SEGMENTING YOUR LIST FOR BEST PERFORMANCE

June 6, 2013

Your Guides

Dolores McDonagh, Principal Consultant, Charity Dynamics

Jake Patoski, Learning and Training Manager, Salsa Labs

• Introduction• Scoring• Custom Fields• Groups

• Parent/child groups• Smart groups

• Group-based Content• Queries

• Bio/demographic data queries• Advocacy & Donation related queries

Agenda

Introduction

• Segmenting requires research, laying a foundation, and analysis.

• Much of segmenting is predicting the future:• What groups will be

important to us, immediately or a year from now?

• What metrics do we think will inform our work?

• This webinar will focus on that foundation and analysis.

Scoring

• More than anything else, the Scoring package will allow you to target or create segments based on quantified measurements of engagement.

Scoring

• Two parts:• A score

• The ‘container’ for scoring entries (can be one or more scores combined)

• Fields:• Name• Description• Status

• Scoring entries

Scoring entries • A ‘rule’ to score by• Reference Name• Scoring category – usually ‘Normal’ but

‘Fixed Value’ could be used to tally total donations

• Object – can be hard to decide which! Feel free to contact support@

• Multiplier – points per ___ (such as action taken, donations made, etc)

• Expiration – not to be mixed up with halflife; after this amount of time, the point value will reduce to the minimum value. Should scores reset after a year? Then 365.

• Minimum value – as a score ‘decays’ because of halflife or expiration, this will be the ‘floor’ of the score

• Halflife – less sudden than expiration, the score will decrease incrementally – after X days, the score will decrease by half.

The bolded entries on the right are the only required fields for a complete score.

Common objects –

Supporter - award points to supporters for signing up to your list in the first place. Consider pairing this with a quick expiration time, like 10-60 days. Some organizations consider new supporters to be at an inherently high level of engagement.

Donation - award points for each donation made (regardless of the size of the gift)

Supporter Action - award points for each online activism action taken (petitions and targeted advocacy campaigns, including write-your-rep actions)

Supporter Event - award points for each event registered for.

Scoring • Stack multiple scoring entries to create a ‘super’ segment

• Scores are retroactive• Types of activities can be scored;

individual campaigns/pages cannot.• Read more here:• https

://wfc2.wiredforchange.com/o/8001/images/Target%20Your%20List%20and%20Engage%20Supporters%20with%20Scoring.pdf

• https://wfc2.wiredforchange.com/o/8001/images/How%20to%20Setup%20Scoring%20in%20Salsa.pdf

• https://wfc2.wiredforchange.com/o/8001/images/Salsa%20Scoring%20FAQs.pdf

Reporting on Scores

• Queries are the best spot to determine your higher scores.

• Create smart groups – completely automated• Use in targeting

Custom Fields

• Custom fields are critical for defining your audience’s characteristics beyond what Salsa already offers

• Different types –

Custom Fields

• Apply on any Salsa page to let your supporters fill in, or fill them in manually

• What they can’t do• No “select all that apply” or “ranking”

options• Right now, they only apply to

Supporters, not other types (Donations, Events, etc.)**

• Use them in queries, or merge them into emails

• When merging into emails/autoresponses, use the API name in [[merge brackets]] from the list of fields

Groups

• Manage Groups• Points of entry for

groups:• Pages – optional and

auto-add• Imports• Manual• Smart Groups

Parent/Child Groups

• Covered yesterday!• But in case you

missed it…

1. Make sure you have a parent (or ‘master’) group. In this case, we’ll choose “Blimp Rights”.

2. Now figure out which groups are the children (or subgroups) to the parent group: “Blimp Activists”, “Blimp Donors” and “Blimp Newsletter.”

3. Click on the name of a child group, and then navigate to the Information tab.

4. In the Choose Item Parent dropdown, select your parent group, then click Save.

5. Repeat for each of the other groups that should be nested under the parent.

Two Tips to Keep in Mind

1. Nest as much as you want!

2. Membership in a group doesn’t automatically ‘cascade’ up or down – but you can create a Smart Group which looks for membership in one of the parent/child groups.

Smart Groups

• Automated groups that runs a query once a day; the results of the query populate the group.• A ‘greedy’ smart group is

cumulative – if a supporter stops meeting the query results, they’ll still show up.

• Can’t manually add supporters.

• Not retroactive – get these set up and running sooner rather than later!

Group / segment performance in emails

• In your email blast summary, you can view how individual groups performed with regards to the email.

Group-based Content in emails

• Covered yesterday, but we’ll show you how to edit the code and expand the possibilities.

• In the Content tab of the email blast workflow, place your cursor where you would like to add segment-specific content.

• Open the Add dynamic content… dropdown and choose the “Group Membership” option.

• Select the group which should see the custom content, and then write both your custom content and the “otherwise” content for non-members.

• Click Generate Script to see the SalsaScript which will be inserted into the email.

Click the Insert Content button to have the content inserted in your email blast.

Dynamic content code

1. <? var groupList=supporter.getObjects('groups'); var groups=new Object();for each (g in groupList){groups[g.groups_KEY]=true;}

2. if (groups['120952']!=null){?>donor test<?

3. }else if (groups['120953']!=null){?>suppress test<?

4. }else{?>otherwise<?}?>

Description1. This code lets Salsa know what

we’re generally doing here. Nothing to change.

2. Our first group selection. To change the group, enter the key number in the brackets and apostrophes – [‘nnnnn’]. The text we want to display goes in between ?> and <?

3. For each additional group option you’d like to add in, you use else if, but everything else stays the same.

4. For your final, non-group text, there is the else content.

Dynamic Content code

Queries

• Best way to report on anything to do with your supporters

• Save your queries and come back to them

• Stacking conditions with AND / OR options

Queries: Operators

• Equals / does not equal – used for exact values

• Less than / greater than – with dates, < is before, > is after

• Like / not like – must be used with % wildcard. Used to find a portion of text/numbers (as opposed to exactness of “Equals”).

• Is empty / not empty – used to find supporters who have an empty field, or where a field has some data in it

• Is in list / is not in list – used to find matches for multiple selections. Syntax is to separate each value by only a comma (dog,cat,bird not dog, cat, bird)

Bio/Demographic Queries

• Within postal region• Legislative district• City/state/zip (use with

“Is in list”)• Group membership –

different “and/or” behavior!

• Custom fields

Advocacy & Donation queries

• Action history – Did the supporter participate or not participate in a specific set of actions?

• Donation history –• Total amounts, > or <• Single donation amounts, > or <• Donation date, before or after• Has attempted to / never attempted

to donate• Has or has not donated• Has/has not made a recurring

donation• Count of donations > or < a certain

#, between a specific date• Amount of donations > or < a

certain #, between a specific date• Donated on a specific page, or

donated elsewhere

Event history, email history & statistics

• Event History

• Email history• Was / was not targeted by a blast or any in a set

of blasts.

• Email status• Who all reached a certain status (send failure,

sent, opened, clicked) for a specific email / set of emails

• Email statistics• Cumulative statistics for how a supporter has

interacted – number of emails sent/opened/clicked (with > or < operators),

• Run conditions on last open or click – specific date, before or after a certain date, etc.

• Join us Friday between 2:00 and 4:00 ET for a special edition of “Office Hours”

• Visit Doodle Poll at http://bit.ly/training-office-hours to sign up for your personal 20 minute session

• Talk through your unique segmentation questions

• Do (or at least glance at) your HOMEWORK to get the most out of this opportunity!

“Segmented” Office Hours

Evaluation

https://www.surveymonkey.com/s/GNTWNC2

We want your feedback!

THANK YOU!