It’s September, which means year-end planning should be well underway. If you haven’t thought about segmentation for your appeals yet, you’re behind—but there’s still time to do it right.
Why Segment?
Generic appeals get generic responses. Donors respond better when messages acknowledge their relationship with you:
- First-time donors need different messages than loyal multi-year givers
- Major donors expect different treatment than annual fund donors
- Lapsed donors need reactivation messaging, not retention messaging
- Event attendees have different entry points than mail responders
Minimum Viable Segmentation
If you can only do basic segmentation, start here:
- New donors (first gift in past 12 months): Thank them, affirm their choice, show impact
- Retained donors (gave last year and at least one prior year): Acknowledge loyalty, deepen relationship
- Lapsed donors (gave previously but not in past 12 months): Reconnect, address potential concerns
- Major donors (top 10-20% by giving): Personal outreach, not mass mail
The Minimum Ask
At minimum, customize:
- The salutation (obviously)
- The opening acknowledgment of their relationship
- The ask amount (based on giving history)
Better segmentation beats no segmentation. Start where you are.
