Analyze This!

In the direct-marketing world, we always have had only one goal in mind: Secure a donation. And so our analysis has taken us to ever-expanding realms to understand the triggers for a donor to make a gift. We not only analyze the campaign — from the creative and the technique to the timing and seasonality — but we also analyze the donor’s behavior and the actions each donor takes leading up to her most recent gifts. It’s time we apply those insights to our e-mail lists.