Here’s a tip for you…it’s all about segmentation!
With so many competing demands on your resources, implementing an effective peer-to-peer fundraising strategy can seem overwhelming. Your goal is to meet the needs of all your audiences, and you work hard to do just that!
Here’s the truth: taking a “one-size-fits-all” approach to the acquisition and nurturing of online fundraisers won’t get you the results you want. Segmentation is key – it will boost your fundraising to achieve your goals.
The benefits of segmentation
Creating a specialized segmentation model will help you efficiently focus your resources and communication programs on your highest value fundraisers. After all, it is developing and maintaining a close relationship with these highly engaged fundraisers and their donors, before, during and after your events that will positively impact your fundraising for years.
Once you have identified your different segments, you can then use this information to develop targeted communication strategies for your fundraisers. Design and implement coaching programs to maximize the activities of successful fundraisers, and adjust the types of campaigns you offer to better attract high-value supporters.
What types of segments should you be looking for?
The key is knowing everything you can about who is in your database, what their history of interaction has been with your nonprofit, and identifying who you should be talking to, based on their age, gender, and other lifestyle factors.
From a detailed analysis of everydayhero fundraising pages throughout 2015, we identified the following three key segments:
Segment Funds Raised on page % Raised of Total Total No. of Pages
Stars $2,001- $200,000 51% 5%
High Achievers $501- $2,000 30% 77%
Majority $1 – $500 19% 77%
While Stars accounted for only 5% of total pages created, they delivered more than half of total funds raised in 2015, making them the highest value fundraisers on the everydayhero platform.
What do these fundraising Stars look like?
From our segmentation, we know that Star fundraisers are usually men between the ages of 30 and 69, while the High Achievers category is dominated by women. In fact, 57% of High Achievers are female and typically younger than stars, mostly aged between 20 and 49.
Majority fundraisers are typically women between the ages of 10 to 19 years old, most of whom are participating in school-based campaigns.
How can you find these Stars?
Taking cues from the fundraisers’ behaviors can help you find your Stars. Some key indicators include:
Creating a Team Page
Research shows that stars are three times more likely to create a leaderboard on their page and are twice as likely as majority fundraisers to create a team rather than join an existing team. The motivation to create a team suggests a high level of self-motivation from these star fundraisers.
Sharing on Social Media
98% of Stars share their page via their social networks, with Facebook shares accounting for the vast majority of those. And we know that those who do, typically raise 67% more.
Posting on their fundraising page
Interestingly, more than 50% of Stars post at least one update and are more likely to post images than text, as images are considered to be more personal and more effective when asking donors to give. All other segments are less likely to update their pages and generally if they do, they are more often text-based.
Getting a quick start to fundraising
Fundraisers who make a donation to their own page prove their commitment and set the standard for other donors. 49% of Stars make self-donations, with an average amount of $298.
By segmenting your fundraisers and keeping these key indicators in mind, you will set yourself up for success in your next peer-to-peer campaign!