Segmenting Prospects

Recorded On: 03/16/2023

OVERVIEW

Segmenting your audience is the first step in developing a successful annual giving strategy. This begins by recognizing the different behaviors, characteristics, and interests of your prospects, organizing them into groups, and developing messages that are personal and meaningful. Doing this in a thorough and thoughtful way will help ensure that all of your appeals and communications are optimized and integrated across each and every channel.

This webinar is eligible for 1.25 points of CFRE credit.

WHAT YOU'LL DISCOVER

Guidelines for categorizing donors by giving behavior
Methods for understanding key constituencies
Tips for identifying affinity and special interest
Tactics for developing, integrating and improving messages
Examples from other institutions, and more!

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Dan Allenby

Principal & Founder | Annual Giving Network

Dan Allenby is an author, speaker, and consultant who has worked with educational institutions for over 25 years to improve their fundraising results. An internationally-recognized expert on annual giving, he is the recipient of CASE’s prestigious “Crystal Apple” award for teaching excellence. He is principal and founder of Annual Giving Network and previously led annual giving and membership programs at Boston University, Tufts University, Georgetown University, and the National Geographic Society.