Donor segmentation strategies
Segmentation is a key strategy in keeping your constituents engaged. You hear a lot about donor engagement these days, and for good reason. From a logistics point of view, recruiting new benefactors requires more time and resources than maintaining relationships with your current donor base. According to Bloomerang, almost 60 percent of new donors give only once. If you allocate your energies toward implementing donor segmentation strategies, you’re more likely to have a stable and recurring donor base.
Your supporters don’t identify themselves as a donor or non-donor. If they’re connected to your nonprofit, they think about why that connection exists, what they’re passionate about and how they can best be part of it. If you want supporters to read your fundraising appeals, you need to send messages that matter to them and reflect their connection. Making your emails donor-centric, increases your chance to secure a direct donation.
Personalize your messages with smart donor data
Your constituents are not a generic pool of supporters. Each of your champions is a unique individual with varying interests and specific reasons for connecting to your cause. By segmenting your supporters according to giving capacity, personal interests and core values, you can better deliver messages that will connect personally to your audience.
Custom forms and fields add incredible value to smart donor data that is neatly organized within an exportable Excel sheet. Imagine being able to ask supporters where they want funds allocated, if they have interest in becoming a volunteer, their preferred method to receive messages, what their Twitter name is…or anything you can think of! Information like that is priceless when you design your mobile messaging, email and fundraising campaigns.
Consider giving power
According to NonProfit Hub, your donor segmentation strategies definitely need to account for donor capacity. You don’t want to alienate those who give smaller donations, and you don’t want to sell yourself short when approaching those with higher giving power. For example, including Millennials (adults aged 18-35) on the email list for an invitation to a $450 fundraising gala is not likely to be met with success. In contrast, those who tend to give large sums of money likely don’t want to read emails asking for modest monthly contributions. Every gift matters, so knowing your constituents’ capacities will allow you to sincerely appreciate each act of support.
It isn’t enough to simply segment by giving power. Just because you’re asking for an appropriate amount doesn’t mean the newsletters, appeals or stories you send are of interest to each person reading. Think about the personal values, beliefs and emotions of each donor. People want to find meaning in how they spend their money, and every one of your constituents thrives on recognition. They want to know that their actions matter.
Have a conversation with your supporters
Soliciting feedback from your donors is a great way to keep them connected to your organization. If you want to know more about what drives the passion of each of your constituents, ask them to tell you about their giving experience. Start a dialogue with volunteers and supporters to personalize your relationship and find out their values, beliefs and emotional connection to your cause.
Taking an interest in their actions is another way to convey recognition of their kindness. Further, if you know why each specifically chose your cause, you can fine-tune your fundraising efforts in the future.
Bonus Tip: Don’t forget to include volunteers within your database of potential donors. They already give their time, so they are far likelier to contribute funds – even if not immediately. Once you get to know your volunteers and display sincere gratitude for their efforts, there’s a good chance they’ll be your lifelong advocates.
