more than just an e-mail: segmenting messages, customizing content and delivering results

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t More Than Just An E- Mail Segmenting Messages, Customizing Content and Delivering Results Jeff Shuck, President and CEO | Event 360

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Sure, you have a plan for communicating with your constituents online, but are you doing it in the most analytical way possible? Different people respond to different messages in different ways, based on their affinity to your cause and their past or current behaviors. This session will share lessons learned from segmenting online communications for some of the largest fundraising events in the country. From identifying audience segments, to targeting communications, to tracking the final results of each campaign, this session will feature strategies for increasing your marketing and fundraising results through more targeted online communication.

TRANSCRIPT

Page 1: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

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More Than Just An E-MailSegmenting Messages, Customizing Content and Delivering ResultsJeff Shuck, President and CEO | Event 360

Page 2: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Jeff Shuck, Event 360October 3, 2011

Page 3: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Success Factors

Jeff Shuck, Event 360October 3, 2011

Page 4: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Agenda

• Introduction to Segmentation– What Is It?– Why Bother?

• Basic Approaches for Event Fundraising– Linkage– Fundraising Activity– Demographics

• A Few Words on Messaging• Final Thoughts• Q & A

Jeff Shuck, Event 360October 3, 2011

Page 5: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results
Page 6: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results
Page 7: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

We appreciate your

orangeness!How can we

help you?

Thanks for being big and green! Keep it

up!

Hi! Have you ever

considered orange or

green?

Page 8: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

What Is Segmentation?

1. Understanding your constituents and how they impact your program

2. Grouping them together based on similar characteristics

3. Speaking to each group differently

4. Forecasting and then influencing future behavior

Jeff Shuck, Event 360October 3, 2011

Page 9: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Jeff Shuck, Event 360October 3, 2011

Page 10: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Jeff Shuck, Event 360October 3, 2011

Page 11: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Jeff Shuck, Event 360October 3, 2011

Page 12: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Wait! If something works, why not do it with everyone?

Jeff Shuck, Event 360October 3, 2011

Page 13: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Jeff Shuck, Event 360October 3, 2011

Page 14: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

How do you feel when you look at something

that doesn’t apply to you?

Do you even read it?

Jeff Shuck, Event 360October 3, 2011

Page 15: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Irrelevant Communications…• Oversaturate people with

information

• Reduce the likelihood they will take impactful action

• Miss an opportunity to build a meaningful connection

• Instruct people not to read your messages!

Jeff Shuck, Event 360October 3, 2011

Page 16: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

The first rule of fundraising is to ASK.

Jeff Shuck, Event 360October 3, 2011

Page 17: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Directly affected by your cause, city-

dweller.

New volunteer with your organization,

parent.

“Likes” you on Facebook because a

friend participated in an event, lives abroad.

Participated in an event with siblings, lives with parents

at home.

Long-time major donor, milestone birthday

approaching.

Board Member, married, no

kids.

Team captain for top fundraising team,

thinking about retirement.

Lapsed participant, but consistent donor.

The key is to ask in a PERSONAL way.

Jeff Shuck, Event 360October 3, 2011

Page 18: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Jeff Shuck, Event 360October 3, 2011

Page 19: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Jeff Shuck, Event 360October 3, 2011

Page 20: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Most of the money raised in your

fundraising program comes from a very small percentage of

participants.

Jeff Shuck, Event 360October 3, 2011

Page 21: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Agenda

• Introduction to Segmentation– What Is It?– Why Bother?

• Basic Approaches for Event Fundraising– Linkage– Fundraising Activity– Demographics

• A Few Words on Messaging• Final Thoughts• Q & A

Jeff Shuck, Event 360October 3, 2011

Page 22: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

• Collecting data is one of the largest obstacles

• Use the information you already have– Address information– Gift history – Gender, birthdate

• Ask the most important question: Why?– What’s your connection to the cause? – Why did you choose to donate?

• Do not be afraid to ask for additional information– Your participants want to get involved– Whether or not someone answers a

question is also important data!

Collecting Data

Jeff Shuck, Event 360October 3, 2011

Page 23: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

• Linkage– Cause: Are they connected to your mission? How?– Initiative: Are they connected to your initiative? How?

• Fundraising Activity– Promises: What have they committed to?– Performance: What have they done?

• Demographics– Age– Gender– Parent

General Segmentation Approaches

Jeff Shuck, Event 360October 3, 2011

Page 24: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Linkage Tips

In general:

• The tighter the mission connection, the more likely someone

is to be a fundraising constituent

– Look for cause or mission connection

– Sometimes “friends of” will raise more than those directly affected

• The tighter and longer someone is connected to the initiative

itself, the more likely they are to be a fundraising constituent

– Repeat participants and team captains should both raise more

– No one is to blame but you for repeat zero-balance participants;

have you established that fundraising is the goal?

Jeff Shuck, Event 360October 3, 2011

Jeff Shuck, Event 360October 3, 2011

Page 25: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Mission Motivation Is Key

Jeff Shuck, Event 360October 3, 2011

Page 26: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

History Is Critical

Jeff Shuck, Event 360October 3, 2011

Repeaters raise more than first-year

participants; multi-year repeaters raise

more than repeaters.

Repeaters who do not pay a registration fee are much less likely to

fundraise.

Page 27: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Fundraising Activity Tips

In general:

• It is easier to get someone who is already fundraising to raise more than it is to get someone at zero to fundraise

– These are two different segments!

• Activity in the online system – early registration, changing goal, sending emails – is predictive of fundraising performance

• Segmenting around fundraising tiers can be incredibly effective

• Remember donors! You can realize huge gains from changing the ask you present to donors

Jeff Shuck, Event 360October 3, 2011

Jeff Shuck, Event 360October 3, 2011

Page 28: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Tiered Segmentation Example

Segment Number

Tier Total Contributed

Approach

Attendees 31,902 $0 $0 Education and contact

Beginning fundraisers 11,268 $1 - $249 $793,000 Intense

encouragement

High performers 2,393 $250 - $1,999 $1,380,000 Affirmation and

thanks

Ultra performers 82 $2,000 + $393,000 High personal touch

Team captains 2,000 “Every walker a fundraiser.”

Jeff Shuck, Event 360October 3, 2011

Page 29: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Goal Levels Matter

2008 2009 2010

Suggested Goal $250 $125 $125

Participants Raising $125

10% 12% 13%

Participants Raising $250

6.2% 6.4% 7.1%

Jeff Shuck, Event 360October 3, 2011

Page 30: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Minimum Levels Matter Too

2010 2011

Minimum $250 $250

High Fundraising Level $1,000 $1,250

Participants at High Level

995 (12%) 833 (10%)

Income From High Level

$2.14 Million $2.33 Million

Participants Raising $1,000

995 1,088

Income From Over $1,000

$2.14 Million $2.6 Million

Jeff Shuck, Event 360October 3, 2011

Page 31: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Demographic Tips

In general:

• Median income, net worth, home ownership, and the other traits used to predict propensity to give in the offline development world are not as useful in event fundraising

• We are looking for propensity to ask rather than propensity to give

• That said, age, gender, and parental status are all worth exploring

Jeff Shuck, Event 360October 3, 2011

Page 32: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

What Not To Do

• One organization classified donors by the size of their gift:– “Mass market” donor: $50– “Mid-market” donor: $250– “Major” donor: $500 and above

• But a study of the demographics of the donor base found that net worth and income had little relationship with the gift size– Almost as many high net worth individuals gave $50 as

low net worth individuals

• Be careful of confusing the activity characteristics with the donor’s background; the two are very different

Jeff Shuck, Event 360October 3, 2011

Page 33: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Registration time increases the likelihood of being a high fundraiser.

Cause motivation raises the likelihood significantly.

Age raises the likelihood further.

Multiple Traits

Jeff Shuck, Event 360October 3, 2011

Page 34: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Agenda

• Introduction to Segmentation– What Is It?– Why Bother?

• Basic Approaches for Event Fundraising– Linkage– Fundraising Activity– Demographics

• A Few Words on Messaging• Final Thoughts• Q & A

Jeff Shuck, Event 360October 3, 2011

Page 35: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

• None of this works unless you speak to each segment differently!

• Communications need to be powerful and direct

• Need: What problem are you trying to solve?

• Impact: What difference will you be making?

• Make a specific ask

• Say thank you. A lot.

Messaging Matters

Jeff Shuck, Event 360October 3, 2011

Page 36: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Agenda

• Introduction to Segmentation– What Is It?– Why Bother?

• Basic Approaches for Event Fundraising– Linkage– Fundraising Activity– Demographics

• A Few Words on Messaging• Final Thoughts• Q & A

Jeff Shuck, Event 360October 3, 2011

Page 37: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

We appreciate your

orangeness!How can we

help you?

Thanks for being big and green! Keep it

up!

Hi! Have you ever

considered orange or

green?

Page 38: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Tenure Usually a strong predictor of fundraising performance.

New We need to engage them right away with an ask to fundraise.

Returning Repeaters usually fundraise at a higher level, but need to be specifically targeted.

Loyalist The lifeblood of the event, the few who repeat year over year. Vitally important.

Team Membership The bread and butter of peer programs.

Leaders Higher fundraisers, but also a key leverage point.

Members Higher fundraisers – if they know to fundraise.

Individuals Tend to be motivated – and isolated.

Performance Who is actually raising money?

None Don’t talk about fundraising, impact, or mission – create a tangible, tactical, practical ask.

Modest Encouragement and thanks.

Impactful The high fundraisers – but will they repeat? They will if we specifically thank and then ask.

Cause Connection The link between performance and mission.

Generalist They’re here because someone told them to be. A weak group. Can we create cause connections?

Concerned They have friends and are socially engaged. Get them to articulate a story.

In the Family Often the most impactful group. They are motivated by the ultimate driver: Love.

It’s Personal They fought – or are still fighting. They are motivated, but need a different kind of recognition.

Volunteers Often overlooked, volunteers have strong passion and need to be specifically asked.

Donors The audience we really need – we have few touch points, so we need to make them count.

Strategic Events, like participants, are not created equal. Are resources going to the right place?

Jeff Shuck, Event 360October 3, 2011

Page 39: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Key Take-Aways

• Ask WHY people are supporting your organization’s mission

• GROUP people based on their interests

• PERSONALIZE your messages based on what you know about people’s motivations

• Illustrate your NEED and the IMPACT a donation will make

• Make a direct ASK

• TEST and MEASURE the response to different messages

• THANK your participants

Jeff Shuck, Event 360October 3, 2011

Page 40: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

Q&A YOUR TURN:

Jeff Shuck, Event 360October 3, 2011

Page 41: More Than Just An E-Mail: Segmenting Messages, Customizing Content and Delivering Results

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More Than Just An E-MailSegmenting Messages, Customizing Content and Delivering ResultsJeff Shuck, President and CEO | Event 360