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 Monitoring performance To see where we are To predict where we’ll be

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

RFM

Low ask string

Higher ask string

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

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

Activist behaviour:

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

Monitoring: donors

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?

Monitoring: non-donors

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

Standard version

Personalised based on past donation Show that we remember and appreciate

Standard version

Personalised based on past activism Thank you for taking action! Please donate too!

Standard version

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

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

Does personalisation work? No

Does personalisation work? No

Does personalisation work? No

Does personalisation work? YES!