Segmentation
Recorded On: 10/19/2023
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- Non-member - $375
- Member - Free!
OVERVIEW
The first step in developing a successful annual giving strategy is to understand your audience. This involves analyzing and organizing your prospects and donors into different “segments” based on their common behaviors, characteristics, and interests. Good segmentation allows for increased personalization in your appeals and other communications, which leads to higher response rates and ultimately to better fundraising results.
Register now to learn how to segment your audience as a basis for your annual giving strategy.
This webinar is eligible for 1 point of CFRE credit.
WHAT YOU'LL DISCOVER
- Guidelines for understanding key constituencies
- Methods for categorizing donors by giving history and potential
- Tips for identifying affinities, interests and preferences
- Tactics for developing segments and 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.
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