Strengthen Donor Relations Through Targeted Communications

“We need to segment [donors] to effectively cultivate relationships,” Caldwell continued.

Donors can be segmented by which stage of the donor cycle they currently are in — are they prospective, new, transition or core donors? Or, are they recently or deeply lapsed donors?

For example, through years of testing, the National Wildlife Federation revamped its approach to targeting “new joins” to its organization, which — as the organization's director of member retention, David Jorgensen, noted — is a critical group of donors.