Next in Nonprofits 190 - Recurring donor segmentation with Sheetal Puri

Sheetal Puri is the Senior Director, Digital Fundraising for the Wikimedia Foundation. "The Wikimedia Foundation is the nonprofit that hosts Wikipedia and our other free knowledge projects." Wikimedia is supported by millions of individual donors, and projects like Wikipedia serve billions and billions of web views every month.

Host Steve Boland asked Sheetal to discuss a project to segment communications between existing donors (about two percent of Wikipedia users) and users who have not yet made a financial contribution. Her team sent an email to recurring donors before a campaign launch providing those donors with an option to avoid seeing on-site messaging related to the campaign. The option to install a cookie provides some technological convenience, but more importantly, a recognition of the relationship with existing donors while reaching out to non-donors.

Sheetal discusses the goals behind this connection to donors, as well as other potential ways for supporters to serve as ambassadors for mission-based organizations.