Name: Maximizing Results with Effective Segmentation
Uploaded: 2025-03-05T19:30:52.636Z
Duration: 47 min 52 s
Description: Maximizing Results with Effective Segmentation

Transcript for "Maximizing Results with Effective Segmentation": Welcome everyone to today's webinar, Maximizing Results with Effective Segmenting. Thank you for taking the time to join us today or watch this recording if that's what you're doing. Very happy to, take some time out of your calendar just just to talk about what's, what's happening in segmenting, where can we see some more and more effective results? Yeah. Very happy to have you all here today. So I'm gonna start, by saying hello. My name is Steph McCluskey. I'm a manager here at blackbaud, in the analytics services department. But before joining the team about five years ago, I was a annual giving director in the higher ed space. So really have a passion for looking at the data, making those strategic decisions on how those segments, are performing, what adjustments we can make, and following those trends of of what is what was working before and what's gonna work in the future. So really those data center decision making processes is is really important part of what I do here at blackbaud and what I really loved about my work as a fundraiser. But now that you got to know a little bit about me, I wanna learn a little bit more about who's in the audience with us today. So we have a few poll questions here at the top, that we'll launch for all of you just so I get a sense of, you know, who is in the audience. So what is your role? Are you in that advancement or annual giving leadership level? Are you an associate or assistant level? Are you a gift officer coming to join us today or maybe a mid level gift officer? Are you in that prospect research and management, or do you consider yourself in that kind of other category? So, take some time, navigate to the pool, response there, and let me know who's, who's in the audience. Okay. I see these results coming in. A lot of leadership. Great to see. I love that. A lot of assistance and associates, definitely doing that execution here, which is is good to see. Great. Right. Really good, representation of all different roles here. Hopefully, a lot of information that you can execute on today, bring to other members of your team. So love that. Good. Good. Good. So I see those results continue to come in. Okay. Well, wanna learn a little bit more, so we have role here, but also wanna know a little bit more about the sector, that people are oh, good. People are already seeing that that pulled answer to you. So, yeah, sector. So we have a lot of, higher ed and k through 12. Wonderful. Good representation from, our hospital medical area to nonprofits. Great. Great. Great. Great. Good. Good collaboration here. And, you know, I'll try to my background is definitely more anchored in that higher ed space, but I hope that everyone will find ways to adapt this, and I'll try to call out different, you know, segmentation approaches as it relates to what works in maybe higher ed, what works in arts and culture. It's gonna be obviously different, that we can talk about the the different execution strategies there as well. Great. And then we have one final poll question. Do you have a segmentation, strategy currently? So, yes, we love what we're doing. Oh, yeah. But we really need some work. No. Please please help. And I'm I was imagining that we'd at least have some some folks in that no, please help category, And not surprised to see that, yes, we have a segmentation strategy, but we'd like to make some tweaks to that. We think we can be doing a better job there. And for those of you, answering yes, it's great. I think this is a great time for you to go in that chat, share your stories with others, cross pollinate, share the successful strategies that you have, with others. You'll find that opportunity to to share and help out. And, obviously excuse me. Let me take my first sip of water. But, obviously, we're here to to help you on the Blackbaud side of things too. Speaking of which, on, helping on the Blackbaud side, we have, Miranda on the line today too. So as you're going through the the presentation today and as I well, thanks, Miranda. Yeah. Give a little wave. Awesome. She's here to, you know, answer some of your questions about some of the products and solutions that you're seeing here today. You can set up some time with her, to, you know, find out more if this is what I'm talking about today works for you. So great representation. She'll also be in q and a answering some questions, but we'll also have the opportunity to to chat with all of you as well. So I just wanted to point that out as a as a resource, before we jump into the meet today. And speaking of that, agenda's up right here in front of you. So we're gonna level set to start with, with some of the you know, we're gonna be talking about segmentation, but segmentation is just one pillar as I like to call them, of the effective annual giving strategy. So what are the other things that kinda lead in and and set the stage for that? And then we'll talk about gaining on your database. Another really important element of effective segmentation is knowing who you have available to you, where your gaps are, and how we can pull that forward and make those effective segmentations. And, obviously, Meet of today will be in, going over some of that, segmentation. And then hoping to end today with some really practical first steps that you can take. I know I love going to webinars where I can end and say, oh, I can bring these three things back to my team to discuss or implement or consider as we, plan out the year ahead. So like I said, I wanna start with setting the stage. So we will be, as outlined here, focusing on that first pillar of segmentation. But, you know, a lot more goes into an effective annual giving, strategy than just that segmentation approach. But if you have a, you know, consistent groupings of your constituents and you have an effective, segmentation strategy and you focus on that first, it helps you not only solicit your constituents but engage with them and steward them in a more effective way. And it leads into these other pillars and makes a lot of the other areas of annual giving, and direct marketing a lot more smoothly managed. So messaging is another big part of that. Once you know who is in your segments, you know how to talk to them better. You also get to know the segments by how they react by different channels. So do you have a multichannel approach? Do you mostly rely on mail or email or social media campaign based on, again, who's in your database and how they're segmented? And timing obviously is also a big thing. So in the higher ed space, sometimes we like to talk about different events in, the life of of an alum. So a reunion event, a homecoming, maybe they're a parent to a student, and it's like a legacy, environment that they're going into. So those different timings is gonna make a big difference as well as, of course, things like calendar year end, fiscal year end, days of giving, paying attention to to that timing is important too. So this is the kind of landscape that we're in, as we dig into segmentation specifically and how that relates to, some of these other things that you will be tackling. But before we get into, you know, the example of who's in your database, I do wanna pull in kind of a personal example here just to maybe help you contextualize some of this. I always like to use, like, a, you know, a little metaphor or bring it out of the the database of record for a little bit. And something about me is I'm a I'm a big reader, but not only am I a big reader, I'm a big collector of books. So in our house, we probably have 500 plus physical books in our collection. And after about the third or fourth time that I end up buying a copy of a book that I already owned, I realized I needed to get to know my collection a little bit better than I know it today or knew it then at least. And that's when I started looking for what kind of resources are out there to help me, manage what I have and maybe look for new new opportunities to to add to my collection. That's where I found StoryGraph. So for any other readers out there, this is a really great record keeping of your collection. So it not only lets you know, okay, this is what I'm currently reading, this is what's in my collection, but you can see, well, this is how many nonfiction books I have, This is how many books I have by this author. This is the page length and the pace of the book. So you can slice and dice and segment, the different ways your library shows up. So it's really helpful for me when I'm ready to, you you know, launch into spring with a beach read. I can sort and say, I only wanna see this author. I only wanna see this type of book. And it's helping me prevent that, that collection fatigue of buying something or collecting something that I might already have at home and just couldn't remember in the catalog of 500 books I have. So, again, as a kind of contextual going into today is we can pull that metaphor through and say, you know, how am I managing the constituents that I have? What do I know about them? And how is that gonna lead into the segmentation I'm gonna prepare for my institution? So let's start with that, getting to know your your database. So I really put this into two camps of knowing your database. There's the health of your data, and then there's the knowledge of your prospects. So how healthy is your database? Some of the health markers we look at here would be, you know, your current constituents. And do you feel like you have a lot of, bad records or unclean records when it comes to duplicates, Or do you have deceased folks in your your database? Are there people that are non solicits or folks that are not engaged that you can be doing some cleaning with? So that's a that's a big part of your data health because that resource management of your database is a huge factor in how effective your appeals are going to be. So starting with that scrub of your database and of course we have a lot of services here at blackbaud that talk about you know data enrichment and you know looking at your data from that that health lens. So things like looking at your demographics and seeing you know, are there more appends that you wanna do for some of that demographic information, whether it's age and you wanna do some more mailings around, maybe some age dependent vehicles, or, are you just making sure that, you know, your addresses are staying up to date, that you have the phone numbers you're looking for? Again, data accuracy is a big thing. And even if you don't have the the resources or the time to do a full on audit and cleanse of your data, some things that you can look at are what kind of coverage do you currently have. So if your direct marketing, campaign relies heavily on email, but you only have 10% coverage of email, that means that there's a lot of constituents that are falling through the cracks. So what can we do to make sure that we're diversifying, that segmentation and that channel? And then second, looking at your, prospect knowledges of the donors you have or the potential new donors you're trying to target. What do you know about them? Do you know who your best donors are? Do you know who your most loyal donors are? Now I know on a major giving perspective or even a mid level perspective, this is an easier list to pull sometimes than your your annual giving best donors. Because a lot of times your annual giving best donors are the ones that give regularly but also upgrade their gift on a regular basis. They're not necessarily those that are giving $50 to last ten years, but they're giving $50 and the next year they're giving 75 and then a hundred. They're making those moves. So are you finding those donors in your database, that are really moving your needle forward? So that's where some things like a predictive model is going to be, important to consider. You know who's your best donor now, but do you know how you're they're gonna react to the future or who's coming up behind them? So we'll talk about that obviously a lot today, as it relates to how you can segment for future behavior of your donors. And then finally, knowing your prospects by their their persona or their personality. What makes them tick? What makes them a good donor for you? What type of messaging or channel really resonates with them. That all goes into those personas of knowing how to talk to a donor the way that they want to be talked to. So before we go on to kind of the next level here, I have one final poll question to put out in front of all of you here. And I just wanna see how many of you are familiar with predictive modeling, are using predictive modeling right now. So just getting a, yeah, a sense of, the familiarity in the audience today. So let that sit there for a little bit. Good. About 50% already, more votes coming in, are saying yes. We use predictive modeling. We have quite a few now that's shifting that want to, know, but they wanna start. Couple of people here, there's like a predictive modeling. I haven't heard of her. So we'll definitely get familiar with with that terminology here in a little bit as well. Okay. Great. Well, thank you all for participating in that. Gives me a lot of good knowledge here, as we go forward. And, let me jump in here. Push that forward. So the main theme here is to really look at, your database and not to get overwhelmed with what's in front of you. So how are we taking the tools in our toolkit and creating some actionable items for that effective communication segmentation strategy? So it can be a lot, and I'm gonna warn you in the next few slides, it's gonna feel overwhelming, but there really are bite sized ways to get started and to make this adaptable for your program. So let's start with my first big recommendation here, which is as you're thinking about segmentation or a segmentation approach, I highly encourage you to consider building mutually exclusive segments. Now what I mean by that is, for your mailing, for your email, for whatever channel or approach or campaign time of year that you have, that you're not moving your donors from one segment for one appeal into another segment for another appeal. That you're setting up a strategy in a hierarchy, really, of your segments that you can follow through the course of the year. So how this came about in the work that I did, before coming to blackbaud is I literally had a list of I believe at that point, we were pretty micro segmented, so you can, you know, you'll scale this. But let's say we had 50 segments based on, their likelihood to give, their, their likelihood to give, the relationship they had with us, you know, some special that they had, but the person that was in segment one would not show up again in segment 15. So that segment we would able to be pull lists and say, you know, all of our leadership level donors fall into segments one through five. We're gonna pull that list and make it really easy for our advancement services folks to say, here's our list of people that we're gonna target. And we know because they're leadership donors that there's certain messages that we're gonna get in front of them. They have a certain persona built around them. And it allowed us to track, things like open rates and, response rates from those groups by segment. Now of course not every program has the bandwidth or the resources right now to go through your entire database and put everyone into their own neat group, But I would that is kind of a long term project that I'd really encourage people to look at is to tag those records in a way that you can easily push, you know, a group message out to a individual segment instead of saying, okay. Now that we're doing our fall campaign, we're gonna have this type of segmentation approach versus this type of segmentation approach. Again, because of things I listed out here, making lists easier, making messaging easier, making tracking easier. This is something that as we go through these other, points here today, to keep in the back of your mind is how can we group those people together in a consistent way over time. So speaking of that, way to start building that and building those mutually exclusive segments is to look at these three areas. What is your relationship with that constituent? What is their affinity to you or, you know, connection to you? And what is their likelihood to give? So these three areas will help you kind of consider that hierarchy, consider how you're gonna build a mutually exclusive group of constituents. So relationship, for example, could be something like, are they a volunteer? Are they a grateful patient? Are they an alum versus a parent? Using that and and messaging to them different obviously makes a huge difference whether they're a parent or or an alum of your institution. The affinity can really talk about how they are different or special to you. So it could be things like they are a leadership level donor, or it could be they're sustaining donor, or maybe they're a donor that only gives at the end of the calendar year, and you have some big campaigns around that time. You don't always have to pull in an affinity marker, but sometimes there are reasons why your program is built over a sustaining model, for example, that you'd wanna have all of your sustainers in one place. Definitely helps with stewardship, helps with ask amount because you're asking in a, a monthly format versus a one time gift format. That can make a difference if that's relevant for your program. And then, of course, likelihood, I think, is probably one of the more vital parts, in relationship with relationship is how likely are they to give? Are they a brand new constituent in your database and you're trying to pill build some engagement with them? A likelihood and a predictive model can show you where they can land in a segment. Are they gonna be a loyal donor? Are they gonna be a just in time? I'm gonna give one and done type donor. Or are they a donor that is loyal and is giving, but maybe is giving underneath their potential and we can move them up the gift band? So let's dig into each of these areas a little bit more, starting with relationship. So with relationship, some of the areas that you consider is, again, how are they connected to your organization? Now where the hierarchy part of create a hierarchy comes in here is when you have a constituent that is connected with your organization in multiple ways. So again I'm going to use the higher ed example here. Let's say you have an employee of your institution who is also an alum. You're going to have to decide are they is it more important that we speak to them as an alum of the institution or as an employee? Now in our scenario at the institutions I worked at, we usually put of employee above alum in that hierarchy because they're on campus every day. They get a better sense of what's happening, we want to talk to them a little bit differently, a little bit more intimately than maybe our standard alumni segmentation. So in that hierarchy and in that spirit of mutually exclusive groups, they're gonna be an employee that we're talking to and not necessarily an alum. Now if you wanna get real technical with it, you could create a segment that's an employee alumni. Again, that's all about your your bandwidth, your resources, what's available to you, what makes sense for your program, and, of course, how many constituents you have that would fall into that bucket. So think about the hierarchy as part of that. And then I think one of the probably easier lifts is thinking about personas as a part of this relationship development. So instead of looking to see, you know, they're this type of, nonprofit donor or they're a member, where can we look at personas and this is something we offer through some of our Blackbaud solutions to say this is the type of donor we know based on the available information we have on these constituents that would resonate for them. So they like this type of messaging, they really want to make an impact in this way, we're gonna build messaging around the type of donor profile we have on them or the donor persona we have on them. Again, we'll talk about this in a little bit too. The other part that I was talking about earlier was the affinity. So is there something unique about their give giving or engagement that you should be considering? Now here I kind of highlighted a Giving Tuesday donor or a monthly donor. If you know that they are really motivated by a challenge, whether that's Giving Tuesday or maybe something that you have internally, you know, they're a leadership level donor that wants to promote giving to your institution. That's something that you can really pay attention to, with affinity and call that behavior out, like, making sure that they're in all of our challenge campaigns along with our Giving Tuesday campaign. Or you can look at things like, again, their monthly donor or we want to try to convince them to become a monthly or sustaining donor. That again is something that we would want to, you know, double click on and pull into that segmentation approach. Again, based on your your bandwidth and what your database is telling you. And it also is an opportunity that you have special moments to celebrate your donors, and your constituents that this is also a place where you can add that into your segmentation. So if you have, you know, a special group of volunteers that's celebrating an anniversary of your nonprofit. So it's you know the the anniversary of starting your dog walking program at your shelter and you want to celebrate those donors in a different way with a different type of campaign. That could be something that you're doing in that or, you know, again in that higher ed or k through 12 space is there, you know, graduation celebrations, reunion celebrations that we could be pulling in to celebrate those donors on those type of milestones for themselves and for the institution. And then finally looking at likelihood. So I said this before and I'll say it again, this is really where I think those predictive models can be coming in. Now the next few slides we'll be talking and digging deeper into what a predictive model is, how you can use it, how it can drive your segmentation, but I just wanna use this as an opportunity to have the caveat of you even if you don't invest in a predictive model, your database is still telling you information about the likelihood of your donors. So looking at their previous previous giving history is a great first step in building that segmentation approach. So if you see someone who is a loyal donor, they've given three plus years, they've given out the same amount, that tells you a lot about what type of segment they should be in. If you see someone that has a lot of gaps in their giving, that also tells you a lot. They're still giving but maybe they're not giving every year to you, maybe they're giving sporadic amounts, you can put them into a campaign that can hopefully in a segmentation approach that can hopefully get some consistency in their donations. So there's a lot of that giving history can tell you about what they might be doing in the future and how you might want to talk to them. But if you're able to invest in predictive modeling, the modeling does really take a lot of that guesswork out of it for you because we can run it through our models and we can show you, some of the directions you can, put that energy in. So one thing, I want to pull out here so it'll be kind of two different areas or two different solutions blackbaud offers, to help with some of this predictive modeling and in effect of this segmentation. First of which is the direct marketing analytics. So this package, this solution really digs into some of the areas I've already talked about. So persona work, channel work, timing, and helps you put those constituents in these mutually exclusive groups. So it's looking at things of what's their philanthropic potential through a direct marketing campaign, what's their likelihood. If you're doing a big sustainer or giving Tuesday push or end of year push, what's our likelihood to give in those type of campaigns? Is that you know? Or do we wanna spend the resources on someone with a low likelihood to give on Giving Tuesday to push them into our Giving Tuesday campaign when the modeling is telling us they're way more likely to give at end of the calendar year. So how are we, you know, figuring out the best area to put them based on what the data and behavior is telling us? And then that also goes into the, you know, how are we communicating with them. Are they more likely to give through email, or are they someone that we should put in a special phone and campaign? You know, using that information to, again, pull your segments together, is really important because you can look at these propensity scores that we have highlighted here and say, okay. That, you know, there are seven zero one for a Giving Tuesday likelihood. We're gonna make sure that they're really getting a lot of that messaging. And if we're doing maybe a separate promotion, a separate challenge, at a different type of year, they might be interested in that type of behavior too because it has that same look and feel as a Giving Tuesday. So something to consider, as we run your database, through this this predictive modeling that you can get these solutions back and really see your database in a different way. Another thing that comes with that direct marketing analytics is looking at personas. So this really helps on the messaging part of things. So you have the likelihood to give in these different areas, but then there's also how do we talk to those donors. And as you can see here, we have these mutually exclusive groups that they can fit into that show a solid citizen is gonna react differently than a busy bee. So as an example here, if we look at the world changers, you know, their MO is really, looking they're, you know, typically successful individuals, very generous but very logical. So they're looking essentially on a return on investment for their their, giving. So they wanna see, you know, are you being cost effective? How how big of an impact can I have on my gift? You know, how many meals are served? How many students, run through your program? Those are the type of things that they're gonna be the most interested in, and that's a very different messaging than someone that might be, you know, an easy goer who will give maybe money to anyone that that has, you know, a cute picture of a puppy on their on their solicitation. So, you know, it's gonna be a different, mix and a different, segmentation and messaging approach for each of these personas that, again, can help you create those mutually exclusive groups. Now in addition to the, direct marketing analytics, you can dig a level deeper with some of our, prospect point modeling. So this is available also on the major giving level, but there's an annual giving component that really looks at that demonstrated likelihood of a constituent, to make a gift, in your annual giving program over the next year and gives them that score from a zero to a thousand. But it also then pairs it with a target gift range. So you're not only looking at are they likely to make a gift but at what level, of gift are we looking at. Are we looking at someone that's at that one to 50 level, or are we looking for a mid level at a thousand or 2,500? Again, it kinda depends on your program what mid level starts for you, But it helps you really demonstrate those different ask strings. What are we asking our constituent to do? And more importantly, are they giving at a level, that is sustainable for them, or are we asking them to do a little bit more because the data is telling us that, we can ask them for a hundred dollars when they have been giving 50? So one thing that comes with this, and I know there's a lot of information here on the screen, so, please follow along as I kinda speak through this. But one thing with the prospect point modeling and scores, it it kind of puts it at in this grid format of your targeted gift range and your AGL or annual giving likelihood score. So the blue area is really where that bluish green shading is really where an annual giving program could focus on your constituents. So those that have under a thousand dollar target gift range, but fall into that, you know, average or above average likelihood to give. Now the larger red square, that's really you know where I would target, for example, you know, an upgrade strategy for that one to 50 and potentially those giving sustaining because it falls into that kind of 5 to $10 a month category of these are the people that have a target gift range in that area. They might be falling below that, but they also have a likelihood that they will give a gift. So we can kind of focus our energy on those in that red, large red box. Where those that are x ed out, you know, they have a low average likelihood to give, they're in that one to 50 level, that might be a use sparingly as you, as you look at the resources you have because the likelihood that they're gonna react to your message or react to your institution's mission is probably a little bit lower, based on the the marketing that we're doing and and the looking that we're doing at your constituent base. So, again, that's just a example of some of the the resources that we have available to all of you, as you look at those predictive models and how you can pull them into your segmenting and consider how your segmenting can work for your in your institution specifically. So I went through a lot of information here. Again, I wish I wish I knew more about everyone on this call that I could just say hey, Susie. You should do x, y, or z. And, hey, John. You can do x, y, or z. But, hopefully, you're seeing here the the tools in the toolkit that you can pull in to make those segments, make those mutually exclusive groups, and why it's important to kind of drive to that area. But, again, not knowing each of you individually, it's kinda hard to say here's the one size fits all approach because, honestly, there there isn't one. There's a lot of tools that can work for your organization, and, luckily, we're here to help. A lot of these solutions come with consulting services that will help you lead through those changes, to your staffing, to your current approach. So really what I want to talk about here is how do you get started, how do you kind of create that that next step for your organization. So really four areas here. So I would start with resources. If you're a shop of one, if you're a shop of two, if you're a shop of a half, you know some of these things are going to be a long term project for you in terms of reviewing your database, looking at your coverage, exploring the different options for predictive modeling. But I think it is worth that investment to kind of look at and say, you know, I I can't do it alone or my small team of three or four people can't do it alone. We need to bring in some of those other resources so that someone like Blackbaud can tell us, here are the people you should be focusing on. Here's how they can be put into a segment, and then you can work your magic in following up with those donors, getting your mission out there. So start with that resource review all of, what kind of time do you have, what kind of staffing do you have, what sort of budgetary constraints are you working with, to really decide what are the logical next steps for you. Because that will help you lead into one of the next areas is which is that data health. If you want to do a data enrichment activity, so you're looking at adding more email addresses or appending your phone or getting more clean addresses. Again knowing your resources is gonna help you with some of that database health that we talked about earlier, because, you know, a healthy database is going to really help you not waste resources on mailing to addresses that aren't right or getting those bounce backs on emails. So that's another really logical step to start with. And then after that excuse me. Second water break. After that, I think it's it's talking about brainstorming what a mutually exclusive segmentation approach looks like for your institution. So I talked about earlier as an example in higher ed of, okay, we put employees before alumni and then, parents are actually then above alumni if they're a parent and an alum. But that was just what worked for the institution that I was working for at the time. Different places are going to have different needs. Obviously there's you know a healthcare organization and how they're going to segment their donors is gonna look way different from a different type of service organization or a nonprofit structure. So you're gonna have to sit in the room and talk about what's your mission, what again what resources you have, and how do you want to talk to your donors. Is it important that you have a bunch of specialized groups that you're talking to, and do you have the bandwidth to do that versus do you have maybe four key groups and segments that you're really trying to, activate at those different moments. So sit around, brainstorm your solutions, and see what makes sense to start with. Because as I kinda talk about here as a side note is, you know, don't make too many of those changes to your segmentation approach too quickly. If you are, you know, doing a bunch of AB testing or seeing if this message works to this, sometimes it's kinda hard to tell what's really working if you're tinkering too much. So make a couple, changes. Do, you know, some of those tests, in a couple campaigns and kinda learn from that to move forward for the next fiscal year or calendar year. And then, of course, I'm gonna plug, analytics. Blackbaud Services, we're here to help. We're here to, take some of the guesswork out of that donor likelihood, those personas. Look to see what tools are out there that might hit some of these needs for you in your segmentation approach. So, you know, you don't have to go it alone. There's consulting services here at Blackbaud too to help you with that brainstorming stage. So there's a lot of things, you can consider, based on your resources and your bandwidth that there are tools out there to help supplement, some of the things you might be doing with your staff currently. And that's what I have for you today. So I put my, my contact information on there. Feel free to connect with me via LinkedIn or through my email. I can definitely point you in the right direction. As I said earlier, Miranda's on too if you're curious about some of those solutions, that you can have a more personalized conversation there. But with the time we have remaining, I did see quite a few q and a coming through. So, I'm gonna just kinda start at the top here, see what we covered, and what I can kinda double click on. Okay. So we have a question here. Should we segment, on amount slash giving history or affinity? That's a great question. In a perfect world, you'd be doing both. So you would have this kind of, mutually exclusive group that would talk about, the donors who are maybe a, hundred dollar donor and those that are a thousand dollar donor and their affinity because you're gonna probably talk to a hundred dollar donor differently than you're talking to a thousand dollar donor even if they are both reunion celebrants, for example. So, like I said, perfect world, you would have segments for that would talk to both of those on affinity and giving history. But if you don't have the resources for that, I would say that definitely that giving history and giving amount or that likelihood is probably where you're gonna wanna focus more of your energy. Okay. Let's see. Sorry. That's, the texts are moving around a little bit here, so let me adjust my eyes. What are some tips or best practices for segmenting smaller databases? That's a great question. So small smaller databases, you know, a relative relative term, I think. But generally speaking, again, I'm gonna say start with what I think are probably two of the most important, segmentation approaches, which is relationship or the type of donor you have. Now you can supplement personas for that if you have that resource, and then go into that that giving level. So how you're talking to the donor, how you're activating them, how you're getting the mission in front of them is kind of that relationship. So are they an insider, or are they someone you're trying to draw closer? How you're talking to them, how you're messaging them, and then the next level that likelihood is what you're asking them to do. Are you asking to give at a leadership level? Are you asking them to give sustaining at a 5 or a $10 a month? So I would say with a smaller database, start with those two, and then you can always layer additional things like affinity on top of that. Where are those propensity scores located in prospect insights? Sorry. That was two separate questions. Where are they located, question mark, in prospect insights, question mark? So propensity scores, so that would it would really depend on your institution. So, some of you that already have these analytics, you would see them in, if you have them in Raiser's Edge or your database of record, all true, they could show up there. Now the question with Prospect Insights, so Prospect Insights is really, more of a major giving tool than an annual giving tool. So there's definitely a propensity, MGL scores in prospect insights, but that is really meant more as a prospect management or moves management, tool than an annual giving segmentation tool. So if you're curious a little bit more on where to find that, definitely reach out and and what you have currently from blackbaud as they reach out to your CSM and they can give you a rundown of what's available to you currently. Unfortunately, I can't I don't have the the ability to kinda dig in on a one to one there, but your CSM is really a great resource there. Okay. Another question here. Curious how people rank parents versus alumni. Yeah. It it touched on this a little bit here. Again, it's gonna be different, for each institution. So I'd say the other higher ed folks, go ahead and put some, of your thoughts in the chat. So, typically, a parent group would be, mutually exclusive group, to alumni because we definitely wanna talk to a parent differently than someone that has attended the institution themselves. Now there is that Venn diagram of parents who are also, alums. Now then you kind of have to make make some assumptions or maybe pull in a separate segment for those that hit both. But what I would say, a lot of times with the parent group not having the same messaging or strategy as an alumni group, a lot of time that relates to, the financial aid aspect of that conversation. A parent is gonna have obviously very different and strong feelings about the financial aid package that their students are getting. So we don't always wanna talk about, like, oh, we're able to support x number of students because their student might not have been one of the number in that x. Where an alum, they might wanna be in a give it forward moment. They wanna know again the impact of their gift. So definitely, I would say, pulling them out as separate segments and then finding the strategy that makes sense for your institution for those that fall in that middle section of the Venn diagram of parents who are also alums. Okay. Let's see what else we got here. I will answer yes. The material will be available. We have a recording there. Let me see if I missed anything. I'm gonna go over to my chat. Oh, have one more, question here. This is a great great one, actually. What do you think of segmenting by a donor's interest? For example, oh, it's cut off here. For example, as a music school, we are thinking of sending slightly different letters to those with known performance for piano or opera, etcetera. I think that's great. That really falls into, the affinity part of things. So if you know something about your donors, if you know that they're reacting to a certain type of message, creating, a special segment around them, I think, is a really great strategy. The word of caution I will give with that is sometimes you can fall into a pit of, well, when I was 18, I chose this performance major or I chose this path for myself, and now my path is different, and I don't resonate with that anymore. So that is something you're not really gonna know until you start. So make sure you're listening to your your constituents as they respond to those more, specialized messaging. But if you know for sure that they're still in that industry, they're still actively volunteering or performing or whatever that the equivalent is for your institution, just make sure that you're you're tracking that and you have that information in a way that you can pull out and make some segments around. But, yeah, definitely use whatever information that's in your database to your advantage, if that's gonna help you tell that story and make a stronger ask. Okay. Let me see if there's anything else that came in here. I think I got apologies if I'm missing anything else, but, feel free to reach out to me post, this sharing today. If you have any other more specific questions, I can definitely direct you in a, to the right resource here at Blackbaud. Again, Miranda is a great resource to talk about maybe adding in some more tools to your toolkit. But I just wanna thank you all for your kind attention today. Please reach out. Don't be a stranger. I'm just happy to share some of this knowledge with you today, and, please let us know how we can be helpful in the future. If I missed your question, hopefully, I can follow-up with you individually or, like I said, feel free to reach out to me too if you have something pressing. Have a great day, everyone.