[INFOGRAPHIC] Nonprofits and Communication Segmenting

It’s no secret that effective donor communications is the secret to higher donor retention rates – but what makes for effective donor communications?

Segmenting your emails, newsletters and acknowledgement letters are a great way to customize and individualize your messaging to donors. But are most nonprofits doing this?

We recently conducted a survey with our friends over at Nonprofit Marketing Guide to see how nonprofits are (if at all) segmenting their online and offline communications. You can view the results in the infographic below:

Communications Segmenting

How are you segmenting your lists? Let us know in the comments below!

Survey Findings At-A-Glance

  • Most nonprofits either have robust segmenting practices or none at all
  • Donation amount and action history are the most common segmenting methods
  • A lack of knowledge, data and technological ability most commonly prevent segmenting

Survey Methodology

  • 6 multiple choice questions delivered via email to SurveyMonkey
  • Data collected between March 19, 2014 and April 9th, 2014
  • 425 respondents, most with budgets less than $5 million

You can download a full .pdf version of the infographic here >>

img via

Steven Shattuck

Steven Shattuck

Chief Engagement Officer at Bloomerang
Steven Shattuck is Chief Engagement Officer at Bloomerang. A prolific writer and speaker, Steven is a contributor to "Fundraising Principles and Practice: Second Edition" and volunteers his time on the Project Work Group of the Fundraising Effectiveness Project and is an AFP Center for Fundraising Innovation (CFI) committee member.
Steven Shattuck
By |2017-06-10T19:35:42-04:00April 22nd, 2014|Donor Communications|


  1. James April 23, 2014 at 2:45 pm - Reply

    Great comparative survey!

  2. […] method requires even more than just decent database reporting and segmenting. Bringing costs and lifetime value into consideration usually requires more in depth analysis […]

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