Organizing Your DataMichael Cervino

Co-FounderBeaconfire Consulting

michael.cervino@beaconfire.com

Organizing Your Organizers

• Targeting by behavior

• Identifying opportunity

Targeting By Behavior

• Who’s a donor? An activist? A subscriber?

• Who’s recently active? Whose not?• Who clicked through, who didn’t?• Who acted, who didn’t?

Use targeting tools you have to spice it up.

Key Segments

• Donor-activists• Donors• Activists-recent• Activists-older/active• Activists-lapsed• Subscribers

Act, ACT!, pass alongAct, ACT!, pass along

Act and askAct and ask

Pass along first, donate secondPass along first, donate second

Act first, donate secondAct first, donate second

Tracks

• Donor-activists• Donors• Activists-recent• Activists-older/active• Activists-lapsed• Subscribers

Campaign Engagement

Simple FlowMessage #1

Campaign AnnouncementConditional Content by Segment

Message #1Campaign Announcement

Conditional Content by Segment

Message 2AThanks!

Pass Along

Message 2AThanks!

Pass Along

Message 2BAct Now!

Message 2BAct Now!

Message 2BFW: Announcement

Message 2BFW: Announcement

Acted Opened/Clicked Nada

Last MessageDonate

Last MessageDonate

Acted/Opened/Clicked

Message 3Final Chance!

Message 3Final Chance!

Nada

Results

• 25% higher engagement rate• 15% higher contributions• Increase new donor dollars• Lower opt-out rate

Simple Approaches

1. Segment recently actives & recognize2. Thank recent givers & call to extra

action3. Conditionalize for new joins4. Increase # but shorten emails for

inactives5. Be conversational

Identifying Opportunity

When’s The Critical Time?

• How long to convert?– Need join date– Need date of first gift– Join date = 1– First gift month – Join Date = Convert Time– Line ‘em up by 1-M, 2-M, 3-M

• Online data is there• Offline … extract & match

When’s The Critical Time?

PROBLEM!

FIXED!

Now’s The Critical Time!

1. Know your trendlines– Aging since last action– Conversion timing– % of file active/inactive

2. Segment at-risk, engage differently3. Experiment & evaluate

Hungryfor

Answers?

Or Just

Hungry?