If you are part of a nonprofit organization, you must know how crucial it is to build and maintain a relationship with your supporters. You can sustain these relations with the aid of digital marketing and best serve the interests of your agency. 

Email segmentation is one such practice that helps you garner more than double the engagement of your email recipients.

Email Segmentation

A refinement into a direct email campaign, an email segmentation divides your list into different segments. Thereby, you can customize your messages suitable to each group and give each person a clear reason to open your email to respond immediately.

For instance, the emails you forward to retired senior citizens might get a completely different response than you get from single Millennials. 

However, email segments are not simply separated by age. You can go further and break out your email list into several groups. Ensure you are providing customized content and receive improved engagement in return.

Why should nonprofits opt for email segmentation?

Whether you are a nonprofit organization or a for-profit organization, email list segmentation is essential for two primary reasons: 

  • You can significantly improve the open rate of your emails by practising email list segmentation. 
  • If you are breaking out your email list into various groups, the concerned recipient will know you’re talking directly to them. It will encourage them take necessary action. 

Segments of a nonprofit agency

You can break out your email list into the following segments for your nonprofit agency: 

  • Board members: These segments can offer you some noteworthy donations if you customize your emails correctly. You can forward them the feel-good articles and photos, e-newsletters, invitations to special events and other important information. These people usually have limited time, so you should not overdo it with so much content. Get to the point quickly.
  • Donors: Identify donors and segment them accordingly. You can get a list of donors from the organization’s annual report. 
  • Volunteers: These individuals are a valuable part of your non profit organization. Keep them updated on what’s happening in your organization. Thereby, appreciate their interest and dedication to your cause. Provide them with the essential surveys apart from regular updates. You can also garner their support for your administrative needs and grow your agency stronger.
  • Beneficiaries: While you segment donors and other stakeholders, don’t forget to segment your beneficiaries with equal importance. You should represent your mission throughout the community. People who have benefitted from your noble work can become your valuable advocates. 
  • Supporting staff: Don’t forget to segment the supporting staff of your organization. These people work each day to build and support your agency. More often, it becomes challenging to ensure inter-agency communication for large nonprofit agencies. Thus, you must segment your internal working staff and keep them inspired and motivated to continue their work with your agency. 

Get started with segmenting lists

Following are the ways to get started with email segmentation: 

a) Make a list of local businesses in a certain location through a Chamber of Commerce membership. Also, get access to a staff directory. This kind of institutional knowledge will help build solid segmenting lists. 

b) Track past donations or volunteering to segment them accordingly. You can also use donation software or internal donation-tracking spreadsheets to identify members of different segments. 

c) Conduct surveys to get essential insights for segmenting lists. 


Email segmentation for nonprofits is a way forward to improving their fundraising efforts. Nonprofit agencies must refine conventional email marketing to these segmentation practices to save their time and efforts with non-targeted messaging. Go beyond generic and expand the landscapes of your nonprofit organization with segmenting lists.

O-Bless from ONPASSIVE is the crowd-funding platform that helps offer financial assistance to various non-profit agencies. It enables the connection between different stakeholders to support multiple causes and bring the desired change.