The Power of Co-op(eration)

Cooperative databases and statistical modeling are not new. In fact, statistical modeling (predictive analytics) has existed for more than 30 years, and cooperative databases (co-ops) have been around for more than 20 years. Both are used extensively by commercial mailers and other marketers to identify those most likely to buy their products and services. Some of these businesses have been so successful using modeled co-op names that 100 percent of the prospect names they use come from co-ops. Historically, nonprofit organizations have been participating in cooperative databases but to a lesser extent than commercial marketers.