How do I use DonorTrends for campaign segmentation?

Leveraging Predictive Scores for Targeted Campaigns 

DonorTrends scores help you create more effective segmentation strategies for both online and offline fundraising campaigns. 

Step 1: Define your campaign objectives 

1. Determine which type of response you're seeking: 

   1. Donor retention/renewal 

   2. Gift upgrades 

   3. Sustainer conversion 

   4. Lapsed donor reactivation 

   5. Planned giving inquiries 

2. Select the corresponding DonorTrends model that aligns with your campaign goal 

Step 2: Create segments based on tiers or clusters 

1. Access your donor list with DonorTrends scores 

2. Group donors according to their tiers or clusters: 

   1. For high-value outreach (like personal calls, meetings): Focus on Tier 1-2 

   2. For mid-cost engagement: Target top 40% cluster 

   3. For broader outreach: Consider messaging differences between top 40%, middle 30%, and bottom 30% clusters 

Step 3: Develop differentiated messages for each segment 

1. Create tailored messaging based on donor scoring: 

   1. Highest tiers/clusters: More direct asks, higher gift amounts, premium treatment 

   2. Middle tiers/clusters: Standard cultivation with moderate ask amounts 

   3. Lower tiers/clusters: Engagement content with softer asks or special reactivation offers 

Step 4: Measure campaign performance by segment 

1. Track response rates and revenue by tier/cluster 

2. Compare against previous non-segmented campaigns or different segmentation approaches 

3. Refine your segmentation strategy based on results 

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