Yesterday, I heard a great simple idea on how to target newsletters to different segments of your mailing list. If you are sending out an email newsletter to your donors, you can easily customize that content to your donors' specific interests with a little reformatting.You are probably already including a variety of articles in order to appeal to a variety of interests among your donors. So, to help them connect to the specific content that interests them:
- First, create segments of your mailing list. You can use data in FundRaiser to do this, such as what motivated the donor to donate; are they volunteering at your organization; have they attended events; or similar data that helps you understand what your donor might want to hear about your organization.
- Then, when you are ready to send your email newsletter, simply make one copy of it for each segment that you have defined. Now, move the article that is of most interest to a specific segment to the top of the newsletter. Voila, send the appropriately formatted newsletter to each segment, and watch to see if your response increases.