The Power of Co-op(eration)

This article is intended to provide a basic understanding of cooperative databases and statistical modeling, and how you can use them to increase net income. It will help you avoid what I consider to be one of the most deadly sins in direct marketing, which is making major cuts to your prospecting campaigns. Cutting, suspending or eliminating prospecting, as most of you already know, only makes the challenges facing nonprofit direct marketers more difficult.