Case Study: Uncovering Major Donors in Your Mass Marketing Files

From this data and its typical segmentation, ABS created a test pool. Ultimately, more than 7,000 data enhanced modeled names were included, which were divided into four groups with two test cells in each:

• Rising donors — $1,000 to $9,999 cumulatively in one of the last three years
• Rising donor prospects — $500 to $999 cumulatively in one of the last three years
• Upper donors — one-time gift of $100 to $499 recently
• General donors — current donor but last gift less than $100

Stretch offer development
The typical Bibles for China control offer stated that every dollar given will provide the paper to print a Bible in China for someone who needs one. The ask array is based on the largest gift in recent times, starting with the last gift, then 1.5 times the last gift, two times the last gift and a write-in amount. For example, if the largest recent gift was $50, the ask string was $50, $75, $100 and a write-in amount.