By: Kenn Dixon, M.A., CDMP, APR
Mass emails are the communication equivalent of spraying perfume into a room and hoping someone smells good. Segmentation fixes that. When you treat every contact the same, your message becomes bland, irrelevant, and easy to ignore. Leaders often resist segmentation because it “sounds complicated,” but so does tax law and we still do it.
Start with simple behavioral groups: donors, volunteers, clients, staff, community partners, and prospects. Each group cares about different things. Donors want impact. Volunteers want purpose. Prospects want clarity. Staff want fewer meetings (really, they do). When you send every group the same message, you guarantee nobody gets what they need.
Your CRM (if used correctly… no judgment) is your golden ticket. Tag by donation frequency, event attendance, interests, or even email clicks. A CEO and a college intern should not receive the same call to action. One signs checks; the other asks for snacks.
Next, personalize without getting creepy. Add names, reference past engagement, and keep messages human. If you’re sending a “We miss you” email, make sure you actually miss them—not just their wallet.
The payoff? Higher open rates, higher conversions, and fewer unsubscribes from people who still want to support you… just not your generic messaging.
Call to Action: Master your messaging. Get the advanced guide at www.yourmessageclarified.com