3 Top Analytics Techniques Every Fundraiser Should Know, Part 3

Based on that information, you can pinpoint if that donor is appropriate to try to reactivate, and also to target the proper messages to that donor. One client Terpstra worked with increased its reactivation response rate by 50 percent using a co-op model.

Regression model
Regression models can be effective for long -apsed donors. They are typically not as robust as co-op models because they basically originate solely from your own historical data on your file. The leading indicators for the right long-lapsed prospects to target tend to be transactional — number of past gifts, largest gift, etc. — and some demographic overlays can help improve the model, Terpstra said.

Hits strategy
“If you can’t afford a lapsed model, try a ‘hits’ strategy in your acquisition program,” Terpstra said. Do this by including long-lapsed segments in your acquisition merge process. Then flag your long-lapsed donor lists that hit against outside files. These are donors who lapsed on your file, but for some reason are currently giving to one or more of your “competitors” — other organizations.