Segmentation is King 👑

Important note to self:  The University of Texas Longhorns team colors are orange and the Texas A&M Aggies team colors are maroon.  The Longhorns are in Austin and the Aggies are in College Station (a short but, evidently, somewhat contentious two hour drive from one another).

Why the important note?  It is a reminder that seemingly small, unimportant bits of information can make a huge difference in how well I relate to my constituents.

This hit home as I was hosting new supporters at the school where I headed up major gift fundraising.  Our board chair introduced us, noting this couple was from Austin, Texas.  I toured our school with them, wrapping up in the library where I proudly handed them a swag bag which included one of our beautiful MAROON ball caps.  Are you catching my blunder?

I wish you could have seen the look on their faces when he pulled that cap out.  It wasn't a look of delight.  His wife was immediately aware.  “Honey,” she said, placing her hand on his arm, “it’s going to be ok.”  I had no idea what was going on until she explained his undying loyalty to the Longhorns.  Color me fascinated…newly educated…newly aware.  Maroon is not allowed in his world.

I realize that we are not always able to prepare precisely for the kind of preferences and interests our constituents may have.  It is, however, worth making an effort to discover the nuances of your givers.  Ask good questions that can help you learn more about them.  This is where the science (and art) of segmentation is invaluable.

Good is the enemy of great and I have learned to be great in donor cultivation by employing segmentation strategies in major gift work.

Segmentation is king.  Why?  Because it enables you to communicate more effectively and build stronger relationships with your donors.  

Here is an effective approach:

👉 Start by noting whether the giver is primarily passion-motivated or strategy-motivated.

👉 Segment by geography and then note whether they are active, lapsed, or prospective in their giving.

👉 For each person, note milestones such as birthday/anniversary, notable business activity, relocations, difficult/celebratory seasons, travel, culture, business trends, hobbies, other causes supported.

Do this consistently, with regular updates, and you are off and running!

Segmentation lays the foundation for outstanding major gift fundraising work

Until next week!

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‍I look forward to hearing about your good work.

Blessings,

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