
● Email is a great communication platform and mainly a digital marketing strategy for sharing and spreading your blog for your nonprofit
● Email list segmentation needs improvement in order to use members data to its full potential
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Email List Segmentation ● The people on your nonprofit’s list value
different things and have different interests
● Many nonprofits have a decent sized mailing list, everyone gets the same mails, generally asking for donations
● By segmenting your nonprofit's email list, you can custom tailor a few emails to speak directly to what that person cares about and values
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Create Member Personas
● In business you can create buyer personas by dividing your customers into groups based on different attributes like age, occupation, personalities
● This information is very useful to develop strategy for targeted marketing campaign
● Same process can be used to create member and donor personas for your nonprofit
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Segment Members
● Your Nonprofit organization has different kinds of members
● Most donors of your Nonprofit will be members, but not all members will be donors and all donors will not be members
● So it’s important to make the distinction between members and donors of your nonprofit
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Email List Segmentation Elements● Many nonprofits segment their email list on
basic factors like Members and donors of their non profit organization
● Good email list segmentation must include following elements :
1.Goal - Your email list should have a specific goal or purpose
2.Persona - You should know the people you
are targeting, their attributes and interest in your nonprofit cause
3.Activity - Segment the list based on the attributes, interest and activity of people
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● Your Nonprofit email segmented list must have following type of members :
1. Inactive Members
2. Members by Interest
3. Active Member
4. Donor Member
Type Of Members For Email List Segmentation
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● Unlike active members, inactive members have not attended events of your organization, they are also not very active online
● Your nonprofit should provide meaningful contents to activate uninvolved members
● There are some semi-active members means members with occasional attendance or online contact are semi-active members
1. Inactive Members
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2. Members By Interest● There are some members among all
which have interest in your nonprofit cause
● You can convert these interested members into active member of your nonprofit
● Provide these members with content according to their special interests or age groups
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3. Active Members
● Active members are the important members of your non profit organization
● Active members attend different events frequently of your organization, they are also active online
● You should provide these members attractive and meaningful content to keep them engaged
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4. Donor Member● Donor are the most important members of
your Nonprofit organization, more than active members
● You should convert active members to very active members i.e donors
● Donor members can be volunteers which is very basic need of nonprofits
● Convert members to donors and retain current donors
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● You can create a target list for all types of members of your nonprofit
● In order to segment your email list you
should define some criteria for members ● For example :
To create a list for Active Members, you can define criteria such as : event
attendance date, donation date,volunteer,joining date,membership renewal date, etc
Create Target List
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Donors
● You can do email list segmentation with your donors as well
● You should segment your donors by specific fundraising campaigns
● Parse your giving campaigns into different lists, rather than sending a generic donor letter to a giant list
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Conclusion● To directly speak about what that person
cares about and values most, you can use email list segmentation
● Through email list segmentation nonprofits
can create and drive advocacy, increase donations and increase participation
● Email list segmentation can be used to engage audience, they will spread the word and increase awareness about your organization
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