Fundraising Mail Benefits From Data-Rich List Segmentation
Because effective data use is so key to nonprofit direct mail success, AccuList USA goes beyond data brokerage and supports fundraising clients with merge-purge and segmentation, predictive analytics, and data hygiene and appending, as well as rental list vetting and parameter selection.
Limited Data Limits Response
Some fundraisers question the need for a more sophisticated data approach, of course. So we’ll pass along a recent NonProfitPRO blog post by Chris Pritcher, of Merkle’s Quantitative Marketing Group, which challenges overly narrow views of donor data. Too often, using data to understand the donor base is limited to one of two categories, Pritcher notes: 1) RFM (recency, frequency, monetary) data and giving history, or 2) donor demographics and behavioral measures, ranging from factors such as wealth or related interests/purchases to applying behavior-lifestyle systems such as Prizm. Whether the data is first-party or third-party sourced, each approach has its limitations. RFM often silos data from a single channel, for example, even though donors live in a multi-channel world. RFM also focuses mainly on short-term financial action, ignoring donors, especially Millennials, whose giving is maximized through an interactive, long-term relationship. Meanwhile, though donor demographics can help avoid low-opportunity lists and segments, demographics in isolation may be too general for effective response targeting. Wealth data indicates who has money but not who is willing to give that money to a specific cause, as Pritcher points out.
Multi-dimensional View Enriches Segmentation
Pritcher urges fundraisers to step up their donor targeting and embrace “multi-dimensional segmentation” over the either/or data approach described above. Instead, nonprofits can analyze donor actions (both financial and non-financial) along with data such as demographics, wealth, donations to other organizations, etc., to create more actionable segments. Here are some of his basic tips for success: 1) avoid a myopic view by using financial and non-financial information across channels; 2) control scale by limiting segments and focusing on actionable over descriptive data; 3) include a plan for migrating donors into the most engaged segments; 4) focus strategy and budget on top donor segments, and use segmentation to acquire prospects likely to grow into similarly engaged donors; 5) target messaging by segment to further boost response, affinity and loyalty.
For the complete article, go to http://www.nonprofitpro.com/post/who-exactly-are-your-donors/
