Segment smarter for year-end giving

You probably know segmentation matters, but between everything else on your plate, it can feel like one more complicated thing to figure out. The good news? It doesn't have to be.

This week, we're breaking down how to personalize your year-end appeals without starting from scratch. Simple changes like using a donor's actual first name, tweaking one paragraph to acknowledge their giving history, and adjusting ask amounts based on past contributions can lead to 270% more clicks and 137% more opens.

The take-home template

Generic outreach doesn't cut it anymore — supporters want personalized communication that reflects how they engage with your organization. This free template from Keela helps you categorize donors by giving patterns, engagement levels, and donation history. You'll learn to define criteria, score each segment, and identify which groups deserve priority in your fundraising strategy.

Snackable snippets

15 segmentation ideas for your year-end fundraising 📖

Year-end is when every nonprofit competes for attention, which means one-size-fits-all appeals get lost in the noise. Segmentation helps you cut through by tailoring messages to donor behavior.

How to segment and personalize appeals 📖

This guide shows you how to personalize appeals without starting from scratch. Use donors' actual first names, adjust one strategic paragraph to acknowledge their giving history, and customize ask amounts based on past contributions. Studies show 270% more clicks and 137% more opens with basic personalization.

Emergency funding takes on urgency amid shutdown 📖

With the shutdown entering its third week, foundations are launching emergency relief. The Skoll Foundation's $25 million fund has supported 55 organizations hit by international aid cuts, while the Public Media Bridge Fund offers grants plus advisory services to help groups collaborate or merge as they navigate life without federal support.

There’s a new currency in fundraising  📖

The 2025 Edelman Trust Barometer found that businesses are now more trusted than nonprofits — a troubling shift that's leading donors to give once and then disappear. To rebuild trust, focus on transparency, authentic reporting, and making donors the hero of your story.

For your inspiration folder

The Pennsylvania Association of Realtors was struggling to break through crowded inboxes, so they added digital ads to support their emails and launched sponsored retargeting for partners. This led to 442 webinar registrations, $76k in ticket sales, and $10k in sponsorship revenue, all while keeping everything in-house with real-time visibility into what's working.