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The Segments
what’s the DEALIO ?
Provides insight about differences in donors and groups them into like-minded categories
Why
Segment ?
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
Why’s it not
Happening ?
No Appreciation
Don’t know how
No Information
Just don’t want to
But
HOW ?
Geographic
Demographic
Segment size
Psychographic
Behavioural
AGE
Demographics
Gender Income
Key statistical characteristics of the market
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
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
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
Combining the
Elements
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
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)
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
It’s time for an
Activity !
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
Demographic
Psychographic
Behavioural
Age Gender Income
Personality Lifestyle
Social Class
Benefits User
Purchase Occasion
Thank You!