Creating engaging content that your donors want to interact with can be difficult. There is no one right piece of content that will appeal to everyone in your audience.
That’s why you need to segment your donor list (or your potential donor list).
By segmenting your list, you’re able to tailor the landing pages, emails, and social ads to that particular segment.
Here are just a few ways you can target to drive the most engagement:
Segmenting your list of donors by donation size will allow you to create custom messaging and campaigns for each group. Your high roller donors should receive something completely different than those who donate maybe $100 a year.
You could segment by donation size a few different ways:
- By annual donation amount
- By each individual donation amount
Using your fundraising software, you should be able to pull a list of all your donors and segment by donation size. You’ll probably need to create a grouping system ($1-$25, $26-$100, $101+) so you can identify which donor goes where.
*This can also help you find ways to get people who donate $25 per year to increase their donation by $5 or $10.
Another way to break up your list is by how often your donors donate. If you have donors who only donate once a year, they can be a group, and donors who donate 4+ times a year could be another group.
You could even take it a step further and break up those groups by the time of year they donate. Maybe those that only donate once a year, donate at the end of the year. Knowing this, you could send tailored messages to them, reminding them to donate before the year is over.
Geographic location is a great way to segment your donor list. If you’re a national (or international) nonprofit, you can send regional information to those who live in that area.
This can be beneficial for a number of reasons:
- Inviting people to fundraisers
- Sharing success stories that are local to the region
Geographic location can be broken down by region, state, city, or zip code.
Lastly, you can target your donors by the number of fundraisers they’ve attended. Why would you do this?
Well, if you notice that the more fundraisers someone attends, the more they donate, then it makes sense to target fundraiser attendees to get them to give a little more.
You should also see if there is a drop-off point – you don’t want to invite people to fundraisers if after a certain donation level, the number doesn’t increase. There’s probably a sweet spot you’re looking for to maximize this targeting method.
Using fund accounting or fundraising software can help you learn more about your donors so you can segment them into groups that will drive engagement and donations.