The most successful fundraising comes about when you send the right message to the right people at the right time. So, how do you identify the “right” people? Tighter and more targeted file segmentation is increasingly critical to maximizing returns in this competitive fundraising environment. This goes hand in hand with Avalon’s general philosophy that the more you know about the individual donor and his or her preferences and behaviors, the stronger and more productive the relationship.
Testing RFM (recency, frequency, monetary value) segmentation against modeling helps find the best way to reactivate lapsed members. If modeling is the best option, Avalon’s models will allow you to select names that standard RFM segmentation will not, and also remove unproductive names that standard segmentation would mail. Our telemarketing qualifiers (TMQs) do the same for phone files. Each model is tailored to campaign goals—to maximize response, average gift, or overall net revenue. More deeply lapsed segments that may not qualify for reinstatement mailings can be added to acquisition mailings as warm prospects, which can help improve the net of the acquisition campaigns by increasing volume to realize cost efficiencies.
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