It’s no secret that the social sector is becoming increasingly competitive. There are an unprecedented number of nonprofits—a whopping 1.5 million in the U.S. alone —and donors are becoming more demanding of them. These trends pose significant threats to nonprofits: organizations that are unable to attract donors or satisfy their needs will watch as funders take their dollars elsewhere. There is a solution. In simplest terms, “segmentation” involves breaking a bigger group into smaller groups. In business, it usually means dividing a customer pool into mutually exclusive “segments” based on their habits or preferences.
In this timely white paper, Cicero Group explores a recent project with Church World Service and how segmentation benefitted their outreach efforts.Download Whitepaper