G2/Canada Post Webinar

Monthly Giving-Learning Together

July 2014
Agenda
Trends in Canadian donations (recap)
Understanding the demographics of your donors
Demographic profile review
Best practices for existing donor segmentation
Things to keep in mind when collecting data
Special Canada Post offer for Western Canadian customers
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Giving in Canada
Source: Imagine Canada
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Why Canadians Donate
Source: Imagine Canada
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Demographics of Donors
Source: blackbaud, The Next Generation of Canadian Giving, 2013
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Using Precision Targeter to gain insights
Demographic variables to the postal code level
Geographic filtering
Easy to use visual interface to gain perspective on potential and volume.
Online review
WWW.CANADAPOST.CA/PRECISIONTARGETER
Free to anyone.
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Demographic profiles
Census Canada data is overlaid at a postal code level (10-20 homes)
allowing Canada Post to develop a demographic profile of your donors.
Using your donor database we can rank the highest demographics which
can be used for targeting. (i.e. if 30% of the addresses provide index
with an income of $60k +).
View demo report
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Think like a donor to identify your segments
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Think like a donor to identify your segments
Dual generation giver
-Concern for kids future
-Concern for parent care
Higher cause
-Ethics and impact on the future
-Does it make me feel good
Boomers
-Will there be a future
-What is the short term
benefit to me
Loyalist
-Give based morals
-Seen as a personal sacrifice
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Profiling tips
When profiling the file, consider the parameters. Are you looking for more
like these donors? Or less? Is a good donor one time, monthly, or by
cause related.
When considering the results we should look for:
- potential opportunity (i.e. less than 5% of Canadian households make
more than $200k/year).
- Apply common sense (is it a good investment to target fixed income).
- Use filters that can be justified/accepted internally.
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Canada Complete Consumer Lists
The most complete, robust, and accurate consumer address data
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Reach and market penetration is comparable to other list providers
100% Address Accuracy in address data including complete apartment and suite information where
available
Exclusive targeting selects from internal and third party data sources (including New Movers and
eCommerce)
Incentives based on volume eligible at 20,000 records
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Address-Only
Direct
Address-Only List
Delivered with Custom Greeting
Dear Occupant
Names & Neighbourhood
Direct
Blend of Address-Only
and Name & Address List
Delivered with Names where available,
and Custom Greeting where not
Consumers
Direct
Name & Address List
Delivered with Names
Canada Complete

List Options
The richest, largest repository of list data available anywhere
+
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Interests
Understanding Consumer Behaviour
Aggregated self-reported data at the Postal Code level
Counts for each Interest category is based on the top 10% of postal codes that
have self-reported that interest
Interest Categories & Subcategories
Interests can be selected by high-level categories or sub-categories*
Charitable Donors
Animal welfare
Children
Environment/wildlife
Health
Religious
# of donors > 2
Mail Order Buyers
Books
Clothing
Cosmetics
Gifts
Magazine
# of mail orders > 2
Common Ailments
Allergy, sinus or nasal
Arthritis
Diabetes
High cholesterol
Respiratory
Reading Preferences
Best-sellers
Bible/devotional
Business
Cooking
History
Medical
Sports
Travel
Preferences
Destinations
Reasons
Frequency
Finance
Credit card spend
Credit card features
Payment patterns
Investment
Loyalty card holders
Extra-curricular Activities
Cooking
Crafts
Sports
Woodworking
Theatre
Gardening
Pets
Pet owners
Cats
Dogs
* Full list of Interest categories available refer to PDF
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Targeting and Creative Check List
Does it meet up with your objective?
Is it positioned well with your message/cause or offer?
Does it identify why you are different? (what is so important about your
cause?)
Is the message clear?
Step back - Is it interesting and engaging? (will it get by the 3 sec. view).
Are you talking to the reader? Using the words you, your
Is the call to action clear, simple to understand and easy?
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Summary
Understanding your segments, helps to position your message.
Segments help to focus the targeting.
Donors are looking for relevance and a cause to rally behind.
Keep your data clean
Use free tools such as Precision Targeter and census data to understand
your donors.
Canada Post Offer for G2 Non-for-Profits (G2 exclusive).
Canada Post will provide a no-cost demographic summary of your
database ($1400 market value) [2,500 records required] if you mail a
minimum of 5,000 pieces of Addressed admail by Dec 31, 2014.
Contact: andreas.schwartz@canadapost.ca
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