Model Behavior
Asking the right questions and mining your data accordingly can produce a picture-perfect
Donors who appeared on one or more lists (almost 50 percent of the total donor file) produced a lower average gift but higher response rate. These individuals were targeted for additional mailings since they proved to be very responsive to mail appeals.
The most surprising information concerned the organization’s “suppression” file. For many groups, these files become catchalls for a variety of special groups — mail only once a year, no premiums, hastily reported deceaseds, donors marked as “do not mail” by major-gift officers and a variety of other records get put in this category.
- Companies:
- Lautman Maska Neill & Co.
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