New Strategies for Segmentation
Demographic and transactional data are givens, but they're not the be-all and end-all of donor-information gathering.
The benefits to adding a channel-preference segmentation are cost savings and response improvement. It can be especially valuable when using high-value channels such as telemarketing but is still relevant to direct mail and even e-mail, considering the need to stretch every dollar in the current economic climate.
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