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Segment Your Annual Fund Lists


When it comes to your annual fund, remember that not all prospects are equal.


And yet, if you have a small staff, it probably takes a lot just to get a “one-size fits all” appeal out the door.


Yes, customizing the campaign for different segments adds another step in the process.


But here are three reasons why segmenting your list will maximize your efforts.


Calculate your return on investment by segment


Recognize that different types of prospects have varying likelihoods of donating.


It's essential to assess your expected return on investment for each segment before sending out another mass mailing.


If you want to solicit segments with a low expected return, email is a great – and usually free – alternative.


Calculating return on investment ensures that you're allocating your limited resources where they'll have the most significant impact.


Prioritize high-likelihood segments


Focus more of your resources on segments that are more likely to donate.


For example, who is more likely to donate – a subscriber or a first-time ticket buyer?


The subscriber, of course.


Time and money at your organization are not unlimited.


By directing your efforts where they're most likely to yield results, you'll increase the efficiency and effectiveness of your annual fund strategy.


Emphasize quality over quantity


In the world of annual fund solicitation, it's not just about how many prospects you reach; it's about reaching the right ones effectively.


Allocate more resources to building deeper connections with your high-potential segments, as they often generate the best return for your efforts.


By making time to follow these practices, you'll maximize the impact of your annual fund efforts.


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