You probably have a plan for communicating with your consituents online. You're probably asking them questions about how they heard about you, how they are connected to your cause and why they are signing up for your newsletter or why they are registering for your event. You know that you need to send different messages to people based on their interests, but your data is piling up and you're not segmenting the way you know you should be. This session will start with a brief review of the basics of segmentation and move into a deeper focus on specific tools and techniques for implementing segmentation in your organization. We will also demonstrate segmentation with real data sets. Then, we'll talk about how to measure the effectiveness of your segmentation techniques. This session will also discuss how to ensure that your message is impactful and share messaging techniques that we've found to be effective in generating real fundraising results.
**This will be a HANDS-ON session, so bring your laptops, and your own data sets, if you have them! This session is targeted to organizations who are already utilizing basic email communications methods with their constituent populations. We will give you strategies and tactics to take your communications to the next level.
1. How to use your existing software to segment your database.
2. How to measure and quantify your results.
3. Understanding what makes an impactful message.
A note from Jeff about his session: I’ve received a few questions about what the session will entail and how experienced you need to be to benefit from it. First off, if you saw me last year you know that if I can do it, you can do it – a rocket scientist I ain’t. Second, we’ll try to progress from fundamentals to more advanced techniques in 90 minutes. It’s ambitious but together, we can do it! The format will be extremely interactive in that we’ll post a dataset, ask you to download it, and we’ll explore the data, real-time, together. We’ll use Excel, which isn’t always the go-to data mining tool, but which I imagine most of you have on your laptop. If you don’t plan on bringing a laptop with you, come anyway, because I’m going to try to give you enough exposure to the method that you’ll take away some very practical segmentation techniques. Hope to see you there!