Spinning Date Into Donor Gold
Catholic Relief Services turns to modeling to pinpoint its best-bet givers.
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For Whorton, the ideal “younger” target is just slightly younger than the average CRS donor: 45 to 54 on exchanged lists and 55 to 64 on compiled lists.
“We try to balance a desire to prepare for the future against short-term results,” he says. “If we simply focused on the people who are most likely to give, we could obviously face a shrinking universe over time.”
For the time being at CRS, short-term results must win out.