The costume department at FundRaising Success has gone all out to bring you today's installment. Jo, er ... Alex Trebek puts Integral's Jim Emlet and Kevin Moran through their paces with a quick bonus round of Data Jeopardy. No wonder the score is 0 - 0; no one seems to know how to answer in the form of a question!
The more I thought about it, the more I wanted to know what the experts were thinking in this area — so I decided to just ask! For the most part, what is in this article are direct comments/quotes from the folks that I believe are the brightest and the best in our industry around this topic.
As with every evolutionary process, it's time to go to the next stage — moving from focusing on all the data to focusing on the right data. That's where the confusion comes in — what exactly is the right data to measure?
Segmentation and targeting are vital in direct-mail fundraising. If you aren't using it, you risk losing donors altogether. Because if a donor receives too much mail from too many places from one nonprofit, it may bug him or her enough to tune all of its communications out.