On Demand Archive: Segmentation Strategy

Recorded on November 1, 2016 (75 minutes)


One size doesn't fit all, which is why a good annual giving strategy begins with a strong segmentation scheme. Categorizing individual donors and prospects into groups based on giving history, constituency, affinity, behavior or demographic characteristics is the first step in developing personalized appeals and stewardship. Segmentation also makes it easier to analyze results and recognize opportunities for improvement.

Register now for your entire team to learn how to create an effective segmentation strategy for your annual giving program. 

This recording is eligible for 1.25 points of CFRE credit. 


  • Guidelines for identifying and prioritizing your institution's most valuable segments
  • Tips for aligning the optimal channels, messages, and timing with individual groups
  • Methods for analyzing results and detecting trends
  • Examples that have worked at other institutions
  • And more
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Lacie LaRue

About the Presenter

Lacie LaRue is the Senior Director of Annual Philanthropy at The University of Oregon where she oversees integrated donor marketing and stewardship programs for the Annual Fund. Her 16-year career in annual giving also includes work at The Oregon State University Foundation, Iowa State University, the University of Maryland, and Portland State University. An active presenter with CASE, she has served on the faculty and as past Chair of its Successful Annual Giving, Multi-Channel Marketing, and Leadership Annual Giving Conferences.