Segmenting Direct Mail

Recorded On: 06/21/2022

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 based on historic and potential giving
Methods for understanding key constituencies
Tips for identifying affinity and special interests
Tactics for aligning messages with individual segments
Examples from other institutions, and more!

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Gina Fiorillo

With over 20 years of experience in annual giving and educational fundraising, Gina has led programs at New York University, the Rutgers University Foundation, Kean University, and Douglass College. She holds a B.A. in English from Douglass College and an M.P.A. from the School of Public Affairs & Administration at Rutgers University.