Segmentation Strategy

Recorded On: 11/01/2016

OVERVIEW

One size doesn't fit all, which is why a good annual giving strategy begins with a strong segmentation scheme. Categorizing individual donors and prospects into groups based on giving history, constituency, affinity, behavior or demographic characteristics is the first step in developing personalized appeals and stewardship. Segmentation also makes it easier to analyze results and recognize opportunities for improvement.

This recording is eligible for 1.25 points of CFRE credit.

WHAT YOU'LL DISCOVER

Guidelines for identifying and prioritizing your institution's most valuable segments
Tips for aligning the optimal channels, messages, and timing with individual groups
Methods for analyzing results and detecting trends
Examples that have worked at other institutions
And more

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Lacie LaRue

Senior Director of Annual Giving, The Oregon State University Foundation

Lacie LaRue currently serves as the Senior Director of Annual Giving at the Oregon State University Foundation where she oversees a $19 million fundraising program. Her 15-year career in annual giving also includes work at Iowa State University, the University of Maryland, and Portland State University. An active volunteer with CASE, she is currently serving as the Chair of its 2014 Successful Annual Giving and Multi-Channel Marketing Conferences.