We know there's no such thing as "the public" and we don't have just one "audience". But until recently, actually communicating with people based on their interests, level of participation, or the like has been difficult at best. With big advances in the database that now fuel our communications, there's more and more we can do to communicate more effectively with our event registrants.

Example? Jeff Shuck, CEO of Event 360, says you should communicate differently with the people who are sending a lot of e-mails for your "a-thon" than the folks who aren't. Instead of encouraging every participant to make asks via e-mail, you can focus on asking folks who have yet to send 5 emails this week, which is pretty digestible.

In this podcast, Jeff and I talk through both the technical mechanics and the psychology of segmenting your lists.

Want more from Jeff? Be sure to sign up for the Online Nonprofit Technology Conference, where you can get a live stream of Jeff's session, chat with sessions participants, and get your own questions answered.