Monica C. Smith

For a successful multichannel fundraising campaign, an organization should have the right performance expectation for the donor type, and use the right contact vehicle and the appropriate ask ladder to generate the best results. To that end, it’s important to have the greatest understanding of a donor, which comes through structured aggregation, compilation and analysis of data — data about the donor; data about past performance; data that shed light on attachment/affinity, capability and likelihood to contribute. Below are some recommendations for collecting, structuring and analyzing information for use across multiple channels: 1. Create business rules for collecting, structuring and analyzing data to ensure

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