Segments

Segments enable you to group donors on the basis of a wide variety of different characteristics, such as recent giving history and wealth. Segmentation is key to the effectiveness of your fundraising by enabling you to target your best prospects with customized direct marketing efforts. Segmentation helps you determine where you can generate the greatest return on your investment. You can specify different packages and apply them to particular segments of your constituents.

You may want to base segments on previous marketing campaigns, statistical scoring (such as recency, frequency, monetary values), or biographical traits (such as age or gender). A variety of features are available in the program to help you analyze the success of your individual segments, including reports such as the Segment Average Gift Comparison report and the Segment Retention and Attrition report. After you create segments, you can add them to direct marketing efforts individually or in groups.