JDRF was seeking ways to go beyond traditional RFM (recency, frequency, amount) segmentation to more tailored messaging based on their donors’ reasons for giving. They were seeing evidence in their response and open rates that indicated a mismatch between donor interests and JDRF messaging. To address this, they needed to better understand their donor base and determine the balance of transactional donors vs. relational donors.
Pursuant implemented our Strategic Segmentation to identify four primary donor identity groups. We began with external data overlays on their file to append demographic, sociographic and consumer buying behavior data, then added information about their interactions with JDRF including giving behavior, channel preference, response rates, etc. We then ran a clustering analysis to determine how the donors grouped together based on key similarities or differences.
One surprising discovery for JDRF was that more than half of their file fell into the older, transactional donor category. This was a significant data point to help drive investment in diversifying their donor base. The four donor identity groups are also being used to refine fundraising messaging and cadence to send the right message to the right people at the right time.
We created an action plan to implement creative testing and refinement around the four donor identity groups. However, we also went beyond providing rankings for existing donors, to guiding JDRF staff on how to append the data to their database that would be most predictive of membership in a particular segment. This would ensure that the segmentation results would live on after the initial product and ensure that new donors on the file would be appropriately segmented going forward.