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Segment Your Donor Base for Better Results

To gain better traction with incremental donors, consider mining your database and segmenting based on these characteristics; historical gift size, first time vs. returning donors, type of engagement with your organization (such as social media, volunteering, newsletter sign up, or attending one of your events). Donors that have volunteered, given in small denominations, or shown interest but have not yet donated might be the best segment to target with incremental platforms like Coin Up. You may also identify incremental donors by age or demographics, interests, and/or communication preferences. We find that the most engaged age demographic for giving incrementally is between 25-45 and is 65% women vs. 35% men.

In some cases, recipients of your services or their friends and family would like the satisfaction of giving back in a small but ongoing way, so this can be a good segment to consider. It’s understood that major donors, corporate sponsors, and strategic partners are not the target market for a round up & donate app, like Coin Up. However, their employees or others in their sphere of influence might be a perfect fit. These are both opportunities worth exploring.

The bottom line for securing incremental donations or gifts of any size is creating asks that are welcomed and that result in higher conversions. It starts with segmenting your supporters, then tailoring your outreach to match their personal giving style and preferences. As giving trends evolve to include new technologies, now is the time to start building strong relationships with donors to ensure a robust future donor base for your nonprofit.

Sources:

https://www.blackbaud.com/nonprofit-resources/generational-giving-report-infographic

https://www.causevox.com/blog/segment-donors-improve-fundraising/

https://knowhownonprofit.org/campaigns/brand/marketing-1/copy_of_segmentation

https://www.networkforgood.com/nonprofitblog/donor-segmentation/