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HomeFundraisingHow Segmenting Your Listing Can Improve Engagement

How Segmenting Your Listing Can Improve Engagement

Attempt to Please All and You Will Please None: How Segmenting Your Listing Can Improve Engagement and Charitable Giving

Have you ever ever used these communication methods along with your nonprofit neighborhood members? How Segmenting Your Listing Can Improve Engagement? 

  • Emailed the identical message to everybody in your record each time.
  • Not often communicated in order to not “hassle” anybody. 
  • Relied on only one or two channels to get your message out. 

In that case, you aren’t alone! 

Most organizations we’ve labored with have struggled with at the very least one, if no more, of those communication challenges. 

And that’s as a result of making an attempt to please everybody utilizing the identical strategies and methods is unimaginable.  

That’s proper, your donors, workers, board members, management, volunteers, and program contributors all have totally different wants, pursuits, and behaviors: 

  • Some individuals wish to hear from you extra. 
  • Others wish to know much less. 
  • Some donors learn their emails a number of instances every day, whereas others don’t even have an e-mail tackle. 

This implies sending the identical letter to everybody might be losing assets and probably hurting your relationships with them at worst. 

So how can a nonprofit like yours “please everybody”? 

Sadly, you possibly can’t! 

Right here’s what we do know after working with a whole bunch of nonprofits through the years: 

There are higher methods to speak along with your supporters than throwing spaghetti at a wall and seeing what sticks. 

Or worse, ghost your viewers till it’s time to ask for a present. 

If discovering that candy spot of speaking along with your donors is troublesome, let’s discuss a method you would possibly relieve among the stress within the system: Segmentation. 

What’s segmentation?

Segmenting means dividing your supporters into teams with related traits. 

For instance, a faculty would possibly section its database into present dad and mom, alums, and oldsters of alums. Every of these teams might be additional segmented into a long time or by particular person class yr. 

By chatting with a smaller group of individuals inside your neighborhood, you possibly can ship a message that claims on to them and connects over a shared expertise or widespread curiosity. 

Segmenting has huge advantages. It has been proven to extend click-thru charges on e-mail campaigns by 15%, in line with MailChimp! Arms down, it’s the easiest way to make sure constituent teams get what they want on the proper time. 

So how do you section a bunch of supporters?

That’s the million-dollar query! In truth, it’s going to differ from group to group, and the probabilities are limitless. 

Listed here are some fundamentals to think about:

  • Giving historical past
  • Occasion attendance
  • Relationship to group 
  • Demographic information
  • Habits
  • Most well-liked communication methodology
  • Pursuits

Let’s take a better take a look at these classes.

Giving Historical past 

Giving historical past, together with reward date and quantity, is the one marker for which each and every group, no matter measurement, needs to be segmenting. 

Why? As a result of you almost certainly wouldn’t ship the identical “thanks in your reward” response to an individual who simply gave $50 as the one who has $5,000, at the very least not with a separate follow-up and stewardship plan. 

Their ranges of funding are very totally different, and so they’d anticipate totally different ranges of engagement out of your group in return.

Occasion Attendance

Contemplate monitoring attendees and no-shows once you maintain an public sale, gala, race, assembly, or one other occasion. After the occasion, you possibly can shortly kind and customise the message from “thanks for attending” to “sorry we missed you.” It additionally turns into a lot simpler to ask previous attendees sooner or later. 

Relationship to Your Group

Who volunteers for you? Who serves in your board of administrators? Who participates in your packages? Realizing who does what is essential to personalizing your communications. 

It could be a single line of textual content that differs from one group to a different, otherwise you may need a wholly totally different communication technique. Regardless of the case could also be, put your self in your supporters’ sneakers and assume, “How do I really feel after I learn this?”

Studying a “Expensive Pal, thanks in your assist” letter is way totally different than the one that claims, “Hello Debbie, thanks for volunteering on the Linky Din 5K!” 

Delight your individuals with personalization, and they’re going to return the favor. 

Demographic Data

Must you observe age, gender, geographic location, earnings stage, marriage standing, and the like? Certain! In the event you can. 

Generationally, we are able to see developments in giving and philanthropic pursuits, though we’d additionally warning that making assumptions primarily based solely on any of those traits may flop. 

That mentioned, you may need a case the place you’re interesting particularly to girls and wish to spotlight a shared expertise. Or maybe your nationwide group is serving a novel want in a selected metropolis or province, so segmenting by location might be very useful. 

Nevertheless, you resolve to section primarily based on demographic info and your plan.


Segmenting by conduct is a terrific method to goal a selected viewers. Some CRMs and e-mail platforms will do it robotically for you. 

For instance, what should you noticed a complete bunch of individuals open your final e-mail however didn’t click on by? Maybe you would ship a follow-up observe to these who confirmed curiosity and entice them with a personalised message. 

It is a highly effective method to ship focused communications by e-mail, and it could be price wanting into.

Most well-liked Communication Technique

One model of the golden rule is to talk with supporters the way in which they convey with you: 

  • Do they textual content you after you permit a voicemail? Textual content that particular person again. 
  • Are they fast with e-mail? Nice, be certain they’re in your e-mail record. 
  • Don’t have an e-mail however reply to your unsolicited mail appeals? Preserve sending these letters – it’s working! 

To get this info, think about sending out a survey with the communication choices that you could accommodate. Offering a listing of 6 or 7 strategies you possibly can’t honor doesn’t do any good. 


Your nonprofit may need a single focus, or you would have a number of arms that work collectively to unravel an issue. In the event you’re capable of communicate to people who find themselves concerned with one specific space of your group, by all means, attempt to section them out. 

For instance, a big medical nonprofit would possibly ship a research-focused e-newsletter to its science lovers. One other section could be centered on schooling initiatives, affected person success tales, or tales from the front-line employees. 

Irrespective of the scale of your group, segmenting by curiosity can maintain engagement up and assist cut back the variety of unsubscribes to your e-mail record. 

Steps to segmenting your record:

If it looks like segmenting is a no brainer, you’re proper. Nevertheless, it’s not at all times simple to execute in apply. 

  1. Begin small – select one or two areas to deal with and check them out. You’ll be able to at all times revisit and alter your segments as you be taught extra about your viewers. 
  3. Decide your messaging technique for every section. Will you write a novel message for every section, or change a small half (a line, a paragraph, the supply, the ask)? 
  5. Develop key message themes you’d prefer to ship out often (appeals, receipts, thanks’s; newsletters, emails, surveys)
  7. Resolve how usually (weekly, month-to-month, quarterly) and thru which media channels (social, e-mail, unsolicited mail) you’ll talk with every section.
  9. Observe as a lot information as you possibly can from every section and use that information to make changes in your subsequent communications. 

Overcoming hurdles

In a perfect world, communication between a corporation and its supporters needs to be ongoing, related to their lives, and executed by the channel(s) that they (the supporters) choose. 

Essentially the most troublesome problem to beat is unhealthy information. Mistaken, lacking, outdated, or duplicate info can result in some people being overlooked and others getting double-asked. 

In case your group makes use of a spreadsheet in your constituent info, it could be difficult to trace crucial segmentation information. It’s additionally laborious to kind by a number of traits in a spreadsheet and not find yourself with errors or duplicate emails being despatched to the identical particular person.  

How are you going to section effectively? 

With system. 

Investing in a CRM with wonderful reporting capabilities, equivalent to fundraising supervisor by Salesforce, could be a logical subsequent step. Are you in search of your LYBUNTs? Your volunteers? Your donors over $5,000? A grasp database with all of your donor and constituent info permits you to pull segmented lists with just some clicks. 

Finally, personalization issues considerably to your group’s backside line, and it doesn’t should be sophisticated. So should you’re not but segmenting your lists, I hope this text gave you some meals for thought and just a little inspiration to attempt segmentation.  




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