Oceana Dives Into Multichannel Marketing
A compelling theme and the imperiled sea turtle are the backbone of this campaign.
● Charitable-giving history and other fields: Use age, charitable-giving history, and other appended and behavioral data to find the best prospects among non-donors, lapsed donors and other marginal groups.
Interestingly, whether the supporter had indicated "yes" or "no" on charitable giving was unimportant, but the very fact that this field was appended for some prospects was important! Those with the data appended (from consumer survey data) were far more likely to respond than those without. FS
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