New Strategies for Segmentation

Transactional data typically encompasses the recency, frequency and amount of donations, and also might include related data such as event registrations or product sales. This information provides a profile of what your donor gives, and likely governs the frequency and type of your gift requests.

Most nonprofits segment their donor lists and build campaigns around the demographic and transactional profiles, but there are additional levels of data segmentation that can have a significant impact on ROI.