Segmentation is key to your peer-to-peer fundraising success

With so many competing demands on your resources, implementing an effective peer-to-peer fundraising strategy that meets the needs of all your audiences, can seem overwhelming.

The truth is, taking a ‘one-size-fits-all’ approach to the acquisition and nurturing of online fundraisers won’t get you the results you’re looking for.That’s where segmentation comes in.

Creating a specialised segmentation model that enables you to separate your database into low and high-value segments, will allow you to focus your resources and communication programs on your highest value fundraisers. After all, it is developing and maintaining a close relationship with these highly engaged fundraisers and their donors, before, during and after your events that will boost your fundraising well into the future.

Once you have identified them, you can then use this information to develop targeted communication strategies, design and implement coaching programs to maximise the activities of successful fundraisers and select the types of campaigns you offer, to better attract high-value supporters.

Every cause will be different. The key is knowing everything you can about who is in your database and, therefore, who you should be talking to, based on their age, gender, and other lifestyle factors.

From a detailed analysis of everydayhero fundraising pages throughout 2015, we identified the following three key segments:

Segment Funds Raised on page % Raised of Total Total No. of Pages
Stars $2,001- $200,000 51% 5%
High Achievers $501- $2,000 30% 77%
Majority $1 – $500 19% 77%
 

As you can see, while Stars accounted for only 5% of total pages created, they delivered more than half of total funds raised in 2015, making them the highest value fundraisers on the everydayhero platform.

So, what do they look like?

From our segmentation, we know that star fundraisers are usually men aged between 30 and 69, while the high-achievers category is dominated by women. In fact, 57% of high achievers are female are typically younger than stars, mostly aged between 20 and 49.

Majority fundraisers are typically women aged 10 to 19 years old, most of whom are participating in school-based campaigns.

How can I find them?

Taking cues from the way that a fundraiser connects with social media apps like facebook and twitter, creates and manages their team pages and posts images or videos onto their page, can help you to identify and motivate high-value fundraisers. Some key indicators include:

Creating a Team Page

Research shows that stars are three times more likely to create a leaderboard on their page and are twice as likely as majority fundraisers to create a team rather than join an existing, suggesting a high level of self-motivation.

Sharing on Social Media

98% of Stars share their page via their social networks, with Facebook shares accounting for the vast majority of those. And we know that those who do, typically raise 67% more.

Posting on their fundraising page

Interestingly, more than 50% of Stars post at least one update and are more likely to post images than text, as images are considered to be more personal and more effective when asking donors to give. All other segments are less likely to update their pages and generally if they do, they are more often text-based.

Kickstarting donations

Fundraisers who make a donation to their own page prove their commitment and set the standard for other donors. 49% of Stars make self-donations, with an average amount of $298.

So, before you kick-start your next campaign, it’s important to use these key indicators and keep your most important fundraisers in mind.