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New Segmentation Model for Annual GivingMultimedia file
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San Francisco State took a new approach to donor research by using a model for framing and categorizing the attitudes, motivations and giving behaviors of more than 2,000 alumni. It then successfully used the research data to classify its alumni, inform its existing segmentation strategies and tailor communications to each segment.
This webinar includes a high-level review of San Francisco State's study, which revealed three distinct donor types (Champions, Friends and Acquaintances), and provides an in-depth look at the attributes of each group.
During this webinar, participants will:
- Identify people who will likely never give and reallocate more resources to those who will,
- Learn how to craft more informed communications to encourage giving,
- Explore how to communicate with potential donors via their preferred channels and
- Hear how to implement strategies to increase financial support from the annual fund to major gifts.
This multimedia file is a recording of a webinar that took place Feb. 9, 2012.
When you purchase this item, you'll receive a link to a recording of this webinar and to handouts used during the presentation. The link will give you unlimited access to the webinar recording. You may view this recording as many times as you wish after you receive the link.
Find out more about CASE's recorded webinars.
Speakers
George Machun
Marketing Director
Cal State Monterey Bay
Ann Oleson
Chief Visionary Officer
Converge Consulting
Publisher: CASE
Published: 2012
Format: Multimedia file
Length: 90 minutes
Item: 33189
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