How To Build A Simple Sementation System
Segmentation, essential to most direct-mail campaigns can enhance the productivity of a direct-mail program. At the heart of segmentation is the ability to ask different donor groups for different amounts of money at different times. The system proposed hinges on developing a 3-digit code for every record in a file that can be appended to each record and utilized for selection and analysis. The 3 basic pieces of information that are required of every donor are: 1. the original source of the gift, 2. the amount of the highest gift, and 3. the date of the most recent gift. Resulting donor profile codes can be analyzed to segment a list and get the most out of its application to a fund-raising effort. Appropriate segmentation of donors might hinge on such profile factors as: 1. those who have already given to a current campaign, 2. current donors who have not yet given, and 3. one-year-lapsed donors. A copy of the direct-mail piece can be altered to accommodate different groupings.
Full text: Fund Raising Management, May 1988
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