New Strategies for Segmentation
Demographic and transactional data are givens, but they're not the be-all and end-all of donor-information gathering.
Nontransactional activity data
Consider mining nontransactional activity data, such as online community participation, e-mail forwards, downloads, or other Web-based metrics that provide insight into the interests and passions of your donors. Often, this type of data might overlap your transactional data, but in the case of online community activity, it can be distinctly different.
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