“One size fits all” is never a good direct mail strategy, so segmenting your appeals is very important. Organizing your audience into subgroups based on demographics, interests, and behavior allows for greater customization, more personalized messages, and better tracking and analysis of results. At the same time, it’s the quality of segmentation - rather than the number of segments - that ultimately affects results, leading to higher response rates and greater return on investment.
Register now for your entire team to learn how to develop a winning segmentation scheme for your annual fund direct mail appeals.
This recording is eligible for 1.25 points of CFRE credit.
WHAT YOU'LL DISCOVER
- Guidelines for defining and prioritizing segments
- Methods for scheduling and timing appeals
- Tips for aligning and personalizing messages
- Tactics for assigning appeal codes and evaluating results
- Examples from other institutions and more!
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Executive Director of Development for Annual Giving, Ohio University
Eleni Zulia is the Executive Director of Development for Annual Giving at Ohio University, where she oversees all direct marketing and appeals for the university’s annual fund efforts. Prior to her current role, she held a number of positions of increasing responsibility within the advancement division and served as a Litigation Coordinator at the ACLU early in her career. She holds a Masters degree in Public Administration and a Bachelor's degree in Political Science from Ohio University.