{"id":28337,"date":"2022-10-14T15:32:54","date_gmt":"2022-10-14T19:32:54","guid":{"rendered":"https:\/\/test.donorperfect.com\/nonprofit-technology-blog\/?p=28337"},"modified":"2024-07-06T22:05:45","modified_gmt":"2024-07-07T02:05:45","slug":"create-donor-segments-for-year-end","status":"publish","type":"post","link":"https:\/\/test.donorperfect.com\/nonprofit-technology-blog\/end-of-year\/create-donor-segments-for-year-end\/","title":{"rendered":"How to create donor segments for your year-end campaign"},"content":{"rendered":"\n<p>Charitable giving is often deeply personal, and it\u2019s likely each of your supporters has a unique and special motivation for giving. While it would be nice to be able to handcraft a personalized appeal for each of your donors, it simply isn\u2019t realistic!\u00a0<\/p>\n<p>That doesn\u2019t mean that you need to take a \u201cone size fits all\u201d approach. By segmenting your donors into different groups, you can create messages that resonate while leaning on your database to guide your strategy.\u00a0<\/p>\n<p>For example, your outreach to <a href=\"\/major-donors\/\">major donors<\/a> who give $10,000 checks after in-depth meetings with your development staff should differ from the way you engage with donors who gave their first donation through crowdfunding. When you tailor your communications to your respective audiences, you can speak to their hearts and optimize their response.\u00a0<\/p>\n<section class=\"content-section\">\n<header data-toc-tag=\"Donor segments for year-end fundraising\" id=\"section-0-toc-0\"><\/header>\n<h2 class=\"wp-block-heading\" id=\"h-donor-segments-for-year-end-fundraising-may-include\">Donor segments for year-end fundraising may include:<\/h2>\n<header data-toc-subtag=\"Donor types\" id=\"section-0-toc-1\"><\/header>\n<h3 class=\"wp-block-heading\" id=\"h-donor-types\">Donor types<\/h3>\n<ul class=\"wp-block-list\">\n<li>Individuals<\/li>\n<li>Families or trusts\u00a0<\/li>\n<li>For-profit organizations<\/li>\n<li>Private foundations\u00a0<\/li>\n<\/ul>\n<p>Organizations and individuals have different motivations for giving. When reaching out to corporate donors, you might highlight how your nonprofit recognizes event sponsors, or how their matching gift challenges inspired individuals in your community to give. Often, their goal is to achieve positive visibility for their brand, on top of supporting a meaningful cause.\u00a0<\/p>\n<p>For individuals and families, they often want to know how their gift makes a difference. While they may not give as much as your corporate sponsors or grantmakers, it\u2019s important for them to see their impact and feel like they\u2019re a part of your community. You may consider sharing <strong>specific<\/strong> stories of people your nonprofit helped over the past year, and how their giving empowers you to carry your mission on to next year.\u00a0<\/p>\n<header data-toc-subtag=\"Specific funds or projects\" id=\"section-0-toc-2\"><\/header>\n<h3 class=\"wp-block-heading\" id=\"h-giving-to-specific-funds-or-projects\">Giving to specific funds or projects<\/h3>\n<p>For donors who give to specific funds, you could add fields to your appeal letter including the name of the fund and what you were able to accomplish in the past year with their philanthropic support. It only takes a few sentences to show them how their giving made a difference last year, and how their support this year will keep your nonprofit thriving.\u00a0<\/p>\n<p class=\"bg_gray\">Personalize your appeals with <a href=\"https:\/\/softerware.my.site.com\/dpcommunity\/s\/article\/Mail-Merge-Templates\" target=\"_blank\" rel=\"noopener nofollow\">mail merge templates<\/a> in DonorPerfect!<\/p>\n<header data-toc-subtag=\"Giving levels\" id=\"section-0-toc-3\"><\/header>\n<h3 class=\"wp-block-heading\" id=\"h-giving-levels\">Giving levels<\/h3>\n<p><a href=\"https:\/\/softerware.my.site.com\/dpcommunity\/s\/article\/Calculated-Fields-Overview\" target=\"_blank\" rel=\"noopener nofollow\">Use calculated fields in DonorPerfect<\/a> to include three giving options on your appeal\u2019s reply device based on each donors\u2019 past giving:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>The same amount that they gave last year<\/li>\n<li>10% higher than last year\u00a0<\/li>\n<li>20% higher than last year<\/li>\n<\/ul>\n<p>For prospects who haven\u2019t yet made their first gift, consider three default amounts that make sense for your nonprofit and community, such as $25, $50, and $100. Remember: your supporters are generous champions of your cause, and want to help in a meaningful way. Don\u2019t underestimate or undervalue their generosity by choosing suggested amounts that are too low!\u00a0<\/p>\n<p class=\"bg_gray\">See how your <a href=\"https:\/\/softerware.my.site.com\/dpcommunity\/s\/article\/Your-Average-Gift-Metric-Explained\" target=\"_blank\" rel=\"noopener nofollow\">Average Gift Metric<\/a> can help you set effective gift amounts!<\/p>\n<header data-toc-subtag=\"Monthly donors\" id=\"section-0-toc-4\"><\/header>\n<h3 class=\"wp-block-heading\" id=\"h-monthly-donors\">Monthly donors<\/h3>\n<p>Year-end is an appropriate time to request a special one-time gift from donors who give monthly. Make the case based on research for what an extra [X] dollar amount could do for the populations you serve. It may also help to remind your monthly donors that their one-time and monthly gifts are all tax deductible!\u00a0<\/p>\n<aside class=\"bg_gray\"><\/aside>\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p>Free guide! <a href=\"https:\/\/test.donorperfect.com\/whitepapers\/generic\/how-to-create-a-monthly-giving-donation-form-that-converts\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to Create a Monthly Giving Form that Converts<\/a><\/p>\n<\/div>\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"475\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/eoy22-old-blog-4-kit.png\" alt=\"\" class=\"wp-image-28342\" srcset=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/eoy22-old-blog-4-kit.png 630w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/eoy22-old-blog-4-kit-300x226.png 300w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/eoy22-old-blog-4-kit-100x75.png 100w\" sizes=\"(max-width: 630px) 100vw, 630px\"><\/figure>\n<\/div>\n<\/div>\n<header data-toc-subtag=\"#GivingTuesday donors\" id=\"section-0-toc-5\"><\/header>\n<h3 class=\"wp-block-heading\" id=\"h-brand-new-givingtuesday-donors\">Brand new #GivingTuesday donors<\/h3>\n<p>Giving Tuesday donors are often motivated and excited by a challenge or deadline. Reach out to this group on social media and with email marketing to share your progress toward your year-end goal and invite them to help you accomplish it.\u00a0<\/p>\n<p>Better yet, put your year-end fundraising goal into concrete terms. 250 refurbished bikes going to children in need is more motivating to Giving Tuesday donors than an arbitrary $10,000 fundraising goal. A matching gift or a hashtag to amplify your cause can go a long way with this group.\u00a0<\/p>\n<header data-toc-subtag=\"Major donors\" id=\"section-0-toc-6\"><\/header>\n<h3 class=\"wp-block-heading\" id=\"h-major-donors-nbsp\">Major donors\u00a0<\/h3>\n<p>How would you define a <a href=\"\/major-donors\/\">major donor<\/a>? Someone who\u2019s given a one-time gift of $500 or more? Someone who has given $5,000 or more over their lifetime? No matter the number you choose, take care to thank these special donors in a personal way.\u00a0<\/p>\n<p>Tip: leverage your board for outreach! A phone call or handwritten letter from a board member is sure to impress. <a href=\"\/factsheets\/smartactions-feature\/\">Be sure to set up SmartActions in DonorPerfect<\/a> to alert your board members to make that call.<\/p>\n<h3 class=\"wp-block-heading get_demo gutenberg h3\" id=\"h-get-the-year-end-cheat-sheet\">Get the Year-end  Cheat Sheet!<\/h3>\n<p class=\"get_demo gutenberg\"><\/p>\n<script>\nvar gform;gform||(document.addEventListener(\"gform_main_scripts_loaded\",function(){gform.scriptsLoaded=!0}),document.addEventListener(\"gform\/theme\/scripts_loaded\",function(){gform.themeScriptsLoaded=!0}),window.addEventListener(\"DOMContentLoaded\",function(){gform.domLoaded=!0}),gform={domLoaded:!1,scriptsLoaded:!1,themeScriptsLoaded:!1,isFormEditor:()=>\"function\"==typeof InitializeEditor,callIfLoaded:function(o){return!(!gform.domLoaded||!gform.scriptsLoaded||!gform.themeScriptsLoaded&&!gform.isFormEditor()||(gform.isFormEditor()&&console.warn(\"The use of 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                      <p class=\"gform_description\"><\/p>\n                        <\/div><form data-confirmation-type=\"message\" method=\"post\" enctype=\"multipart\/form-data\" target=\"gform_ajax_frame_68\" id=\"gform_68\" class=\"eoy2022_cheatsheet_form\" action=\"\/nonprofit-technology-blog\/wp-json\/wp\/v2\/posts\/28337#gf_68\" data-formid=\"68\" novalidate>\t\t\t\t\t<div style=\"display: none !important;\" class=\"akismet-fields-container gf_invisible\" data-prefix=\"ak_\">\n\t\t\t\t\t\t<label>\u0394<textarea name=\"ak_hp_textarea\" cols=\"45\" rows=\"8\" maxlength=\"100\"><\/textarea><\/label>\n\t\t\t\t\t\t<input type=\"hidden\" id=\"ak_js_1\" name=\"ak_js\" value=\"153\">\n\t\t\t\t\t\t<script>\ndocument.getElementById( \"ak_js_1\" ).setAttribute( \"value\", ( new Date() ).getTime() );\n<\/script>\n\t\t\t\t\t<\/div>\n                        <div class=\"gform-body gform_body\"><div id=\"gform_fields_68\" class=\"gform_fields top_label form_sublabel_below description_below validation_below\"><div id=\"field_68_1\" class=\"gfield gfield--type-text gfield--input-type-text gfield--width-full input-field gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><label class=\"gfield_label gform-field-label\" for=\"input_68_1\">First Name<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class=\"ginput_container ginput_container_text\"><input data-parameter=\"first_name\" name=\"input_1\" id=\"input_68_1\" type=\"text\" value=\"\" class=\"large\" aria-required=\"true\" aria-invalid=\"false\"><\/div><\/div><div id=\"field_68_2\" class=\"gfield gfield--type-text gfield--input-type-text gfield--width-full input-field gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><label class=\"gfield_label gform-field-label\" 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value=\"\" class=\"large\" aria-required=\"true\" aria-invalid=\"false\">\n                        <\/div><\/div><div id=\"field_68_4\" class=\"gfield gfield--type-text gfield--input-type-text gfield--width-full input-field gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><label class=\"gfield_label gform-field-label\" for=\"input_68_4\">Organization<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class=\"ginput_container ginput_container_text\"><input data-parameter=\"organization\" name=\"input_4\" id=\"input_68_4\" type=\"text\" value=\"\" class=\"large\" aria-required=\"true\" aria-invalid=\"false\"><\/div><\/div><div id=\"field_68_7\" class=\"gfield gfield--type-select gfield--input-type-select gfield--width-full select-field role-field select-display field_sublabel_below gfield--no-description 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value=\"MS\">MS<\/option><option value=\"MT\">MT<\/option><option value=\"NB\">NB<\/option><option value=\"NC\">NC<\/option><option value=\"ND\">ND<\/option><option value=\"NE\">NE<\/option><option value=\"NH\">NH<\/option><option value=\"NJ\">NJ<\/option><option value=\"NL\">NL<\/option><option value=\"NM\">NM<\/option><option value=\"NS\">NS<\/option><option value=\"NT\">NT<\/option><option value=\"NU\">NU<\/option><option value=\"NV\">NV<\/option><option value=\"NY\">NY<\/option><option value=\"OH\">OH<\/option><option value=\"OK\">OK<\/option><option value=\"ON\">ON<\/option><option value=\"OR\">OR<\/option><option value=\"PA\">PA<\/option><option value=\"PE\">PE<\/option><option value=\"PR\">PR<\/option><option value=\"QC\">QC<\/option><option value=\"RI\">RI<\/option><option value=\"SC\">SC<\/option><option value=\"SD\">SD<\/option><option value=\"SK\">SK<\/option><option value=\"TN\">TN<\/option><option value=\"TX\">TX<\/option><option value=\"UT\">UT<\/option><option value=\"VA\">VA<\/option><option value=\"VI\">VI<\/option><option value=\"VT\">VT<\/option><option value=\"WA\">WA<\/option><option value=\"WI\">WI<\/option><option value=\"WV\">WV<\/option><option value=\"WY\">WY<\/option><option value=\"YT\">YT<\/option><\/select><\/div><\/div><div id=\"field_68_11\" class=\"gfield gfield--type-hidden gfield--input-type-hidden gfield--width-full gform_hidden field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><div class=\"ginput_container ginput_container_text\"><input data-parameter=\"product_detail\" name=\"input_11\" id=\"input_68_11\" type=\"hidden\" class=\"gform_hidden\" aria-invalid=\"false\" value=\"DonorPerfect\"><\/div><\/div><div id=\"field_68_13\" class=\"gfield gfield--type-hidden gfield--input-type-hidden gfield--width-full gform_hidden field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><div 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