Market Segmentation in Action
Using Generation Insights to Drive Individual
Engagements
CLC - May 2016
Vancouver, British Columbia
Agenda
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What’s Your MindBase Segment?
Who Are Our Donors?
Who Butters The Bread / Turns On The Lights?
What Motivates Our Donors to Give?
Segmentation in Action
 Phoenix
 Columbus
 Table Talks – Getting to Know The Segments
What’s Your MindBase Segment?
Take the MindBase Test
1.
Type MindBase
into your web browser
MindBase
Click on
MindBase
Scroll down to
survey link
Who Are Our Donors?
Donor Segmentation Research – Process Overview
9 major markets
• Boston
• Cincinnati
• Cleveland
• Columbus
• Dallas
• Los Angeles
• Louisville
• Phoenix
• San Francisco
United Way
658K donors
MindBase
260M People
Segmented Database
Output
United Way Donors
Identified by
Demographic
Segment
•
•
•
•
Millennials: < 36 years old
Gen X'ers: 36 - 48 years old
Boomers: 49 – 67 years old
Retirees: > 68 years old
Meet OUR Donors
Boomers: 43%
16%
Of Donors
of Select Cities donors
. (age 49-67)
8%
19%
Of Donors
Of Donors
I am ROCK STEADY
I am DOWN TO EARTH
I am SOPHISTICATED
PLANNER
UNIQUE
QUALITY
INTEGRITY
OPTIMISTIC
RESPONSIBLE / DISCIPLINED
THRIFTY
CAREFREE
RELATIONSHIPS
WELL-READ
INTELLIGENT
INDEPENDENT
55% Female
59% Female
57% Male
$69,600 / year
56 yrs. old
$55,600/ year
53 yrs. old
$86,00 / year
55 yrs. old
© 2015 THE FUTURES COMPANY
7
Meet OUR Donors
Gen X’ers: 27%
of Select Cities donors
14%
Of Donors
I am DRIVEN
(age 36-48)
13%
Of Donors
I am AT CAPACITY
PIONEER
TIRED
AMBITIOUS
DISCIPLINED
TECH-SAVVY / RISK TAKING
STRESSED
SIMPLICITY
FUN –SEEKING
59% Male
57% Female
$85,500 / year
39 yrs. old
$70,700 / year
40 yrs. old
© 2015 THE FUTURES COMPANY
8
Meet OUR Donors
Millennials: 20%
(age 21-35)
9%
11%
Of Donors
Of Donors
I am EXPRESSIVE
© 2015 THE FUTURES COMPANY
of Select Cities donors
I am CONNECTED
STATUS
HOLISTIC
INNOVATION
DEMANDING
TRENDY - BOLD
SPIRITUAL
OPEN-MINDED
SOCIAL-MEDIA
60% Male
58% Female
$46,400 / year
25 yrs. old
$68,900 / year
26 yrs. old
9
Meet OUR Donors
Retirees: 9%
© 2015 THE FUTURES COMPANY
of Select Cities donors
(age 68+)
6%
3%
Of Donors
Of Donors
I am MEASURE TWICE
I am DEVOTED
POSITIVE
SAFETY
ORGANIZED
EXPERIENCES
UPSTANDING /
SATISFACTION
FAITHFUL
TRADITIONAL
COMFORT-SEEKING
59% Female
57% Female
$46,800 / year
70 yrs. old
$32,600 / year
73 yrs. old
10
Who Butters The Bread?
Or
Turns on the Lights?
Boomers and Gen X’ers are key targets
• 70% of Donors
• 76% of Donations
14%
34%
10%
27%
20%
16%
8%
24%
43%
25%
Market Footprint
27%
Donors
52%
Donations
LEGEND:
MILLENIALS
GEN X’ERS
Expressive / Connected
Driven / At Capacity
BOOMERS
Rock Steady / Down To Earth
/
Sophisticated
RETIREES
Measure Twice / Devoted
Source: MindBase segmentation of donor records in 9 major market United Ways
Boomers and Retirees are Strongest Donors
(All 9 Markets)
Avg. Annual Donation Weighted ($)
$600.00
$522
$500.00
$390
$400.00
$338
$300.00
$200.00
$100.00
$-
$181
$306
GEN X’ers
$322
7.0%
$396
RETIREES
$417
BABY BOOMERS
$372
$280
$222
$172
MILLENNIALS
$177
Expressive
Connected
Driven
At Capacity Rock Steady Down to Sophisticated Measure
Earth
Twice
UWMBMV Donor Segments
Source: MindBase segmentation of donor records in 9 major market United Ways
Devoted
Potential Segment Strategies
Based on Segment Development Index, Avg. Annual Donation, and Total Segment Value
700
Measure Twice
600
Avg Donation ($/donor)
Measure Twice
Sophisticated
500
Rock Steady
400
Rock Steady
$324 = Avg. Donation
Across all 9 Markets
Down to Earth
300
At Capacity
Expressive
Devoted
200
Driven
Driven
Connected
At
Capacity
100
0
0
20
40
60
Normative
Development
100
120
Index = 100
80
140
160
180
Development Index of 9 Select Cities Markets
© 2015 THE FUTURES COMPANY
14
What Motivates Our Donors To Give?
Behavioral Motivations for Charitable Giving
“Money for Good” Hope Consulting
Repayer
“I give to my alma
mater”
“I support organizations
that have had an impact
on me or a loved one”
Casual Giver
“I primarily give to well
know nonprofits
through a payroll
deduction”
“I gave $1,000 so I could
host a table at an event”
“We give to our church”
Local
Difference
“We only give to
organizations that fit
with our religious
beliefs”
“I support local charities”
“I only give to small
organizations where I
can make a difference”
Faith Based
16
High Impact
“I give to the nonprofits
that I feel are generating
the greatest social good”
“I support causes that
seem overlooked”
Personal Ties
“I am familiar with the
people who run the
nonprofit”
“A friend asked me to
give”
Motivational Behaviors for Giving by
MindBase Segment
40%
35%
% of MindBase Segment
30% Personal Ties
High Impact
25%
20%
15%
High Impact
Local Difference
Casual
Casual
10% Local Difference
5%
0%
Personal Ties
Millennials
Gen X’ers
MindBase Segment
Boomers
Retirees
Segmentation in Action:
Phoenix
UNITE Email / Direct Mail Campaign
Monthly Engagement Program
Retention & Win-back 2015-2016
2015 / 2016 Plan
• Targeting three audience types
• Fragile Donors
• Lapsed Donors
• MindBase Donors
• Targeted language based on audience
• More personal touches for higher segments
• Microsite
• Behavioral scoring
Communication Schedule- Donor Centric
Communication Schedule- Campaign Centric
The Creative: Expressive & Connected
This image changes
based on campaign
and/or segment.
The Creative: Sophisticated & Rock Steady
This image changes
based on campaign
and/or segment.
First Touchpoint with Development Officer Profile
Donor Scoring Model
Segmentation in Action:
Columbus
Applying Segments to Paid Advertising Buy
High%
Usage%
•
•
•
Average%Usage%
Low%
Usage%
High%
Usage%
•
•
•
Average%Usage%
Low%
Usage%
High%
Usage%
•
•
•
Average%Usage%
Low%
Usage%
Table Talk
Get To Know Our Donor’s Personas