Model Behavior

Modeling is best used when you have a specific question that you’re trying to answer, such as: “Who are my best donors to approach for an upgrade?” “Which petition signers in my database have the best potential for contributing?”

If you do not have a specific question in mind, it still can be useful to see if there are characteristics influencing the outcome of a mailing that were not in your selection criteria. For example, if donors were selected for a mailing based on recency, frequency and gift size, you might want to look at the results by region, the acquisition package through which donors were acquired or by cumulative donor value over their lifetimes.