The customer relationship management software in use at an organization determines the ease with which staff can group constituents based on any criteria. Segmentation involves sorting constituents based on query matches in records, attributes or data elements. Organizations that use integration software can also gain access to resources such as SegmentOmatic in Omatic Cloud that facilitate data management for nonprofits.
What Is Donor Segmentation?
Segmentation is a process of sorting donors based on criteria set by the user of a system with this functionality. For example, an employee or volunteer at a nonprofit organization might want to sort donors based on various criteria related to their affinity to give.
Nonprofits can rely on segmentation to identify donors based on mode of acquisition, demographics, communication preferences, preferred ways to give or past donation or engagement data. Segmented lists of donors are ready for targeted messaging or requests to give.
Taking the time to segment supporters is an important step toward personalizing communications. Donors tend to be more receptive to messaging that is targeted toward their specific interest in an organization or arrives via their preferred communication method.
Ways To Segment Donors
CRM or integration software with segmentation features are the best ways to target donors. Segmentation functions are included in Raiser’s Edge and the Salesforce donor management system in addition to most CRMs for nonprofits.
Third-party applications such as communication or fundraising software that organizations use alongside CRM software may also have some segmentation capabilities. Regardless of the system the staff or volunteers at an organization use to segment donors, it is important to match the segmentation criteria to targeted engagement, outreach or requests to give.
Donors may be segmented based on any available and organized information. The ability to segment donors along any lines can also guide a nonprofit’s approach to creating mailing list sign-ups, donor information forms, surveys and other opportunities to garner more data.
The Benefits of Integration
Organizations that use more than one software application to operate and raise funds can benefit from integration. Integration software is also useful for groups weighing the pros and cons of Blackbaud vs Salesforce that are planning to switch CRMs or license both software suites.
Regardless of the circumstances that necessitate integration, the complexity and duration of the implementation process will vary based on the platforms that are in use and the data flows of an organization. The time spent integrating systems can eventually be recouped down the line by using automation to optimize workflow productivity.
When the systems used at a nonprofit are integrated, staff and volunteers can access relevant, accurate and current data on any platform. Integration lays a firm foundation for analytics to maximize fundraising potential. Complete and consistent records also provide more opportunities for segmentation.
The results of segmentation are more likely to be accurate and comprehensive when a nonprofit integrates key data from its CRM, main database and communication and fundraising applications. Whether staff segments supporters using the functionality of a CRM or integration software, this process is helpful for targeting messaging and donation requests.
