Smart segmentation: using facts, not presumptions
Following our recent insights on data visualisation and trustee engagement, this month’s newsletter picks up on one of the sector’s hottest – and probably most disputed – topics: supporter segmentation. Most organisations, from social enterprises to charities and educational institutions, rely on supporter networks: be it for funding, volunteering or promoting the organisation’s interests. While the need for supporter engagement is clear and obvious, how we should engage is less well understood and often perceived as complex. What do supporters expect? What are their interests? What impacts their loyalty to our organisation?