EverTrue Playbook (Chapter 3): Let's Build Some Segments
Start out by building saved segments. These are dynamic searches that run constantly, delivering daily alerts and updates from your donors. Instead of waiting for weeks-old printouts, get the information you need, almost in real-time.
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 efforts.
Dig Into Wealth Indicators
- Use the LinkedIn Headline filter to look for unassigned Presidents, VPs, or anyone in the C-Suite. This is of our favorite filters! These folks have self-identified high ranking (and likely highly paid) employees. Let’s make sure you know about them and can assign them to your gift officers.
- Use the “Lives in a Wealthy Neighborhood?” filter to use Zillow information and U.S. Census data to find constituents with capacity.
- When working with development officers to plan trips, make use of the LinkedIn Location filter. By doing so, you’ll be able to add anyone who has told LinkedIn they work in a certain city or region to your trip lists, even if your database doesn’t have that information.
- Build segments that look at recent gifts from unassigned donors the come in above a particular dollar amount. You can set the bar as high as low as you want, but these are great prospects to review for capacity
- Use keyword searches and the Facebook Content Engagement filter to build pipeline for campaigns. For example, if you’re looking to build a new science center, you can search historic contact reports or Facebook posts for anyone who’s mentioned or engaged with words like “science,” “STEM,” or “technology.”
- Take it to the next level: Layer in Facebook engagement with any of the above filters and prioritize research on your most-engaged constituents. The Oregon State University Foundation has found Facebook-engaged alumni are far more likely to respond to gift officer outreach.
Looking for more great segments? Check out EverTrue Best Practices for Prospect Researchers
Plan Trips Quickly and Meet Better Prospects
- Keep tabs on your portfolio by building segments looking for constituents who are assigned to you who have engaged on Facebook, made a gift during the current fiscal year, or registered for an event (if you’re passing that data to EverTrue). You can receive daily or weekly alerts of all the activity from your assignments.
- Create segments of unassigned donors in your regions. You’ll receive alerts anytime someone gives above your defined threshold, and you’ll be able to quickly review their profile for capacity.
- Find filler visits using the EverTrue map feature. We’ll show you a map of exactly where your alumni are and will even categorize their likelihood of making a gift with the EverTrue Score (blue=best). Drill down even more using your own capacity scores, giving history, and more.
- Use capacity indicators from LinkedIn Headline searches (C-level execs, presidents, and VPs) or “Lives in a Wealthy Neighborhood?” filters in the cities you visit most often to find new prospects.
- Take it to the next level: Layer in Facebook engagement with any of the above filters and prioritize outreach to your most-engaged constituents. A gift officer at the University at Buffalo secured a $1 million bequest from a donor whom he met only because the alum had interacted with a recent Facebook post.
- Bonus tip: Before every meeting, use EverTrue on your phone to get the most updated information on giving history, Facebook engagement, review past interactions, and more. You can even tap to call your donor when you arrive!
Looking for more great segments? Check out EverTrue Best Practices for Gift Officers
Drive and Measure Meaningful Engagement
- Use the Facebook Likes filter to find constituents who have interacted with your Facebook content more than 25 times. These alumni are great social ambassadors and potential regional volunteers or career mentors. Use them to share posts, post about the school, and ask their friends to come to events, or get involved in other ways.
- Create a segment that tracks constituents who have either reacted to five or most posts or commented on a post within the past year. Leading institutions (Cornell University is one of them) use this metric as a baseline measurement to track alumni who are engaged digitally with their alma mater. Add this information into your own engagement scoring system.
- Set up searches based on LinkedIn Location for key regions or important cities and save them as segments. You’ll receive updates as alumni move and update their LinkedIn profiles to reflect their new hometown. This helps you easily find alums that have moved but didn’t self-report their new information to the school. Welcome them to the new city, help them get plugged in to a local alumni association chapter, or invite them to the next regional event.
- Use the Facebook Content Engagement filter to look for alumni who have engaged with certain keywords on your social channels, then use this information to segment your invitations to events both on and off-campus.
- Copy-and-paste lists of event registrations into EverTrue to see which assigned prospects, top donors, or key volunteers are coming to your event. You can share this list with any other EverTrue user including gift officers and annual fund staff who will love this intel!
- Take it to the next level: Layer in Facebook engagement with any of the above filters to see how often your most-engaged constituents are interacting with you online and what they care about most. The University at Buffalo uses this information to drive event attendance from disengaged alumni.
Looking for more great segments? Check out EverTrue Best Practices for Alumni Relations
More Donors and More Dollars
- Let’s look at your lapsed donors. Segment these folks out by class year or decade using Last Gift Date + Constituency + Graduation Year. These folks are your “low-hanging fruit.” Organizing them by class year helps you take advantage of volunteer/class agent outreach to make sure you reacquire their gift this year.
- Every annual giving team member should set up segments corresponding to their class assignments of donors (or reunion-year donors) who have given in the last week to see reports of who’s given recently, speeding up the stewardship process.
- Build segments to alert you when donations come in at your giving society levels to surface new high-capacity donors and steward existing ones. Even better, look for gifts that have come in just under the bar and connect with those donors, as well.
- At the start of the year, build segments for each month that look like this: Last Gift Date = September of prior year. This will auto-populate lists for you to send annual renewal reminders to constituents.
- Track LYBUNTs and SYBUNTS who have recently engaged on Facebook. You’ll be able to easily see which former donors are currently thinking about your institution. Make it a habit to follow up regularly with a “renew your support” message to these engaged non-donors.
- Take it to the next level: Layer in Facebook Content Engagement filters to segment your appeals based on donor interest for better response rates.
Looking for more great segments? Check out EverTrue Best Practices for Annual Giving
For Chapter 4, click here!