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!