The first thing you need to know is that the new Segments section retains all the power of the previous version but now features a more modern, intuitive, and efficient interface. This module is essential for precisely filtering your database, allowing you to design more effective campaigns targeted at the right audience.
What is the Segments module, and why is it so important?
The Segments module allows you to group and filter people in your database based on different criteria such as tags, languages, or widgets. Segmenting your donors helps you:
Personalize campaigns: Focus your efforts on audiences genuinely interested in your cause.
Analyze behaviors: Identify patterns and make strategic decisions based on real data.
Optimize resources: Avoid unnecessary efforts and improve conversion rates by targeting the right people
How to Use the Segments Module?
The module is organized into two main sections: Include and Exclude. These allow you to apply positive filters (who should be included) or negative filters (who should be excluded) in the segment you want to create. Both sections share the same filtering categories, which include:
Predefined Segments: Use existing settings to apply filters quickly.
Tags: Group contacts with pre-configured tags.
Campaigns: Filter users based on the campaigns they participated in.
Languages: Identify contacts based on the language registered in their profile.
Widgets: Include contacts who interacted with specific widgets on your website.
Forms:
Donation Forms: Filter contacts who completed donation forms.
Lead Forms: Group those who have filled out lead capture forms.
UTM and URLs: Segment contacts based on UTM parameters or visited URLs.
Campaign Codes: Filter contacts by codes assigned to specific campaigns, helping you identify groups based on concrete campaigns.
Payment Gateways and Payment Methods: Classify contacts based on the payment method or gateway used.
Location: Filter by:
Country
State
City
Scoring: Use a scoring system to classify and prioritize contacts based on their relevance or level of interaction.
How to Create a Segment?
Access the module:
In the main panel, click the "Segments" button to enter the list of existing segments.
Configure your filters:
First, select the criteria you want to include from the available categories.
Then, select the criteria you want to exclude.
You can combine multiple filters to achieve a more precise segmentation.
View results:
Observe in real-time the number of contacts that match the selected filters in the "Include" and "Exclude" sections.
Save and apply:
Save the configured segment to use it in campaigns, email marketing, analysis, or specific processes.
Strategies to Leverage Segmentation in Fundraising
🔥 Targeted Campaigns for Potential Donors: If you have contacts who interacted with your content but haven't donated yet, create a special campaign to encourage them to take the first step.
📢 Reactivation of Inactive Donors: Segment those who donated in the past but have stopped, and send them personalized messages to encourage their return.
📈 Loyalty Programs for Recurring Donors: Identify recurring donors and create exclusive gratitude and engagement strategies to maintain their commitment to your cause.
🚀 Optimization of Paid Campaigns: Export segments for use in remarketing campaigns on Facebook Ads or Google Ads, ensuring your ads reach people with a higher probability of conversion.
📧 Automation of the Donor Journey: Set up automated email and messaging sequences based on the behavior of each segment, improving relationships with donors and increasing retention.
The new Segments section is a powerful tool for optimizing contact management and improving the effectiveness of fundraising campaigns. With its intuitive and modern interface, it enables precise filtering of the database, segmenting audiences based on strategic criteria.
This not only facilitates campaign personalization and resource optimization but also enhances data-driven decision-making. By fully leveraging this functionality, organizations can strengthen their relationships with donors, increase their impact, and maximize the success of their initiatives.