Segmentation Tips for Boosting Giving on #GivingTuesday and at Year-End

Since its conception nearly a decade ago, #GivingTuesday has become the kickoff to the year-end giving season. But if fundraisers aren’t prepared to maximize this window of generosity, they could be leaving revenue on the table. A powerful strategy for making the most of the giving season is to develop versioned messages for various donor groups. The good news is advanced donor engagement technology exists to help fundraisers segment to a level of specificity like never before. Our resident donor data expert Ryan Carpenter visited the Pursuant Go Beyond Podcast to share some best practices that you can apply to your year-end campaign. Ryan’s expertise comes from real-time advisement with Pursuant clients using GivingDNA™, which “allows you to understand who your people are—to understand what they care about, the channels they prefer to engage through. And that allows increased engagement. Increased engagement is going to lead to greater giving and more frequent giving.” Equipped with robust donor data from GivingDNA, your nonprofit can apply these insights to reach donors by segment. Ryan offers strategies for six donor segments that are in your file right now. Here’s how you can communicate with each segment for a successful year-end campaign in 2021. Craving more resources around year-end? Check out this year's round-up of #GivingTuesday and year-end giving fundraising expertise at pursuant.com/yearend.