HubSpot is a comprehensive platform perfect for non-profit organizations that want to increase visibility, stay connected with current donors, and attract new donors to their organization.
The HubSpot platform offers marketing, sales, customer service, and CRM software geared towards helping their users grow their audience and customers. HubSpot List is one of the many features offered on the platform that allows users to create lists of companies and contacts based on certain characteristics and activities.
Essentially, this feature is a great opportunity for non-profit organizations to gather, prioritize, and segment their contacts with more precision. Today, we're going to discuss 4 ways non-profit organizations can leverage the HubSpot List feature to segment their contacts more effectively.
Establishing Criteria
Before getting started, let's discuss the importance of establishing criteria. Setting criteria sets the tone for your organization's lists and helps to maximize the effectiveness of segmentation.
This not only builds a better foundation for your non-profit's marketing strategy but improves marketing efforts by setting your organization on a clear path for success.
For instance, do you want to create a list based on the geographical location of your donors? Or, would it be more effective to create a list based on your donors' behaviors? Determining this will help non-profits understand what type of segmentation is the most important for growth.
4 Ways to Segment with HubSpot List
Here are 4 easy ways non-profits can use HubSpot List to segment their contacts.
Segment by Donors
One of the easiest ways for non-profit organizations to segment their lists is by donors vs prospective donors. Most non-profits will have a good mix of donors that give consistently or on a casual basis and prospective donors who are still undecided.
With that said, the goals you set with current donors vs prospective donors are likely different. For instance, a non-profit might send an email campaign that focuses on the results of their latest project to donors that gave to that particular cause. These results not only show open transparency but donors can see how their donation benefited the organization. This builds trust between the organization and donor and motivates them to donate to the next cause.
On the other hand, a non-profit might benefit from sending an email campaign that highlights previous successful projects and upcoming projects to prospective donors who may be reluctant about giving. This type of campaign will help nurture prospective donors by showing them your dedication to your organization and desire to meet important goals.
Segment by Donor Type
Most non-profit organizations have various types of donors. Segmenting lists by donor type can be useful for organizations that are interested in their donors' behaviors as this can help them determine what type of content is most relevant to them.
Here are a few ways non-profits can segment by donor type.
- Donors that give annually
- Donors that give for a specific cause or crisis
- Donors that expect a return for their contribution
- Donors that prefer to give their time vs money
Segment by Donor Relationship
Another way non-profit organizations can segment their lists is through the length of the donor relationship. This segmentation can be beneficial for organizations that are trying to best understand how to interact with their donors. For instance, a non-profit will need to focus on building rapport with donors with whom they've only had a relationship for a year or less.
Ultimately, segmenting lists by donor relationship can help organizations determine what content is most important for their donors to continue building solid, long-lasting relationships.
Segment by Gift Amount
Donors certainly give in all amounts. With that said, non-profits should consider creating a HubSpot list based on how much their donors give. This can be useful for organizations when deciding which donors will be the most receptive to certain causes and projects.
When segmenting by gift amount, be sure that you don't make amount increments too small as you want to ensure there are differences within your groups.
HubSpot List has certainly transformed the way non-profit organizations store contacts. Essentially, segmentation is an important part of an organization's continued growth and success. Effective segmentation allows non-profits to define and better understand their target audience, leading to engaged donors, better relationships, and improved response rate overall.
If you're a non-profit looking to grow your organization, consider joining a community or non-profit HubSpot users today.
