Learn from PETA’s segmenting success

Segmentation =

Knowing your supporters

... & showing it

Segmentation =

Better communication

... better donor relationships

... more £

Why we segment?To improve our messaging• Optimise £ amounts we ask for• Personalise contentMonitoring performance• To see where we are• To predict where we’ll be

How we segment?Donor behaviour• RFM model - Recency,

Frequency, Monetary Value

RFM

RFM

Low ask string

Higher ask string

Results:• £10, 25, 50, 100: avg £13.70• £25, 50, 75, 100: avg £26.76• £50, 100, 150, 200: avg £43.50• £100, 150, 200, 250: avg £57.19

Works for non-donors too:• E-activist campaigns

– Email to target, Tell a friend, Data capture

• Using profiles

Activist behaviour:

Monitoring: donors• Performance of segmentsAre we asking for right £ amounts?• Movement between segmentsWhere is our programme heading?Donor pyramid

Monitoring: donors

Monitoring: donors

Monitoring: donors

Monitoring: donors

Monitoring: donors

Monitoring: donors

Monitoring: non-donors• Performance of segmentsCorrelation between actions taken

and donor conversion. Which activists become donors?

• Movement between segmentsDo/will we have enough leads?

Monitoring: non-donors

Monitoring: non-donors

Monitoring: non-donors

Monitoring: non-donors

Monitoring: non-donors

Monitoring: non-donors

How we segment?Donor/Activist behaviour• What appeal they responded to?• What action they took?

Email: Standard version

Email: Personalised based on past donation

Show that we remember and appreciate

Email: Standard version

Email: Personalised based on past activism

Thank you for taking action! Please donate too!

Email: Standard version

Email: Personalised based on past donation

Thank you! Please share (and make another donation if you can).

Does personalisation work?• Sometimes it does, sometimes it

doesn’t• Test, test and re-test• Some findings universal, some apply

only to appeal in question• Even a small increase in response rate

can mean significant increase in £ raised

Does personalisation work?

No

Does personalisation work?

No

Does personalisation work?

No

Does personalisation work?

YES!