Fundraising: donors segmentation

The shift from traditional fundraising methods (telephone or direct mail) to digital platforms goes a more granular understanding of your donors. In the video Richard Craig, Technology Trust CEO, explains how he segmented the people to reach in as much as six different groups, to which he assigned individual media strategies using different networks. Social media platform allow to be smarter and more targeted in the way organisation can choose to communicate to their audience, but this requires a deeper understanding of how to define the different groups, and which platforms are more effective for each. Data such as age, gender, location, house cost, friends, likes are all collected to create a tailored engagement plan that can respond to the individual type of donor, and possibly even foster a one to one relationship.



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