Award Winning Blog - Agitator

Why “Trust” Matters in Fundraising. And What To Do About It.

The 2018 Edelman Trust Barometer reveals that trust in the U.S. has suffered the largest-ever-recorded drop in the survey’s history among the general population. Even more troubling, trust among the informed public (that would be our donors) in the U.S. imploded, plunging 23 points to 45, making it now the lowest of the 28 countries surveyed— below […]

Learn More February 9, 2018

Is donor feedback a census or a sample?

You want to find out who is going to be the next president. You don’t talk to every likely (or eligible) voter – too expensive. Instead, you find a representative sample of Americans, ask them and extrapolate, building in error percentage for this extrapolation. This type of sampling is mighty. You can learn what segments […]

Learn More February 8, 2018

Testing Your Donor Identities

Previously on donor identity: It’s good to segment by identity But they must be the right identity/ies There must be meaningful differences among different identities And you must be able to get value by messaging them differently So, how do you know if you get value by messaging differently? You must test. Sorry. I wish […]

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Brainstorming Donor Identities

I’ve been preaching testing donor identities as ways of segmentation your file even in my pre-Agitator days. But here’s a secret: not all donor identities are created equal. Remember that the goal of a good segmentation – including an identity segmentation – is to minimize difference among group members and to maximize difference among different […]

Learn More February 7, 2018

What Do You Mean When You Say “Segmentation”?

A couple of weeks ago, I stirred things up when arguing that neither demographics nor RFM analysis should be the first point of segmentation for organizations. In the ensuing discussion, it became clear we are talking about different types and levels of segmentation worth exploring. In (approximate) order from least to most sophisticated: Full file […]

Learn More February 6, 2018

Instinct and Conventional Wisdom Are No Longer Enough

A variety of recent news items crossed our desk that bear on what we’ll explore this week –”segmentation”. ITEM: Civil Society in the UK reports in Top Charities See Largest Fall for Voluntary Income in 20 Years that the top 100 charities have recorded their most sustained drop in voluntary contributions in two decades. ITEM: […]

Learn More February 5, 2018