2. 10/7/2013 #bbcon 2
• Alley Cat Allies is the only national
advocacy organization dedicated to the
protection and humane treatment of cats.
• Non-profit based in Bethesda, Maryland
with over 500,000 supporters and over 20
years of grassroots organizing, hands-on
activism, and education
• Vision: A society in which people value
and safeguard the lives of animals.
• Mission: To transform and develop
communities to protect and improve the
lives of cats.
ALLEY CAT ALLIES
Photocredit:JasonPutsché
3. 10/7/2013 #bbcon 3
Mount Vernon, the home of George Washington,
is owned and maintained by the Mount Vernon
Ladies’ Association, the oldest national historic
preservation organization in the United States.
MISSION STATEMENT
The mission of the Mount Vernon Ladies’
Association is to preserve, restore and manage
the estate of George Washington to the highest
standards and to educate visitors and people
throughout the world about the life and legacies of
George Washington, so that his example of
character and leadership will continue to inform
and inspire future generations.
No tax dollars are expended to support Mount
Vernon and the Association does not accept
grants from the federal, state or local government.
5. 10/7/2013 #bbcon 5
BEFORE SEGMENTATION
- Not easy to implement targeted message
- Higher expense
- No customized CFA
- Difficult to analyze results
6. 10/7/2013 #bbcon 6
DATA TRAFFIC JAM
• Manual segmentation
- Identify segments, profiles, hierarchy – and
all variables such as recency, frequency,
gift history
- Build queries for each segment and
sometimes multiple queries per segment
- Merge queries to de-dupe
• Troubleshooting
- Counts
- Excluding or Including Variables
• Measurement and reporting
7. 10/7/2013 #bbcon 7
• Crossed eyes
• Risk of error
• Difficult to track
• Limit segments / complexity
DATA DETOURS
8. 10/7/2013 #bbcon 8
MERGE ONTO THE EXPRESS LANES
Outsourcing vs. Segment-OMatic
Cost
Control of Data
Bandwidth of Current Staff
Time and Ability to Analyze the
Data
ACA Decision
History of failed complexity
Control of the data
Ability to make quick internal
decisions
HOW CAN I SEGMENT MY DATABASE?
9. 10/7/2013 #bbcon 9
THE SEGMENTATION FAST LANE: SUCCESS
- Communicate targeted message
- Engage constituents effectively
- Support Good Decisions
- Inform Leadership
- Reduce Expenses
- Increase Income
10. 10/7/2013 #bbcon 10
THE FAST LANE: SEGMENTATION
- Streamline process
- Optimize resources
- Generate measurable results
- Test message, execution, timing
and more
11. 10/7/2013 #bbcon 11
THE FAST LANE: SPEED & POWER
- Save time
- Improve accuracy
- Support or dispel variables
- Analyze and adjust
12. 10/7/2013 #bbcon 12
THE FAST LANE: RESULTS
Smarter Fundraising
Targeted messaging
Focus on high performing segments
Better call for action
Support from leadership
ROI
Better Results
32. 10/7/2013 #bbcon 32
OLD NEW Benefits
Many queries /
merged queries
One query for most
or all segments
Save time
Improve accuracy
Manual assignment
of appeal codes
Limited ability for
specific appeals
Automated appeal
assignment
Pinpoint analysis of response by
segment
Better constituent records
Troubleshooting
difficult
Visual data easy to
troubleshoot
Accurate records
Better counts/investment
Easier to leave out lower-performing
Segments for ROI
Challenge with de-
duping and accuracy
Automatic
suppressions and
overall de-duping
One click confidence v. time-consuming
manual with risk of error
BEFORE AND AFTER
33. 10/7/2013 #bbcon 33
• Growth of segments
- High performing investment
- Target growth segments
• Results by segment
- Fine tuning
- No guesswork
• Testing panels
- Conclusive feedback
- Constant opportunity for adjustment
• ROI
ANALYSIS
36. 10/7/2013 #bbcon 36
BENEFITS
- Testing and analysis
- Targeted messaging and appeals
- Cost efficiency/cost savings
- Better collaboration with agencies
- Better ability to execute on mission
- Responsiveness to donor needs
- More help for cats!
Photocredit:JasonPutsché
