On Sunday, 5 April 2015 in Segmentation
We have undertaken a number of segmentation projects with our charity clients to help them categorise their supporters and allow them to send more appropriate communications to each supporter.
In 2015 we worked closely with a educational charity to help them define a number of supporter categories. We also outlined a number of supporter journeys we expected the supporters to take, but did not have the data to confirm our assumptions.
We implemented a monthly process to categorise each supporter on a monthly basis, using criteria looking at the supporters activity and donations. We recorded which category a supporter fell into at the end of each month.
This relatively simple categorisation not only allowed the fundraising team to specify the audience for the next mailings with ease, but also provided them with valuable supporter journey information which confirmed how supporters interacted with the charity.