Home / Articles / Put Email List Segmentation to Work for Your Nonprofit

Put Email List Segmentation to Work for Your Nonprofit

January 25, 2017

Share:

Your not-for-profit likely has a growing list of email addresses for donors, members, volunteers and other supporters. Are you making the most of it? If you send every one of your organization’s communications — donation requests, newsletters, meeting announcements — to everyone, you probably aren’t using these addresses as effectively as you could. Email segmentation can help you get the right messages to the right people.

Strengthen engagement

Not everyone is interested in everything your nonprofit has to say, and too many irrelevant emails can make people tune out or unsubscribe. That’s just one of many reasons to think about sending particular emails to only specific slices of your list.

Segmentation can also increase your response rates and strengthen engagement. Recipients will get more information they value and less that doesn’t interest them, fostering greater trust in your organization and its communications. And segmentation lets you experiment with different tones, writing styles, subject lines and visual presentations to determine which work best. You may learn that different groups respond differently based on the message.

Potential segments

If you already have the data, you can begin tailoring emails according to such demographic factors as age, gender, location and income. If you don’t already possess this information, though, gathering it can prove delicate — be careful not to turn off potential supporters with your inquiries.

You also could segment your list on the basis of past actions. For example, track activities such as event attendance, volunteer work, donations or membership renewal. Further narrow the segment by setting a date parameter (for example, activity within the past year).

Or create subgroups based on donation amounts or specific campaigns. “Super donors” whose giving exceeds a certain threshold, “super attendees” who attend a specified number of events in a year and “super volunteers” who donate a certain number of hours in a year might receive every email, while others receive fewer.

Personal and effective

Carving your email list into segments can empower you to craft more personalized and powerful communications that help build loyalty and achieve your goals. Contact us for more advice about improving the efficiency and effectiveness of your nonprofit.

© 2017

All content provided in this article is for informational purposes only. Matters discussed in this article are subject to change. For up-to-date information on this subject please contact a Clark Schaefer Hackett professional. Clark Schaefer Hackett will not be held responsible for any claim, loss, damage or inconvenience caused as a result of any information within these pages or any information accessed through this site.

Guidance

Related Articles

Article

2 Min Read

The Details on GASB 97

Article

2 Min Read

Lease Accounting Standard ASC 842 Impacts on Debt Covenants and Capital Requirements

Article

2 Min Read

Federal Audit Clearinghouse Provider Changing from Census to GSA

Article

2 Min Read

Consequences of Not Being Proactive on Lease Accounting Standard ASC 842

Article

2 Min Read

Infographic: 4 Steps to Implementing the New Lease Accounting Standard

Article

2 Min Read

Maximize Your Tax Filing Preparedness & Awareness

Get in Touch.

What service are you looking for? We'll match you with an experienced advisor, who will help you find an effective and sustainable solution.
  • Hidden
  • This field is for validation purposes and should be left unchanged.