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Before beginning the process, determine your goals. Are you trying to:
- increase response rates;
- increase the dollar value of donations;
- stop talking to the wrong audience; or
- segment your campaigns?
The steps involved in the process are:
- Audit your list to show counts by geographical area. Look at your stakeholders file and try to get an idea of their geographic distribution. Look at different states. Which states do most stakeholders reside in?
- Append demographic data to all the matched records. A lot of this information can be acquired through the Census Bureau if you don't have it on file. Data worth appending includes geographic, marital status, adult age range, head of household gender, presence of children, household income and length of residence.
- Match to a list company's database or a national sample.
- Designate a benchmark. Pull a random sample from your donor population.
- Create an online profile report.
A fundraiser’s job is to put the profile to work by adjusting messages as appropriate and using the profile to maximize acquisition efforts.
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- Companies:
- infoGROUP
- NTEN
- Triplex Direct Marketing
E
Abny Santicola
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