Donor Segmentation Explained

So, you're a nonprofit organization!

Your probably have all your ducks in a row. But are all your geese in one gaggle? Take a gander at the following chart.

Donor Segmentation - in a nutshell (or eggshell): a mathematical model that groups people with like traits into clusters. Segmentation will tell you which individuals have high giving potential, for example (Golden-Egg Layers). You can tailor your campaign to each segment's characteristics. Talk to Golden-Egg Layers face-to-face. Call the Mother Geese. Throw an event for the Gaggle. Goslings are growing financially, and should be fed for future giving, but, for now, just send them postcards. And, as the chart illustrates, don't chase the wild geese that have flown south (donors who have stopped giving). So, segmentation tells you how to spend your marketing dollars, and helps you allocate your time, in order to maximize total giving.

The same model that segments your donor file can be used for donor acquisition! Find others in the area, or in the nation, that look like your best current donors!

Don't put all your eggs in one basket. Try Straight Arrow Marketing's nests of tricks: