![\"\"](\"https:\/\/www.qgiv.com\/blog\/wp-content\/uploads\/2019\/11\/Advanced-Stats-Report.png\")
Do you talk to different donors differently? Or do you send\neveryone the same appeal?<\/p>\n\n\n\n
Segmenting your donor list and targeting different emails to\ndifferent segments requires more extensive planning time than sending a blanket\nappeal. But that extra time pays off! Tailoring your appeals to be relevant to\ndonors\u2019 history with your organization will result in better donor\nrelationships and better results.<\/p>\n\n\n\n
Donors who have given loyally for years should get thank-you\nmessaging that references their long history of support, but that messaging\nwouldn\u2019t be appropriate for a one-time donor. A donor who gave $30 a month ago\nshouldn\u2019t receive the same letter that you\u2019d send a donor who makes a major\ngift on an annual basis. <\/p>\n\n\n\n
But the only way you can tailor your appeals is by using\nyour data to segment your donor list. Use your donor database or CRM to\nidentify donors in different segments, build segmented email lists, and write\nemails that appeal to those segments.<\/p>\n\n\n\n
Some segments you may want to identify before your next\ncampaign include:<\/p>\n\n\n\n
- Small donors, mid-level donors, and major donors<\/li>
- One-time and recurring donors<\/li>
- New, at-risk, and lapsed donors<\/li>
- Donors who gave to specific campaigns or\nprograms<\/li><\/ul>\n\n\n\n
Everyone\u2019s donor segments will look different! The key\ntakeaway here is that segmenting your donors and making your appeals relevant\nto their experiences will raise more money.<\/p>\n\n\n\n
Data Helps Identify Your Donors\u2019 Preferred Donation Amounts<\/strong><\/h4>\n\n\n\n
![\"\"](\"https:\/\/www.qgiv.com\/blog\/wp-content\/uploads\/2019\/11\/Donation-amount-segments.png\")
How much do YOUR donors prefer to give? Identifying the most popular ranges helps perfect your appeal.<\/figcaption><\/figure><\/div>\n\n\n\n So you\u2019ve segmented your list and identified your different\ndonor groups. But how much do your donors prefer to give? Do the majority of\nyour supporters give $20-$30 per gift? Or do they tend to give $50-$75 gifts?<\/p>\n\n\n\n
Knowing how each of your donation amount segments performs\ncan help you make more effective appeals! If you know the vast majority of your\ndonors prefer to give $20-$30, you won\u2019t want to send an appeal asking for a\n$500 gift. Instead, ask them to consider donating $50. It\u2019s an increase from\ntheir average gift, but it\u2019s not too <\/em>much of a stretch. On the other\nhand, you may want to ask for more than a $50 gift if the majority of donors\nalready donate that amount or more. <\/p>\n\n\n\n
We know that being specific in your year-end appeals is important\n(click\nhere to read why that is<\/a>!). Your ask(s) will be based on a ton of other\nfactors like campaign, donor segment, and time of year. But having a solid\ngrasp on how much your donors tend to give will help you set a reasonable goal.<\/p>\n\n\n\n
Data Helps You Understand How Donors Prefer to Give<\/strong><\/h4>\n\n\n\n
![\"\"](\"https:\/\/www.qgiv.com\/blog\/wp-content\/uploads\/2019\/11\/Processing-Source.png\")
Where are your donations coming from? Understanding different processing sources and where people learn about your organization helps you target your appeals.<\/figcaption><\/figure><\/div>\n\n\n\n Once you know who your donors are and have solidified an ask\namount, it\u2019s time to identify how your donors prefer to give.<\/p>\n\n\n\n
Use your donor database to pinpoint your donors\u2019\ncommunication and donation preferences. One of your donors may prefer donating\nonline while another would rather send a check through the mail. Either way,\nyour database should help you identify how different groups of donors prefer to\ngive, which makes it easier for your staff to facilitate those gifts.<\/p>\n\n\n\n
You can also use data to understand what your online donors\nwant (or don\u2019t want) on a donation form. Compare your existing donation forms\nto identify the most successful campaigns. Did your story-driven appeal\nout-perform an appeal mostly driven by statistics? Did your goal-based campaign\nwith a progress thermometer out-earn one without a progress bar?<\/p>\n\n\n\n
Once you\u2019ve identified forms that had great conversion rates\nor exceptional donation amounts, you can start identifying elements that\nresonate well with your donors. Then, build those elements into future campaign\npages!\n\nYou can also try A\/B testing donation forms.\nBuild two forms for the same campaign, then send one to half of your list and\nthe other to the other half. Testing your forms to see which performs best can\ngive you insight into what stories, images, or calls to action are most\nappealing to donors. When A\/B testing forms, try to keep the number of changes\non each form to a minimum. A\/B test forms with different images, altered text,\nor different calls to action, but just choose one! Too many different variables\ncan make it hard for you to draw good conclusions.\n\n\n\n<\/p>\n\n\n\n
![\"\"](\"https:\/\/www.qgiv.com\/blog\/wp-content\/uploads\/2019\/11\/Comparison-1024x662.png\")
Compare two forms for insight into donor behavior and preference.<\/figcaption><\/figure><\/div>\n\n\n\n Conclusion<\/h4>\n\n\n\n
You put tons of work into creating beautiful appeals that\ntug at donors\u2019 heartstrings and inspire them to give. Use good data to make\nthose appeals even more successful! With a little research, you can identify\nyour different donor groups, send appeals that are relevant to their experiences\nand giving capacity, and make the perfect ask. <\/p>\n\n\n\n
How Can You Use Qgiv\u2019s Data?<\/strong><\/h4>\n\n\n\n
Can Qgiv\u2019s data features really help you be a better fundraiser? Yes! Contact us online<\/a> and request a demo to see how our tools can help you identify different donation amount segments, track your donor retention, compare donation forms, and more. <\/p>\n\n\n\n