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Learn from PETA’s segmenting success

Learn from PETA’s segmenting success. Segmentation =. Knowing your supporters ... & showing it. Segmentation =. Better communication ... better donor relationships ... more £. Why we segment?. To improve our messaging Optimise £ amounts we ask for Personalise content

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Learn from PETA’s segmenting success

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  1. Learn from PETA’s segmenting success

  2. Segmentation = Knowing your supporters ... & showing it

  3. Segmentation = Better communication ... better donor relationships ... more £

  4. Why we segment? To improve our messaging • Optimise £ amounts we ask for • Personalise content Monitoring performance • To see where we are • To predict where we’ll be

  5. How we segment? Donor behaviour • RFM model - Recency, Frequency, Monetary Value

  6. RFM

  7. RFM

  8. Low ask string

  9. Higher ask string

  10. Results: • £10, 25, 50, 100: avg £13.70 • £25, 50, 75, 100: avg £26.76 • £50, 100, 150, 200: avg £43.50 • £100, 150, 200, 250: avg £57.19

  11. Works for non-donors too: • E-activist campaigns • Email to target, Tell a friend, Data capture • Using profiles

  12. Activist behaviour:

  13. Monitoring: donors • Performance of segments • Are we asking for right £ amounts? • Movement between segments • Where is our programme heading? • Donor pyramid

  14. Monitoring: donors

  15. Monitoring: donors

  16. Monitoring: donors

  17. Monitoring: donors

  18. Monitoring: donors

  19. Monitoring: donors

  20. Monitoring: non-donors • Performance of segments • Correlation between actions taken and donor conversion. Which activists become donors? • Movement between segments • Do/will we have enough leads?

  21. Monitoring: non-donors

  22. Monitoring: non-donors

  23. Monitoring: non-donors

  24. Monitoring: non-donors

  25. Monitoring: non-donors

  26. Monitoring: non-donors

  27. How we segment? Donor/Activist behaviour • What appeal they responded to? • What action they took?

  28. Email: Standard version

  29. Email: Personalised based on past donation Show that we remember and appreciate

  30. Email: Standard version

  31. Email: Personalised based on past activism Thank youfor taking action! Please donate too!

  32. Email: Standard version

  33. Email: Personalised based on past donation Thank you! Please share (and make another donation if you can).

  34. Does personalisation work? • Sometimes it does, sometimes it doesn’t • Test, test and re-test • Some findings universal, some apply only to appeal in question • Even a small increase in response rate can mean significant increase in £ raised

  35. Does personalisation work? No

  36. Does personalisation work? No

  37. Does personalisation work? No

  38. Does personalisation work? YES!

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