Breathe Some Life Into Your Annual Campaign

“Organizations need to think more about their ongoing relationships with donors and doing long-term value analysis,” he says.

In looking at data, Mastrobattista thinks it also makes sense to look at recently lapsed donors who are still on your file.

“More and more organizations are accumulating larger and larger lapsed donor files, and not taking advantage of those names. Mining these lapsed files — and looking at which part can be reactivated — that’s where database modeling can be very efficient,” he suggests.