IF you depend solely on RFM for your segmentation you’re leaving tons of money on the table.

IF you buy into the idea of “personas” created by navel-gazing or demographics (age, gender, income, education) you’ve not only wasted time and money, but you’re leaving even more $, £, € on the table.

If you buy into the idea of segmenting by general categories or stereotypes, you’re rejecting the concept of proper segmentation and the reality that donors have different identities and experiences having nothing to do with demographics or even their previous giving.

To put it more bluntly:   “If your segment is populated by different people who want different things, it is not a segment. It’s a joke and so are your skills as a marketer.”, says the iconoclastic and brilliant Mark Ritson .the Australian marketing professor.

Last month we ran a series on segmentation in The Agitator.  In it we dealt with the concept of identity-based segmentation and how to use donor identities –who you donors are and why they give.

And in his post What Do You Mean When You Say “Segmentation”?, Nick pointed out the importance of discovering, testing and using identities to create winning segmentation strategies.

Nick’s posts on segmentation raised lots of great questions. Why?  How?  What about?

So, Nick and Kevin Schulman, CEO of DonorVoice are going to explain it all, answer questions and provide insights in a FREE WEBINAR ON APRIL 4^th.

Your incentive for signing up for this free Webinar is clear in and of itself from the session’s title:

WHY SEGMENTATION AND LACK OF REAL DONOR JOURNEYS COST YOU DONATIONS.

Not only will you find out how to discover and use donor identities they walk you through why moving past RFM and demographic-based segmentation can increase your revenues.

Kevin and Nick will explain why most segmentation isn’t segmentation – it’s reporting buckets like channel and RFM that give you no knowledge about your donors.

Worse, resorting to segmentation based on demographics or personas can create fatally flawed stereotypes that don’t get at your donors’ reason for supporting you.

Finally, they’ll show examples of nonprofits who have moved to identity-based segmentation. They know their donors’ innate reason for support, have crafted real donor journeys, and acquire and retain donors better because of it. You can do it too.

So take a moment right now.  Mark your calendar then sign up for April 4th the FREE WEBINAR right here.

Roger