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Segmenting Your Constituents with an Eye Toward ROI

Higher ed fundraisers are getting savvy about their outreach to potential donors. Fundraising teams are no longer using a one-size-fits-all approach to messaging. Instead, teams are using segmentation to make sure they can correctly identify and message important target audiences. As written in our previous blog, A Segmentation Strategy That Works for Higher-Ed Fundraisers, Reeher’s predictive modeling uses your data to identify prospects who are ready and willing to donate.  We recommend a unique segmentation strategy based on a prospect’s wealth, their affinity to your institution and their overall philanthropic tendencies. Here are some of the segments you should consider:  

  • Wealthy, Philanthropic, You’re It! This segment contains wealthy prospects who are philanthropic and who already have donated to you (You’re It!) They are the converted.   
  • Wealthy, Philanthropic, You’re NOT It! These wealthy prospects support philanthropic causes but have not yet supported yours.  
  • Wealthy, Not Philanthropic. Many fundraising teams approach wealthy constituents regardless of the probability that they’ll donate. Of these prospects, there’s a reliable sub-segment who have not responded to your outreach in the past and are not donating to other causes.  
  • Not Wealthy, Not Philanthropic. These donors are not likely to donate.  When you approach not wealthy, not philanthropic constituents, you run the risk of spending more on outreach than you’ll ever receive in return.  
  • Not Wealthy, Philanthropic, You’re It! Deepen your relationship with donors who aren’t wealthy, but who are already donating to you.  
  • Not Wealthy, Philanthropic, You’re NOT It! Donors who are not wealthy, but still philanthropic are candidates for careful cultivation. Learn how to carefully cultivate these relationships by spending less than you expect to make.  

Using segmentation to target messaging helps you control costs and increase your donations. Find out how to address each of these segments by downloading our industry research report: Finding Your Diamonds in the Rough: Knowing Who Your Friends Are with an Eye Toward ROI.  

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