Donor geography key predictor of giving: Nonprofit Federation show

Share this content:

WASHINGTON -- Customizing direct mail efforts by geography was the topic for representatives from Drakes Bay Fundraising, the American Lung Association, Thompson Habib Denison and the American Red Cross who gathered last week at the Direct Marketing Association's annual Nonprofit Federation conference.

The session began with discussions of segmentation philosophy and use of various segmentation formulas.

"We have found that where a donor lives is a major predictor of not only whether they will give, but how much they will give and how often," said Craig Zeltser of Thompson Habib.

Results and research revealed that different geographical regions show similar volume but have very different metrics. Further research showed that this variation runs parallel to the cost of living in different parts of the country.

Research also showed that if a $25 donor is a relatively high-dollar donor in one territory and a relatively low-dollar donor in another territory, then their response rates will differ.

When the American Lung Association added the ability to select by geographical variables to its database, the group's net revenue increased nationally.

"We implemented a hybrid program where a local P.O. box was used for regions and associations with extreme results," said Craig Finstad of the American Lung Association. "However, we are always continuing to test, test, test."

Never make assumptions in the nonprofit sector.

"Don't assume that local is better," Mr. Finstad said. "Consider geography as a primary select criteria and run your analysis by smaller, statistically significant areas, because geographic differences can affect copy, design, gift ask, return address and other aspects of your program."


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above