Focus On: Database Analysis: A Closer Look at Models

The movement to bring together critical donor information that has resided in disparate locations is well under way. Consequently, as the pieces of the puzzle fall into place, we’re getting a clearer picture of who our best donors are. By making more efficient use of all available information, fundraisers are in a better position to capitalize on latent opportunities that have previously gone unnoticed. When you consider the amount of money sacrificed chasing the wrong donors from campaign to campaign, fundraisers cannot afford to ignore the benefits associated with more sophisticated marketing techniques.