Market Segmentation in Action Using Generation Insights to Drive Individual Engagements CLC - May 2016 Vancouver, British Columbia

 What’s Your MindBase Segment?  Who Are Our Donors?  Who Butters The Bread / Turns On The Lights?  What Motivates Our Donors to Give?  Segmentation in Action  Phoenix  Columbus  Table Talks – Getting to Know The Segments Agenda

What’s Your MindBase Segment?

Take the MindBase Test 1. Type MindBase into your web browser Click on MindBase MindBase Scroll down to survey link

Who Are Our Donors?

MindBase 260M People Segmented Database United Way 658K donors United Way Donors Identified by Demographic Segment Output Donor Segmentation Research – Process Overview Millennials: < 36 years old Gen X'ers: years old Boomers: 49 – 67 years old Retirees: > 68 years old 9 major markets Boston Cincinnati Cleveland Columbus Dallas Los Angeles Louisville Phoenix San Francisco

© 2015 THE FUTURES COMPANY 7 I am DOWN TO EARTH 8% Of Donors I am ROCK STEADY 16% Of Donors 19% Of Donors I am SOPHISTICATE D Boomers: 43% of Select Cities donors. (age 49-67) Meet OUR Donors PLANNER INTEGRITY OPTIMISTIC RESPONSIBLE / DISCIPLINED 55% Female $69,600 / year 56 yrs. old UNIQUE THRIFTY CAREFREE RELATIONSHIPS 59% Female $55,600/ year 53 yrs. old QUALITY WELL-READ INTELLIGENT INDEPENDENT 57% Male $86,00 / year 55 yrs. old

© 2015 THE FUTURES COMPANY 8 I am AT CAPACITY 13% Of Donors Gen X’ers: 27% of Select Cities donors (age 36-48) Meet OUR Donors PIONEER AMBITIOUS DISCIPLINED TECH-SAVVY / RISK TAKING 59% Male $85,500 / year 39 yrs. old TIRED STRESSED SIMPLICITY FUN –SEEKING 57% Female $70,700 / year 40 yrs. old I am DRIVEN 14% Of Donors

© 2015 THE FUTURES COMPANY 9 I am EXPRESSIVE 9% Of Donors I am CONNECTED 11% Of Donors Millennials: 20% of Select Cities donors (age 21-35) Meet OUR Donors STATUS INNOVATION DEMANDING TRENDY - BOLD 60% Male $46,400 / year 25 yrs. old HOLISTIC SPIRITUAL OPEN-MINDED SOCIAL-MEDIA 58% Female $68,900 / year 26 yrs. old

© 2015 THE FUTURES COMPANY 10 I am MEASURE TWICE 6% Of Donors 3% Of Donors I am DEVOTED Retirees: 9% of Select Cities donors (age 68+) Meet OUR Donors POSITIVE ORGANIZED EXPERIENCES UPSTANDING / SATISFACTION 59% Female $46,800 / year 70 yrs. old SAFETY FAITHFUL TRADITIONAL COMFORT-SEEKING 57% Female $32,600 / year 73 yrs. old

Who Butters The Bread? Or Turns on the Lights?

Boomers and Gen X’ers are key targets 70% of Donors 76% of Donations LEGEND: MILLENIALS Expressive / Connected GEN X’ERS Driven / At Capacity BOOMERS Rock Steady / Down To Earth / Sophisticated RETIREES Measure Twice / Devoted Market Footprint DonorsDonations 20% 25% 27% 34% 14% 10% 27% 43% 16% 52% 24% 8% Source: MindBase segmentation of donor records in 9 major market United Ways

Boomers and Retirees are Strongest Donors (All 9 Markets) Expressive Connected Driven At Capacity Rock Steady Down to Sophisticated Measure Devoted Earth Twice $82 Avg. Annual Donation Weighted ($) UWMBMV Donor Segments GEN X’ers $322 MILLENNIALS $177 RETIREES $417 $172 $181 $306 $338 $396 $222 $280 $522 $390 BABY BOOMERS $ % Source: MindBase segmentation of donor records in 9 major market United Ways

© 2015 THE FUTURES COMPANY 14 Avg Donation ($/donor) Measure Twice Rock Steady Driven At Capacity Expressive Connected Devoted Down to Earth Rock Steady Development Index of 9 Select Cities Markets Measure Twice Measure Twice Driven At Capacity Sophisticated Potential Segment Strategies Based on Segment Development Index, Avg. Annual Donation, and Total Segment Value $324 = Avg. Donation Across all 9 Markets Normative Development Index = 100

What Motivates Our Donors To Give?

Repayer “I give to my alma mater” “I support organizations that have had an impact on me or a loved one” Casual Giver “I primarily give to well know nonprofits through a payroll deduction” “I gave $1,000 so I could host a table at an event” High Impact “I give to the nonprofits that I feel are generating the greatest social good” “I support causes that seem overlooked” Faith Based “We give to our church” “We only give to organizations that fit with our religious beliefs” Local Difference “I support local charities” “I only give to small organizations where I can make a difference” Personal Ties “I am familiar with the people who run the nonprofit” “A friend asked me to give” Behavioral Motivations for Charitable Giving “Money for Good” Hope Consulting 16

High Impact Local Difference Casual Personal Ties Motivational Behaviors for Giving by MindBase Segment % of MindBase Segment MindBase Segment Millennials Boomers Gen X’ers Local Difference

Segmentation in Action: Phoenix UNITE / Direct Mail Campaign

Monthly Engagement Program Retention & Win-back

2015 / 2016 Plan Targeting three audience types Fragile Donors Lapsed Donors MindBase Donors Targeted language based on audience More personal touches for higher segments Microsite Behavioral scoring

Communication Schedule- Donor Centric

Communication Schedule- Campaign Centric

The Creative: Expressive & Connected This image changes based on campaign and/or segment.

The Creative: Sophisticated & Rock Steady This image changes based on campaign and/or segment.

First Touchpoint with Development Officer Profile

Donor Scoring Model

Segmentation in Action: Columbus Applying Segments to Paid Advertising Buy

Table Talk Get To Know Our Donor’s Personas