Monday, 16 May 2016 08:00 PM / by Sean Finnegan

I agree with this post from 101 Fundraising that "surveys tell us what people say they’ll do, but rarely tally with what they’ll actually do."

It's important to follow the transactional data which tells you what a donor has done.

This is much more important than what they might do or what the donor looks like:

Imagine two households in the same wealthy neighborhood with identical household income. Both families play golf and drive BMW's.

But one household just lost their mother to cancer. 

That household would be a much better target, all other things being equal, for an appeal from a charity aiding cancer patients, but even better would be to know that household has already made a donation to a cancer charity.

And that transactional data, what they have done, is MUCH more important than the demographic data.

The neighbor of the household that lost their mother to cancer may have no interest in supporting cancer charities despite looking the same demographically in every way. 

 

 


If you’d like to receive a copy of our new ebook, click on the icon below for a free copy:

 

 

Featured Testimonial

Featured Testimonial

Lawrence Direct Marketing took over our direct mail fundraising at the beginning of 2014, and in less than three years have built an annual array... Read more...

Right - Twitter Feed

LawDirectMktng We are enjoying Chicago and The 2018 National Catholic Development Conference. Excited to present today with Kate C… https://t.co/8K6IEiiLdH
LawDirectMktng RT @NCDCorg: “Philanthropy isn’t about money. It is about a passion for mission that compels someone to do all they can to forward and adva…
LawDirectMktng So excited to be in the beautiful city of Chicago for the @NCDCorg 2018 Conference. Such amazing architecture!… https://t.co/lQqexRiuhB

       

Back to top

Powered By

Powered By WebKenner