Email Fundraising Tip on List Segmentation

Here’s a nifty tip to your ongoing email fundraising list segmentation efforts:

Once each month after you are done emailing, proceed to establish the following basic sub-segmentation lists from your prior month’s efforts:

  1. Givers or Buyers (those who gave or bought something)
  2. Clickers but no Actions (those who made it to your landing pages but never made a donation or bought a product)
  3. Openers but no Clicks (those who opened your email but never clicked to your landing page)

You can then begin to combine the givers from January with February etc to formulate a master file of all those who have responded to email solicitations.  This sub-list will become your prime email fundraising list for your nonprofit fundraising efforts.

Over time your lists will begin to be parsed into better subgroups. You’ll have an ongoing file of all your customers; an ongoing file of those who clicked but never purchased or donated; an ongoing file of those who open email but never click.

Your future ePhilanthropy strategies can then begin to take shape as you understand a little more about the behavior patterns of your various subgroups.

You can pull off these online fund raising steps easily in blasting systems like Exact Target, even iContact, although in some cases you may need to re-import your Givers lists back into your blasting system.

If you need prefer to use our fundraising services to help you generate significant $$ from email fundraising, contact Pathmaker Marketing today online or at 623-322-3334, and we’ll do our best to see if we can assist you further.

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