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Building the Knowledge Base of Nonprofit Management:
A Searchable Database
Improving Direct Mail Fundraising Through Segmentation Research
Abstract
Currently, fundraising for medical research (and most other charities) seems to be conducted more on the basis of intuition or trial-and-error guesswork than it is guided by strategic planning. The efficacy of segmentation research is examined, from the more traditional demographic segmentation tech¬niques to newer segmentation schemes, including motiva¬tional segmentation and "geodemographic" segmentation. The methods are compared on their ability to identify active, high-value donors and generate insights to help formulate more effective appeals from the better understanding of donor groups provided by the segmentation results.
Journal
(1994)
vol5
no2
pages141
Categories
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Fundraising
