Special Report: Fundraising 101 Direct Mail

These days, people are taking segmentation to an even higher level by using data overlays (wealth ratings, age, home ownership, etc.) to identify new segments and tailor special offers and messaging to them.

Someone who is 50-plus years old and has given to your organization for eight to 10 consecutive years is a prime candidate for a planned-giving offer. People who give through multiple channels — mail, Web, special events — can be treated differently than those who just give through the mail.