Segmentation module

The Segmentation module can be used to drive your direct marketing and fundraising activities and as an aid to marketing planning.

It can provide scores against individuals in terms of their frequency of giving, their recency and value of donations according to a model designed for your particular needs.

By recording donations on ProgressCRM you build up valuable information about your donors and their financial activity over the time they have been supporting your organisation.

Segmenting your contacts

Using the RFV (Recency, Frequency and Value) scores and other information fields generated by the Segmentation module, you can segment your database and carry out a fully targeted direct mail campaign.

Once the segments have been identified, individuals can be mailed with messages/offers which are most applicable to them. This will make them more likely to respond to appeals and become valuable to you in the future.

You can also build up a history of your mailings by recording an entry in the Contact History table with the source or appeal code and mailing/segment code showing to which particular segment an individual was allotted.

When monies are received as a result of the appeal they can be recorded using the same source code. The campaign can then be analysed in terms of its success in generating income.

Your donor history can also be useful in the future as a person who gave to one particular appeal may be more likely to give to a similar appeal.

Reports/Charts can also be used to analyse your donors by their RFV scores and other factors such as Age bands, Source/Appeal codes they have responded to and their recruitment source.

The Segmentation Module is accessed through the ProgressCRM's Printing menu. It incorporates four stages or options:

RFV Model

Models can be set up according to individual departmental requirements.

Generate Profile Information

RFV Scores are generated for individuals in a table - DMPROFILE.dbf according to the criteria set out in the model.

The Profile of your donors should be created periodically or when required before a large mailing.

Selection Builder

This is where all the segments you might ever use in direct mail campaigns are created.

For example one of your segments might be donors who have only given once or donors who have an area code of "LON" for London and have given in the last six months. Segments can be added when necessary and stored until you decide to use them.

Mailing Assistant

At this stage you decide which mailing segments you will use for a particular campaign. Records are then exported to text files ready for you to use as the data source for a particular letter. If required, Progress will automatically create a Contact History record to show the Mailing Segment, Source/Appeal code and any additional information.