The Covid 19 virus pandemic is delivering a societal disruption that is likely to leave little if anything untouched. That includes nonprofit organizations and the way they raise money. I can’t tell you what the post-pandemic future is going to look like for nonprofit...
Read moreDriven Mad by Over-Segmentation Part 3: A Data-Driven Alternative
In the first two installments (scroll down to see previous posts) of this “trilogy” on segmentation in direct mail fundraising, I discussed the basic objectives underlying segmentation, listed some of the challenges and limitations created by typical (often overly...
Read moreDriven Mad by Over-Segmentation, Part 1: Key Questions
Segmentation is a given in any annual giving direct mail solicitation effort; everyone knows you need to tailor the message to the audience, right? Of course no one would dispute the value of tailored communications, but in my experience in the fundraising world I’ve...
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