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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Motivation
Different people are motivated in different ways. When it comes to charitable giving, some donors are motivated by shock messaging, some by sympathy, some by an intellectual argument and so on. Conversely, donors might be put off by certain styles of creative. Over time, it should be possible for you to establish a pattern — at donor level — of what works and what doesn't work for your donors.
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Robin Fisk
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