Constituent Scoring: Donor Categories & Segments

Transcription

1 Constituent Scoring: Donor Categories & Segments In addition to the four, each constituent also receives an assigned DONOR CATEGORY and sub-segment accurately describing his or her financial and philanthropic traits A. Philanthropists A1. High Philanthropists A2. Financially Secure Philanthropists A3. Upwardly Mobile Philanthropists B. Humanitarians B1. Steady Humanitarians B2. Devoted Humanitarians B3. Faithful Humanitarians C. Casual Donors C1. Middle Class Casual Donors C2. Working Class Casual Donors C3. Marginal Casual Donors C4. Sporadic Casual Donors E. The Masses E1. Blue Collar Masses E2. Non-starter Masses D. Enigmas D1. Affluent Enigmas 9

2 A. Philanthropists Explained 8 ulation Stable donors with ample means, they re educated, environmentally conscious, tech savvy and loyal. They want to spread success to the world. Optimists, they respond to positive-potential messaging. They seek mass scale improvements rather than on single cases. College Grad: 61% Social: Facebook 48%, Twitter 37% Responsiveness: 3.8/5, DM 2.2/5 Donations: $4,000+ Donation Frequency: 1 to 3+ per year Donation Amount: $250+ LTV per org: $1,500+ Success, Wisdom, Power, Intelligence, Loyalty All Philanthropists 8% $210k $2.1 million $1.7 million $15.8k A1. High 0.5% $368k $7.2 million $6.1 million $24.0k A2. Financially Secure 0.8% $284k $3.9 million $3.3 million $20.0k A3. Upwardly Mobile 7.0% $190k $1.5 million $1.1 million $14.8k 10

3 B. Humanitarians Explained 13 ulation More modest in means than Philanthropists, they give much more frequently. Less educated and less environmentally conscious, they want to maximize assets, so are less loyal. Giving until it hurts and relating to grass roots issues, they re engaged by messages of need. They seek to help their fellow man instead of changing the world on a mass scale. College Grad: 44% Social: Facebook 53%, Twitter 18% Responsiveness: 2.9/5, DM 3.5/5 Donations: $500-$2,500 Donation Frequency: 4 to 6+ per year Donation Amount: $15-$100 LTV per org: $500+ Compassion, Generosity, Faith, Kindness, Courage All Humanitarians 13% $72k $336k $195k $9.6k B1. Steady 2.7% $94k $549k $342k $10.3k B2. Devoted 6.3% $83k $375k $222k $9.9k B3. Faithful 4.4% $44k $151k $66k $8.6k Check out the Appendix for more information for Casual Donors, Enigmas and The Masses 11

4 C. Casual Donors 35 ulation Middle class with more varied incomes, they give more casually than Humanitarians while sharing similarities in education, environmental views, tech awareness and loyalty. They are willing to help but do not do so consistently. They respond to positive messages, but relate more to needs. They want a better world, but concentrate mainly on their part of it. College Grad: 42% Loyalty Index: Average 4.4/9 Social: Facebook 53%, Twitter 20% Responsiveness: 2.9/5, DM 3.4/5 Donations: $50-$500 Donation Frequency: 1 to 2+ per year Donation Amount: $10-$75 LTV per org: $250+ Fairness, Immediacy, Togetherness, Inclusion All Rank and File 35% $72k $273k $159k $9.3k C1. Middle Class 5.7% $119k $555k $360k $10.9k C2. Working Class 8.3% $55k $150k $70k $8.7k C3. Marginal 4.7% $70k $336k $201k $9.7k C4. Sporadic 16.7% $65k $220k $121k $9.0k 12

5 D. Enigmas 4 ulation With no giving history, they have donor potential based on assets alone. Otherwise they re like Philanthropists: financially secure, educated, environmentally conscious, tech savvy, and even more loyal. Self-made, they think others can succeed in kind. They may respond to positive or need based messages, but conversion takes committed effort and convincing arguments. College Grad: 64% Social: Facebook 50%, Twitter 31% Responsiveness: 3.5/5, DM 2.3/5 No record of giving Individual, Autonomous, Guarded All Enigmas 4% $188k $987k $693k $19.4k 13

6 E. The Masses 40 ulation With little means and no giving history, they offer poor donor potential. Among all groups, they have the lowest levels of education, environmental awareness, tech savvy and loyalty. They tend to lack perspectives that drive giving considerations. Unaffected by messages of potential, they may respond to needs, yet maintaining their support will be problematic. College Grad: 30% Social: Facebook 45%, Twitter 11% Responsiveness: 2.8/5, DM 3.7/5 No record of giving Distracted, Burdened All The Masses 40% $54k $175k $95k $8.7k E1. Blue Collar 17.4% $62k $246k $148k $9.4k E2. Non-starter 22.0% $48k $119k $54k $8.1k 14