Allegra Marketing AZ

Welcome to the 1st installment of the Marketing Monday “Lunch & Learn” Series by Allegra Marketing. Each Monday, we share a post from a 4-part series of marketing information and ideas. This series will discuss non-profit marketing strategies and will provide solutions for non-profit companies looking to improve the frequency and amount of donations and participation. The topics that will be covered include segmenting donors, investing unequally, engaging donors and increasing the average donation of donors.

We hope you enjoy Part 1 of 4 of Non-Profit Marketing Strategies and Solutions!

Segmenting Donors
Segmenting donors is a good tool to implement if your non-profit marketing wants to focus on specific segment or sector of your target audience when providing them with information about your non-profit organization. Segmenting donors refers to creating groups or segments by placing individuals who share similar characteristics into groups.

Segmenting allows your organization to divide your database into smaller segments and treat each group as a separate audience and provide them information that directly resonates with them. By creating a more relevant message your marketing efforts will engage both current and potential donors at a deeper level.  There are numerous ways to segment donors the most common of which include the following:

• Segmentation according to the size of donation
• Segmentation according to the frequency of donation or last donation made

However, more sophisticated methods are becoming more common.  Other things to consider when segmenting donors include:

• Demographic segmentation: donor’s age, gender, occupation and nationality.  Based on their demographics will they value different aspects of your cause?
• Psychographic segmentation: donor’s personal values, interests, hobbies and the like.
• Interest/Identity segmentation: Is there one particular area of your cause that a particular donor is passionate about?  Often these areas will have deep personal meaning to the recipient.

Non-profit marketing segments should be big enough to allow for cost-effective non-profit marketing solutions. They should also have key differences relative to other segments, if segments are overly similar, segmentation will be a waste of time and money. Segments should also be able to be evaluated, targeted and stable in order to properly be marketed to.

For more information about non-profit marketing solutions, contact Allegra Marketing. You can also find us on Facebook, Twitter and LinkedIn!