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


Activist behaviour
Activist behaviour:


Monitoring donors
Monitoring: donors

  • Performance of segments

  • Are we asking for right £ amounts?

  • Movement between segments

  • Where is our programme heading?

  • Donor pyramid


Monitoring donors1
Monitoring: donors


Monitoring donors2
Monitoring: donors


Monitoring donors3
Monitoring: donors


Monitoring donors4
Monitoring: donors


Monitoring donors5
Monitoring: donors


Monitoring donors6
Monitoring: donors


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?


Monitoring non donors1
Monitoring: non-donors


Monitoring non donors2
Monitoring: non-donors


Monitoring non donors3
Monitoring: non-donors


Monitoring non donors4
Monitoring: non-donors


Monitoring non donors5
Monitoring: non-donors


Monitoring non donors6
Monitoring: non-donors


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


Does personalisation work1
Does personalisation work?

No


Does personalisation work2
Does personalisation work?

No


Does personalisation work3
Does personalisation work?

No


Does personalisation work4
Does personalisation work?

YES!