2013 CharityComms Conference

PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS: The Power of Segmentation

Allan Hulse

In Today’s Session

• What is segmentation?

• What makes a bad piece of communication?

• What makes a good piece of communication?

• Why should we segment?

• Case Study: PETA Online Fundraising Campaign

• Short Group Exercise

• Q and A

When E-mails Go Bad!!

When E-mails Go Bad!!

What Makes Communication Bad?

• Not personalised

• Not relevant to me

• Getting it wrong

• Bad timing

When E-mails Do Good

When E-mails Do Good

What Makes Communication Good?

• Personalised

• Very relevant to me

• Very specific reason for sending it

• Easy to read

• Easy to act upon

Why Segment?

• Send messages your supporters want to receive

• Send more personalised messages

• Conditionalise your content

• Get more meaningful results

• Track the behaviour of different groups within your list

• Decrease unsubscribes / improve retention

To Build Engagement

Case Study

People for the Ethical Treatment of Animals (PETA)

• Animals are not ours to:

• Eat

• Wear

• Experiment on

• Use for entertainment

• Abuse in any way

• Active online community

• Online petitions

• Email target campaigns

• Pledges (“I pledge to never wear fur”)

• Downloadable material

• Social sharing

Data capture

Fundraising

Entry points to PETA’s supporter list

• Online

• Online petitions

• Pledges (“I pledge to never wear fur”)

• Downloadable material

• Competitions

• Offline

• Direct Mail

• Events

• Phone

Data capture: pledges

Advocacy Actions

Data capture: downloadable material

‘Interest’ Tracking / Ways to Segment our Data

• Animals are not ours to:

• Eat

• Wear

• Experiment on

• Use for entertainment

• Abuse in any way

‘Interest’ Tracking / Ways to Segment our Data

• Animals are not ours to:

• Eat

• Petitions

• Pledges

• Competitions

• Donations

‘Interest’ Tracking / Ways to Segment our Data

• Animals are not ours to:

• Eat

• Petitions

• Location

• Age

• Gender

‘Interest’ Tracking / Ways to Segment our Data

• Animals are not ours to:

• Eat

• Petitions

• Location

• Frequency

• Recentcy

PETA Online Fundraising Segmentation

Most used: •Recentcy/Frequency/Value model

• How recently, how often and how much they’ve given? • How recently, how often they’ve taken advocacy action?

Why:

•Donor Potential • To optimize how much we ask for • Push people higher in the donor pyramid

•Monitoring • Performance by previous donating/advocacy behaviour

•Message Personalization • What are they interested in/what actions have they taken

Segmentation example

Email: Standard version

Special donor group branding version

Donated to same campaign before

Special version for advocacy action takers

Landing page: standard version

Asking string personalised based on previous giving

Conditional content on a donation page

Example results 1: Donation email

Always Have a Reason

• Send messages your supporters want to receive

• Send more personalised messages

• Decrease unsubscribes / improve retention

• Get more meaningful results

• Track the behaviour of subsets within your list

• Conditionalise your content

Practical Application

Exercise

Think about a communication campaign you have or are about to work on in your organisation. How using segmentation could help you improve that campaign?

• Indentify what types of data you have in your organisation

• Identify a goal

• Identify how your data will help you achieve that goal

• Identify how you will you measure success

• How will you use those results in the future?

Thank you

allanh@peta.org.uk