The Five Segments You Can’t Afford to Ignore

Not all patrons are equal. Yet too many campaigns treat them like they are.

If you're still blasting the same message to everyone in your CRM, it might be time to rethink your segmentation strategy. Because when you treat a first-time attendee the same as a long-time donor, nobody gets what they need, and both are more likely to disengage.

The good news? You don’t need dozens of segments to start to see impact. Just five.

These core behavioral segments form the foundation of smarter campaigns, stronger relationships, and better results.

Here’s what they are, and why they matter:

1. First-Time Attendees

Why they matter: You only get one chance to make a first impression. First-timers are a crucial group to nurture; not just to thank, but to invite back. The goal? Turn a first  experience into a second.

What to do: Follow up quickly. Reinforce their choice. Show them what else they might love. Don’t ask for a donation, yet. Think of this moment as the beginning of a relationship, not the end of a transaction.

If you haven’t yet watched the related episode of Leading the Way, it offers a great introduction to first-timer churn, and what to do about it. We unpack why 75% of first-time attendees don’t come back, why timing trumps intention, and how small behavior shifts can create long-term loyalty.

It's a powerful reminder that the moment after the first visit might be the most important one of all.

WATCH: Why 75% of First-Time Attendees Never Return (And What to Do About It)

2. Returning Single Ticket Buyers

Why they matter: These folks have been back more than once, which means something is clicking. They’re showing signs of loyalty, but they need the right next step to keep building.

What to do: Highlight frequency perks. Introduce subscription or membership options. Use behavior to guide personalized recommendations. These customers are potentially ready for a deeper invitation; don’t leave them hanging.

It’s not all about sales: Maybe you need to get to know why they came to you in the first place or why they returned. This is also a great segment to seek meaningful feedback from. At TRG we recommend the Net-Promoter System (NPS) as an effective system for getting feedback.

3. Lapsed Customers

Why they matter: They used to show up. They used to donate. Then they stopped. Something disrupted the relationship, but that doesn’t mean it’s over. These customers are reactivation opportunities waiting to be tapped.

What to do: Acknowledge the gap. Reignite the connection with reminders of what they loved. Offer a clear and compelling reason to return. Often, a small nudge is all it takes to bring them back.

They’re not gone yet: Many organizations mark patrons as lapsed after 12 months of inactivity, but TRG recommends rethinking that window. Our data shows that a true lapse often happens after 18 to 24 months. Patrons may still feel connected to your organization even if they haven’t attended recently. Just because someone’s been quiet doesn’t mean they’re gone.

READ: They’re Not Gone, Just Quiet: Rethinking Lapsed Audiences

4. Frequent Buyers or Members

Why they matter: These are your loyalists. They know your work, value your mission, and engage often. But loyalty is fragile if not recognized and cultivated.

What to do: Treat them like insiders. Share sneak peeks, early access, or behind-the-scenes content. Make them feel known, not just thanked. When people feel seen, they stay invested.

5. Donors (Especially Those Who Also Attend)

Why they matter: Donors who attend are your most invested patrons. They give, they go, and they care. But if your marketing and development teams aren’t coordinated, these patrons get duplicated, misaligned asks.

What to do: Align messaging across departments. Segment by behavior, not just by role. Steward them holistically, not transactionally. Consistency in messaging builds trust, and trust builds lifetime value.

As we explore in the the latest Leading the Way episode, getting clear on your key segments isn’t about complexity. It’s about clarity.

These segments help you:

• Send more relevant messages
• Reduce campaign waste (time, resources, money)
• Align internal teams
• Build real relationships

Watch the full episode here: