Segmenting lets you isolate and analyze subsets of data so you can examine and respond to the component trends in your organization’s traffic. For example, if you find users from a particular geographic region or traffic referrer are no longer donating or registering...
Read moreDriven Mad by Over-Segmentation Part 3: A Data-Driven Alternative
In the first two installments (scroll down to see previous posts) of this “trilogy” on segmentation in direct mail fundraising, I discussed the basic objectives underlying segmentation, listed some of the challenges and limitations created by typical (often overly...
Read moreDriven Mad by Over-Segmentation, Part 2: Basic Principles of Sound Segmentation
In my first post on this topic I discussed common approaches to direct mail fundraising segmentation, and posited that we ought to step back and consider these two fundamental questions: Do we really know whether we’re getting meaningful ROI on our segmentation? Are...
Read moreDriven Mad by Over-Segmentation, Part 1: Key Questions
Segmentation is a given in any annual giving direct mail solicitation effort; everyone knows you need to tailor the message to the audience, right? Of course no one would dispute the value of tailored communications, but in my experience in the fundraising world I’ve...
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