Does your current segmentation strategy actually identify who is likely to donate and who is not? All too often, institutions base their segmentation strategies off past giving behaviors. Although many donors will go on to give again, simply noting that they have given before is no clear indication that they will donate again. Here’s a better way to segment your constituency:
Donations Occur at the Intersection of Wealth and Affinity
Regardless of whether they’ve given before, your constituents are likely to give if they feel a strong sense of affinity to your institution. Discovering and measuring a prospect’s sense of affinity in conjunction with their level of wealth will help you know if they’re a likely prospective donor.
How to Prioritize the Segments With Strong ROI
Reeher improves the efficiency and effectiveness of segmentation by using multiple predictive data models to score all constituents based on their capacity to make a gift and their affinity for the institution. These scores inform a segmentation strategy that helps advancement organizations prioritize their resources on the segments that will yield the highest return on investment.
Discovering Unknown, High-Value Donors
Segmenting your constituents based on their wealth and their affinity level will highlight a subgroup of highly valuable prospects who were previously unknown to you. Despite high affinity levels and a capacity to give, these donors slipped through the cracks of other segmentation methods – especially if past giving was a chief indicator.
The Time and Place for Sub-Segments
Traditional segmentation strategies rely on past giving and then complicated sub-segmentation based on different activities and affiliations such as athletics. In the new model, advancement teams can still subdivide their segments to create compelling messaging for potential donors, but they no longer need to rely on these sub-segments as indicators of who is likely to donate.
Reeher helps colleges and universities use their own data to find the best prospects. Check out our infographic to see how increased visibility into your data and can drive fundraising results.