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

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

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

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 you for 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!