Focus On: Database Analysis: A Closer Look at Models

Modeling for reactivation
Some seasoned nonprofit veterans use a hybrid approach of RFA, predictive modeling and marketing savvy to move the needle. Another nationally recognized fundraising organization recently turned to predictive modeling to enhance its selection strategy and help offset faltering acquisition results by mining its growing universe of lapsed donors more effectively. Its standard RFA selection strategy was used to select the primary target audience. Then it incorporated the popular hit/no hit strategy — that is, any lapsed records on the house file that hit against outside lists during the merge/purge process were considered secondary candidates for reactivation.