Segment Snapshots

Here's something we bet you've never heard before: Fundraising is all about relationships, and the better you know who you are writing to when you send your fundraising letters, e-mails, tweets, etc., the better your response will be.

Shocker, huh? And here's another: Different donor segments respond in different ways to different approaches. Successful fundraisers know that nuances in messaging can mean the difference between a gift and a gaffe. Don't believe us? Try getting a donation from an animal lover with a letter that refers to her beloved pet as a "that" instead of a "who."