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Good afternoon everyone and welcome. Seeing seeing lots of familiar names in here already. Hello, Chrissy, Samantha, Alper. So many familiar faces. It's amazing. Thank you for taking the time to join us today. For those of you who don't know me, my name is Jonah Ackerman. I'm the Client Relationship Manager here at SimpliPhi. For those of you who may not know the company, SimpliPhi partners with nonprofit organizations across North America to help improve fundraising operations through technology, data strategy, and process optimization. We provide services and solutions ranging from CRM assessments to data integration to analytics, reporting, donor segmentation, all with the goal of helping organizations make better use of their data to raise more. Today's webinar is the first of a two part series, Building Stronger Fundraising Campaigns Through Better Data Collaboration. One of the biggest themes we'll be exploring today is that successful fundraising campaigns aren't just driven by great fundraising teams or by great data teams. They come from strong collaboration between the two. So, we'll introduce some of the principles behind the modern donor segmentation and discuss how better collaboration can lead to stronger campaign planning and better fundraising results. Our goal at the end of today is that you'll leave the session with a fresh perspective on donor segmentation, a better understanding of how fundraising and data teams can work together more effectively, and some practical ideas you can bring back to your organization and use. Just a couple of housekeeping items before we get started. If you have questions throughout the presentation, of course, all or maybe most questions are more than welcome. Feel free to submit all of them using the Q and A section of the platform. We'll be monitoring those as we go and we'll leave some time at the end to answer as many as we can. And you'll also see at one point during the presentation a quick poll pop up and we'd welcome and appreciate you taking a moment to participate. And then in one week from today, next Tuesday on July twenty first, we'll be building on today's discussion with a part two called preparing stronger fall campaigns with better segmentation. That session will focus more on the practical side of putting these ideas today into action. So how nonprofits can improve their segmentation workflows, campaign planning, and execution without having to rebuild their entire process. We're really glad you're all here today, and we hope that you find the discussion very valuable. And with that, I'll hand it over to our founder CEO, William DeSilva, to get us started. Thank you. Hi. And alright. Yevgenia, thanks for unmuting me. Good afternoon, everybody. Thanks for being with us. I'm excited to be here today to walk you guys through this slew of information that we've put together to try to line up this summer, busy summer season that is preparing for fall campaigns. As mentioned by Jonah, SimpliPhi has been around for twenty five years. Our core at our core, we're all about fundraising enablement solutions. And for us here at SimpliPhi, a lot of that revolves around three main principles, automating data, visualizing data, and segmenting data. Today, spoiler alert, we're gonna be talking about segmenting data. That's what's the top the main topic for today as we head into the fall campaign season. What we were hoping that you walk away with today, trying to set some expectations. So understanding some of the science behind annual donor behavior, understanding what drives decision or or what drives behavior. Some fresh ideas for your fall campaign, maybe something that can really help you take it to the next level, and a clear understanding of why segmentation and multichannel strategies really matter. So just jumping into a little overview here, Gonna look at it's broken down into three main sections. We're gonna start with why audience segmentation is important. We all know it is, but why? Why multichannel is important? We hear it's important, but let's look at why. Again, why is it important? And then we'll discuss some segmentation strategies that you can take on for your next campaign and and bring that into your segmentation. So we hear often that segmentation is important. It's it's a big topic. Everybody kinda knows they need to do it. Not everybody does it. It's it can be heavy. It can be difficult. But I wanted to make sure that we paint the picture of why it's important and back that up with some some signs, some metrics, some statistics, some articles. So starting with the noise factor. Everybody knows this. There is more noise now more than ever. We're bombarded in every direction, social media, news, not just for nonprofits. There's noise across the the board. We're solicited for attention. We are now in an attention economy, and so we are solicited for our attention every single day, every hour of the day. So we have to compete with that noise. And the noise even within the nonprofit sector is actually surging. So if we look at email volume, we've pulled up some statistics from twenty twenty three to twenty twenty four, there was a nine percent volume growth in email sentence. So every organization is sending more emails. And that that's a trend that's been going on for a long time, floating between nine and fifteen percent year over year. So organizations are actually sending more emails each organization. Couple that with the next statistics of sixty two percent never clean up their lists. So sixty two percent of nonprofits do not remove from their email send list individuals who are not engaged, who are disengaged. So we're we're just adding to the noise, the overall noise. And then other channels are exploding like SMS, forty percent increase in twenty twenty three alone. So our donors, our our prospects are being bombarded more and more, and that noise is not getting any less. So I like to use analogies. I I want you to imagine for a second, what this feels like or what that looks like for the donor. Picture a time picture a busy town square and imagine there's a single person there with a megaphone, maybe on a soapbox, trying to get a message across. The town square is busy. It's noisy, but that person's got a very loud megaphone. They can get their message across pretty well. Now imagine that there's twelve people with megaphones, all screaming for your attention. It becomes very, very difficult to listen to any one conversation. Worse yet, every hour or two, there's another person that comes in and adds. You know, we're not twelve. We're thirteen, fourteen. It just keeps growing and getting louder and louder and louder. So you can imagine it's very difficult to cut through the noise. And a lot of people are just like, let's just scream louder. Let's have more people screaming, but that's not how you can connect with people. The way to do that, the way to cut through that noise is through personalization. Personalization, knowing who you talk to, who are you talking to rather. So imagine in that busy town square, if I'm there screaming with a megaphone and instead of the megaphone, I pick you out in the crowd and say, hey. You remember remember me? We did this thing with, you know, your friend Jimmy last year that that ran or or did a went on a bike ride and you supported them and and we did something amazing together and you can build on that conversation, now all of sudden you have that attention to that person. As humans, we've become very, very good at filtering. We're bombarded with spam on our phones, on our emails every day, and we can recognize very instinctively and very quickly messages that are personalized that are for us and those that aren't. And those that aren't are are often sometimes even threats. Right? We've got a lot of phishing scams and things like that. So we've we're naturally filtering messages up. So personalizing that message, connecting, that's the way to cut through and pierce through that noisy, noisy town square. And statistics back this up. If we jump into the for profit world for a second here, we look at some stats that show us that seventy two percent of consumers will engage exclusively with messages that are tailored to their specific interests. And this is a pattern also or or an expectation that's been developed and fed by the large companies like Amazon and Netflix and Spotify. They've all set a new standard. They they do send very, very personalized content. You like this? You might like that. So our donors are also consumers, and they expect any organization to communicate with them in this fashion. Very personalized content. That's really how to cut through the noise. And it's not just about cutting through the noise. So it's not just that personalization can actually help you reach the person, but statistics also show that not personalizing has a negative impact. So fifty three percent of donors have actually stopped giving because they feel that the nonprofit doesn't understand them. They feel that the nonprofit they don't feel understood. That that's really an important word there. They feel that the nonprofit doesn't understand them. And so irrelevance or not personalizing isn't just neutral. It has a price tag. It's actually has a cost. So when you're personalizing messaging, relationship context is everything. And we all know fundraising is based on relationships and building relationships. So personalizing means speaking to that context of that relationship and that journey that that donor's on. So to make you feel what that sounds like, let's take something that everybody can relate to, a happy birthday message. So if you receive a message, happy birthday, all the best, Jane from accounting, that makes sense. That adds up. But if you receive the exact same message from, say, your mom, it feels a bit cold and a bit off putting. On the other hand, if you receive happy birthday, I love you more than words can say from your mom, that's very appropriate. But if you get that from, you know, Jane in accounting, that could be a little awkward. So same words, different relationships, and that changes everything. So having the context of the messaging tied to the journey of your donor, where they are at, and what that relationship looks like between you and them is very important to help you cut through the noise and cut that fifty three percent drop off statistic as well. So that was a highlight of why segmentation is important. There's many other reasons, but try to pick on some that are are maybe newer or less thought of. Now let's look at why multichannel is actually also important. So not just segmenting, but communicating on multiple channels. Well, their statistics show that multichannel donors are actually worth double. So the stat on the left shows that we have a two times higher revenue for online donors when we communicate on multiple channels versus communicating online only. So all those online donors communicating online and offline, though the value of those donors goes two x. And on the flip side, for your offline donors, for which obviously you have an email as well, there's a ninety percent increase. So very close to two x as well versus offline only only. So donors that use, send an email or direct mail to, if you also back that with an email, you statistics show a ninety percent increase in value for those. So multichannels worth twice as much. And there's a few reasons for that. One of them is just being able to reach them. And so if the average email open rate in the industry is twenty nine percent and the average direct mail open rate, and this one's a little trickier to to kind of measure, but estimates are between thirty five and ninety percent. And so if you if you think about combining these, then you increase basically your chances of reaching those donors. A donor might open an email but not get the direct mail or vice versa, get direct mail but their email lands in spam, you increase the chances of actually reaching them at least once. And further than that, you give them more reminder, repetition. We all know repetition is very good marketing strategy. And so the person might get the email, not react right away, or and then get the piece of mail and then react or vice versa. But really, you're going multichannel really increases your chances of reaching those donors, which essence leads us to the digital only trap. And this has been studied. This is one study that was done. There are several others. I encourage you to look into it. Many studies show that cutting direct mail at large large scale actually impacts and costs you online revenue. So cutting direct mail costs you online revenue. That's the the trap I'm trying to talk about. So there was a study that was done by a masterworks agency with a customer in an organization, and they took a segment of online only donors. So they they were not physical check or or physical offline donors. They were online donors. And they took seventy five percent of those, and they sent them only online, messaging. And what that did is they actively saw a decline in that group. And then inversely, the control group, so the flip, the twenty five percent, they actually won an overall net revenue. So they weren't on a decline, and they didn't go offline donation. They stayed online donation mostly, but the offline messaging helped to either retain them as a donor or increase their revenue as well. And when communicating on multiple channels, the other thing to be very conscious of is keeping messaging holistic. So donors really haven't a single relationship with your mission, and it's not a per channel relationship. But very often, these get a little bit siloed. So to give put this into perspective, we often see from the organization's view, from the from your view, your perspective as an organization, you know, or setting up a campaign and and executing that campaign, you're gonna execute a direct mail, you're gonna execute an email campaign, and then maybe follow-up with an outbound telemarketing as well. So all of these are often executed as separate projects, almost perhaps managed by different team. Direct mail is one team, and then email is a separate marketing team. And so they're they're managed very, very separately. They might even have different messages across them. But for the donor, the donor's perspective is they receive a direct mail and then they receive an email and then they receive a phone call. And it's all from the same organization. So when those messages don't line up and and it's not a continuity of a conversation and a relationship, it really affects the relationship that these donors have with your organization. So segmenting is very important, being very personalized on the relationship and the donor journey and being relevant is important, and keeping that relevance and that messaging holistic across channels is also equally important. And all that can be very complicated. And we're gonna look at donor profiles to segment. So this we're getting in the third part of the presentation about some strategies that we can look at that can help you with your fall campaign. But just before that, we've got a little poll up on screen here. How would you describe your organization's approach to donor segmentation? So if everybody can take a quick second to vote here, allow me to have a sip of water. Alright. The polls are coming in. We've got a bit of an even spread. We use a few basic donor segments. We segment based on the donor's last transaction is starting to lead. We segment based on the donor's journey and giving behavior. Alright. So this is good. It looks like everybody's doing some sort of segmentation, which is amazing. But it does sound like there's room for improvement. Alright. So let's look at some of the segmentation profiles that we've selected for this presentation and maybe give you some more ideas for your fall or all of your campaigns, not just the fall ones. So we're gonna look at we won't have time to look at all of the possible segments or audiences. So we're gonna look at some key ones. We're gonna look at some key ones in in three different stages of the donor's life cycles. We're gonna look at some really important new donor profiles. We're gonna take a look at repeat donors, and we're gonna look at recaptured donors. So new donors, just to be everyone on the same page, new new donor is basically someone who's never given to your organization before, but they gave now. A repeat donor is they gave last year and they gave in the past. Right? So they're they're actively giving every year. And recaptured is they did not give last year, but they had given in the past. So the definitions here and and they're a bit important for some of the statistics. These are definitions that that tie into the fundraising effectiveness project groups as well because I'm gonna pull some stats out of that, study, too. So it's based on, gave last year and then had given or not given in the past. We're looking at the year the past year, if you will. So let's start with the new donor. What does the math tell us? And this, again, it's the fundraising effectiveness project. That's this is the September twenty twenty five edition. So the new donor represents a very large portion of the typical database, around thirty eight percent. So in a in a given year, thirty eight percent of donors could be are new donors. And the retention rate on those new donors is actually fourteen percent. So that means that only fourteen percent of those new donors will actually make a second gift. And it's very important because these new donors, the cost of acquisition of acquiring these new donors, typical cost is actually ten times higher than retaining an existing donor. So we wanna increase that retention rate as much as possible because adding it becomes like a leaky bucket. Adding water to the leaky bucket is very expensive. We wanna, you know, close those holes up as much as possible. Impossible to have a hundred percent retention rate, but we wanna definitely increase that. And why is it that the the retention rate for acquisition is so low? Well, the majority of times, the actual the donor or the new donor didn't actually give to your organization. They actually gave to their friend. And this is, you know, very clear and peer to peer, but it also applies in other types of acquisition channels. The they didn't actually very often, they didn't give to your organization or to your mission. They gave for another reason, another hook. And so that's really important when tailoring that messaging. Now, if we look at why what that means for the donor is essentially there's an affinity gap. So the their affinity with your organization isn't quite there. If we look and we try to categorize them into three different levels of affinity, if you will. On the low affinity side, we have things like the peer to peer donor or the in memory donor. They really gave to support their friend. We have the medium affinity donor, maybe like a grateful patient who gave in relation to to some care they received. And on the high affinity donors, those those repeat donors, the ones we're talking about that repeat that donate every year, they've kind of been the affinity with the organization has grown and they're giving to the organization. But on the lower scale, they haven't actually made a donation really to the organization for them. So looking at some common source of new donors, there's the peer to peer donors, very, very common acquisition stream in the in the past decade or more. Tribute and in memory donors, and we're gonna look at, those two specific ones a little bit more in detail. A few more things I wanna talk about those. The event owner, also a very important source of acquisition. So somebody who participated, who maybe came to a gala or a golf. Important to know if they if there are new acquisition because they came to a golf tournament, they came to play golf most times, not to support your organization necessarily. They learned about your organization through the golf tournament, and you have to bank on that and continue to build that relationship. Grateful patient, I think there's a lot of, hospital foundations on the that that were registered for this presentation. So a lot of grateful patient is a good way for acquiring new donors, but there is a gap. They they gave in gratitude to care that they received in the hospital that you're affiliated with, not so much for the mission of your foundation, which is to help other people. So there is a bit of a gap. It's a little bit closer than some of the other ones, but still important to acknowledge. Or if you're renting lists, if you're doing list exchange or just or even digital advertising, somebody's clicking on an ad and they're coming to your website, making a donation, that's all going to be different relationships as well and affinity. And even on the digital advertising, it's all depending on what the hook was. If they clicked on something that was really about your mission, about the work you're doing, then they they're giving aware of that work and because of the work you're doing. So that plays on that affinity scale. If we look at peer to peer in more detail, there's a bit of a trap that we see. Peer to peer is a great way to acquire new donors. If you step away from it, the ultimate goal is to take those donors and convert them to loyal donors. But the operations of it, we often put barriers in play that prevent that from happening. And so one of the things that we see very often, and this comes into the myth, is that a lot of organizations do a do not contact policy on their peer to peer donors. They do so for fear that reaching out to them will penalize the participant the next year, from soliciting their their friends and and might not get the donation or they might not even get the participant. But the reality of it is that going back to building relationships, peer to peer donors, building a relationship with those donors will only aid you and help you getting to the ultimate goal which is having loyal donors, donors that give to you. So long as you're not talking to that peer to peer donor they will always remain a peer to peer donor and if the participant they donated to doesn't participate again, well then they won't be a donor at all. And if you try to activate them in a year or twelve eighteen months later, well, you've lost them completely. Whereas talking to them and and building that relationship and talking to them about what you've done together, what you've done with their support will actually help the participant the following year acquire donation from them because now they're not only supporting the participant, they're supporting the organization as well. Peer to peer trap. If we look at the tribute trap, a little bit different on this one. What we see is the very often, you know, kind of the annual giving segmentation and targeting, we're gonna look at everybody who gave in the last five years. And when we looked more specifically at tribute donors or more specifically within tribute at in memory donors, they they're often donors that gave out of out of respects or or duty, almost obligation. They many of them have no opportunity to develop true affinity with your organization. And so there is a window of opportunity where in the first twelve to eighteen months, anybody who has the potential for affinity with your organization, there's an opportunity to convert them to your your organization and turn them into a loyal donor or a repeat donor. But past that that eighteen mark month mark, the conversion rates have dropped significantly almost to zero. And so if you're still reaching out to a onetime in memory donor from four or five years ago, you're wasting your resources. And you should actually cut those out and focus that energy elsewhere. And so the on this one, this tribute trap is more about trimming, versus messaging. That was a recap. That was looking at some of the acquisition donors or the new donors. Now, you jump into, we move ahead, we're into the repeat donors. So these are kind of your loyal donors and the ones that give every year. That should represent about forty percent of your donor base. Average retention rates on this is somewhere around the forty three percent retention rates and it's one tenth of the cost. Remember I said it was ten times the cost. So this is one tenth of the cost of acquisition. So retaining a donor costs you one tenth, very important. You wanna retain as many of those donors as you can. So how to do that? Build on that existing relationship. Some of these returning donors, some of them might be donors that have been giving for many, many years, and the relationship is really all about the organization, the mission, what you do and the impact you have. Some of them might not be new donors but they might be newish. You know, they've only been giving to you for a few years, two, three, four years. And so talking to them about their journey and tying that in is very important. It helps you personalize that. Or they might also be a long time nerd but they're also a volunteer or there's industry staff or professional or they're a peer to peer participant. Not a peer to peer donor, but rather a peer to peer participant. So they are donating to you and they are soliciting for you. And so speak these are some ideas of some of the audiences that are there within your annual giving, regular donor, repeat donor that you might want to look at segmenting separately. Thinking back to the poll, if I'm not mistaken, there were quite a few that were saying that they were talking to the last transaction, and then and we see that very often. We, you know, the lapsed one year, lapsed two year, lapsed three years. So we're talking essentially to the last transaction that the donor gave. What we're showing you today is to try to talk to the person and not the transaction. Another thing that, we see very often is choosing that the donor gave enough and choosing for them. So don't let the so make sure you let the donor decide to give or not to give. Obviously, you don't wanna oversolicit. You need to tweak and measure this. But as you line up with your fall and end of year campaign, if you choose not to solicit donors at the end of the year that gave maybe earlier in the year, in the spring, or or very early fall, guarantee you someone else is gonna get a donation from them. So, you know, short of of doing a hard ask, you can do a softer ask, more of an information, leave it open, but withholding an ask is not being steward it's not stewardship. It's actually leaving revenue on the table. So let your donors decide and make sure you give them the opportunity. Obviously, this has to be done with with some grain of salt in the sense that you might not wanna include your donors that gave you two, three weeks ago. So you need to kind of measure and and see what works for your donors. When we look at the lapsed donors, and this is gonna bleed into, kind of the next section, which is our, recapture. So lapsed donors, if you're taking all of your donors that haven't given in the last two years. So remember, one of the things I said, a lot of organizations, their annual giving is the last five years. Everybody gave in the last five years. So if you look at that and you take everybody who gave in the last five years and you treat them the same in terms of how you solicit, but also you treat them the same in terms of how you report. Well, we know that a donor who hasn't given in the last two years, they are ninety eight percent likely never to give again. You're gonna see it as two percent in a few slides. So ninety eight percent of those donors who haven't given the last two years are likely never to give again. If you're including them in your statistics along with your repeat donors you're distorting your retention rates. And what that means is you're you're applying one strategy to the whole group. And this is gonna become important when we're gonna look at the, recapture donors and how to pick them apart. So how do you know who's worth soliciting? Well, at a forty three percent retention rate, which is the retention rate of repeat donors, just about every repeat donor within the last two years is worth soliciting. You need to you need to obviously personalize the messaging to increase your retention rate, but you should you should solicit absolutely everybody in the last two years and then be a little bit pickier about who you solicit beyond two years. So remember those in memory donors from before, you know, beyond two years, you you know that those in memory donors, one time in memory donors might not give again, so you can be a little bit more picky. Which brings us to essentially our recaptured donors. So starting with the stats again, typically they make up about thirteen percent of the donor base and the recapture rate on that is two percent. So that's the flip of the ninety eight percent a couple slides ago. So two percent of lapsed donors are successfully reactivating. So this is where being selective is very, very critical. Recapturing though is only half of the cost of acquiring. So it is good to do recapturing on your your lapsed donors because it is half of the cost of going to get new donors. And so the strategies need to be different, but they need to be, you need to be looking at recapture as well. One interesting thing that we see is typically the more money they give, the more likely they are to return or retention rate, basically. So donors, on average, they give under a hundred dollars have about an eighteen percent retention rate, whereas donors that give between two fifty and a thousand have a twenty seven percent retention rate. So it's about one and a half times that of under a hundred. So if you apply that to, you know, looking at in time. So not just talking to the person, the last transaction, but if we apply it in time, then we can as we peel back and we go further in time, we could be more selective on dollar amounts. And so, you know, not only, looking at the original motivation, which is very important, where they appear to peer, where they tribute, where the supporters, combining that with their likelihood to return or to be recaptured. So looking at that dollar amount and and those years, how long have they been lapsed? And then for recapturing, one of the interesting things that we encourage a lot of customers to do, and it's not just for recapturing, but don't only look at dollars as metrics. When you're talking about acquisition and recapture, the dollars are not always interesting. So donors before dollars. Set metrics on recapturing donor. How many donors do we wanna recapture? How many new donors do we wanna acquire? The value of them at the recapture or the acquire phase is not the same as their lifetime value that they'll have as a returning donor. And so the idea is on those two stages, you want quantities so that you push them and you measure the dollars later. Obviously, dollars across the board, but make sure you have metrics on the quantities that you're recapturing. So this was hopefully informative and a lot, but how do you bring this all together? So we have to it's important to segment. It's important to go multichannel. There's a whole bunch of audiences. It can be very overwhelming. Where do we start? Well, you start by segmenting your audience, and you start by doing some segmenting. Some segmenting is better than no segmenting, obviously. One of the things that we hear sometimes as well is it's very taxing to write personalized message for all of these audiences. Well, we have a generative AI now that really can help with creating some content that or content drafts, I would say. So there's there is some help there to make that a little bit of an easier task than, say, five plus years ago. But regardless of that, you can't write you cannot write a personalized message if you don't have the segment to start with. So really the starting point is segmenting your audience. Understanding taking some of the examples that we showed today, not all of them apply to every organization, but figuring out which ones apply to you, where do you have a substantial population, where would it be worth segmenting them out and speaking to them differently. And even if you don't speak to them differently, even if you send the same message, just having them segmented will allow you to measure the return, measure retention rates, measure average gift, measure a whole bunch of statistics on each segment and learn more about each of those segments. So start step one, start with messaging. And we have this quote from one of our customers that we really like. Strategic segmentation, not complexity. And so it's really about, you know, tailoring your segmentation to your organization and aligned with your strategy, where you're trying to increase numbers and not just doing segmentation for complexity's sake. So being very strategic in how you segment your annual campaign, annual giving, very important. So the Jonah had mentioned that there's a part two to this. This bleeds into AmpliPhi. So segmentation can be very difficult. What we shared with you today was some strategies, some ideas, why it's important. We work with a lot of customers. We've been doing segmentation for a long time. We're very passionate to the point that we've actually built a whole application around segmenting and segmentation. Yevgenia, I think you've got a little teaser video that you're gonna play. So we'll Thank you. I keep saying Yabiena. She's our director of marketing. She's hiding behind the the curtains and making everything happen. That's going to be what we're gonna be looking at next week. We're gonna be looking at how to do this simply in AmpliPhi, allowing you to do complex segmentation in a really easy way, in a very collaborative way so everybody knows they're on the same page, in a way that you can maintain messaging and and audiences holistic across channels. These are all things that are very important to us, and hence, we built a whole application around it. We're at the twelve forty mark. I think we're right on time for some q and a. Jonah, you're on mute, I believe. Even with the practice, it doesn't matter. Thanks, William, for the presentation. Extremely valuable stuff. Even though I work here, I feel like I still had several takeaways, so amazing stuff. Just as a reminder for everyone, there is a q and a section for those of you who missed my little spiel at the beginning. So if anyone has additional questions or any questions from the presentation, feel free to write them in now. I saw throughout we had one question from Lynn. So I'm gonna add it to the stage here. So is it better to send an email before sending a direct mail? I'll let I'll let William take that one. That's a great question. And I'm not I mean, there must be a study that's been done about this. A lot of the decisions that are made sometimes are based more on on intuition or how we feel it's done. What we see very often is the email is follow-up, and that has to do a lot with timing. So direct mail is very it's a it's a big project. It's like an eight week project just to build it and send it. And then once it drops in the mail, it takes maybe a few days to get to the person's house, maybe a bit of time for them to actually go get the mail and open the mail. So very often we see that the email is sent a few days or a week after, and it's more as either trying to time it so it comes a little bit at the same time or as a follow-up reminder to the direct mail. So this is what we see very often. Doesn't necessarily mean that one that it's the better way to do it. I personally haven't looked at an article or study that tested this, but I will certainly check that out right after this. Very interesting question. Amazing. Any other questions? Or are we all set for today? Thank you, Desi. Pretty much appreciated. Great question. Amazing. Well, if no one else has any other questions, that means that just means, well, you did a great job once again in delivering a very clear presentation. So, well done. Well done. Thank you everyone for for attending. It means a lot to us. This is SimpliPhi's first webinar. So, hopefully hopefully you guys liked it and and you guys took something away from it. Just as a reminder, as I said at the beginning and as William just mentioned, we will be doing a part two in one week from today called preparing stronger fall campaigns with better segmentation, where we'll be, you know, putting these ideas into actionable steps, you know, using AmpliPhi as a tool to do so. So, you'll have access to that registration link right after you log off here and you may or may not be getting an email from myself as well in a couple hours if you haven't. So look out for that. But, yeah, thank you again everyone for for your participation and for coming, and we're looking forward to to the next one. Have a great rest of your day, the rest of your week, and we'll see you soon. Thanks, everyone. Oh, and one last question from Ines. Will this presentation be available digitally? Yes. It will. When you log off here on the platform, you should have a recording to, to today's webinar with full access. Amazing. Thanks, everyone. Wonderful.

Hello. Hello. Hello. Good afternoon, everyone. Thank you for joining us. It's great great to have you all with us today. My name is Jonah Ackerman. I'm the client relationship manager at Simplify. Just I see some people trickling in. Nice to see everyone. For those of you who were here last week for part one, whether it's hand up or an emoji or something, whatever you want. Write in the chat, who was here last week? Just to see just to see some everyone here. Might be everyone new. Oh, there's Rebecca. Thanks, Rebecca. Nice to see you again. Oh, Will, you were here last week. Interesting. Okay. Awesome. So, a few few people coming in. Awesome. Glad to see you all again. And who is who who's who's here for the first time? Who's attending part two as the only part who didn't maybe who weren't maybe able to come last week? Phyllis, nice to see you. Beautiful, beautiful. Jeff, amazing. Happy you'll be watching last week's as well. Nice to see everyone. Amazing. So, for anyone who's joining us for the first time, welcome. For those of you who don't know about Simplify, we work with nonprofit organizations across North America to help them get more value from their fundraising data. So, whether that's through CRM optimization, data integration, analytics, reporting, or donor segmentation, our goal is to help organizations make smarter decisions, work more efficiently, and ultimately raise more further missions. Today is the second session in our webinar series, Preparing Stronger Fall Campaigns with Better Segmentation. Last week in our first webinar, we talked about the importance of collaboration between fundraising and data teams and how that collaboration lays the groundwork for successful campaigns. Today, we're taking the next step by focusing on how to put those ideas into practice, using segmentation to build stronger audiences, create more relevant donor experiences and set your fall campaigns up for success. So by the end of today's session, we hope you'll walk away with some practical ideas that you can apply to your own campaign planning, along with a better understanding of how thoughtful segmentation can help your team work more strategically without adding unnecessary complexity. And we'll be showing you guys that through our own segmentation platform called Amplify. So, before we jump into that, again, just a few housekeeping items. Just like last week, if you have any questions during the presentation, please submit them using the Q and A panel on the side of your screen. We'll be keeping an eye on those throughout the session and we'll get to as many of those as we can at the end of the presentation. And we'll also have a couple of polls pop up throughout the presentation and we always love and appreciate your participation. If you weren't able to attend our first webinar last week, or if you'd like to maybe watch it again, you can find the recording anytime on our website at simplified. Iowebinars, and I even just posted it in the chat for anyone to make it easier. And finally, if today's discussion gets you thinking about your next fundraising campaign, we'd love to show you how Amplify can help. So we're offering personalized demos and free trials for your next campaign. So, you can see how it works with your own segmentation data and your own segmentation needs. So, you'll find a link at the top right corner of your screen that says book your Guided Amplify demo, where you can request that and speak to William and myself and help you guys get started on that. So, thanks again for being here. We really appreciate you spending part of your afternoon with us. And with that, I'll hand it over to our founder and CEO, William D'Sola. Thanks, Jonah. Good afternoon, everyone. Happy to see everyone here. People are still trickling in. Excited about what what we have to show you guys today. As Jonah mentioned, we've been around for Simplify has been around for twenty five years, and we're really focused on fundraising enablement solutions. And for us, lot of that revolves around data, and and that means automating data, visualizing data, and segmenting data. A little spoiler today, we're gonna be talking about segmenting data. So what we've got lined up for you today is we'll do a little recap of the previous webinar, just a few highlights of the some key considerations that we're gonna bring into later in the presentation today where we're gonna explore how to look at those. We're gonna talk about segmentations and channels just a little bit more and how to separate those and get better perspective. And then finally, we'll do a little bit of a deep dive into some segmentations. I explore how to actually build some segmentations explore data, and we'll be doing that, as Jonah mentioned, with Amplify. To to do a little recap on the previous webinar for those especially that weren't there last week, we we talked about various groups and audiences and these were kinda grouped up into three major groups. So you have your new donors. Those are the ones that have never given to your given to your organization before or they gave recently but never gave in the past rather. Your repeat donors, these are the ones that have been giving year over year for several years. And then your recaptured donors, those are those that you lost for a period of time but then you were able to recapture and get them given giving again. We looked at these three different statistics, different retention rates, different costs associated to each of these groups, and then we dug into these and looked at some potential audiences and segments within them. One of those, few of those that we were looking at in the new donors, were things like peer to peer donors, your tribute or in memory donors, event donors, grateful patient donors. These are all new donors that have a different relationship or different journey with your organization and is important to address that relationship as you reach back out and try to get that second gift from them. If you if we refer back to those that last week's presentation, we talked about very low retention rates on new donors. Some from memory, it was about fourteen percent retention rate. And so you wanna make sure that you maximize your outreach to to ensure that you convert as many of those new donors to give their second gift. Part of the reason why that's important is because of what we call the affinity gap. So not all those new donors have the exact same affinity with your organization. If we take, for example, the peer to peer or in memory donors, they're typically on the low affinity scale, meaning they gave to support their friend or because they were asked to give to your organization by a friend or a family member. They weren't actually necessarily supporting your organization specifically or at least that wasn't the motivational factor behind making that gift. On the more medium affinity, we've got things like grateful patient donors, which we noticed there was quite a few hospital foundations with us today. So if you think grateful patient donors, yes, they're affiliated to your cause, but they're more affiliated to the care that they get, they received from the hospital that you're affiliated with. So the affinity is more tied to the care that they receive rather than your cause for helping other patients like them. So they're sitting somewhere in the middle. And then your higher affinity donors, those are gonna be the ones that are repeat year over year. They really convert it to the cause and they're giving because of all the good work that you do. Another important statistics I wanna bring to light here is, something that where we see that the higher the donation amount, the higher the retention rate. And so keep that in mind as we're gonna dig into those, segments a little later that higher donation amount tiers typically have higher retention or conversion rates. And so with that, let's dig into a perspective on how to look at segmentation and channels. And this is where we see a lot of the traps happening. And the first big one is the type of segmentation that is channel first segmentation. And so we see this quite a bit in many organizations. We've got a direct mail list and we've got an email list that we can reach. So how do we segment our direct mail? Who do we include? And then a separate exercise, how do we segment our email list and who do we include? What ends up happening here is we've got disconnected messages across those channels, and it's it's a channel centric experience for the donor. It's not really a donor centric experience. It's not in line with where the donor's at in their journey. Apart from all that suboptimal experience, it also gives you fragmented analytics because if your messaging is different between your channels, and I'm only including two here, but if your messaging is different between those channels, then you don't really know what motivated the gift, which message resonates with your donor more than another. And so doing things like this is really focusing on who can be contacted within each channel instead of who should you contact and on which channel. So that brings us to the way that we like to do things is more of segmenting your door of yours at large. So regardless of your channels, excluding your channels from your segmentations, just looking at your entire donor universe and segmenting that. And then once that is segmented, having clarity and visibility to choose which segments should receive which communication and on which channel. And from there, you can really layer in a much more strategic communication sequence and make better informed decisions on how to communicate with each of these segments within your larger donor profile. Now we've just flipped the script. We're really talking about donor centric experience in communication versus that channel centric or channel first experience. Does that resonate with anybody? Anybody doing version a or b of these segmentations? You can always drop something in the chat. One other other topic I wanted to explore or or discuss regarding channels is something else that we see that get crossed very often. And it's the difference between the communication channel and the giving channel. Very often we see the, you know, online donors get solicited online because they gave online, they're gonna solicit be solicited online. But you have to step away from it and consider that your communication channel is how you reach how you decide to reach the donor and the donation channel or the giving channels, how the donor decides to make it, their donation. And so you can very easily reach somebody by, direct mail and then they end up giving an online donation. Or you can reach somebody by phone and then they end up giving an online donation as well. And so the the channel with that they choose to make a donation should not automatically dictate the channel that you can communicate with, but it can be an interesting ingredient in the decision process nonetheless. So, you know and I and I purposefully split out offline donations here in in check and credit card. We're gonna see how that can play in our segmentation a little later on. But the idea is and this has been statistically proven. There is a lot of direct mail that is converting online donations. And so the direct mail is a good channel for reaching the donors and those donors choose to make their donation on an online form. So let's get into how to apply some of this segmentation. We're gonna look at any segmentation basically very, very macro. So when we're you're running a segmentation for an annual campaign for an outreach campaign, falls into three buckets. There's this whole segmentation exercise. And once that's done, then you assign appeals on those constituents. You tag which ones are going to be part of this campaign. And then after that, you export your data to do something with it. So that export might be exported data to send to your mail house. It might be push a list to your email marketing system or whatnot. Basically, you move that list somewhere else. We're gonna we we noticed on the registrants where there's a lot of what we believe are raised edge users or raised edge organizations. So some of what we're gonna look at is raised edge specific or some of the language, but the concepts apply whether you're using Raised Edge or Salesforce or any other CRM. This is all, more macro concepts than anything. Just for those that might not be aware, what is an assigned appeal in Raised Edge or constituent appeal? It is really that history of communication on that constituent's record. It's it's the the part that tells you what they've received in the past as appeals or as solicitations. And this allows you to know, the history and allows you to properly track and attribute new donations and build all that reporting that you're gonna need to know what works and what doesn't. So what we're gonna do now is we're gonna take a little closer look at the concepts we've discussed, discussed it today, but discussed yesterday. And we're gonna use Amplify to explore some of those concepts that we've discussed. What Amplify is is a segmentation platform that integrates directly with your CRM, and it was built to provide control and clarity and confidence so that you can build more successful campaigns. What the concepts we're gonna look at today, you can, you know, use those concepts whether you're using Amplify or you're doing straight queries in Raised Edge or anything else or using Excel. They're just broader concepts. But you'll see we're using Amplify because it's really easy to navigate, to explain these concepts. And at the same time, we're trying to show you all the wonderful things that we're building here at Simplify. Last thing before you dive in, we're going to go backwards. So we're gonna we're not gonna do the export part. That's really strictly in your CRM. But what we're we're gonna do is we're gonna start from the end of the campaign part where we're assigning appeals, and we're gonna work our way backwards or upwards in time to see how the segmentation works. So we're gonna start with that sort of like a finished campaign with all the signed appeals, and then we're gonna work our way towards the segmentation and all that criteria. If anybody has any questions or comments or anything like that, please do drop them in the chat as we move along here. And let's dive in. Just before we do, sorry. There was a quick poll on the on the screen there. There we go. So just before we dive into the live demo, what I'm curious. What do you currently use for your segmentation? So you can answer that poll directly on the webinar window. You should see that poll coming up at top right, I believe. What are you using? So what we're gonna do today is we're gonna look at we're gonna look at start by looking at a completed campaign, if you will. We're gonna explain how that works, and then we're gonna work our way backwards. So here we've got sample campaign. This is all demo data. So the numbers are all fake, and it ties to fake data behind it. But this will give you a good example or good understanding. So we start with this our our segmentation strategy here for our campaign. So we group our segmentation strategy in channels. On our segmentation strategy, we've got our monthly donors. We've got our new donors. We've got our annual donors. And these are subdivided as well into our lapsed donors within our annual donors. We've got within monthly donors, we've got new monthly and active monthly. And I'll show you how that segmentation works a little later on in this presentation. So we've taken that segmentation strategy. We've defined what we want as channels as well. We're gonna reach people by mail and by email. And what that does is it builds out this nice grid down here where I can see my segments. So each segment is a row here. So I've got my new monthlies, my active monthlies, my in memory donors, and so on and so forth. And I've got my channels as columns. And what Amplify does here is it crosses each of those audiences, each of those segments with who's available to be reached on each of these channels. And it provides those numbers here. And you can click on those numbers and drill right into your CRM and see the list of who that population is. Now an important thing to remember here, and this is where it gets kinda cool, is these channels here have the the rules of communication baked into the channel. It's always pretty much the same who you can reach by mail or who you can reach by email. So your inclusion exclusion codes for those specific channels, excluding things obviously like your deceased records or donors that have asked not to be solicited. These are all things that are baked in to the configuration of your channels when you set these channels up. And you can set up as many channels as you want. And so once those channels are set up and you add them to a campaign here, then all of that communication rule gets crossed with your segmentation. And your segmentation at that point is really focused on the donors and the journey that they're on and where they're at. What you'll see in the middle in the intersection between them, that's which appeal and campaign and package pardon me. Which appeal and package have we targeted for each of these intersections? And so you can see that my mail channel here, I've flagged everything as my fall direct mail appeal, and I've used different packages to identify the different segments that I have. The the darker colored pills as well, they indicate that the data's all been pushed to Raiser's Edge already. So I've already completed this one. The assignments were done, and all of that data was pushed to Raiser's Edge. And we're gonna work our way backwards here. But just before I do, I wanted to highlight something that's really powerful here, that we've added in. How many people have raise your hand if you've ever done a segmentation or worked on a a campaign, got to the very end or almost very end and realized that there was perhaps a mistake, forgot to include somebody or exclude a population, or you tagged the wrong package on one of these segments. It can be very daunting and difficult to work backwards after you work for a week or two on a segmentation and and try to work backwards and correct the data. So coming back to that, you know, that control clarity control and confidence that we wanna build into Amplify, coming back to that control aspect, for those that are paying attention, you may have noticed that my, my campaign my package that I put here is m a versus this one here is m n. Just abbreviations of, monthly new donor. So I did actually make a mistake on this one, and it is pushed and raises edge. But what I can actually do very easily is I can actually what we call unpush the the data. So what that does is it's actually pulling the data right back out of Raiser's Edge for only this segment. And then I can go in and I can correct this and select the correct package like so. And then I can push that right back in to Raise Edge. So in a few clicks, I was able to pull that data out and push it right back in. And you'll notice it's doing it without making me wait for anything. So I can continue working while this is happening. And in fact, we're gonna do just that. We're gonna let that run. We'll come back to it later. So I'm gonna go to my campaign section here in AppFly, and we were looking at this pushed one here. I'm gonna go to this one here that's not completed yet, and we're gonna it's the same campaign, the same segmentation strategy. We're gonna see what that looks like here. So you you'll notice I didn't put the email channel on this, and so I don't have that email cut out. But I can easily decide to add another channel, and so I'm gonna add our email here. And in doing so, it's going to add the email channel to this campaign and build that grid appropriately. And so it's just rip wrapping up, calculating some of these numbers here. And now I can get a cutout of who I want or who's available rather on each of these channels for each audience. And, if I wanna assign an appeal and package to any of these, I can do so very easily. Now this is all pulling information directly from my CRM. This this one, this example here is connected to RaiseEdge. So it's reading directly from RaiseEdge. These are actual appeals in RaiseEdge, and these are actual packages also that are in Raised Edge. And so I'm able to go through and tag each of these channels to appropriately identify which appeal and package they should be receiving. I can add as many channels as I want. I could add a phone channel. I can there's there's no limit to the number of channels you have on a a single campaign. I'm gonna take a little pause here just to check if there's any questions in the q and a or in the chat. Jonas I think Jonah and Yevgenia are watching the chat. So we're going to from our campaign, we're gonna continue to work backwards. And now let's get into the segmentation strategy and really look at how did we come up with these various segments. So these are all fine and dandy here, but how do we come up with this peer to peer donor? So I'm gonna actually just navigate to my campaign strategy here, and I'm gonna show you what that looks like. And you may have noticed I was using the same campaign strategy for more than one campaign. So this is an important thing that we see over and over again. If you build your campaign your your segmentation strategy rather agnostic of your channels, agnostic of your campaign, whether you're using Amplify or or you're doing so in with regular queries or anything else in RaiseEdge. If you build it agnostic, then you can actually reuse it and save a tremendous amount of time. And so here we've got the segmentation that we were working on. And you can see I've got my segments monthly, new donors, and annual. And within each of these segments, I've got criteria that I will show you here. So I've got inclusion criteria and exclusion criteria. So what this does is it basically says include all of these constituents and ex and remove from that pool anybody that's in the exclusion list as well. I can add as many inclusions as I want. Every time I add an inclusion, it actually pulls in queries live from Razor's Edge, and you can actually even create a new query in Razor's Edge directly here. You can also click on the query name and open up the query directly in RaiseEdge, and you can even click on the list on all these numbers are clickable to view the the list of constituents that are part of that number there. So you'll see I've got my monthly donors. I've kept it very, very simple. Obviously, this can become way more complex with multiple inclusions, multiple exclusions. But for the demo, I wanted to keep it simple so we can focus on some concepts. So I've got, a query or a segment rather here that's my monthly donors. I've got one here that's my new donors, and I've got one here that's my, annual donors in the last five years. Now an important thing to remember, again, back to concepts, is that, any segmentation like this, hierarchy is important because, an annual donor if I'm looking at anybody who was given a gift in the last five years, I'm I'm likely to have in that pool monthly donors or new donors as well because they have given a gift in five years. And I may even have monthly donors who have given one time gifts in the last five years, but who are now giving monthly as well. And so the order in which these appear is very, very important. And the way that there's ways to do that order, whether you're using, you know, RizEd, QuickLetters, or if you're doing it in Excel. The way we do it in Amplify here is simply by listing them in an order. So if I wanted to, you know, move my annual donors above my monthly segments, then what that does is it recalculates all of those segments with a preference. So anybody that's matching up to more than one of these queries will drop into the first one that they, they match with. Now you see drastically different results here by moving around these queries. Now the next thing I wanna show you is how, these queries will also, these segments rather sorry. Here. These segments will also, change or, based on where they where they are. And I actually moved the annual segment here by accident. Went a little too fast. So I'm gonna move that one. I'm gonna drop it here. So we have our monthly, our annuals actually, the new donors. Sorry about that. Let's go there. Monthly, new donors, and annual donors here. So let's dig into, some of these a little bit more. So I've got here my monthly donors that I've expanded, and I can have subsegments within that. So I can have my new monthly donors, which are my new donors in the last twelve months. So really focus on donors who have given, who are new to our monthly giving program. And then I've got my active ones here, and you'll notice the active ones have a catch all. So what we've done is we're just grabbing everything that's not in the previous segment. So within within my monthly pool of twenty one sixty six, I'm grabbing my new monthly donors, and then everything else is falling into my active monthly donors. So this is a nice way to group things and use very, very simple logic to be able to visualize the audience as well. So we're looking to provide a lot of clarity and confidence this way by making it so that there's an easy interface for the campaign folks who have the goal and the strategy in mind and the data folks who are maybe the ones executing the strategies and the segmentations to get together on a a common interface and under have the same understanding of what's being segmented and how. So very simple naming conventions, very simple queries, and that you can add and combine together. So this concept allows us to allows you rather to build out these complex segmentations without adding overall complexity. So a few other things that I wanted to explore here. So we've got our new donors. So if we've if we look at our new donors, we've peeled out our in memory donors, our peer to peer donors, our grateful patient donors, and so on and so forth. Obviously, again, the hierarchy is important here. And then our annual donors, we've got our active donors, so they've given a donation in the last twelve months. We've got our lapsed one year, lapsed two years, lapsed three years, and our long lapsed donors. So this is how we've broken down that segmentation. Now this is all customizable. I can create the segments I want. I can move them around. I can name them how I want. So you can really build out your own segmentation how you see fit, but also that matches with your organization and your donor's journey and experience. Getting a little bit, more in the details here. So this kinda highlights those, those best practices we looked at of, you know, building a separate journey for those new donors and really focusing on how were these how did these new donors come about? Now we can get a little bit more specific in within these new donors. So if we, if we explore, for example, the in memory donors, they're one of the things that we do know with in memory donors from experience in in running segmentations with many organizations, we know that in memory donors typically didn't give to the organization. They typically gave out of out of respect or obligation almost to support somebody who was a friend or a family member who lost somebody. Now there there is a window of opportunity typically to convert these donors to your cause, but past twelve to eighteen months, the conversion rates for in memory donors are very, very low, almost zero. So if we were to say that these are all my in memory donors, new donors, so they've only given once and these are in memory and they've given in the last five years, maybe I wanna get a little bit, more precise in and see who are the ones that gave in the last twelve months and who are the ones that gave beyond that. Well, I can easily create subqueries or subsegments rather. So I can add a child segment here. I can call that, let's say, in memory active. We call it active or recent or last twelve months, let's say. What I'm actually gonna do is I'm gonna use the same query that I've used here, active donor in the last twelve months. So, basically, I know they're a new donor. I know they've only given once, basically. They've given in memory. I don't need to create a special query for this one. I could just say, I think it's last twelve months. Active donors in the last twelve months. So I'm using that same query, and it's gonna cut out everybody that's given in the last twelve months. So I can do that by creating a new query, a new subsegment rather. I can even, you know, play around with the segments. I can say, well, I'd like to see my my last one year, last two years. I can actually duplicate this segment here, and I can grab it and move it upwards. Gonna run out of screen space here. Let's go. Let's right here. So I can move that there. I can call that in memory lapsed one year, and I get my lapsed one year. And then I can even say, well, you know what? Let's add one last one here in memory long lapsed. So now I'm just going to leave that one without criteria catch all. Now I've got a breakdown of my in memory, those that are within that twelve month period, those that are in my twelve to twenty four month period, and those that are beyond that. That's gonna allow me at the campaign level, we're gonna jump to the campaign level in just a second here. It's gonna allow me to to refine that that segmentation. So let me actually switch screens here. I'm gonna share this. So this is this is the campaign that's tied to that segmentation strategy. I'm just gonna refresh to load that segmentation strategy. So now we see we have in memory active, in memory last one year, and in memory long lapsed. So I might decide to, you know, do for my fall direct mail. I might decide to put my new in memory for the for the ones that are active, but not for the ones that are past one year. So I know that my I know that my response rates are gonna be a lot lower for those other years. So maybe I'll decide to send them an email, but I won't send them a direct mail package. So there you go. Just like that. So I was trying to talk and do this at the same time. So now I've decided that my in memory donors, the ones that are active, so last twelve months, they're gonna receive the direct mail package and the email. Those that are twelve to twenty four months, they're only gonna receive that email. Maybe those long lapsed, you know what, we're we're not even gonna bother with those. We're not gonna send them an email either. So we can really have full control over who we want to solicit per channels. This is going back to that concept that I was explaining about segmenting your audience, your whole donor universe, and then deciding which channels make sense for each of those audience members. Does this resonate with anybody? Alright. Great. So let's dig in and do some more interesting stuff. And if you guys have any cool ideas, do share. There's I've got a few ideas I wanna look at with you. So we've expanded years in memory, but, you know, we've seen success of doing that across a lot of things like peer to peer donors and grateful patient donors or any acquisition in fact. And it really helps you understand a little bit more where your donors are and what that journey can look like. Another interesting thing we can do is looking at our, let's say, our our lapsed donors here. If you recall when I was talking about dollar rate dollars and conversion rates or retention rates, higher dollars, higher retention. We can also translate to higher potential conversion as well. So we've got on a higher dollar figure or higher dollar donor, we've got a higher potential conversion rate and a higher dollar that's gonna come in, potential dollar that's gonna come in. So oftentimes those are gonna be more interesting to target as you get into your two and three years lapsed donors or even your long lapsed donors. And this is gonna allow you to to tweak your, again, your outreach to use the most effective channel not only for reaching that person, but also for managing your own budget and your own performance. So let's say we take the lapsed three year segment here and we're gonna add a child segment and we're gonna call that lapsed three years larger than, let's say, a hundred dollars, I think, is the query I have. And the query we're gonna use is donor of a hundred dollars or more. Obviously, I created these queries ahead of time. These are queries that exist in Razor's Edge, and this is all kinda live. So what it does, it pulls in that that amount, that query, that list, and now I've got a subset here. So I know that within my last three years, I have two hundred and thirty six that gave more than a hundred dollars in their and and, obviously, however you build that criteria within that query, you're looking at total giving or single gift or things of that nature, that's going to basically explain what you've got in here. So I've got my target for my higher value donors. I can also add again another child segment here and call that one lapse, three years, and then less than there's less than one hundred dollars. And I'm gonna leave this one as a catch all. So, again, I've got the balance. Right? So I've got I've isolated my over a hundred dollars, and whatever's left is my under a hundred dollars. And if I go back to my am I sharing the right screen here? Yeah. Okay. So back in my campaign here, I'm gonna refresh that as well again, and we're gonna see that those channels come in in where was three years? There you go. So we've got my three years cut out here, and I could start doing the same thing again, deciding which which appeal and and package they should receive, which channels that we should solicit them on, and things of that nature. I'm gonna take a little pause here, see if there's any in channels any anything in the chat that somebody would like to to look at? Any questions? Anything so far? Yeah, few more things. Can we use Amplify for reports? Great questions. So we're actually working on the development of that next phase as we speak. By the end of this year, we anticipate having performance reporting baked into Amplify. So right now, the version I'm showing you is really focused on segmentation. And segmentation is great. It's the first step. But the next step that we wanna do is provide that rich reporting. There's some very basic reporting that's available. If you're using Raised Edge, there's some really basic reporting like the appeal performance analysis. We're taking it to the next level by really building out purpose built annual campaign reporting packages so that you can get better insight. So the next step is gonna be descriptive reporting as we make our way towards predictive and prescriptive as well. Great question. Thank you. So a few other things that can be interesting thing interesting here. Some of you might be working in more than one language. So if you're sending mail and this applies a lot to mail. You're sending it across to across perhaps across country, but you're sending it in French and in English for those of of you that are maybe in Canada or or national organization or using more than one language. So what you can do, what works really well, is you can create channels that are language specific. So I'm gonna show you. I already had these set up here. So I can actually add a French language channel and an English language channel. Now obviously, the definition of these channels has the the proper queries of inclusion and exclusion to target French or English people. And what that is going to do is it's going to extend my channels here. It's going to add two more channels. And let me just refresh that here. There you go. So I've got my two additional channels here. And so as I decide who's going to be included or excluded in these channels, I'm going to get my counts as well. So if you see up here and that's this is one of the things that's often very important. Maybe you're not assigning appeals based on language, but you certainly have to be able to have your language counts to be able to do your preprint, to do all of your printed material and all the content that goes in there and so on and so forth. So being able to get those language counts is very, very important. And so this is a quick way to to allow you to get that ahead of your actual campaign. Now the interesting thing with all this is while I'm in this stage here, everything is dynamic. So I can refresh everything here, and all the numbers can re will recalculate based on fresh live data. When I get close to my campaign so I can do this six, eight weeks before my campaign launches, have my numbers, have a projection of my numbers. And as I get closer to my actual campaign and I'm a week or two out and now I need to lock it in and send, perhaps send my mail house the data, this is when I do my campaign structure lock. So right now, everything is unlocked. It's all dynamic. When I lock that, it asks me to refresh it. I'm gonna skip that just for time. And so when I lock that, all the numbers go from static pardon me, dynamic to static. Now everything is locked in. These numbers won't move anymore. And this is where I can now push these numbers into Razor's Edge and assign those appeals. So I can push all that data just with a click of button. Obviously, I didn't finish assigning the appeals, but you can notice that while it's pushing, I can even assign more appeals here while it's actually working. And and we're tracking everything that's being pushed and not pushed. We're telling you how long it's gonna take and when it should be ready. This is this part's really interacting with the CRM, with Raiser's Edge in this case. So it's throttling based on how fast we can push that data into Raiser's Edge. But you don't need to babysit anything. You can actually go away. You can come back, see how things are progressing. You know, close your computer or go home, check it on your phone. It's all being managed and handled on the back end. So I'm going to stop for now here, pause here, and see we're coming to the end of what we wanted to show you. Is there anything in the chat or in the Q and A that you'd like to address? Thank you, Desi. We we like to think so as well. We we do a lot of segmentation, so for some of our customers. So a lot of what we build into Amplify is based on our own experience as well doing the same work that you're doing. Wonderful. Jonah? Yeah. Awesome. Thank you, William. I saw a couple more questions come in from from the chat that we can go through. I that I feel like would be tremendous takeaways for for everyone who is here. So Evgenia, who mean, she's with us, but I guess she's taken a tremendous interest in segmentation as well. The presentation was just that compelling. If I could improve just one thing for my fall campaign this year, what should it be? One thing and so I would say really focus on those new donors. Most organizations have good experience at retaining those repeat or those loyal donors. So emphasize that if you're not already doing it, on those new donors and at least target, you know, two or three of those sources within those new donors. So you're not speaking to all the new donors in the same way. You're really addressing the the journey they've been on and how they got to your organization in the first place. Awesome. And then we got one more here. What additional support or training would your team help us with to get the value from Amplify? That's a great question from Divyesh. Thank you. So when we we do onboardings, we walk you through obviously how Amplify works, but we also help set up your first campaign so that you get the most value out of your use of Amplify. And we do so even on the free trial. So if you're if you sign up for a free trial, we'll white glove onboard you and get you, success with your first campaign. Absolutely. Well, thanks again. This concludes the presentation. Yeah. Amplify is something that we are we're extremely excited about. We really truly believe it's gonna be taking over the segmentation world. You know, we're having more and more organizations coming on to it. So if you are interested in learning more, speaking to William and I about it, you know, going through it with your own data and even just using it for free for for one of your campaigns to see how it can work, you're gonna be taken to a scheduling page when you log off here for a demo, so feel more than welcome to do that. We're happy to have any conversations with you guys. Other than that, you know, keep keep a lookout for us moving forward. We're very active. Thank you, Susie. We're very active on our website, on our LinkedIn, on our socials. So, you know, make sure you keep up to date with us for, you know, all all of our resources that we're, you know, that that we're posting by Evgenia And, yeah, thank you everyone for joining, and wish you guys all the best for your for your next campaigns. Thanks, everyone.