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INFOGRAPHIC

Nonprofits and Communication Segmenting

effective Donor Communications

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 is the Director of Engagement at Capital Campaign Pro. A recognized thought-leader in the nonprofit sector, he has over 15 years of experience advising nonprofits on donor communications, data management, and digital content. Steven Shattuck served as the Chief Engagement Officer at Bloomerang for 10 years. A prolific writer and speaker, Steven contributed to “Fundraising Principles and Practice: Second Edition.” He also supports the Association of Fundraising Professional's Fundraising Effectiveness Project, serves as an AFP Center for Fundraising Innovation (CFI) committee member, and sits on the faculty of the Institute for Charitable Giving. He is the author of Robots Make Bad Fundraisers - How Nonprofits Can Maintain the Heart in the Digital Age, published by Bold and Bright Media (2020). You can find Steven Shattuck on LinkedIn

Comments

  • 2 Methods for Justifying Personalized Donor Communications | GuideStar Blog

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

  • James

    Great comparative survey!
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