As the year draws to a close, the pressure on fundraisers ramps up. The year-end appeal season is crucial, often making up a significant portion of annual revenue. The stakes can feel very high — especially if it's also the end of your fiscal year. The sheer volume of tasks, coupled with the pressure to meet or exceed fundraising goals, can easily become overwhelming. And if you're new to the role or haven’t segmented your donor list before, the idea of diving into segmentation might feel like an added burden you just don’t have time for.
But here’s the good news: segmentation doesn’t have to be complicated or all-encompassing to be effective. In fact, starting small and keeping it simple can yield great results without adding to your stress.
Why Start with Segmentation?
You’ve probably heard that segmentation is key to a successful year-end appeal, but why is it so important? At its core, segmentation allows you to tailor your message to different groups of donors, making your appeals more relevant and effective. This personalization can lead to better donor engagement and, ultimately, more donations. But more importantly, segmentation helps you connect with your donors in a way that acknowledges their unique relationship with your organization.
Keep It Simple: Start Small
The thought of segmenting your entire donor list might feel like a mountain to climb, but you don’t have to segment everyone to see results. Here’s how to get started without feeling overwhelmed:
Begin with a Few Key Groups: If you’re new to segmentation, focus on just two or three key segments. Starting with these basic segments allows you to see the benefits of segmentation without spreading yourself too thin. For example:
Current Donors: Those who have given this year.
Lapsed Donors: Those who gave last year but haven’t given this year (LYBUNT).
Volunteers: Those who donate their time and may also be inclined to give financially.
Leverage What You Already Have: Use your donor management system to pull reports based on simple criteria like recent donations, giving history, or volunteer involvement. Most systems can easily generate these lists, saving you time and effort.
Craft a Core Message: Create a basic appeal message that you can customize slightly for each segment. For example:
For Current Donors: “Thank you for your ongoing support! Your contributions have made a significant impact this year, and we hope you’ll continue to support us with a year-end gift.”
For Lapsed Donors: “We’ve missed your support this year. Your past contributions helped us achieve [specific outcome]. Will you help us again this year?”
For Volunteers: “Your time and dedication have been invaluable to us. As the year ends, we invite you to support our work in another way by making a year-end donation.”
Prioritize Your Segments: Not all segments require the same level of attention. Focus on the segments that are most likely to contribute to your year-end goals, such as major donors or long-time supporters. This way you can concentrate your efforts where they’ll make the biggest impact.
Try Not to Overcomplicate It!
Remember, you don’t need to create dozens of segments or entirely new messages for each one. Small tweaks to a core message can make it feel personalized without adding to your workload.
If this is your first time segmenting, set achievable goals. Maybe you start with just one segment this year and add more next year as you gain confidence.
Encouragement for the Journey
It’s important to remember that every step you take toward segmentation is a step in the right direction. You don’t have to do it all perfectly right away. Start small, focus on the segments that are most important to your organization, and keep your messaging simple. As you become more comfortable with segmentation, you can expand your efforts over time.
Segmentation is a powerful tool, but it’s also just one part of a broader strategy. What matters most is that you’re reaching out to your donors in a way that feels authentic and acknowledges their unique relationship with your organization. By starting small and staying focused, you can make your year-end appeals more effective without adding to your stress.
Remember, you’ve got this. Take it one step at a time, and trust that your efforts will pay off in stronger donor relationships and better fundraising results. Here’s to a successful and manageable year-end campaign!
Frances Roen is a Georgia girl at heart, and has been graciously adopted by beautiful, snowy Minnesota. She is a forty-something daughter, friend, mom, wife, and entrepreneur, and is always on the look-out for a perfectly
fried piece of chicken.
Frances is a Certified Fundraising Executive (CFRE) with nearly 20 years of experience fundraising and has raised over $200M for nonprofits. She has held fundraising positions at The Bakken Museum, Augustana Care Corporation, and YouthLink and consulted with dozens of nonprofits clients across the globe. In these roles she has been responsible for all aspects of fundraising including comprehensive campaigns, major and planned gifts, annual funds, events, communications, corporate partnerships and volunteers.
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