102: 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 is an author, speaker, and consultant who has worked with educational institutions for more than 25 years to improve their fundraising results. An internationally recognized expert on annual giving, he is a CASE Laureate and recipient of the prestigious Crystal Apple Award for Teaching Excellence. His book Ideas for Annual Giving offers designs for helping organizations increase their levels of sustainable philanthropic support.

Dan has led annual giving and membership programs at Boston University, Tufts University, Georgetown University, and the National Geographic Society. He also served on the faculty for CASE’s Summer Institute in Educational Fundraising and chaired its Senior Annual Giving Professionals Conference and Annual Giving Workshop for five collective terms. He holds a B.A. in History from James Madison University and a M.B.A. from Boston College. Outside of work, Dan enjoys spending time with his family, writing songs, and getting away to the beaches of Cape Cod. His philosophy is that success comes from focusing on what’s right in front of you.