SEATTLE–PerformanceData, Chicago, announced at last week’s National Center for Database Marketing's 21st National Conference and Exhibition here that it has secured an agreement with USA Group Noel-Levitz, a nonprofit target marketing company, to offer nonprofit organizations a set of models that will score potential contributors on their likelihood and propensity to donate.
The new models — called Donor Affinity Codes (DAC) — well be available in
late summer from PerformanceData. DAC will draw on PerformanceData's individual, household, neighborhood and market area database and USA Group Noel-Levitz' historical donor data from national and regional charitable organizations. Together, this
information will be used to create scoring models that will reveal which prospects are most likely to give, to continue giving, and how much money they are likely to give.
A charitable organization using a DAC score, for example, will be able to order names that are potential donors to their organization, within a prescribed geographic area, in the “most likely to give” 25 percent of the population with propensity to give at least $100.
“We have found that you can draw some conclusions about things such as where a person lives and the home market value of a person and their propensity to donate to charitable organizations,” said Jan Davis, vice president and general manager at PerformanceData.
According to PerformanceData this is the first type of model of its kind.
“Nonprofits needed some fresh lists. Most of these organizations have traded their lists back and forth so many times that the lists have become fatigued,” Davis said. “These models will give them a fresh pool of data to reveal ideal donors.”
Phase two of DAC, which will be introduced early next year, will include scoring models relative to specific types of organizations, such as political, higher education, social cause or environmental issues.
