Learn How To Target Your Non-Profit Audience Through Social Data

Featuring

• Introductions

• About our organizations

• Nonprofit trends in social media and email

• Email segmenting & targeting overview

• Techniques from basic to advanced

• Using social data to create and target segments

Today’s Agenda

2

About Beaconfire

User Experience &

Design

TechnologyEngagement

& Fundraising

• Team of 40+ fundraising, marketing, UX and technology experts focused on optimizing clients’ digital programs.

Digital strategies,

campaigns

& web sites

for social good

About Attentive.ly

MarketingAutomation

Social Listening

CRM

Social marketing automation platform that drives engagement with your digital campaigns by turning your existing supporters into brand advocates.

• Inform content strategy

• Expand social reach

• Personalize messaging, real-time

Social Media and Email Trends

Trends and truths for nonprofits

• 1 Way Communications

• Not a conversion tool

• Disconnected from email

Current State of Social

Email response rates Trends and truths for nonprofits

W

e

She gets 500 messages per day

How can yours break through?

There Are Ways To Cut Through The Clutter

Organizations with older audiences (40+ yrs) have seen increases in fundraising and engagement from their email lists through targeting and segmenting

Organizations with younger constituents (<30 years) have struggled to build lists that engage and convert to the same degree but have found success relying more heavily on multi-channel communications—especially social

12Trends based on 2013/2014 Beaconfire Clients

Improved Performance

Shifting Performance

Segmentation & Targeting Techniques

Getting started or taking it up a notch

Segmentation & Targeting• Segmentation is a marketing strategy that involves dividing a

broad target audience into subsets of people who have common needs and priorities, and then designing and implementing strategies to target communications to them

14

Mass marketing strategy Segmentation strategy

All Donors

$1,000+ annual

$250-$1000

Lapsed Donors

<$250

Geographic Demographic Psychographic

Behavioral (digital

behaviors)Cultural

Creating Segments

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Measurable: Segments must have characteristics that are

measurable and can be acted upon

Significant size for impact: The size of segments should

be robust enough to have a meaningful inpact on

outcomes and goals ( in our case, engagement and

behavioral change)

Consistent: Segments must be long-lasting and

consistent, a segment must be able to be measured and

acted upon, not for a moment in time but indefinitely.

Segment Qualities Needed To Target

16Confidential - Presented to [Client Name] - ©2014

It’s All About Data !

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Break Down The Barriers To Segmentation

Start Simple

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Data

• What data do you have available to segment your email lists?

Differentiate

• Which variable best differentiates the needs of various groups and is most relevant to your organizations goals?

Define

• What are the natural breaking points between groups?

Segmentation Ideas That Improve Performance

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Segmentation

• Donor: Recency, Frequency, Monetary

○ Recency: Current, Lapsed, Prospect

○ Monetary: Major, Mid level, Individual donors

○ Frequency: Monthly, Annual, 2+/year

• Donor: Project/Interest Area

• Political Advocacy Action:

○ By Issue

○ By Activity

○ By Recency/Frequency

Targeted Communications

• VIP communications to most valuable donors

• Donor specific offers

• Issue education content with varying calls to advocacy action

• Create trigger emails rather than calendar based interactions

Segmentation With Personalized Content Takes Performance To the Next Level

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Segment: DonorAsk: Highest Previous Gift + 10%

Segment: ProspectAsk: $10

It’s time to get personal Ready to run!

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Target your Audience

Using Social Data

“What’s the real story with bees and

pesticides?@jjones

Segment with Social Mentions

Seek to Understand Affinity

MUSIC, POLITICS, ENVIRONMENT, FACEBOOK,

FOOD, RECYCLING, SOCIAL MEDIA, VOLUNTEERING

BUSINESS, SPORTS, PROGRESSIVE POLITICS, MOMS, WATER

RIGHTS, BOOKS, MONEY, PHOTOGRAPHY, FRACKING,

LIBERAL, BUSINESS, ACTIVISM

HEALTH, ADVOCACY, CONGRESS, MAINSTREAM MEDIA, FUNNY

PEOPLE, WILDLIFE, FAMILY, CHICAGO, FASHION

“Go Dawgs!!!” – Frank S.

Frank.S. @frank.s

How Attentive.ly Works

Start with

your CRM.

EMAIL

LIST

Match to 100+

social networks.

SOCIAL

MATCH

See what

they’re saying

on social.

LISTEN Automate

personalized

marketing.

TARGETING

Thank You!