1. Segmentation StrategiesCiviCRM User SummitWashington, DCSeptember 12, 2014

2. Agenda Introduction Theory Practice 3. Who Is This Guy?Frank J. GmezGinkgo Street Labshttp://ginkgostreet.com1-888-223-6609@GinkgoFJG(Twitter / Skype / #CiviCRM IRC / GitHub) 4. TTHHEEOORRYY 5. TheoryUnderstanding your supportersfor increased engagement. 6. TheorySource: Beth Kanter (flickr.com/photos/cambodia4kidsorg/2296887265/) 7. TheoryBefore you decidehow to ssttoorree your dataits useful to knowhow it can be uusseeddand to think abouthow it will be ccoolllleecctteedd.. 8. TheoryWhat do you want toknow about your supporters? Interests and preferences Capabilities History Roles and relationships 9. Interests & Preferences Your campaigns Types of participation Contact preferences: where, when, how Personalization (prefixes, pronouns,nicknames) Visibility of their data (to your staff, yourvolunteers, other supporters) Currency or means of giving financially 10. Capabilities Volunteer availability Volunteering interests Skills or certifications 11. History How and when did you get theircontact info? What events have they attended? What is their giving history andpattern? How frequently have theyparticipated? How have you contacted them? 12. Roles and Relationships Who is the main contact for a partnerorganization? Which contacts are in the samehousehold and thus sharemembership benefits? Which staffers are involved in aparticular client's case? 13. SegmentationWhat is it?Why do we do it?Theory 14. Theory - SegmentationYou Asked For It... Don't treat all supporters the same Know what they are ready to act on Target your actions and messaging 15. Theory - SegmentationThe 3 Steps Target your actions Measure outcomes Refine and repeat 16. PPRRAACCTTIICCEE 17. SegmentationHow do we do it?Practice 18. Just Ask.Practice Contact record Custom fields 19. PracticeConstituent Actions Contributions Memberships Events Activities 20. PracticeWays to Collect Data Events Volunteer Donations Surveys Phone Banks Canvassing Email stats Campaigns 21. Practice 22. BBeeffoorree you createa custom field...PracticeHow well does it supportcreation of groups? Free-text not very useful for segmentation What is the degree of difficulty of obtainingthe data? Does this data belong (or already exist)somewhere else? 23. Practice SegmentationSmart Groups and Groups 24. Practice Segmentation(Static) Groups Allow for arbitrary (explicit) group membership Allows for a group-hierarchy (sub-groups orimplicitly included groups) Can be used for mailings and access controllists Example usages: board members andcommittees 25. Practice Segmentation(Dynamic) Smart Groups A saved search Based off of contact properties, so listings areauto-updated Sorts your supporters as you learn about themor their info changes Can be used for mailings 26. If You Attended This Workshop...You might be interested in... CiviVolunteer affinity group at lunch CiviVolunteer roadmap: http://is.gd/civivol Bulk Email Easy @ 3:30 in Stansbury Developer Training tomorrow Koalas 27. Thank You! Keep in Touch!Frank J. GmezGinkgo Street Labshttp://ginkgostreet.com1-888-223-6609@GinkgoFJG(Twitter / Skype / #CiviCRM IRC / GitHub)