New Strategies for Segmentation
Demographic and transactional data are givens, but they're not the be-all and end-all of donor-information gathering.
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Robin Fisk
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In essence, a channel-preference segmentation allows you to focus dollars on a particular channel and target the audience most likely to respond to that channel. Instead of mailing, e-mailing and calling every donor, you can spend money to punch up direct mail and e-mail for a subset of your target audience and put more calls toward each donor in your telemarketing campaign.
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Robin Fisk
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