When it comes to fundraising, having the right information about your donors is critical. How much time do you spend prospecting for donors? Do you know how many of those you reach out to have the potential to make a large gift? Sending the wrong type of donor the wrong message at the wrong time is bad for your whole list. Enter smart segmentation and enter our amazing customers, Weinstein Hospice in Atlanta.
Weinstein Hospice is a not-for-profit organization offering a comprehensive array of services for adults who wish to manage their end-of-life health care needs in their homes. Our experienced team of healthcare professionals and trained volunteers are dedicated to alleviating pain and managing symptoms that interfere with the quality of living.
Atlanta is one of very few communities to have a home-based not-for-profit Jewish hospice. Since 1999, Weinstein Hospice has served over 1,300 families in our community with individualized homecare so patients can be among the people and things they love.
We sat down with Cory Shaw, Office Manager at Weinstein Hospice, to talk about how he was able to use smart segmentation to identify donors. This caring facility relies on donations to provide much needed services to patients and families in their time of need. Cory was able to use The Giving Score to find the proper donors to solicit at the proper commitment. Here’s how:
Before you discovered The Giving Score, what challenges were facing with donor segmentation?
We knew we wanted to create a marketing strategy to market to different types of donors, but could only base it on OUR past organizational experiences and encounters with our donors.
How do you know you need to segment your audience?
We have limited funds to spend on marketing (doesn’t everyone?!), and need to be able to segment our donors to decide which segments to pursue first, and in what way, to yield the biggest ‘bang for our marketing buck’. Segmenting our donors, will help us use different marketing channels (Facebook and email vs. face-to-face meetings vs. peer to peer fundraising) to speak to different market segments in the most efficient way.
What options were you exploring?
We had been working with queries in RE, but they only gave us info we ASKED for. We concerned ourselves with who gave and who didn’t vs. who can POTENTIALLY give (or give MORE).
How did this new information change the way you asked for donations?
While we are still in the planning and preparatory phase at this point, our VP of Fundraising and her committee will be using our ‘VIP’ list to cultivate endowments and planned gifts. After they target the VIPs, they will move on to the Long-Shots and cultivate them based on ‘who knows who’ to make an ‘ask’.
We have decided that our VIPs and Fans are our ‘best bet’ to help us increase community awareness about our organization – we are the only Jewish hospice in Georgia, and our RE constituents are predominantly Jewish (although we also serve non-Jewish patients). They will be the target of our Facebook awareness campaign that we hope to launch in Jan 2014.
What are your next steps?
My plan is to go thru those constituents with ‘no score’ to decide now to score them, based on donor history and board member familiarity with particular constituents. That is my next step!