The Annual Giving Exchange

LYBUNT, SYBUNT, Non-donor…yawwwwwwn. While past giving is certainly a good predictor of future giving, it’s not the only way to segment your data. Consider ways to dig deeper. Try this segmentation strategy for your next phonathon campaign – ranked in order of highest priority:

1. Made a gift for the first time last year

2. Made a gift through the phonathon in the past

3. Paid a past pledge on a credit card

4. Last gift in top 10% of your gift pyramid

5. Made gifts in each of the past 3 years

6. Made gifts in 2 of the past 3 years

7. Made a gift in 1 of the past 3 years

8. Made a gift at any point in the past

9. Unpaid pledges from last year

10. Never made a gift before

Start by writing down the total population in each of these segments. Then write down number of people in each group when you exclude people in any group above it (called mutually exclusive counts.) This will help you allocate your resources and track your segment penetration rates. Be sure that each segment has a customized script that speaks to the unique way each supported your organization in the past.