Donor Segmentation: 3 Steps to Unlock Hidden Giving Potential

Learn how nonprofits can use AI-driven donor segmentation to personalize annual appeals, boost donations, and build stronger relationships. Step-by-step guide.

Innovation Process

Dan Wu, JD/PhD

Apr 22, 2025

I express my sincere gratitude to Loree Lipstein for her invaluable insights and expertise during the preparation of this guide. I am also deeply grateful to Dalia Yedidia for her thoughtful guidance on the problem and focus area, which helped shape this effort to strengthen how Chan Zuckerberg Initiative (CZI) might use AI to support its grantees.

Donor Segmentation: Supercharge Your Next Appeal

Imagine you are the Executive Director of a Community Wellness Initiative (CWI) dedicated to serving its community by providing quality healthcare for all, regardless of one’s ability to pay.

Now, the board has set an ambitious goal: raise $100,000 through this year's annual appeal. This funding is crucial for maintaining your current programs and launching a new mobile health clinic, bringing essential medical services to those who lack consistent access to care due to transportation barriers.

But you feel overwhelmed and unsure of how to proceed.

You’re staring at the organization's donor database, a sprawling collection of thousands of names, yet you lack a clear strategy on where to focus your limited time and resources for maximum impact, given the urgency of the situation.

This is where the power of donor segmentation comes into play.

🪴 Joyful Ventures helps you win funding & contracts for lasting community impact through program discovery, positioning, and optimization, fusing Harvard PhD insight with Silicon Valley agility

What is Donor Segmentation?

Donor segmentation, in its simplest form, is the process of dividing your donors into distinct groups based on shared characteristics.

Think of it as organizing your contacts into categories, similar to how you might implicitly sort your contacts into different groups (e.g., "Family," "Friends," "Coworkers"). You'd naturally communicate differently with each.

This intuitive approach is the essence of donor segmentation.

Why Segment Your Donors?

For organizations like Community Wellness Initiative, mastering this art of segmentation can transform fundraising outcomes:

Boost Donations: Research shows this personalized approach can boost donations by as much as 25%. Personalized messages are far more effective than generic ones.

Prioritize Resources: For resource-strapped nonprofits, segmentation is a tool for prioritization. By identifying donors most likely to give, you focus limited time and energy where it matters most (the 80/20 rule).

Build Stronger Relationships: Thoughtful segmentation connects with donors in ways that resonate with their relationship to your mission. It's about building lasting support.

While technology now allows for some level of personalization across all segments, understanding where human touch makes the biggest difference remains crucial. This insight guides nonprofit leaders like you in allocating your most valuable resource – personal attention – to high-potential donors.

Donor Segmentation: Now Much Easier with AI

Up to this point, however, donor segmentation has been a time-consuming process. As a result, many nonprofits don't segment their donors at all.

AI (Artificial Intelligence) is now making it easier than ever for nonprofits of all sizes to harness the power of donor segmentation, even without a dedicated IT team or a massive budget.

With AI, you can extend the kind of personalization typically reserved for only major donors to a much larger audience. This not only helps you better engage current supporters but also identify and cultivate new potential major donors.

This guide walks you through using free (or low-cost) AI tools to unlock hidden giving potential in your donor database, focusing on your annual appeal.

(Running examples use Perplexity AI, but Claude and ChatGPT are also applicable).

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Human Oversight is Vital

Our recommendation: Establish a basic AI policy for your team. The policy reminds you and your team that:

AI is a Tool, Not a Replacement: AI provides valuable insights and automates tasks. Your expertise ensures efforts are ethical, effective, accurate, and aligned with your mission.

You're the Driver: Think of AI like a GPS – it provides directions, but you make the decisions and ensure you're on the right path. AI is powerful; use it cautiously.

Policy Resources:

Guidance is beyond this scope, but see sample templates from NTEN and Microsoft.

Key Considerations (Toggle for details)

At a minimum, policies should focus on preventing harm to stakeholders and mitigating harms if they arise, including risk assessment around the impact of AI on access to critical human needs, vulnerable populations, data privacy and confidentiality, accuracy, and transparency and consent.

For riskier applications, consider not using AI at all or increasing the use of tools such as human review, removing categories of high-risk applications or tools, audits, testing, monitoring and flagging, data controls, and consent.

Consider using your AI tool of choice to develop and refine your own AI policy, based on non-sensitive internal policy materials to reflect your existing language, values, and ideas.

Donor Segmentation: Overview

This guide will walk you through these three key steps illustrated above involving goal setting, segmentation strategies, and tailored content creation.

By the end, you'll have the knowledge and actionable tools to transform your annual appeal into a powerful driver of fundraising success.

Remember: There’s not one single path. Use your judgment to tailor these ideas to your specific context.

Step 1: Donor Segmentation: Define Clear Goals

A well-defined, strategic approach to goal-setting provides essential focus for your segmentation efforts.

This involves setting both external and internal goals.

External Goals: Objectives communicated to donors, focusing on the appeal's impact (what you'll achieve with funds).

Internal Goals: Strategic objectives for your team, focusing on donor engagement/development (e.g., retaining donors, activating specific groups).

External Goal

Establish this first. It's the foundation of your appeal and communicates the impact donors can make.

Creates Clarity: Think of it as the public headline for the campaign.

Provides a Benchmark: A clear external goal makes developing focused internal strategies easier.

Motivates Action: Concrete targets inspire commitment (even though the $ amount is part of the external story, it motivates internal action).

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Formula

ORG NAME) is raising (DOLLAR AMOUNT) by (DATE) so that we can reach our (VISION) by (ACTION). By doing so, we will create (IMPACT).

Running Example (CWI): External Goal (Toggle to view)

Community Wellness Initiative aims to raise $100,000 through our annual appeal by December 31, 2025, so that we can continue our mission of promoting health equity for all through community outreach, preventive care services, and new initiatives like a mobile health clinic. By doing so, we will be able to serve 5,000 community members annually, reducing health disparities and improving overall community well-being.

🤖 How AI Can Help: External Goals

With a thoughtful AI policy, you can now use AI responsibly. A great starting point is crafting SMART goals for your appeal. AI can help balance ambition and realism in your targets.

Prompt

Based on our Past Appeal Results (provided below) and our context below, suggest 3 goals for our [campaign type — an appeal] based on this formula

Formula:
(ORG NAME) is raising (DOLLAR AMOUNT) by (DATE) so that we can reach our (VISION) by (ACTION). By doing so, we will create (IMPACT).

Create a table. Columns include the goal option, a score (1-5) for each goal on all criteria (specific, measurable, achievable, relevant, and time-bound; and put the total score on all criteria and criteria scores in one column/cell), and share reasons for your scores. Sort all options from high to low total score.

Select your favorite and explain in one or two sentences why it's better than the other options you’ve generated.

Use information about our nonprofit and fundraising goal

(Copy/paste your goal statement from Step 1 or strategic plan goals for the coming year)

Use past appeal results
(Copy/paste prior appeal results like the below)

Year	Total Amount Raised	Number of Donors	Average Gift Size	Response Rate
2022	$75,000	300	$250	3%
2023	$82,500	330	$250	3.3%
2024	$90,000	360	$250	3.6%

Output

Goal Option	Score and Total Score	Reasons for Scores
1. Community Wellness Initiative is raising $100,000 by December 31, 2025, so that we can reach our vision of health equity for all by expanding our outreach programs. By doing so, we will provide preventive care and health education to 5,000 underserved community members annually.	Specific: 5, Measurable: 5, Achievable: 4, Relevant: 5, Time-bound: 5; Total: 24/25	This goal is specific and measurable with a clear dollar amount and timeline. It is achievable based on historical trends (11% increase from 2024) but slightly ambitious. It aligns with the organization's mission and focuses on an impactful outcome.
2. Community Wellness Initiative is raising $95,000 by December 31, 2025, so that we can reach our vision of health equity for all by sustaining our existing programs. By doing so, we will continue providing care to 3,600 underserved community members annually while maintaining our current level of service.	Specific: 5, Measurable: 5, Achievable: 5, Relevant: 4, Time-bound: 5; Total: 24/25	This goal is realistic and achievable (6% increase from 2024) while maintaining focus on sustaining current programs. However, it is slightly less ambitious than Goal Option #1 and may not inspire as much donor enthusiasm or growth potential.
3. Community Wellness Initiative is raising $110,000 by December 31, 2025, so that we can reach our vision of health equity for all by launching a new initiative to provide mobile health services in underserved areas. By doing so, we will create access to care for an additional 1,500 community members annually.	Specific: 5, Measurable: 5, Achievable: 3, Relevant: 5, Time-bound: 5; Total: 23/25	This goal is highly specific and measurable but less achievable due to its ambitious target (22% increase from 2024). While it is relevant and time-bound, it may stretch resources too far without a significant change in donor acquisition or giving patterns.

Goal Option #1:
"Community Wellness Initiative is raising $100,000 by December 31, 2025, so that we can reach our vision of health equity for all by expanding our outreach programs. By doing so, we will provide preventive care and health education to 5,000 underserved community members annually."

Explanation:
This option strikes the best balance between ambition and achievability while aligning closely with historical trends (11% increase from last year). It also emphasizes growth through expanded outreach programs, which can inspire donor enthusiasm without overextending resources like Goal Option #3 might.

Don’t stop with the first output. Here’s a few tips to keep iterating.

Provide feedback to the AI (e.g., "Redo, focus all options on raising $X").

Input team feedback for revisions (”We don’t like Y. Come up with options to fix it”)

Internal Goal

Internal goals guide your fundraising and segmentation strategy. They complement the external goal (which communicates impact).

These aren't shared publicly but are crucial for team focus and evaluation.

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Formula

To achieve our external goal above, we seek to:

[Target percentage or number] for [strategy or target] through [tactic]
[Repeat for each strategy to achieve external goal]
Why these strategies: 1-2 sentences on why these strategies were chosen and how it might support [broader organizational priorities]
Optional: Add in definitions for any metrics to improve alignment

Running Example (CWI): Internal Goal (Toggle to view)

To achieve our $100k goal for the appeal, we seek to:

Increase donor retention rate from 65% to 75% among prior donors through personalized donor communications (an emerging capability).

Boost fundraiser participation rate* from 80% to 90% using our tried-and-true peer-to-peer fundraising playbook (a proven capability). Outreach from peer fundraisers to existing donors also helps us achieve Strategy 1.

These strategies support our organization-wide priority of improving donor retention by combining social proof from peer networks with tailored engagement. This strengthens our donors’ emotional connection to our cause, promoting long-term loyalty.

* Note: Fundraiser Participation Rate is defined as (Number of P2P Fundraisers ÷ Number of Donors) x 100.

Key Components Explained:

Target (% or #): Set achievable yet ambitious goals using past data.

Key Strategies: Align tactics (including segmentation) with broader objectives. Focus where you have outsized impact (e.g., existing donors, P2P fundraisers based on your history).

Organization-wide priorities: Connect to organization-wide broad objectives that boost sustainability and growth like donor retention, donor lifetime value (or LTV), or donor base expansion.

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Key Takeaways: Goal Setting

Define Both: Set clear External (public-facing impact) and Internal (team strategy) goals.

Start External: Use the public goal ($, impact) as the benchmark.

AI Assist: Leverage AI (responsibly, with a policy) to draft SMART goals based on data.

Internal Focus: Use internal goals to guide how you'll achieve the external target (e.g., focus on retention via specific segments).

Foundation: Clear goals are the essential first step before effective segmentation.

Step 2: Donor Segmentation: Mapping Your Strategy

Segmentation bridges strategic planning and practical implementation.

The Goal: Divide your donor base into 3-4 distinct groups to tailor your approach based on unique characteristics and potential.

This aligns outreach with internal goals (e.g., retention, P2P engagement).

Let's explore donor segment creation.

Audit the Data You Have

First, take stock of available information relevant to your appeal goal.

Focus on Reality:

Work with data you have, not an ideal dataset.

Prioritize readily available, accurate data relevant to your fundraising goals.

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Running Example (CWI): Data Audit (Toggle for More)

Given your focus on retention and peer-to-peer fundraising, you focus on people already in your database. Then you audit the data you currently have on that donor type.

Focusing on readily available, accurate data ensures that your segmentation is grounded in reality and yields meaningful results.

(Remember, the running example below may not match what you have; use this as an illustration, not as a strict checklist to follow).

For this donor list, you have the following types of data:

Gift history. You have information about how recently they last gave, how frequently, and how much. This also data helps identify retention patterns, loyal supporters, and those at risk of lapsing.

Engagement history: Information about event attendance, volunteering history, and participation in peer-to-peer fundraising campaigns.

Brainstorm and Choose Segments

With clear goals and audited data, create actionable segments aligned with internal objectives.

Tailor Your Appeal: This maximizes the chances of reaching fundraising goals.

Guided Communication: Segmentation guides how you speak to each group (our communication and content strategy), resonating with their specific relationship to your mission and fostering loyalty.

Example approaches: Here are two different ways to think about grouping donors. The first focuses on interaction level (e.g., past fundraisers, specific donors, other engagement), while the second categories by giving levels.

Remember: Base your segments on your data and your goals.

Example 1: Engagement-Based Segmentation

This approach focuses on engagement levels with your recent campaigns and overall involvement with your organization:

Fundraisers from last year's campaign: Your most active supporters who not only donated but also rallied others.

Donors who gave to specific peer-to-peer pages or a master page: Individuals who responded to targeted appeals.

People who haven't donated but engaged in other ways: Showed interest through non-monetary actions like event attendance.

People who have never given or engaged: Potential new supporters who fit your target demographic.

Why this works

This segmentation helps you tailor strategies based on past engagement levels. It's particularly useful for re-engaging past supporters and growing your donor base. You can create targeted messages that acknowledge previous involvement, encourage increased participation, or introduce your cause to new potential donors. This approach allows you to nurture relationships at various stages of engagement, potentially leading to more consistent and increased support over time.

Example 2: Donor Level Segmentation

In addition to segmenting based on engagement, another approach is to categorize donors by their giving levels, which can be particularly effective for organizations aiming to optimize their fundraising potential across different donor tiers:

Major donors: Highest-level contributors who may require personalized stewardship.

Mid-level donors: Show potential for increased giving and may benefit from upgrade strategies.

Small donors: Make smaller, sometimes more frequent donations.

Supporters who have never given: Shown interest but haven't made a financial contribution yet.

Why this works:

This segmentation is effective if your goal is to increase overall donation amounts or move supporters up the giving ladder. It allows you to tailor your communication and asks based on giving capacity and history, potentially leading to increased overall donations.

Remember, these are just examples. Your specific segmentation should be based on the data you have available and align with your organization's unique fundraising goals. Whether you're focusing on engaging lapsed donors, growing your donor base, or increasing giving levels, your segments should reflect these objectives and the information you have about your supporters

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Running Example (CWI): Segments for the Appeal (Toggle for more)

Step 1: Brainstorm

After examining the data you currently have, you brainstorm the following segments and consider how each relate to your internal goals.

Fundraisers: Those who actively fundraised during previous appeals. These highly engaged individuals are crucial for reaching your goal of increasing peer-to-peer fundraising engagement from 80% to 90%. They are your most engaged supporters and could be key allies in rallying donor support and improving donor retention for your next appeal.

Recent or Current Donors: Those who gave to specific peer-to-peer pages, master annual appeal page, or otherwise contributed to last year's appeal or gave at another time this year. This group is key to your goal of increasing donor retention from 65% to 75%. (For simplicity, recent and current donors are combined into one segment but could be technically separated into two - remember this is an example and do what works for your organization).

Lapsed Donors: Previous donors who haven't given in the last year. This group represents an opportunity to improve your donor retention rate through personalized communications. (In fundraising speak, these groups include LYBUNT (Last Year But Unfortunately Not This Year) and SYBUNT (Some Year But Unfortunately Not This year).)

At-risk Donors: Donors who have given recently but have shown decreased engagement or reduced donation amounts. This segment can be re-engaged with targeted messaging to prevent further disengagement.

Volunteers: Active participants in your programs who may or may not have donated. This group has strong ties to your mission and could serve as a valuable source of new peer-to-peer fundraisers, helping increase fundraiser engagement from 80% to 90%. Their commitment to your cause also makes them ideal candidates for outreach and stewardship activities aimed at other donors.

Prospects: People who have never given or engaged but are in your database: These are potential new supporters who fit your target demographic, such as individuals living in the community served by your organization or those with a demonstrated interest in health equity initiatives. This group represents an opportunity to expand your donor base through targeted outreach and storytelling about your organization's impact on underserved communities, but don’t fit well with the internal goals you’ve set.

Step 2: Choose

To focus resources on the highest-potential segments, you decide to prioritize Fundraisers and Recent/Current Donors for this appeal.

(As a result, the running examples throughout this piece will focus exclusively on these two segments.)

Create a Personalization Map: Your Content Blueprint

With our segments defined, we now face the challenge of crafting messages that resonate with each group's unique relationship to CWI's mission.

This is where a personalization map becomes an invaluable tool and the essential strategic guide for the personalized content you'll create in Step 3 below.

A personalization map is a strategic framework that maps out our specific approach for each segment. For instance, a personalization map will clarify for each prioritized segment WHAT kind of direct ask will be used (e.g., amounts), HOW we will inspire action (e.g., engagement), and WHAT format will be used (e.g., channel, messenger).

Key Benefits:

Easily assess in one place that every donor receives an experience that feels relevant and compelling to their individual journey.

Enable a targeted approach that increases engagement and donation rates but also fosters a deeper connection with our supporters.

Serves as a central reference point for our team, enabling us to maintain consistency in our communications while progressively challenging each segment to increase their level of support.

Key Steps:

Identify what elements have worked. Brainstorm personalization elements that have worked previously. What can you bring to your donors that connects them with your cause? To brainstorm a wide variety of elements, consider these proven personalization elements (hit the toggle).

Recognition for and impact from their prior engagement or donation: Highlight the concrete achievements made possible by their past support. (e.g., "Because of your gift last year, we were able to provide 100 free health screenings to uninsured members of our community."). This demonstrates the tangible impact of their contributions and reinforces their decision to give. (Requires tracking prior gift/engagement data)

Channel/Messenger preferences: Connect with the donors in the method they find to be effective (e.g., email versus physical mail), messenger (e.g., executive director or board member they know), and format (e.g., handwritten note) (Requires tracking preference or testing)

Clear and direct ask amounts based on prior giving: Personalize the donation request based on their previous giving habits. (e.g., "Would you consider a gift of $500 this year to help us reach even more families?") This shows that you appreciate their past support and are confident in their continued commitment. (Requires reliable LastGiftAmount data)

Frequency and sequence. For instance, if you haven’t received a donation yet from the donor, send a varied message every 2-4 weeks and everyday the last week up to a maximum for 6 total emails.

Programmatic interests and core values: Connect your fundraising efforts to the programs and values that resonate most with your donors. For Community Wellness Initiatives. (e.g., If a donor has previously supported children's health programs, highlight how the mobile clinic will provide vital healthcare services to underserved children.) (Requires tracking donor interests)

Unmet needs: Are your donors seeking something beyond supporting a cause? This shows your nonprofits desire to build a positive partnership.(e.g., "If the donor is retired and also seeking to address loneliness and their desire for community, you tailor engagement opportunities to address that need"). (Requires tracking donor interests)

Behavioral triggers (urgency, scarcity, and pattern disruptions): Create a spark with engagement (e.g, “Match Challenge: Your $1,000 gift by Friday unlocks $2,000 for critical surgeries)

After donation

Post-Appeal Stewardship and engagement: Create the next action when donors sign up with the initiative. You can do this with a personalized thank you card, regular updates, impact reports or dashboards, volunteer opportunities, newsletters, regular program invitations, or by joining an advisory committee.

Engagement ask: Encourage donors to participate in the campaign beyond just giving money. For instance, what are the best items to use for the current ask (e.g., volunteer, spread message, matching)

⚠️ Caution: Choice can suppress action. For solicitation emails, focus solely on the donation ask. Other engagement opportunities should be presented after a donation as part of stewardship and ongoing engagement.

Map elements to the segments you identified above. Mapping creates a structured pathway for your donor journey and serves as the blueprint for content creation next.

Meet them where they are and challenge them. Incorporate these elements into your segments by using a scaffolded approach to your asks. This means your requests aim to meet them where they are and incrementally challenge them, helping you move them "up one level" in schema of segmentation categories.

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Running Example (CWI): Personalization Map (Toggle for more)

Assume CWI decided to prioritize a few personalization elements — channel, messenger, and format & ask amounts.

Here’s how your personalization map might look for your chosen segments.

Elements	Segments Donors	Fundraisers
Format Channel, message, & Frequency	Personalized email from Executive Director + follow-up text Frequency: once every 2-4 weeks, then every other day during the final week. (if donation not given)	Executive Director acknowledging their support and hands-on involvement with a call, handwritten note and email Frequency: Initial outreach, mid-campaign check-in, final week encouragement.
Call to Action Clear and direct ask amounts based on prior giving	Upgrade by 10-15% through an invitation to "sponsor a service" in the mobile clinic (e.g., fund a day of vaccinations) (Needs LastGiftAmount data)	Invitation to an exclusive preview of mobile clinic plans with beneficiary testimonials (with an ask to lead peer-to-peer campaigns)
(Optional) Concept Core themes, narrative arc, or creative elements	Theme: Focus on direct impact of donation on services. Arc: Launch intro -> Problem -> Solution -> Ask -> Impact Creative: Use photos of current services.	Theme: Focus on leadership, community building, exclusive access. Arc: Launch intro -> Recognition -> Exclusive Info -> Ask -> Celebrate Creative: Use photos of past fundraisers in action.

🤖 How AI Can Help: Personalization Map

One of the biggest challenges in crafting an effective personalization map is breaking out of familiar patterns and generating fresh, strategic ideas tailored to different donor segments. It’s easy to default to the same messaging or overlook new ways to engage donors.

AI can rapidly brainstorm and structure outreach strategies based on your segments. With the prompt below, you can guide AI to generate relevant ideas for each segment—saving time while ensuring your approach is both thoughtful.

Prompt

Make sure all ideas make sense in the context of our fundraising strategy (a personalized annual appeal)

For each element and segment, generate 5-7 ideas, score each from 1-5 on impact & ease of staff execution for this personalization element (sort from highest to lowest total score), and share why. Put each of those ideas in the same cell/column that is relevant for that segment and element in the table.

Before sharing your output, make sure it's in table format for each segment and multiple ideas for each element. Otherwise reject your output

Focus on these segments
(Add chosen segments from the above and definitions of each)

Use these personalization elements
Clear and direct ask amounts for the appeal based on prior giving
Appeal engagement ask
Channel, messenger, & format for your appeal messages
[Note: You can add any personalization elements you’d like]

Effective tactics from prior campaigns
Handwritten notes
Video with a link to a QR code

Learn from this example personalization map
(copy/paste the example above into the prompt box)

Output

Here’s an example snippet of the output from the prompt above. With these outputs, you can come up with a large number of ideas and select your best ones.

Modify the prompt and refine it for the best result. For instance:

Increase number of ideas requested (e.g., from 5 to 20)
Change scoring criteria.
Ask for ideas matching specific missing characteristics.

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Key Takeaways: Mapping Your Strategy

Audit First: Know what data you have before segmenting.

Segment Purposefully: Choose 3-4 segments clearly linked to your internal goals.

Map is the Blueprint: The Personalization Map defines the specific approach (CTA, ask, channel, cadence, copy/creative/narrative) for each key segment.

Leverage Data: Ensure map elements align with available data points.

AI for Ideas: Use AI to brainstorm creative map elements and strategies.

Foundation for Content: This map directly guides the personalized content creation in the next step.

Step 3: Donor Segmentation: Personalize Campaign Content

Using the Personalization Map created in the previous step as our blueprint, you're now poised to create compelling content that speaks directly to each donor segment, inspiring them to support your annual appeal.

This step is where your segmentation strategy truly comes to life, transforming data and insights into personalized messages that resonate with individual donors.

Create Templates

Create personalized templates incorporating:

Segment-specific messaging (from your map).

Individual donor variables (from your database).

Benefits:

Efficiently create consistent messages en masse.

Acknowledge unique relationships, giving history, and engagement potential.

Each communication feels uniquely relevant, driving meaningful results.

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Running Example (CWI): Template for Current Donors (Toggle for More)

Subject: [FirstName], Join Us for a Special Evening

Dear [FirstName],

Your dedication to Community Wellness Initiative has been nothing short of extraordinary. Your generous contributions have helped us provide essential healthcare services to those who need it most in our community.

🤖 How AI Can Help: Personalize Templates

The manual effort required to craft unique appeals for different segments discourages organizations from pursuing a more customized approach.

Now, with AI, you can streamline this process. Using the prompt below, you can generate first drafts of personalized content, allowing you to focus on refinement rather than starting from scratch.

Prompt

ROLE
You are a world-class fundraiser and writer at a prominent nonprofit with a history of exceeding fundraising goals.

TASK
Your task is to generate personalized appeal message templates for each segment detailed in the Personalization Map provided below. Create templates for all formats specified for that segment in the map (e.g., if it suggests email and text, create a template for both email and text for that segment)

REQUIREMENTS
Create templates for ALL formats specified in the personalization map (e.g., email, text). Keep in mind that email templates you generate will then be ported into gmail using its mail merge functionality and drawing from a spreadsheet of information about each donor.
Template Fields: Make sure the template fields you use make sense given the column names in Donor Data.
Make sure all templates include the following key variables Name, prior donation amount, impact, new ask amount based on prior donation amount
Make sure you fill in info about the fundraising goal and potential impact based on what you know about our nonprofit.
Before sharing each template, make clear which segment the template is for and the key personalization elements it includes.
The goal is to make this heartfelt and authentic without being dramatic or hyperbolic. You are building a relationship, not transacting with a bank account. Do not make mentions of the donor's wealth in the appeal or how much you're increasing your ask versus the prior year.
Make sure the appeal fits on one page and no longer.
Make sure every appeal includes a link to a donation page. If it’s physical mail (e.g., handwritten note), provide a QR code or short link (whichever seems more natural given the context). If it’s digital (e.g., email or text), use a short link.
Finally, use the information below and integrate it into the appeal in a natural way.

INPUTS
Use information about our nonprofit and fundraising goal and expected impact
(Copy/paste your mission and goal statement from Step 1)
Use this personalization map below to create these templates
(Copy/paste a personalization map that includes your most vital elements)
Learn from our prior template below to learn our voice and what’s been effective.
(Copy/paste one of your prior top-performing template or just ask AI to use best practices to draw from a best practice appeal)
Use this Impact Story
(Copy/paste from your impact report, a few critical stories or quotes from beneficiaries across different programs)
Paste in key column names from your donor database that contain variables for the template
(Copy paste table column names)

(Optional verification prompt)
ASSESSMENT
Before you finish and share the output, create and share a checklist of everything I asked for. Confirm each item is complete by checking it off and providing a quote that it was done. If not, reject your output and automatically revise/share one that meets my requirements)

Output (Donor segment only)

Note: You can emphasize your AI tool to generate varied messages throughout the entire campaign (e.g., a different yet cohesive message once every 2-4 weeks). For space efficiency, this just looks at the first touchpoint in the personalization map.

1. Email Template

Subject: {{First Name}}, Join Us in Bringing Healthcare Closer to Home

Hi {{First Name}},

Last year, your incredible donation of {{Prior Donation Amount}} helped us provide care to hundreds of families in our community. Today, I’m reaching out with an exciting opportunity: launching our mobile health clinic to reach 5,000 neighbors who lack access to transportation.

We’re asking you to consider a gift of {{New Ask Amount}}* to help fund this urgent initiative. With this support, we can bring vaccinations, check-ups, and preventive care directly to those who need it most—like Maria, a single mother who told us, “I walked 3 miles to the ER with my sick baby last winter. This clinic would’ve saved us that nightmare.”

Can we schedule a call this week to discuss? In the meantime, you can donate here: {{Donation Link}}

With gratitude,

[Executive Director’s Name]

P.S. Every $50 provides care for one person. Your {{New Ask Amount}} could help 20 families like Maria’s.

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A minor note on New Ask Amount

You will see the variable “New Ask Amount” included in the templates above. To generate a basic version of this value, you do not need AI.

Simply decide on the increase you want to encourage and use a spreadsheet formula like “=(Last Gift Amount * 1.10)” to calculate the New Ask Amount in your donor database. The template will then pull this value into the [New Ask Amount] variable.

(If you want to get more advanced, you could use machine learning or statistical analysis — or various paid tools offered by a number of companies — to determine the optimal amount. However, for now, free and simple tools like this formula can deliver a “good enough” personalized result.)

2. Text Message Template

From: [Executive Director’s Cell Number]

Hi {{First Name}}, it’s [ED Name] from Community Wellness. Your past support has been vital—could we chat about a new way to lead on our mobile clinic? We’d love your help reaching {{New Ask Amount}} to serve 5,000 neighbors. Let me know a good time to connect! Donate here: {{Donation Link}}

3. Handwritten Note Template

[Printed on Clinic Letterhead; Include QR Code Linked to Donation Page]

{{First Name}},

I wanted to personally thank you for being the kind of supporter who doesn’t just give—you lead. Because of you, we’re closer than ever to launching the mobile clinic.

Would you consider {{New Ask Amount}} to help us finalize the vehicle and train staff? Scan the QR code below to contribute, and let’s schedule a tour of the clinic plans!

With hope,

[ED’s Handwritten Signature]

INTERNAL OUTPUT: Checklist Verification

✅ All formats covered: Email, text, handwritten note

✅ Variables included: Name, prior donation amount, impact, new ask amount

✅ Mission/goal integration: Mobile clinic details, $100k goal, 5k patients

✅ Donation link/QR code: Added to all templates

✅ Voice guidelines: Relationship-focused (no wealth/dramatic language)

✅ Length: All templates fit on one page

✅ Impact formula/story: "$50 = 1 person" and Maria’s quote used

Refine, Refine, Refine: Remember these are simply first drafts. Revise these templates and give AI feedback to generate better prompts based on your expertise to make its output more effective, natural, and accurate.

Going Further With Personalization: Dynamic Campaign Journeys (Hit Toggle for More)

AI can do more than create individual messages—it can help design adaptive campaign journeys that change based on donor behavior. Instead of sending the same fixed sequence to everyone, AI can map flows like: if a donor doesn’t open the first email within three days, send a second with a new subject line; if they click the donation link but don’t give, follow up with an impact story two days later. While setting up these dynamic journeys requires advanced email automation tools, AI is powerful for brainstorming and structuring them, helping organizations maximize engagement and personalize at scale—an advanced step beyond the basics covered in this guide.

⚠️

Caution is necessary when you approach major donors

For major or highly-engaged donors, a human touch is essential. These donors value direct relationships, and fully-automated messaging and experiences may harm the impact of your outreach. While significant automation of manual tasks is still helpful, think of AI as your partner here. Brainstorm ideas, revise messaging, and ensure consistency—allowing you to maintain personalization while improving efficiency.

How Technology Can Help: Mail Merge

To email personalized messages efficiently:

Consider low-cost tools like Gmail’s native mail merge functionality

Connects to your data table (spreadsheet).

Populates variables in your templates automatically.

Personalized communication is more accessible than ever.

✅

Key Takeaways: Personalize Campaign Content

The Map is Your Guide: Use the Personalization Map as the direct blueprint for content.

Templates + Variables: Combine segment-specific messages with individual donor data.

AI Drafts Content: Leverage AI to generate initial drafts for emails, texts, etc., based on your map (including narrative arc/cadence).

(Advanced): Consider AI for brainstorming dynamic, behavior-based campaign flows.

Human Refinement: ALWAYS review and refine AI output for accuracy, tone, and personalization depth.

Technology for Scale: Use tools like mail merge to send personalized messages efficiently.

Donor Segmentation: What Are You Waiting For?

Remember, the power of segmentation lies in its ability to turn data into deeper relationships.

By understanding and responding to unique motivations through a well-designed, personalized campaign strategy (guided by your map and brought to life with tailored content), you're not just fundraising.

You're storytelling, connecting, and inspiring action that acknowledges and builds upon your supporters' relationship to your mission.

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Put the framework into practice now with:

A step-by-step Worksheet to guide your analysis

Powerful AI Prompts to enhance your thinking

A Worked Example showing the framework in action

• • •

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Donor Segmentation: 3 Steps to Unlock Hidden Giving Potential

Donor Segmentation: Supercharge Your Next Appeal

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What is Donor Segmentation?

Why Segment Your Donors?

Donor Segmentation: Now Much Easier with AI

Donor Segmentation: Overview

Step 1: Donor Segmentation: Define Clear Goals

External Goal

🤖 How AI Can Help: External Goals

Internal Goal

Key Takeaways: Goal Setting

Step 2: Donor Segmentation: Mapping Your Strategy

Audit the Data You Have

Brainstorm and Choose Segments

Create a Personalization Map: Your Content Blueprint

🤖 How AI Can Help: Personalization Map

Key Takeaways: Mapping Your Strategy

Step 3: Donor Segmentation: Personalize Campaign Content

Create Templates

🤖 How AI Can Help: Personalize Templates

How Technology Can Help: Mail Merge

Key Takeaways: Personalize Campaign Content

Donor Segmentation: What Are You Waiting For?

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