7 easy ways to use donor segmentation in your fundraising response card
Welcome back! Now that you know how to apply donor segmentation to your appeal letter so that it resonates with different constituencies, here’s how to address our suggested groups in your fundraising response card with easy segmentation.
Donor Segmentation Based On Giving History
1. Current donors, SYBUNT, LYBUNT, and lapsed donors
A variable affirmation sentence works much like the variable line in the letter based on donor type. You can ask one segment for a second gift, a LYBUNT for a renewed gift, and a prospect for a first-time gift.
Include annual giving checkboxes. Any year in which a donor gave will be populated by a checkmark, thus encouraging continued giving by demonstrating their loyalty or, in a SYBUNT’s case, showcasing gaps in their giving history.
2. Major donors
Variable ask strings. We can’t stress this enough—use an ask string keyed off a donor’s last gift. You can customize ask strings for large donors and donors whose giving capabilities you’re personally familiar with. Our recommendation is to leave a blank line for donors of $10,000 or more to fill in a gift amount that works for them.
3. Leadership circle or giving society members
If you have donors in mind that you are looking to recruit to your leadership society by bumping up their giving level, you can add in encouraging verbiage to your reply card. Or, speak to those whose giving already places them in the society, or whose gift this year could grant them entrance.
Segmentation by Donor Experience with Your Organization
1. Participatory or affinity groups
Board Members, staff, volunteers, auxiliary, patients, new parents, current parents, grandparents, alumni, friends, sponsors, class year, reunion year—all are different and can be addressed differently.
2. Geography
Speaking to donors about a location they are familiar with or can visualize is very helpful, even on your reply card—this way you aren’t just referencing a mysterious land; your donor is already connected to it and may feel more apt to support it.
3. Area of service
Augment a donor’s past or current experiences with individual areas of service in your response card by offering choices for gift designation. A previous patient of the Cancer Center would be so pleased to be able to designate their gift directly to the Center! Even if the donor selects “Area where the need is greatest,” they have visual context as to what types of programs their donations will support.
4. Event attendees
Whether through an auction, tournament, walk or run, concert, etc., supporters of an event are already familiar with your organization. By thanking them for their participation while asking for an annual fund gift, you are gratefully acknowledging their existing relationship with you.
Between your letter and fundraising response card, you have a great opportunity to customize and cater your appeal to your particular donor base. Just ask our clients—it helps them raise more money! For more advice and planning, give us a call!
Let Five Maples Help You With Donor Segmentation!
At Five Maples, we are experts on detailed donor segmentation in direct mail fundraising. We can help you address your donors personally and effectively in all aspects of your appeal.
Contact us today at garyh@fivemaples.com for a free consultation.
