Month: February 2025

Today, we’re exploring the art and science of segmenting your donor base to craft more effective ask arrays. This approach promises not just to meet your fundraising objectives but to exceed them by creating a more personalized, engaging donor experience.

You likely already know that segmentation is the practice of dividing your donor base into groups based on various factors such as giving history, engagement level, and demographic data. This strategic division allows for tailored communications that resonate more personally with each group, leading to increased engagement and generosity.

So, how should you craft your appeal based on segmentation?

Understanding Your Segments

Begin with data. Analyze your donors based on their past giving behaviors, personal interests in your cause, and engagement with your communications, campaigns, events, and social media. This understanding will inform how you tailor your ask arrays to match each segment’s capacity and willingness to give.

Consider segments based on these additional factors that affect someone’s ability (or desire) to give:

• Financial Capacity: A donor’s income, wealth, and overall financial health are primary determinants of their ability to give.
• Philanthropic Habits: Previous giving behaviors and familiarity with charitable activities play a role in consistent giving.
• Personal Connection to the Nonprofit: Relationships with staff, volunteers, or other donors can increase giving levels.
• Method of Giving: Whether someone chooses to donate by mailing in a check, an online platform, or a recurring donation option, make each vehicle its own segment for customized ask arrays.

For your long-time supporters, consider an approach that acknowledges their commitment and suggests higher donation tiers, showing them the impact they can have by stepping up their support. For newer donors, or those with more modest giving histories, a lowered tier might encourage a comfortable entry point for increased giving.

Crafting Your Ask

When designing your ask array, flip the traditional model. Skip the slight variations to your anchor. Skip the round number testing. Skip the social proof.

Start with a midpoint amount that aligns with the segment’s average gift size, then present options in ascending order. This method leans on intention and psychology and encourages donors to consider higher amounts than they might have initially.

One illuminating statistic from NextAfter underscores the importance of how we present our ask arrays. When gift arrays were presented in descending order (from high to low), there was a noticeable 15.7% decrease in donations and an 11.3% decrease in average gift size. This insight alone can revolutionize how we approach our ask strategies.

The Proof is in the Segments — A Case Study

A chapter of the esteemed Ronald McDonald House organization embraced a revolutionary approach to reshape its fundraising strategy. Faced with the challenge of increasing their average donation size, they turned to an innovative solution crafted by VeraData. Recognizing the power of strategic segmentation and a more personalized approach, VeraData built a sophisticated model that pinpointed high-value donors in acquisition with unparalleled precision. This groundbreaking method was coupled with a custom-crafted ask array, tailored to resonate deeply with each donor’s potential to contribute.

By adopting this forward-thinking strategy, they propelled their average gift amount to soar by an astounding 151%. This monumental achievement not only redefined what was possible with Donor Science™ but also set a glowing example for nonprofits seeking to align prospects with the right messaging and offer.

Modern Ask Array Strategies

This approach exemplifies how data-driven strategies and a deep understanding of your donor base can significantly enhance your fundraising efforts. By thoughtfully and intentionally segmenting your donor base and tailoring your ask arrays, you’re not just asking for donations; you’re inviting your donors to be an integral part of the change you’re making in the world.

Embrace the power of personalized engagement and let the revolutionary shift in your fundraising efforts begin. Together, we can achieve more than we ever thought possible.

In the journey towards creating a more impactful and connected world, nonprofit leaders are increasingly turning to the power of technology. Within this digital renaissance lies a gem – the strategic use of donor data to craft tailored ask arrays. This isn’t just about numbers; it’s about forging deeper relationships with your donors by understanding their behavior and generosity, thereby unlocking a new realm of fundraising efficiency and engagement.

There are a number of ask array strategies that the nonprofit industry uses regularly. Anchoring, social proof, and round numbers have all likely been discussed and implemented in one of your fundraising campaigns. And they work … minimally.

But the nonprofit world is moving into a new era where the strategies we’ve always used are losing their effectiveness and more modern, innovative approaches are drawing funds. Leveraging Donor Science™, a sophisticated approach that marries the art of fundraising with the precision of data analytics, is how many organizations are bringing their ask strings into this new era.

By analyzing past giving patterns, engagement levels, and donor preferences, nonprofits can ascertain optimal ask amounts for each segment of their audience. This isn’t just theory; it’s backed by compelling evidence. A study by Classy revealed that prompting donors with personalized ask amounts led to an 11% increase in revenue per visitor. This statistic underscores the undeniable power of personalization in enhancing donor engagement and generosity.

So, how can your organization implement this innovative approach? The journey begins with a deep dive into your donor data. This means moving beyond the surface level of average donation amounts to uncover the rich tapestry of individual giving behaviors. What are the common denominators among your most engaged donors? How does the frequency of engagement correlate with giving patterns? These are the types of questions that Donor Science seeks to answer.

Tailoring donation tiers involves leveraging data insights to meet donors where they are. By understanding individual giving capacities and preferences, you can present options that feel personalized. This approach respects donor variability and invites meaningful engagement.

Data insights help establish appropriate tier levels that resonate with different segments. For instance, frequent small donors might appreciate modest yet impactful tier options. High-capacity donors, on the other hand, may be inspired by tiers reflecting larger commitments. Implementing personalized donation tiers not only enhances donor satisfaction but also optimizes your fundraising outcomes.

With these insights, you can craft ask arrays for each donor segment. For example, if data reveals a segment of donors who consistently contribute around $50, your tailored ask might range from $55 to $75, nudging them towards a higher contribution while still aligning with their historical generosity. This method fosters a sense of understanding and respect towards the donor, showcasing your nonprofit’s gratitude and recognition of their support.

How This Works — a Real-Life Example

Let’s look at how a nonprofit in the children’s health sector was able to use donor data to craft more personalized ask arrays. This organization was struggling with re-engaging donors, their campaigns had high CPDR (Cost Per Dollar Raised) and a low average gift. Aiming to reduce costs while maintaining a gift of $15+, we implemented Donor Science™. Together with the Lapsed Reactivation and Ask Array models, we were able to mail deeper into their inactive audience, reduce costs, and increase the average donation amount. This strategy increased available audience size by 30%, decreased Cost per Dollar Raised by 32%, and increased the average gift by 80%, while cost-effectively reactivating donors who hadn’t donated in over 5 years.

In essence, the utilization of Donor Science in crafting tailored ask arrays embodies a forward-thinking approach to fundraising. It speaks to a deeper understanding of your donors, treating them not as mere numbers but as individuals who can move your mission forward. This method goes beyond increasing revenue; it builds a foundation of respect that can significantly bolster long-term engagement and support. In this journey, remember that every data point tells a story, one that can inspire more meaningful connections and contributions toward your cause. Together, let’s harness the power of Donor Science to sculpt a more generous and connected tomorrow.