Model Behavior

You also can use outside tools to find the donors on your database in whom you should be investing the most. You can get information about age and basic wealth indicators relatively inexpensively (to help target planned-gift mailings), and other products can help you find donors who may contribute more. You also can have regression modeling and other processes performed on your data to help you segment better. However, these tools can be expensive and should always be tested. FS

Lynn Mehaffy is an account supervisor and Tiffany Neill is a partner at Lautman Maska Neill & Co.. Reach them at lmehaffy@lautmandc.com and tneill@lautmandc.com, respectively.