Breathe Some Life Into Your Annual Campaign
When it comes to lists, the tried and true isn't always the way to go.
He adds that the type of offer that brought them in as donors in the first place (for example, whether there was a premium) might also be worth taking a look at. Most organizations are tracking and coding this
information into their databases as a fourth variable after RFM.
Alicia Orr Suman has been covering the direct marketing industry as a writer and editor for 15 years. She can be reached at aorrsuman@aol.com.
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