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Segmenting for Success

A Case Study of Alley Cat Allies

PRESENTED BY SETH GHITELMAN

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• Alley Cat Allies is the only national

advocacy organization dedicated to the

protection and humane treatment of cats.

• Non-profit based in Bethesda, Maryland

with over 500,000 supporters and over 20

years of grassroots organizing, hands-on

activism, and education

• Vision: A society in which people value

and safeguard the lives of animals.

• Mission: To transform and develop

communities to protect and improve the

lives of cats.

ALLEY CAT ALLIES

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Mount Vernon, the home of George Washington,

is owned and maintained by the Mount Vernon

Ladies’ Association, the oldest national historic

preservation organization in the United States.

MISSION STATEMENT

The mission of the Mount Vernon Ladies’

Association is to preserve, restore and manage

the estate of George Washington to the highest

standards and to educate visitors and people

throughout the world about the life and legacies of

George Washington, so that his example of

character and leadership will continue to inform

and inspire future generations.

No tax dollars are expended to support Mount

Vernon and the Association does not accept

grants from the federal, state or local government .

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WHY A SEGMENTATION SOLUTION WAS ESSENTIAL

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BEFORE SEGMENTATION

- Not easy to implement targeted message

- Higher expense

- No customized CFA

- Difficult to analyze results

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DATA TRAFFIC JAM

• Manual segmentation - Identify segments, profiles, hierarchy – and

all variables such as recency, frequency,

gift history

- Build queries for each segment and

sometimes multiple queries per segment

- Merge queries to de-dupe

• Troubleshooting

- Counts

- Excluding or Including Variables

• Measurement and reporting

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• Crossed eyes

• Risk of error

• Difficult to track

• Limit segments / complexity

DATA DETOURS

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MERGE ONTO THE EXPRESS LANES

Outsourcing vs. Segment-OMatic

Cost

Control of Data

Bandwidth of Current Staff

Time and Ability to Analyze the

Data

ACA Decision

History of failed complexity

Control of the data

Ability to make quick internal

decisions

HOW CAN I SEGMENT MY DATABASE?

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THE SEGMENTATION FAST LANE: SUCCESS

- Communicate targeted message

- Engage constituents effectively

- Support Good Decisions

- Inform Leadership

- Reduce Expenses

- Increase Income

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THE FAST LANE: SEGMENTATION

- Streamline process

- Optimize resources

- Generate measurable results

- Test message, execution, timing

and more

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THE FAST LANE: SPEED & POWER

- Save time

- Improve accuracy

- Support or dispel variables

- Analyze and adjust

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THE FAST LANE: RESULTS

Smarter Fundraising

Targeted messaging

Focus on high performing segments

Better call for action

Support from leadership

ROI

Better Results

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SEGMENTATION TURBO-CHARGING

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BUILDING A PROFILE

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PROFILE

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PROFILE

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CREATING A HIERARCHY

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RECENCY

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FREQUENCY

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HIERARCHY – MONETARY

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MONETARY

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MONETARY

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HIERARCHY BY RECENCY

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HIERARCHY BY CONSTITUENCY

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HIERARCHY – FREQUENCY

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APPLYING CODES BY SEGMENT

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ASSIGN APPEAL CODES BY SEGMENT

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APPEAL- COUNTS AND COSTS

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EXPORT TO REVIEW AND SHARE THE DATA

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CAT BREAK

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THE POSITIVE EFFECTS OF SEGMENTATION

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OLD NEW Benefits

Many queries /

merged queries

One query for most

or all segments

Save time

Improve accuracy

Manual assignment

of appeal codes

Limited ability for

specific appeals

Automated appeal

assignment

Pinpoint analysis of response by

segment

Better constituent records

Troubleshooting

difficult

Visual data easy to

troubleshoot

Accurate records

Better counts/investment

Easier to leave out lower-performing

Segments for ROI

Challenge with de-

duping and accuracy

Automatic

suppressions and

overall de-duping

One click confidence v. time-consuming

manual with risk of error

BEFORE AND AFTER

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• Growth of segments

- High performing investment

- Target growth segments

• Results by segment

- Fine tuning

- No guesswork

• Testing panels

- Conclusive feedback

- Constant opportunity for adjustment

• ROI

ANALYSIS

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ANALYSIS EXAMPLE

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ANALYSIS

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BENEFITS

- Testing and analysis

- Targeted messaging and appeals

- Cost efficiency/cost savings

- Better collaboration with agencies

- Better ability to execute on mission

- Responsiveness to donor needs

- More help for cats!

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GET IN THE FAST LANE!

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