Model Behavior
Asking the right questions and mining your data accordingly can produce a picture-perfect
In the next appeal mailing, the organization used this information on “other giving” to segment the donors. It found that 39 percent of its donors did not appear on any other list in the merge/purge. While the response rate from these donors was slightly lower, the average gift was 23 percent higher than the control — causing us to surmise that this organization was a primary cause for these donors and a strong prospect for an upgraded ask.
- Companies:
- Lautman Maska Neill & Co.
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