Monday, Mar. 2
12 – 3 p.m. ET
Virtual workshop format with peer-to-peer engagement and applied learning
Discover how strategic segmentation can maximize outreach effectiveness. This session covers audience analysis, data-driven grouping, and tailoring messages to resonate with different donor segments.
Segmentation for Fundraising Workshop participants will:
- Define segmentation models that align with fraternal foundation goals.
- Use member or donor data to create targeted campaigns for higher engagement.
- Implement segmentation strategies to improve ROI and donor satisfaction.
Workshop Schedule
| Welcome | FFE Advance: What to Expect |
| Section 1 | Assigning Personas • What are personas? • Assigning attributes to groups to help define segments • Defining Persona motivations |
| Section 2 | Persona Activity Breakout |
| Screen Break | |
| Section 2.5 | Persona Activity Continued |
| Section 3 | Messaging • Developing messaging that appeals to each persona •Stewarding donors with what they want to know more about •Aligning with Cygnus data |
| Screen Break | |
| Section 4 | Channels • Direct mail vs. email vs. social • Tracking results Best practices |
| Section 5 | Hunting for Data & Data Quality • Partner with fraternity/sorority staff to leave no stone unturned |
| Section 6 | Data Activity Breakout |
| Section 6.5 | Data Activity • Share 3 of your group’s unused sources |
| Section 7 | Final Questions FFE Closing |
Meet the Facilitator: Jennifer Freeman Thompson
Sr. Director of Marketing & Communications at Sigma Sigma Sigma
As a 20-year communications and marketing vet, the unifying goal throughout Jennifer Freeman Thompson’s career has been raising money. Whether through fundraising, soliciting member dues, increasing licensing royalties, or promoting Girl Scout Cookie sales—asking for money is nothing new to her. Jennifer is in her fourth year as the Sr. Director of Marketing & Communications for Tri Sigma where her team also supports the Foundation’s marcom efforts. She currently serves as Director of Recognition for the Fraternity Communications Association’s Board of Directors. She is a member of Alpha Gamma Delta and a proud Alpha Gam Foundation volunteer, Day of Giving enthusiast, and GEM (Give Every Month). Jennifer lives in Arkansas alongside her husband Curt, 7-year-old Hank, and cats Pancho and Lefty.
