Effective targeting and segmentation can make all the difference in your advancement communications. Your alumni have key differences, which makes certain messages more likely to influence them than others.
The good news is that tools like Causeview Advancement exist to connect every piece of alumni information you have. From student records to donation data, it gives you all the insights and tools you need to understand your audience and perfect your appeals.
Here, we look at four important ways that you can segment your advancement communications to alumni for the best results:
Program of study
A student’s program is more than just the courses they take. It defines a lot about them and their campus experience. This could include taking classes with renowned professors, attending unique events, or making use of certain buildings and libraries. That means that they may have had a much different relationship with your school than alumni from a different department.
If every student receives the same appeal, a portion will struggle to relate to the core message. Segmenting your communications so that students from certain programs receive content specifically written for them is likely to produce stronger conversion rates.
Many of your advancement communications relate to upcoming events, programs, and volunteer opportunities. But with your school’s alumni dispersed all over your province, state or country, some of these may not be relevant to them.
Segmenting based on alumni cities will help you keep former students engaged with messaging that is important to them. This will help ensure that they take your event invitations seriously and increase the chances of them registering and attending. In addition, you'll help avoid turning off your mailing list by sending them too many messages, especially ones that have no chance to impact them.
After graduation, your alumni will head down all sorts of different career paths. While there are too many options to send a unique message to every different job title, there are still various ways to group them. You can segment your alumni based on the industry they entered (like health care or technology) or job title (like executive, manager, or freelancer).
There are two main ways that you can use these alumni segments. The first is to ensure that you send content that is relevant to each career type. While some of your communications will be general, some will be more specific. You may be running a speaking event with a well-known technology executive or promoting a volunteer opportunity for those in health care.
Job information is also a useful indicator for alumni salary and disposable income. Both factors are likely to impact the size of a potential donation. It can be effective to request a specific amount in donation appeals, and this segmentation can help you decide what the right amount should be.
Alumni who have given in the past likely feel more connection and engagement with your school than those who haven’t. That simple fact should have an influence on the types of communications you send to them.
Segmenting based on gift history can help you determine what needs to be emphasized in your messaging. Those who have never given before likely need to be shown the benefits of doing so, while those who have may just need a reminder or to learn about a new initiative.
You can even segment further among those who have donated in the past. Factors like how recent the last gift was, how frequently they have contributed, and the average gift size may all be helpful in sending the right message.
Now that you have some proven strategies to send the right communications to your alumni, it's the perfect time to download our free LinkedIn engagement templates. Reach your alumni on the perfect social network!