g2 give green canada webinar with canada post

8/12/2019 G2 Give Green Canada webinar with Canada Post

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G2 Canada Post WebinarMonthly Giving

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Learning Together

July 2014


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Agenda

Trends in Canadian donations (recap)

Understanding the demographics of your donors

Demographic profile review

Best practices for existing donor segmentation

Things to keep in mind when collecting data

Special Canada Post offer for Western Canadian customers


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Giving in Canada

Source: Imagine Canada


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Why Canadians Donate

Source: Imagine Canada


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Demographics of Donors

Source: blackbaud, The Next Generation of Canadian Giving, 2013


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Using Precision Targeter to gain insights

Demographic variables to the postal code level

Geographic filtering

Easy to use visual interface to gain perspective on potential and volume.

Online review

WWW.CANADAPOST.CA/PRECISIONTARGETER

Free to anyone.
http://www.canadapost.ca/PRECISIONTARGETERhttp://www.canadapost.ca/PRECISIONTARGETERhttp://www.canadapost.ca/PRECISIONTARGETER


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Demographic profiles

Census Canada data is overlaid at a postal code level (10-20 homes)

allowing Canada Post to develop a demographic profile of your donors.

Using your donor database we can rank the highest demographics which

can be used for targeting. (i.e. if 30% of the addresses provide index

with an income of $60k +).

View demo report


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Think like a donor to identify your segments


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Think like a donor to identify your segments

Dual generation giver

-Concern for kids future

-Concern for parent care

Higher cause

-Ethics and impact on the future

-Does it make me feel good

Boomers

-Will there be a future

-What is the short term

benefit to me

Loyalist

-Give based morals

-Seen as a personal sacrifice


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Profiling tips

When profiling the file, consider the parameters. Are you looking for more

like these donors? Or less? Is a good donor one time, monthly, or bycause related.

When considering the results we should look for:

- potential opportunity (i.e. less than 5% of Canadian households makemore than $200k/year).

- Apply common sense (is it a good investment to target fixed income).

- Use filters that can be justified/accepted internally.


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Canada Complete Consumer Lists

The most complete, robust, and accurate consumer address data

CONFIDENTIAL

Reach and market penetration is comparable to other list providers

100% Address Accuracy in address data including complete apartment and suite information where

available

Exclusive targeting selects from internal and third party data sources (including New Movers and

eCommerce)

Incentives based on volume eligible at 20,000 records


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Address-Only

DirectAddress-Only List

Delivered with Custom GreetingDear Occupant

Names & Neighbourhood

DirectBlend of Address-Only

and Name & Address List

Delivered with Names where available,and Custom Greeting where not

Consumers

DirectName & Address List

Delivered with Names

Canada Complete List OptionsThe richest, largest repository of list data available anywhere


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InterestsUnderstanding Consumer Behaviour

Aggregated self-reported data at the Postal Code level

Counts for each Interest category is based on the top 10% of postal codes that

have self-reported that interest

Interest Categories & Subcategories

Interests can be selected by high-level categories or sub-categories*

Charitable DonorsAnimal welfare

Children

Environment/wildlife

Health

Religious

# of donors > 2

Mail Order BuyersBooks

Clothing

Cosmetics

Gifts

Magazine

# of mail orders > 2

Common AilmentsAllergy, sinus or nasal

Arthritis

Diabetes

High cholesterol

Respiratory

Reading PreferencesBest-sellers

Bible/devotional

Business

Cooking

History

Medical

Sports

TravelPreferences

Destinations

Reasons

Frequency

FinanceCredit card spend

Credit card features

Payment patterns

Investment

Loyalty card holders

Extra curricular ActivitiesCooking

Crafts

Sports

Woodworking

Theatre

Gardening

PetsPet owners

Cats

Dogs

* Full list of Interest categories available refer to PDF


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Targeting and Creative Check List

Does it meet up with your objective?

Is it positioned well with your message/cause or offer?

Does it identify why you are different? (what is so important about your

cause?)

Is the message clear?

Step back - Is it interesting and engaging? (will it get by the 3 sec. view).

Are you talking to the reader? Using the words you, your

Is the call to action clear, simple to understand and easy?


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Summary

Understanding your segments, helps to position your message.

Segments help to focus the targeting.

Donors are looking for relevance and a cause to rally behind.

Keep your data clean

Use free tools such as Precision Targeter and census data to understand

your donors.

Canada Post Offer for G2 Non-for-Profits (G2 exclusive).

Canada Post will provide a no-cost demographic summary of your

database ($1400 market value) [2,500 records required] if you mail aminimum of 5,000 pieces of Addressed admail by Dec 31, 2014.

Contact: [email protected]
mailto:[email protected]:[email protected]


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g2 give green canada webinar with canada post

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