by Steven Shattuck
April 24, 2014 at 5:00 PM
Nonprofits have a lot to communicate. From gift solicitations to gift acknowledgements, there's no shortage of touch-points to prospective and current supporters. When you factor in communication preference -- email, print, and digital -- along with past interaction data, the intricacies of a robust fundraising campaign can rival that of any major marketing initiative in the for-profit sector.
But are nonprofits harnessing the power of communication segmentation?
In conjunction with Nonprofit Marketing Guide, we at Bloomerang recently surveyed a group of small-to-medium-sized nonprofits ($5 million in revenue or below) in the United States and Canada to see if and how they are segmenting their emails, newsletters, and gift acknowledgements.
Survey Highlights
- Most nonprofits are familiar with communication segmenting.
- Little middle-ground exists; segmenting is either prolific or non-existent.
- Past donor interactions, not demographics, are the most common segments.
- Data uncertainty prevents nonprofits from segmenting.
(Tweetme)
