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Segmenting Your Audience for More Effective Ask Arrays

02/24/2025

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.