Target Analytics Offers New Services Into Donor Behavior Insights

"Target Analytics Loyalty Insights couldn't come at a better time - as acquisition efforts stagnate, recognizing, cultivating and holding on to the donors you already have is more important than ever," said Susie DeCarlo, senior strategist with Mal Warwick Associates. "Loyalty Insights gives us a new tool to enhance traditional RFM strategies and identify targeted segments of donors ripe for a sustainer invitation, planned giving ask and upgrade strategies."

Lapsed Insights helps nonprofits identify and target lapsed donors (36-120 months) providing a basis from which to develop specific campaign strategies to reactivate those donors. Like Loyalty Insights, a nonprofit's file is assessed against the cooperative database and is segmented into actionable, behavioral groupings based on their likelihood to reactivate. The resulting groups highlight a combination of current giving behavior to other organizations as well as past giving to that particular nonprofit, enabling insight into strategies on how to reengage those donors.

For more information about Target Analytics direct marketing services, visit www.blackbaud.com/makeamatch.