Segmenting: Strategies to Increase Open Rates, Motivate Action, and Build Engagement. Welcome!

Transcription

1 Segmenting: Strategies to Increase Open Rates, Motivate Action, and Step 1: Web Login enter passcode Step 2: Dial-In U.S.: Access Code: *6 to mute *7 to unmute OR Use Your Computer Speakers Welcome! Segmenting: Kivi Strategies Leroux Miller Increase Open Rates, Motivate Action, and NonprofitMarketingGuide.com 1

2 The Voice You re Hearing Kivi Leroux Miller Nonprofit Marketing Guide.com NonprofitMarketingGuide.com 2

3 Segmenting an list means pulling a smaller subset of names from a mailing list, based on specific criteria. Your list without segmenting. NonprofitMarketingGuide.com 3

4 Your list with segmenting. Why bother? Because it increases the relevance of your communications, which... Increases likelihood that will be opened and acted upon Builds trust that you understand why they are on your list Increases engagement Decreases overall opt-outs Helps you find the right people to help you meet your goals and you can more often! NonprofitMarketingGuide.com 4

5 Some Related Concepts... Direct Mail Targeting: RFM, List Renting Lead Scoring in CRMs Detailed Targeting for Facebook Ads People now expect personalization and relevance. NonprofitMarketingGuide.com 5

6 How Do You Actually Do This in Software? Much easier in CRM software (tagging, labeling) Can be done in stand-alone service provider, but harder (custom fields, lists) How Does the Data Get in There? Added via web forms and surveys The system adds it automatically (eg open and click rates) You add it manually (by hand or uploading spreadsheets) Appended data from other paid sources (eg consumer data) NonprofitMarketingGuide.com 6

7 Segmenting in the Nonprofit World Source: April 2014 Survey of 425 nonprofits by Bloomerang and Nonprofit Marketing Guide NonprofitMarketingGuide.com 7

8 Source: April 2014 Survey of 425 nonprofits by Bloomerang and Nonprofit Marketing Guide Source: April 2014 Survey of 425 nonprofits by Bloomerang and Nonprofit Marketing Guide NonprofitMarketingGuide.com 8

9 Source: April 2014 Survey of 425 nonprofits by Bloomerang and Nonprofit Marketing Guide Source: April 2014 Survey of 425 nonprofits by Bloomerang and Nonprofit Marketing Guide NonprofitMarketingGuide.com 9

10 Six Major Ways to Segment Your List The real power is in layering some of these things together. 1 Demographics NonprofitMarketingGuide.com 10

11 Age Gender Location Net Worth Norwalk Land Trust Geographic segmentation of specific zip codes to raise money to purchase property to protect open space. Those people had the most to gain/lose. NonprofitMarketingGuide.com 11

12 2 Activity NonprofitMarketingGuide.com 12

13 Opens Clicks Which Clicks Nonprofit Technology Network Segments by whether someone has opened two s in last 60 days opened in last 180 days opened an in last year not opened an in last year s those engaged more often; uses best content when trying to re-engage Often sends reminders a week after goes out to those who didn t open (works for less engaged) NonprofitMarketingGuide.com 13

14 3 Action History NonprofitMarketingGuide.com 14

15 Donating Event Attendance Advocating Volunteering Campact.de People who had signed an anti-nuke petition, and who lived near 10 German cities, asked to show up for inperson demonstrations NonprofitMarketingGuide.com 15

16 4 Personal Preferences NonprofitMarketingGuide.com 16

17 What topics they care about What lists they subscribe to (managed by you or them) Communications preferences (how often, what format) Jcamp 180 Four segments: board members, executive directors, tech/comm staff, development staff Same newsletter, but subject line emphasizes most interesting resource to that group Early, but promising results on opens and clicks NonprofitMarketingGuide.com 17

18 5 Relationship to You NonprofitMarketingGuide.com 18

19 Brand new to list? Recently lapsed? Opens, but never gives? Archie Bray Foundation for Ceramic Arts 2011: unsegmented online year-end appeal: 22.5% open rate, raised $3, : 4 segments class or workshop participants, collectors, past resident artists, and general. Open rates 25% 37%, raised $12,265 over three s NonprofitMarketingGuide.com 19

20 Nonprofit Technology Network Dynamically creating newsletters using job title, membership status, event registration status and other factors NonprofitMarketingGuide.com 20

21 6 Reading Preferences Mobile? Computer? NonprofitMarketingGuide.com 21

22 How Do We Get Started? NonprofitMarketingGuide.com 22

23 1. Know Your Big Picture Decide on goals what are you trying to optimize? What will you use to identify their interest or intent? (Start with just a few.) 2. Understand Your Technology What data do we already have? What s the best way to store and access that information? NonprofitMarketingGuide.com 23

24 3. Plan to Build Out the Data How can we build up the data in current records? How can we collect that data as new people are added to the list? Let s Try It: Launching Monthly Giving Program NonprofitMarketingGuide.com 24

25 Let s Try It: Getting New Voices to Speak at Event NonprofitMarketingGuide.com 25

26 Kivi Leroux Fb.com/nonprofitmarketingguide New Website..Coming Soon! NonprofitMarketingGuide.com 26

27 July 17 Members Webinar 22 Ways to Tell Your Story Before, During & After Your Fundraising Events Segmenting: Strategies to Increase Open Rates, Motivate Action, and Take Just a Moment for the Survey please. Thank You! NonprofitMarketingGuide.com 27