This is lesson thirty-two. This is towards one of our missions. Education. You’ll learn everything about marketing - from the basics to the most advanced strategies - for free, thanks to VellumWorks.
Most charities don’t struggle because people don’t care.
They struggle because they speak to everyone the same way.
Personalisation and segmentation fix that.
They help you move from generic messaging to communication that feels relevant, human, and intentional without needing huge budgets or complex tools.
What Is Segmentation?
Segmentation is the process of dividing your audience into meaningful groups based on shared characteristics.
Instead of one big audience, you create smaller groups that actually make sense.
Common charity segments include:
new vs long-term donors
monthly vs one-off supporters
volunteers vs donors
local vs international supporters
interests (education, health, climate, crisis response)
engagement level (active, inactive, highly engaged)
In simple terms, Segmentation answers who you’re talking to.
What Is Personalisation?
Personalisation is how you adapt your message to each segment or even each individual.
This doesn’t mean creepy tracking or complex AI.
Often, it’s small, respectful changes that make a big difference.
Examples:
using someone’s name
referencing how they first supported you
tailoring stories to their interests
adjusting tone based on relationship stage
sending different emails to donors vs volunteer
Why These Two Always Work Together
Segmentation without personalisation is just organisation.
Personalisation without segmentation is guesswork.
Together, they create relevance.
Instead of: “Support our charity.”
You move toward: “As a monthly supporter, here’s the impact you helped create this month.”
That shift changes everything.
Why This Matters for Charities
Because relevance builds trust and trust builds retention.
Personalisation and segmentation help charities:
increase email open and click rates
reduce donor fatigue
improve supporter retention
build stronger relationships
respect supporters’ time and attention
stop over-asking the same people
Most importantly, they make supporters feel seen, not targeted.
Simple Segmentation Types (Start Here)
You don’t need dozens of segments. Start small.
1. Behavioural
What people do:
donated
volunteered
attended
opened emails
clicked links
2. Relationship Stage
Where they are in the journey:
new supporter
active supporter
lapsed supporter
advocate
3. Interest-Based
What they care about:
programmes
regions
issues
campaigns
Three to five segments are often enough to make a real impact.
Respectful Personalisation (Best Practice)
Good personalisation feels helpful.
Bad personalisation feels invasive.
Good examples:
“Because you supported our education programme…”
“As someone who attended our last event…”
“You’re receiving this because you signed up for updates on climate action.”
Always prioritise:
clarity
consent
relevance
transparency
Trust comes before tactics.
10-Minute Exercise: Personalise One Message
Take your next email or campaign and answer:
Who is this really for?
What do they already know about us?
What do they care about most?
What’s the most respectful next step?
Then:
remove anything irrelevant
adjust one paragraph to speak directly to that segment
simplify the call to action
That’s personalisation, done properly.
Why is this important to know?
Because people don’t disengage from causes, they disengage from irrelevant communication. Personalisation and segmentation help charities stop shouting into the void and start having meaningful conversations.
When supporters feel understood, they stay longer, give more confidently, and build deeper connections with your mission.
At VellumWorks, we believe knowledge should be free. That’s why this series will guide you, step by step, through everything from the basics to the most advanced strategies in marketing: no jargon, no gatekeeping, just education that empowers.
