learn from peta s segmenting success
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Learn from PETA’s segmenting success

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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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Presentation Transcript
segmentation
Segmentation =

Knowing your supporters

... & showing it

segmentation1
Segmentation =

Better communication

... better donor relationships

... more £

why we segment
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
How we segment?

Donor behaviour

  • RFM model - Recency, Frequency, Monetary Value
results
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
Works for non-donors too:
  • E-activist campaigns
    • Email to target, Tell a friend, Data capture
  • Using profiles
monitoring donors
Monitoring: donors
  • Performance of segments
  • Are we asking for right £ amounts?
  • Movement between segments
  • Where is our programme heading?
  • Donor pyramid
monitoring non 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?
how we segment1
How we segment?

Donor/Activist behaviour

  • What appeal they responded to?
  • What action they took?
email personalised based on past donation
Email: Personalised based on past donation

Show that we remember and appreciate

email personalised based on past activism
Email: Personalised based on past activism

Thank youfor taking action! Please donate too!

email personalised based on past donation1
Email: Personalised based on past donation

Thank you! Please share (and make another donation if you can).

does personalisation work
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
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