22
The Segments

Non Profit Segmentation

  • Upload
    pkainth

  • View
    933

  • Download
    0

Embed Size (px)

Citation preview

Page 1: Non Profit Segmentation

The Segments

Page 2: Non Profit Segmentation

what’s the DEALIO ?

Page 3: Non Profit Segmentation

Provides insight about differences in donors and groups them into like-minded categories

Page 4: Non Profit Segmentation

Why

Segment ?

Page 5: Non Profit Segmentation

Donor Acquisition

Donor Retention

Donor Donations

Ta i lor message to spec i f i c groups

Create more relevant messag i ng

Understand d i f ferences = greater revenue

Page 6: Non Profit Segmentation

Why’s it not

Happening ?

Page 7: Non Profit Segmentation

No Appreciation

Don’t know how

No Information

Just don’t want to

Page 8: Non Profit Segmentation

But

HOW ?

Page 9: Non Profit Segmentation

Geographic

Demographic

Segment size

Psychographic

Behavioural

Page 10: Non Profit Segmentation
Page 11: Non Profit Segmentation

AGE

Demographics

Gender Income

Key statistical characteristics of the market

Page 12: Non Profit Segmentation

BUT... •  Broad and doesn ’ t cons ider emot ional factors •  People look s im i lar but behave d i f ferently

Based on : F i nanc i a l Ab i l i ty

Att i tude towards cause

 

Page 13: Non Profit Segmentation

Personality

Psychographics H ow D o P e o p l e A c t , H ow t h e y i n t e r a c t w i t h c a u s e s ,

o p p o r t u n i t i e s t o i n t e r a c t

I n t r o v e r t , e x t r o v e r t , h i g h l y d e t e r m i n e d ,

a u t h o r i t a r i a n , s o c i a b l e

Lifestyle

A c t i v e a c h i e v e r , p l e a s u r e s e e k e r , v a l u e s ,

A n d b e l i e f s ,

Social Class

W o r k i n g c l a s s , M i d d l e c l a s s , U p p e r m i d d l e s ,

L o w e r u p p e r s E t c

Page 14: Non Profit Segmentation

Benefits

Behavioural P r o f i l e b a s e d o n em o t i o n s , l i f e s t y l e s , p e r s o n a l i t i e s ,

a t t i t u d e s a n d i n t e r e s t s

W h y p u r c h a s e a c e r t a i n p r o d u c t

B e n e f i t t h e y r e c e i v e

User

P a t t e r n s o f u s a g e , H e a v y , o c c a s i o n a l , m e d i u m

a n d n o n - u s e r s

Purchase Occasion

O c c a s i o n f o r w h i c h t h e y p u r c h a s e p r o d u c t

L o c a t i o n o f t r a n s a c t i o n

Page 15: Non Profit Segmentation

Combining the

Elements

Page 16: Non Profit Segmentation

C a n ’ t r e l y o n j u s t D e m o g r a p h i c , P s y c h o g r a p h i c a n d B e h a v i o u r a l

N o n - P r o f i t s c a n d e v e l o p t h e i r ow n S e g m e n t s

S t a r t i n g p o i n t i s GEnerations

Generation Y Generation X Baby Boomers

Page 17: Non Profit Segmentation

BABY BOOMERS

17 

BORN: 1946‐1964 

    AGES:  48 – 66  

          DONATE:         $4.6 billion 

 AMOUNT:  

$725 average annual  contribu;on 

POPULATION:  8.7 Mil 

D EMOGR A P H I C S

P S Y C H O G R A P H I C S

•  Keep  their  origins  and childhood  dreams  in mind 

•  Want  to  recreate  their “golden  years”  as  they begin to re;re 

•  Boomers  want  to  make  a difference  more  directly  in the causes they believe in 

Involved on a personal level and want to see impact of their 

dona;ons (greater transparency) 

Page 18: Non Profit Segmentation

BEHAVIOURAL   Interact  with  non‐profits  by  e‐mail  and read charity updates online 

  Fastest growing user group on Facebook    Driven  to  a website  by  tradi;onal media, like a print ad 

  49% of seniors  (consumers who are 66 or older),  rely  on  personal  emails  to  direct them to sites 

  Rely  on  a  referral  on  social  media  like Facebook’s Sponsored Stories 

  Skep;cal about adver;sing claims and want to bounce them off your friends 

Page 19: Non Profit Segmentation

It’s time for an

Activity !

Page 20: Non Profit Segmentation

hWp://www.youtube.com/

watch?v=uqfxmWbelcQ 

Video 1

Video 2

hWp://www.youtube.com/

watch?v=ASPDeS3_54U 

 

hWp://www.youtube.com/

watch?v=61kHpmenkT8 

Video 3

 hWp://

www.youtube.com/watch?v=7L2fsubA2‐c 

Video 4

Page 21: Non Profit Segmentation

Demographic

Psychographic

Behavioural

Age Gender Income

Personality Lifestyle

Social Class

Benefits User

Purchase Occasion

Page 22: Non Profit Segmentation

Thank You!