New Strategies for Segmentation

Piecing it together
The devil in the details with donor segmentation is data collection and storage. If you can't easily access demographic, transactional, activity, channel-preference and motivational data, you obviously will have a hard time using this data for segmentation purposes. If the technologies you use for managing your donor database and Web site and performing e-marketing are disparate point solutions that don't integrate well, you might need to consider a business-intelligence tool that can extract, combine and store data from these separate solutions to provide you with comprehensive information.