Annual Giving Playbook (Chapter 2): Segments... Where the Magic Begins
Take the first step by creating some strategic saved segments. These are dynamic searches that refresh constantly, delivering up-to-date alerts and updates from your constituents.
Segments help the team stay on top of relevant information, collaborate with each other, and get the most out of your EverTrue partnership. Each user can build segments for their own use or to share with teammates for full visibility into fundraising and engagement efforts.
Level 1 Targets: Previous Supporters
Recently engaged LYBUNTs and/or SYBUNTs
Tracking Facebook engagement helps you know when you’re top-of-mind with past donors. With a segment set up to track Facebook reactions and comments, you can easily find out which recent donors are currently thinking about your institution.
Amplify Your Efforts
Go deeper and look at capacity indicators for these LYBUNTs and SYBUNTs from LinkedIn, the U.S. Census, and Zillow to find opportunities to increase your ask or assign these prospects to a volunteer or for personal outreach.
Sort by "Last Gift Amount" to see who is approaching a leadership gift level. Create a stewardship plan for these donors so that they’re willing to increase their level of support when you make the ask.
Sending the right data to EverTrue (for example, a field showing whether or not a constituent was a donor in FY15, FY16, or FY17), lets you build segments that track gift year-to-year gift retention. This keeps your focus on retention goals while also giving you easy access to list of recent regular donors who haven’t yet made a gift in the current fiscal year.
Level 2 Targets: Groups of Alums
This is likely their first year ever not returning to school. Set up a list to let them know about things going on campus so they continue to feel a connection with their alma mater.
Alums Above or Below Average Gift Levels
Do a little digging in EverTrue. Discover your average gift size (if you don’t know it already by running this search: Class Year is XXXX + Is Donor? = Yes. Then export your search results calculate the average last gift size for each class (or group of classes).
Then set up segments to automatically track alumni by class year (or industry or location, for that matter) who make gifts either above or below their cohort’s average. Use this information to either assign gift officers or volunteers to prospects who are self-identifying as having the capacity or work to move an alum’s giving into higher levels.
Alumni in Reunion Years
You may be holding regional events or inviting alums back to campus. To easily communicate programming and news to this group, create a Reunion Year Group segment that captures ‘3s and ‘8s (for example) across decades of alumni.
Amplify your efforts: Use a segment to cross-reference giving history and social engagement to find potential reunion volunteers.
Level 3 Targets: Outreach to Non-donors According to Their Interests
Connect Donor Interests to Fundraising Priorities
If you’re asking for designated gifts or if you want to match appeals to donor interests, find constituents who work in a related field or studied a related subject (for example, engineering). Use LinkedIn and institutional data to create groups of potential supporters who care about that initiative.
Amplify your efforts: Save the segments and set up notifications to know when additional constituents meet that criteria.
Learn What Interests Your Constituents, Then Make the Ask!
Look to your "Facebook Content Engagement" filter to see what most engages non-donors. For those who are liking and sharing athletics-themed posts, send an appeal including the upcoming sports schedule along with your ask.
Amplify your efforts: Consider social content that encourages more interaction. For example, in a Facebook post, ask people to comment on a favorite experience, professor, or activity, then use an EverTrue segment to automatically create prospect segments who react to those posts using our "Facebook Content Engagement" filter.
For Chapter 3, click here!