Spinning Date Into Donor Gold

Despite drawing 80,000 to 90,000 new donors a year with an average gift of $32, CRS placed considerable emphasis on its data and partnered with Newburyport, Mass.-based analytics-software provider Genalytics to streamline its prospecting appeals. Using sophisticated modeling, the organization focused on top segments of the file rather than the entire universe, suppressed mailing to the bottom segments, and discovered significant numbers of new prospects similar to existing donors.