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Allan Hulse, PETA UK Charity online engagement conference www.charitycomms.org.uk/events
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2013 CharityComms Conference
PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS: The Power of Segmentation
Allan Hulse
In Today’s Session
• What is segmentation?
• What makes a bad piece of communication?
• What makes a good piece of communication?
• Why should we segment?
• Case Study: PETA Online Fundraising Campaign
• Short Group Exercise
• Q and A
When E-mails Go Bad!!
When E-mails Go Bad!!
What Makes Communication Bad?
• Not personalised
• Not relevant to me
• Getting it wrong
• Bad timing
When E-mails Do Good
When E-mails Do Good
What Makes Communication Good?
• Personalised
• Very relevant to me
• Very specific reason for sending it
• Easy to read
• Easy to act upon
Why Segment?
• Send messages your supporters want to receive
• Send more personalised messages
• Conditionalise your content
• Get more meaningful results
• Track the behaviour of different groups within your list
• Decrease unsubscribes / improve retention
To Build Engagement
Case Study
People for the Ethical Treatment of Animals (PETA)
• Animals are not ours to:
• Eat
• Wear
• Experiment on
• Use for entertainment
• Abuse in any way
• Active online community
• Online petitions
• Email target campaigns
• Pledges (“I pledge to never wear fur”)
• Downloadable material
• Social sharing
Data capture
Fundraising
Entry points to PETA’s supporter list
• Online
• Online petitions
• Pledges (“I pledge to never wear fur”)
• Downloadable material
• Competitions
• Offline
• Direct Mail
• Events
• Phone
Data capture: pledges
Advocacy Actions
Data capture: downloadable material
‘Interest’ Tracking / Ways to Segment our Data
• Animals are not ours to:
• Eat
• Wear
• Experiment on
• Use for entertainment
• Abuse in any way
‘Interest’ Tracking / Ways to Segment our Data
• Animals are not ours to:
• Eat
• Petitions
• Pledges
• Competitions
• Donations
‘Interest’ Tracking / Ways to Segment our Data
• Animals are not ours to:
• Eat
• Petitions
• Location
• Age
• Gender
‘Interest’ Tracking / Ways to Segment our Data
• Animals are not ours to:
• Eat
• Petitions
• Location
• Frequency
• Recentcy
PETA Online Fundraising Segmentation
Most used: •Recentcy/Frequency/Value model
• How recently, how often and how much they’ve given? • How recently, how often they’ve taken advocacy action?
Why:
•Donor Potential • To optimize how much we ask for • Push people higher in the donor pyramid
•Monitoring • Performance by previous donating/advocacy behaviour
•Message Personalization • What are they interested in/what actions have they taken
Segmentation example
Email: Standard version
Special donor group branding version
Donated to same campaign before
Special version for advocacy action takers
Landing page: standard version
Asking string personalised based on previous giving
Conditional content on a donation page
Example results 1: Donation email
Always Have a Reason
• Send messages your supporters want to receive
• Send more personalised messages
• Decrease unsubscribes / improve retention
• Get more meaningful results
• Track the behaviour of subsets within your list
• Conditionalise your content
Practical Application
Exercise
Think about a communication campaign you have or are about to work on in your organisation. How using segmentation could help you improve that campaign?
• Indentify what types of data you have in your organisation
• Identify a goal
• Identify how your data will help you achieve that goal
• Identify how you will you measure success
• How will you use those results in the future?
Thank you
allanh@peta.org.uk
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