3 Top Analytics Techniques Every Fundraiser Should Know

You must look at internal and transactional data such as gender, length of time on file, number of years giving, response vehicle (direct mail, e-mail, etc.) and relationship to organization (donor, member, volunteer, special-event attendee) to give you donor/nondonor characteristics. You should also look at external data such as U.S. Census Bureau information, cluster data (Equifax Niches data, Acxiom’s PersonicX and Nielsen’s PRIZM), wealth and summarized credit data to append to your file.