Glossary
CRM Basics

Segment

By: Alec Hollingsworth
Updated:  
July 2, 2025

Definition:

A segment is a group of contacts in your CRM organized by shared attributes or behaviors for targeted communication.
A segment in CRM is a subset of contacts grouped based on shared characteristics, behaviors, or attributes such as donation history, engagement level, or geographic location. Segmentation allows nonprofits to organize their database efficiently, target communications, and tailor outreach strategies to specific audiences. By leveraging segments, organizations can increase personalization, improve donor engagement, and maximize campaign effectiveness. Segments can be static—created once based on a set of criteria—or dynamic, updating automatically as contacts meet specified conditions. Effective segmentation empowers nonprofits to understand their supporters better and allocate resources efficiently, ultimately enhancing relationships and driving mission success.

Key Takeaways

  • Segments group contacts by shared traits or actions.
  • Enable personalized communication and targeted campaigns.
  • Can be dynamic or static based on criteria.
  • Improve data management and reporting.

Why It Matters

Segmentation enables personalized outreach, increases engagement, and improves operational efficiency.

Real World Example

A nonprofit using Keela wants to invite previous donors to an upcoming fundraising gala. They create a segment for contacts who donated in the last year and live within 50 miles of the event venue. This segment automatically updates as new donations are recorded or contact addresses change. The organization then sends a personalized invitation only to this group, increasing the likelihood of attendance and strengthening relationships with their most engaged supporters. By using segments, the nonprofit ensures efficient communication and maximizes the potential impact of their event.

How Keela Helps

In Keela, segments help users filter and organize contacts with powerful, customizable criteria. Users can create dynamic segments that automatically update as contact information changes, ensuring communications are always targeted and relevant. Keela’s easy-to-use segmentation tools empower organizations to optimize their CRM strategy and track supporter journeys more effectively.

Frequently Asked Questions

What is a segment in a CRM?

A segment is a group of contacts organized by shared characteristics, such as engagement level or donation history, to enable targeted communication.

How do segments differ from tags?

Segments are dynamic or static groups based on criteria, while tags are labels manually applied for additional categorization.

Why should nonprofits use segments?

Segments help nonprofits personalize outreach, increase engagement, and efficiently manage their contact database.

Can segments update automatically in Keela?

Yes, Keela allows for dynamic segments that automatically update as contact data changes to maintain accuracy.

What are common criteria for creating a segment?

Common criteria include donation history, location, event attendance, volunteer activity, and engagement level.

Related Terms

A/B Test
Accessibility Compliance
Acknowledgement Letter
Address Verification
Affiliation
Archiving Historical Donor Data

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